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Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
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Membangun Kepekaan Masyarakat dalam Menjaga Lingkungan melalui Media Sosial Muhammad Rangga Adhan; Muhammad E. Fuady
Bandung Conference Series: Public Relations 455-464
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25932

Abstract

Abstract. The internet and existing technological advances have produced long-distance communication applications that allow humans to update their whereabouts and activities at that time, social media applications such as Instagram, TikTok, Facebook, and X have become something consumed every day by humans today. Social media has a very significant role in the formation and dissemination of public opinion in today's digital era. As an open two-way communication platform, social media allows every individual to express opinions, share information, and respond to current issues quickly and massively. This study uses a quantitative method with a quantitative descriptive study approach to determine the social media activities of @bdg.dlh in building public awareness in protecting the environment. The research population is the followers of the @bdg.dlh account. The sampling technique uses the Slovin formula to determine how many samples are needed, in this study a sample of 100 people was obtained from the total population or followers of @bdg.dlh. The results of the study show that @bdg.dlh's social media activities have succeeded in getting their followers to follow their campaign, which in this study is environmental sensitivity. This is in accordance with the SoMe Model where an organization/brand requires stages to further encourage/make its campaign successful. Abstrak. Internet dan kemajuan teknologi yang ada menghasilkan aplikasi komunikasi jarak jauh yang memungkinkan manusia mengupdate keberadaan serta aktifitasnya pada saat itu juga, aplikasi media sosial seperti instagram, tiktok, facebook, dan X sudah menjadi hal yang dikonsumsi setiap harinya oleh manusia saat ini. Media sosial memiliki peran yang sangat signifikan dalam pembentukan dan penyebaran opini publik di era digital saat ini. Sebagai platform komunikasi dua arah yang bersifat terbuka, media sosial memungkinkan setiap individu untuk menyarakan pendapat, berbagi informasi, serta merespons isu-isu aktual secara cepat dan masif. Penelitian ini menggunakan metode kuantitatif dengan pendekatan studi deskriptif kuantitatif untuk mengetahui aktivitas media sosial @bdg.dlh dalam membangun kepekaan masyarakat dalam menjaga lingkungan. Populasi penelitian adalah followers akun @bdg.dlh. Teknik pengambilan sampel menggunakan rumus slovin untuk menentukan berapa banyak sampel yang dibutuhkan, pada penelitian ini didapatkan sampel dengan jumlah 100 orang dari jumlah populasi atau followers @bdg.dlh. Hasil penelitian menunjukkan bahwa aktivitas media sosial @bdg.dlh berhasil membuat followersnya mengikuti apa yang mereka kampanyekan, dalam penelitian ini yaitu kepekaan terhadap lingkungan, hal ini sesuai dengan Model of SoMe dimana sebuah organisasi/brand memerlukan tahapan-tahapan untuk lebih mendorong/menyukseskan kampanyenya.
Hubungan Layanan Informasi Rumah Sakit dan Kepuasan Pasien Azka Fadliansyah; Nova Yuliati
Bandung Conference Series: Public Relations 465-472
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25935

