Utilization of Media Through the Role of Public Relations in Promoting the Image of the Land Office in Jember Regency

Abstract

In today's digital age, which demands transparency and rapid access to information, the role of public relations strategies with the community is important in shaping and maintaining the image of agencies amid complex land issues. This study aims to determine the strategies implemented by the Public Relations Office of the Jember District Land Office in disseminating its image in the media and the obstacles it faces. This study employs a descriptive qualitative method with data collection techniques obtained through interviews, observations, and documentation. The theory used is the Cultip and Center Theory, which includes fact-finding, planning, communication, and evaluation. The results of the study indicate that the Public Relations Office of the Jember District Land Office employs the following strategies: fact-finding by assessing public perceptions, planning by selecting media and directing the social media team to tailor content to the media used, communication by disseminating various information through online media and social media, and evaluation through public feedback and monthly evaluations by the head of public relations. The challenges faced include insufficient technological adaptation, lack of coordination and communication, technical issues, and production deadlines.