PERAN BIRO HUBUNGAN MASYARAKAT DAN PROTOKOL KEMENTERIAN ATR/BPN DALAM MEMITIGASI ISU NEGATIF MELALUI MEDIA SOSIAL

HAFIZH FAADHILAH UTOMO, 22314060 (2026) PERAN BIRO HUBUNGAN MASYARAKAT DAN PROTOKOL KEMENTERIAN ATR/BPN DALAM MEMITIGASI ISU NEGATIF MELALUI MEDIA SOSIAL. Diploma thesis, Politeknik Agraria STPN.

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Abstract

This study aims to analyze digital communication strategies, crisis mitigation, and their implications for image building at the Bureau of Public Relations and Protocol of the Ministry of Agrarian Affairs and Spatial Planning/National Land Agency (ATR/BPN). Using a descriptive qualitative approach, data were collected through in-depth interviews, observation, and documentation study. The results reveal three main findings. First, social media management adopts the PESO (Paid, Earned, Shared, Owned) model mix and the Mixed-Motive Model (based on Excellence Theory), combining top-down Public Information with Two-Way Symmetric communication for public advocacy. The ministry also implements Anchor Fixation and Mirroring Content strategies to harmonize national and regional narratives. Second, crisis mitigation is executed through an early warning system to maintain negative sentiment below 30%. Crisis handling applies Image Restoration Theory via proactive and reactive strategies (Pre-Emptive, Offensive, Defensive, Diversionary), supported by Key Opinion Leaders (KOLs), asymmetric medium tactics, and strategic silence. Third, a gap exists between the Mirror Image (internal optimism) and the Current Image (public skepticism), which hinders the realization of the Wish Image. This gap is triggered by disparities in physical service quality at local levels and the residual stigma of the past regarding land issues. Overall, the digital public relations strategy effectively curbs crisis escalation, but achieving a fully positive image requires alignment with the direct customer experience at the local land offices. Keywords: Digital Public Relations, Crisis Management, Image Restoration Theory, PESO Model, Government Image.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD29 Pertanahan
Divisions: Prodi Diploma IV Pertanahan
Depositing User: yosep ka perpus
Date Deposited: 18 Sep 2026 08:42
Last Modified: 18 Sep 2026 08:42
URI: http://repository.stpn.ac.id/id/eprint/5042

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