Abstract

Abstract. Information service quality at hospitals largely shapes patients' first impressions and trust, so unclear or delayed information tends to lower satisfaction. A preliminary interview at Rumah Sakit Muhammadiyah Bandung found complaints about the clarity of information and staff responsiveness, prompting this study. Using a quantitative correlational method, the study examined the relationship between hospital information service and patient satisfaction through four SERVQUAL dimensions, namely reliability, responsiveness, assurance, and empathy. Data were collected from 95 patient respondents selected through accidental sampling using a Likert-scale questionnaire, then analyzed with Pearson Product Moment correlation. All four dimensions correlated very strongly and significantly with patient satisfaction: reliability (r = 0.8068), responsiveness (r = 0.8275), assurance (r = 0.8277), and empathy (r = 0.8417), the last being the strongest predictor. Overall, hospital information service correlated very strongly with patient satisfaction (r = 0.9084), so every hypothesis in this study was accepted. These findings confirm SERVQUAL theory remains relevant for faith-based hospital information service and point to interpersonal communication training, particularly on empathy, as a practical lever for sustaining patient satisfaction.   Abstrak. Kualitas layanan informasi rumah sakit menjadi penentu kesan pertama dan kepercayaan pasien, sehingga informasi yang tidak jelas atau terlambat berpotensi menurunkan kepuasan. Pra-riset di Rumah Sakit Muhammadiyah Bandung menemukan keluhan terkait kejelasan informasi dan respons petugas, sehingga isu ini layak dikaji lebih jauh. Penelitian ini menggunakan metode kuantitatif dengan pendekatan korelasional untuk menguji hubungan antara layanan informasi rumah sakit dan kepuasan pasien melalui empat dimensi SERVQUAL, yaitu reliability, responsiveness, assurance, dan empathy. Data dikumpulkan dari 95 responden pasien yang dipilih melalui accidental sampling menggunakan kuesioner skala Likert, kemudian dianalisis dengan korelasi Product Moment Pearson. Keempat dimensi terbukti berhubungan sangat kuat dan signifikan dengan kepuasan pasien: reliability (r = 0,8068), responsiveness (r = 0,8275), assurance (r = 0,8277), dan empathy (r = 0,8417) sebagai dimensi dengan korelasi tertinggi. Secara keseluruhan, layanan informasi rumah sakit berhubungan sangat kuat dengan kepuasan pasien (r = 0,9084), sehingga seluruh hipotesis penelitian diterima. Temuan ini menegaskan relevansi Teori SERVQUAL pada layanan informasi rumah sakit berbasis nilai keagamaan, sekaligus merekomendasikan penguatan pelatihan komunikasi interpersonal bagi petugas, terutama pada aspek empati, agar kepuasan pasien dapat terus ditingkatkan.
Pengelolaan Bauran Promosi melalui Instagram dalam Memasarkan Produk Kopi Juwita Puspita Dewi; Anne Ratnasari
Bandung Conference Series: Public Relations 473-482
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25948

Abstract

Abstract. The development of Social Media has positioned Instagram as an important platform for digital marketing communication, particularly for coffee shop businesses seeking to enhance product appeal, strengthen brand identity, and build relationships with audiences. String Coffee shop Bandung utilizes Instagram @about.string to manage its promotional mix through event promotion, Key Opinion Leaders, marketplace collaborations, and the creative space concept. This study aims to examine how the promotional mix is managed through Instagram @about.string in marketing coffee products. The research employed a qualitative method with a case study approach. Data were collected through in-depth interviews with the Owners, head of marketing, head of events, KOL specialist, head content creator, expert informant, Follower, and KOL Talent, as well as observation and documentation of Instagram content. The findings show that promotional mix management integrates offline activities with digital communication. Events are presented through e-flyers, reels, stories, teasers, and collaborative posts; KOLs highlight visit experiences, venue atmosphere, and coffee products; and marketplace collaborations communicate discounts, bundles, special offers, and online purchasing access. Meanwhile, the creative space enables the creative team to explore visual, music, storytelling, retro, vintage, Y2K, and 2000s MTV-inspired styles according to campaign needs and trends. Therefore, Instagram @about.string functions as a promotional mix management platform integrating events, Key Opinion Leaders, marketplace collaborations, and creative space in marketing coffee products.   Abstrak. Perkembangan media sosial menjadikan Instagram sebagai salah satu ruang penting dalam komunikasi pemasaran digital, termasuk bagi bisnis coffee shop dalam membangun daya tarik produk, identitas merek, dan hubungan dengan audiens. Coffee shop String Bandung memanfaatkan Instagram @about.string untuk mengelola bauran promosi melalui event, Key Opinion Leader, kolaborasi marketplace, serta konsep creative space. Penelitian ini bertujuan untuk mengetahui bagaimana pengelolaan bauran promosi melalui Instagram @about.string dalam memasarkan produk kopi Coffee shop String. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh melalui wawancara mendalam dengan Owner, head marketing, head event, KOL specialist, head content creator, informan ahli, Follower, dan Talent KOL, serta observasi dan dokumentasi konten Instagram. Hasil penelitian menunjukkan bahwa pengelolaan bauran promosi mengintegrasikan aktivitas offline dan komunikasi digital. Event dikemas melalui e-flyer, reels, story, teaser, dan collab post; KOL menyampaikan promosi melalui pengalaman berkunjung, suasana tempat, dan produk kopi; sedangkan marketplace dikomunikasikan melalui informasi promo, bundling, diskon, dan akses pembelian daring. Konsep creative space menjadi ruang eksplorasi bagi tim kreatif dalam mengembangkan referensi visual, musik, storytelling, retro, vintage, Y2K, dan gaya MTV tahun 2000-an sesuai kebutuhan kampanye dan tren. Dengan demikian, Instagram @about.string berfungsi sebagai ruang pengelolaan bauran promosi yang mengintegrasikan event, Key Opinion Leader, marketplace, dan creative space dalam memasarkan produk kopi.
Komunikasi Protokol Pimpinan Salma Agysta Erhadwiputri; Riza Hernawati
Bandung Conference Series: Public Relations 483-490
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25981

