The Development of Proactive Public Relations Strategy of Public Relations Department

Abstract

The objectives of this research were to 1) study the problem situation and analyze the strengths, weaknesses, opportunities, and threats (SWOT analysis) of the Public Relations Department's proactive strategies; and 2) develop effective proactive public relations strategies that are proposed as a guideline for carrying out public relations missions that are clear, accurate, and prompt, as well as to create a positive organizational image. This research was qualitative, using in-depth interviews and focus groups. Key informants identified through in-depth interviews were 10 participants who worked in the public relations sector and had at least 4 years of work experience at the Department of Public Relations. A focus group discussion was brought together with a group of experts who worked in the public relations sector and have at least 4 years of work experience at the Department of Public Relations, totaling 15 participants. A content analysis was conducted. The results of the study revealed that 1) the problems of the proactive public relations strategy are: 1) creating awareness and perceptions among the target population; 2) budget constraints; 3) most outsiders views of the organization as the government's mouthpiece; 4) the organizational structure is no longer adequate to meet the needs of the current situation; and 5) delayed communication. 2) The development of a proactive public relations strategy involves supporting budgets for the use of technology in operations, encouraging staff to attend a training program, promoting the establishment of the information management committee for public relations, encouraging networking across all sectors, disseminating government information to the target population through various channels, and developing the Public Relations Department to be the center of historical archives by using the Big Data platform.