Abstract

Abstract. Protocol activities in government institutions involve intense communication processes between regional leaders and protocol officers. In the Regional Secretariat of Bandung City, the leader's communication tends to show an open, flexible, and less hierarchical style. This study aims to identify and analyze the internal communication process, the implementation of a low power distance communication style, and its underlying reasons. Using a qualitative method with a case study approach, data were collected through in-depth interviews, observation, and documentation from five informants. The results indicate that protocol communication runs through preparation, execution, and evaluation phases. The low power distance communication style, driven by the leader's background in communication and media, successfully short-circuits bureaucratic rigidity, mitigates message distortion, and enhances team motivation while strictly respecting professional boundaries.   Abstrak. Kegiatan keprotokolan dalam lingkungan pemerintahan melibatkan proses komunikasi yang intens antara pimpinan daerah dan petugas protokol. Pada Sekretariat Daerah Kota Bandung, fenomena komunikasi pimpinan memperlihatkan kecenderungan gaya yang lebih terbuka, cair, dan tidak menonjolkan jarak hierarkis. Penelitian ini bertujuan menganalisis proses komunikasi internal, penerapan komunikasi berjarak rendah, serta faktor pendukung dan penghambatnya. Metode kualitatif dengan pendekatan studi kasus diterapkan dalam penelitian ini. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi terhadap lima orang informan. Hasil penelitian menunjukkan bahwa arus komunikasi keprotokolan terbagi atas tahap persiapan, pelaksanaan, dan evaluasi. Penerapan gaya komunikasi berjarak rendah (low power distance) dipengaruhi oleh latar belakang pimpinan di bidang media, yang efektif memotong kekakuan birokrasi, meningkatkan kinerja, serta motivasi staf tanpa mengabaikan batas profesionalitas.
Pola Komunikasi Kicau Mania Lovebird di Facebook Muhammad Realdy; Maman Chatamallah
Bandung Conference Series: Public Relations 491-500
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25996

Abstract

Abstract. This study examines the digital interaction dynamics within the Bandung Prospect Lovebird Community on Facebook. Operating within the digital ethnography and qualitative descriptive paradigms, this research explores how traditional hobbyist subcultures adapt to modern social media structures to sustain social cohesion. Data collection was conducted through non-participant virtual observation and in-depth interviews with key community administrators and active members. The collected textual and visual interactions were analyzed using Miles and Huberman’s interactive qualitative framework, encompassing data reduction, data display, and verification. The findings reveal that communication patterns within the group are highly egalitarian yet asymmetric, heavily dominated by transactional exchanges, technical bird-training discussions, and distinct community jargon. Furthermore, while the platform effectively minimizes geographical barriers and fosters digital solidarity through mutual hobbyist identities, it simultaneously presents structural challenges such as widespread disinformation regarding avian care and high text-based miscommunication. This study concludes that Facebook serves as a critical socio-economic sphere for subcultural survival, though its efficacy remains constrained by user-driven participatory imbalances.   Abstrak. Penelitian ini mengkaji dinamika interaksi digital dalam Komunitas Lovebird Prospek Bandung di platform Facebook. Menggunakan paradigma deskriptif kualitatif, kajian ini mengeksplorasi cara subkultur penghobi tradisional mengadaptasi struktur media sosial modern untuk mempertahankan kohesi sosial kelompok. Pengumpulan data dilakukan melalui observasi virtual non-partisipan serta wawancara mendalam bersama pengelola grup dan anggota aktif. Data interaksi tekstual dan visual yang terkumpul kemudian dianalisis menggunakan model interaktif Miles dan Huberman, yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pola komunikasi di dalam grup berlangsung secara egaliter namun asimetris, yang didominasi oleh aktivitas transaksional, diskursus teknis perawatan burung, serta penggunaan jargon komunitas yang khas. Selain mampu mengikis sekat geografis dan membangun solidaritas digital berbasis kesamaan hobi, platform ini juga menyimpan tantangan struktural berupa tingginya disinformasi seputar perawatan satwa dan potensi miskomunikasi termediasi teks. Studi ini menyimpulkan bahwa Facebook berfungsi sebagai ruang sosio-ekonomi krusial bagi eksistensi subkultur, meskipun efektivitasnya masih terhambat oleh ketimpangan partisipasi pengguna.
Strategi Komunikasi Storytelling Fasilitator di PAS ITB Hafshah Sabila Rasyid; Dedeh Fardiah
Bandung Conference Series: Public Relations 501-508
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26000

Abstract

Abstract. Early childhood education plays an important role in shaping children’s character and socio-emotional development. However, learning practices that primarily focus on cognitive aspects often limit children’s opportunities to internalize moral values naturally. Storytelling is considered an effective method for conveying Islamic values through narrative experiences that enhance empathy, social skills, and character building. This study aims to analyze the communication strategies employed by facilitators of the PAS Salman ITB Children Community in delivering Islamic values through Storytelling and to examine the forms of interaction developed during the activities. This research uses a qualitative case study approach with data collection techniques including participatory observation, in-depth interviews, and documentation. The findings indicate that facilitators apply simple, expressive, and interactive communication through direct explanation, dialogic interaction, and exemplary behavior, enabling children to better understand and reflect Islamic values in their daily lives. This study is expected to contribute theoretically to the development of Storytelling as an educational communication strategy and practically as a guideline for early childhood learning activities.   Abstrak. Pendidikan anak usia dini berperan penting dalam pembentukan karakter dan perkembangan sosial-emosional anak. Namun, pembelajaran yang masih berfokus pada aspek kognitif menyebabkan anak kurang mendapatkan ruang untuk menginternalisasi nilai moral secara alami. Storytelling menjadi salah satu metode yang efektif dalam menyampaikan nilai-nilai Islami melalui pengalaman naratif yang mampu meningkatkan empati, kemampuan sosial, serta pembentukan karakter. Penelitian ini bertujuan untuk menganalisis strategi komunikasi fasilitator Komunitas Anak PAS Salman ITB dalam menyampaikan nilai-nilai Islami melalui Storytelling serta mengkaji bentuk interaksi yang terbangun selama kegiatan. Penelitian menggunakan pendekatan kualitatif studi kasus dengan teknik observasi partisipatif, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa fasilitator menerapkan komunikasi yang sederhana, ekspresif, dan interaktif melalui penjelasan langsung, interaksi dialogis, dan keteladanan, sehingga anak lebih mudah memahami dan merefleksikan nilai Islami dalam kehidupan sehari-hari. Penelitian ini diharapkan dapat menjadi referensi teoretis dan panduan praktis dalam pengembangan Storytelling sebagai strategi komunikasi edukatif pada anak usia dini.
Inovasi Layanan Publik melalui Aplikasi LAPNAJEL Hotline Service di Lembaga Pemasyarakatan Narkotika Kelas IIA Bandung Syavira Najwa Filzainia; Maya Amalia Oesman Palapah
Bandung Conference Series: Public Relations 509-516
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26014

Abstract

Abstract. This study aims to analyze public service innovations at the Class IIA Drug Rehabilitation Center in Bandung using the SERVQUAL model developed by Parasuraman, Zeithaml, and Berry (1988). The research method used is qualitative descriptive, with information collection techniques consisting of interviews conducted with staff at the Class IIA Drug Rehabilitation Center in Bandung. This study measures five dimensions of service quality, namely: tangibles (physical evidence), reliability, responsiveness, assurance, and empathy. Based on in-depth interviews with the two key informants, the delivery of public services through the Lapnajel Hotline Service application has generally been running well. The public relations officer stated that the presence of this application has brought about tangible changes in the interactions between inmates and their families, which previously relied heavily on in-person visits. However, the visitation guards acknowledged that inconsistencies in scheduling and the timeliness of services remain common complaints from visitors, primarily due to limited internet connectivity.   Abstrak. Penelitian ini bertujuan untuk menganalisis inovasi pelayanan publik di Lembaga Pemasyarakatan (Lapas) Narkotika Kelas IIA Bandung dengan menggunakan pendekatan model SERVQUAL yang dikembangkan oleh Parasuraman, Zeithaml, dan Berry (1988). Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan informasi berupa wawancara kepada staff Lapas Narkotika Kelas IIA Bandung. Penelitian ini mengukur lima dimensi kualitas pelayanan, yaitu: tangibles (bukti fisik), reliability (keandalan), responsiveness (daya tanggap), assurance (jaminan), dan empathy (empati). Berdasarkan hasil wawancara dengan dua key informan, penyelenggaraan layanan publik melalui aplikasi Lapnajel Hotline Service secara umum telah berjalan dengan baik. Kehadiran aplikasi ini membawa perubahan nyata dalam interaksi antara warga binaan dengan keluarganya yang sebelumnya sangat bergantung pada kunjungan fisik. Meski demikian, konsistensi jadwal dan ketepatan waktu layanan masih menjadi kendala yang kerap dikeluhkan pengunjung, terutama akibat keterbatasan jaringan internet.
Hubungan Konten Media Sosial Instagram dengan Minat Beli Konsumen Vinka Aryllia Fasha; Arbaiyah Satriani
Bandung Conference Series: Public Relations 517-526
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26030

Abstract

Abstract. Instagram has become one of the most popular platforms currently utilized by young livestock entrepreneurs, such as the @peternakzilenial account, to introduce innovative home-based chicken farming businesses through creative and educational content. This account uses a soft-selling strategy through a practical, complete, and environmentally friendly economical chicken coop package to attract interest in farming. The results of this study show that there is a significant relationship between soft selling content and consumer purchasing interest at each stage, namely attention, interest, desire, and action. The theory used in this study is the AIDA Theory. This study uses a quantitative research method with a correlational approach. Respondents in this study were 100 followers of the @peternakzilenial Instagram account. The results of this study show that there is a significant relationship between soft selling content and consumer purchasing interest at each stage, namely attention, interest, desire, and action. This is shown by the indicator with the highest value in the attention aspect, where the visual appearance of @peternakzilenial's Instagram content is able to attract consumers' attention; in the interest aspect, the content is presented in an interesting and not boring manner; in the desire aspect, the content is able to encourage consumers' desire to try buying the products offered; and in the action aspect, respondents showed a willingness to spend money to buy @peternakzilenial products.   Abstrak. . Instagram menjadi salah satu platform paling populer yang kini dimanfaatkan oleh pelaku usaha peternakan muda seperti akun @peternakzilenial untuk memperkenalkan inovasi usaha ternak ayam rumahan melalui konten kreatif dan edukatif. Akun ini menggunakan strategi soft selling melalui paket kandang ayam ekonomis yang praktis, lengkap dan ramah lingkungan untuk menarik minat beternak. Tujuan dari penelitian ini adalah untuk mengetahui seberapa kuat hubungan konten soft selling terhadap tingkat perhatian (attention), ketertarikan (interest), minat (desire), dan aksi (action) konsumen dengan minat beli.Teori yang digunakan pada penelitian ini adalah Teori AIDA. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan korelasional. Responden dalam penelitian ini adalah followers dari akun Instagram @peternakzilenial yang berjumlah 100 orang. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang signifikan antara konten soft selling dan minat beli konsumen pada setiap tahap, yaitu perhatian, minat, keinginan, dan tindakan. Hal ini ditunjukkan oleh indikator dengan nilai tertinggi pada aspek perhatian, di mana tampilan visual konten Instagram @peternakzilenial mampu menarik perhatian konsumen; pada aspek minat, konten disajikan dengan cara yang menarik dan tidak membosankan; pada aspek keinginan, konten mampu mendorong keinginan konsumen untuk mencoba membeli produk yang ditawarkan; dan pada aspek tindakan, responden menunjukkan kemauan untuk mengeluarkan uang untuk membeli produk @peternakzilenial.
Kontribusi ECLIP terhadap Efektivitas Media Relations Pemerintah Kania Putri Hertisya; Dedeh Fardiah
Bandung Conference Series: Public Relations 527-536
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26137

Abstract

Abstract. This study examines the contribution of the ECLIP (Electronic Clipping) media monitoring system in supporting the effectiveness of Media Relations at the Administration Bureau of the Leadership Secretariat (Biro ADPIM) of the West Java Provincial Government. Using a qualitative case study method within a constructivist paradigm, data were collected through in-depth interviews with three key informants, participatory observation during an internship in July–August 2025, and document analysis of ECLIP reports. Data were analyzed using the interactive model of Miles, Huberman, and Saldáña (2014), with validity established through source and technique triangulation, member checking, and referential adequacy. The findings show that ECLIP operates as a strategic information management system that processes 200 to 600 news items daily through monitoring, categorization, and reporting. Sentiment assessment is interpretive rather than automated, and practitioners position ECLIP as an early-warning tool rather than a sole decision-maker. ECLIP contributes to shaping Media Relations strategy through five mechanisms: overcoming the limitations of manual monitoring, transforming raw data into a structured strategic basis, enabling proactive early detection, standardizing response procedures, and building long-term media credibility. These contributions are summarized in a four-layer model comprising detection, interpretation, strategy, and relational layers. Key limitations include the absence of social media coverage, the risk of inconsistent sentiment judgment, and the lack of follow-up recommendation features, indicating that ECLIP's effectiveness depends on the competence of its human operators.   Abstrak. Penelitian ini mengkaji kontribusi sistem media monitoring ECLIP (Electronic Clipping) dalam mendukung efektivitas Media Relations Biro Administrasi Pimpinan (ADPIM) Sekretariat Daerah Provinsi Jawa Barat. Dengan pendekatan kualitatif metode studi kasus dan paradigma konstruktivisme, data dikumpulkan melalui wawancara mendalam terhadap tiga informan kunci, observasi partisipatif selama magang Juli–Agustus 2025, dan studi dokumen laporan ECLIP. Analisis data mengacu pada model interaktif Miles, Huberman, dan Saldáña (2014), dengan keabsahan data diuji melalui triangulasi sumber dan teknik, member check, serta kecukupan referensial. Hasil penelitian menunjukkan ECLIP beroperasi sebagai sistem manajemen informasi strategis yang memproses 200–600 berita per hari melalui tahap pemantauan, kategorisasi, dan pelaporan. Penentuan sentimen bersifat interpretatif, bukan otomatis, dan praktisi humas memposisikan ECLIP sebagai alat peringatan dini, bukan penentu keputusan tunggal. ECLIP berkontribusi membentuk strategi Media Relations melalui lima mekanisme, yaitu mengatasi keterbatasan sistem manual, mengubah data mentah menjadi basis strategi terstruktur, memungkinkan deteksi dini yang proaktif, menstandardisasi prosedur respons, serta membangun kredibilitas media dalam jangka panjang. Kontribusi tersebut terangkum dalam model empat lapisan, yaitu deteksi, interpretasi, strategi, dan relasi. Keterbatasan yang teridentifikasi meliputi belum tercakupnya pemantauan media sosial, risiko inkonsistensi penilaian sentimen, dan ketiadaan fitur rekomendasi tindak lanjut, sehingga efektivitas ECLIP bergantung pada kompetensi sumber daya manusia yang mengoperasikannya.
Integrasi Media Televisi dan Platform Digital dalam Komunikasi Promosi Program Siaran Intan Adinda Nurhalimah; Indri Rachmawati
Bandung Conference Series: Public Relations 537-542
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.26141

Abstract

Abstract. The rapid growth of digital media has transformed audience consumption behavior and intensified competition within the broadcasting industry. Consequently, television networks are required to implement integrated promotional communication strategies to maintain audience attention and enhance program visibility across multiple platforms. This study aims to analyze how Garuda TV's Promotion Division designs, implements, and evaluates promotional communication in introducing television programs. Employing a qualitative case study approach within a constructivist paradigm, data were collected through participant observation, in-depth interviews, documentation, and source triangulation involving promotion and marketing personnel and audiences. The findings indicate that Garuda TV integrates on-air promotion with digital platforms through a systematic workflow consisting of planning, creative content production, cross-platform dissemination, and continuous evaluation. Promotional communication effectiveness depends not only on media utilization but also on message consistency, interdepartmental coordination, and audience-oriented communication practices. This research contributes to the literature on Integrated Marketing Communication (IMC) and media convergence by demonstrating how television broadcasters integrate conventional and digital media within a unified promotional communication framework. The study provides empirical insights into integrated promotional communication practices in broadcasting.   Abstrak. Perkembangan media digital telah mengubah pola konsumsi media audiens dan meningkatkan persaingan dalam industri penyiaran. Kondisi tersebut mendorong stasiun televisi menerapkan strategi komunikasi promosi terintegrasi guna mempertahankan perhatian audiens dan meningkatkan visibilitas program pada berbagai platform media. Penelitian ini bertujuan menganalisis komunikasi promosi Divisi Promo Garuda TV dalam mengenalkan program acara melalui proses perencanaan, pelaksanaan, dan evaluasi. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus dalam paradigma konstruktivisme. Data diperoleh melalui observasi partisipatif, wawancara mendalam, dokumentasi, dan triangulasi sumber yang melibatkan personel Divisi Promo serta audiens. Hasil penelitian menunjukkan bahwa Garuda TV mengintegrasikan promosi melalui media televisi (on-air) dan platform digital melalui tahapan perencanaan, produksi konten kreatif, distribusi lintas platform, serta evaluasi berkelanjutan. Efektivitas komunikasi promosi tidak hanya ditentukan oleh pemanfaatan media, tetapi juga konsistensi pesan, koordinasi antardivisi, dan orientasi pada kebutuhan audiens. Penelitian ini berkontribusi pada kajian Integrated Marketing Communication (IMC) dan konvergensi media dengan menunjukkan integrasi media konvensional dan digital dalam aktivitas promosi industri penyiaran. Temuan penelitian memberikan pemahaman empiris mengenai praktik komunikasi promosi televisi terintegrasi.

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