Strategi Komunikasi Pemerintah Kota Medan dalam Penguatan Brand Kota Layak Anak

Abstract

ABSTRACT This study aims to analyze the communication strategy of the Medan City Government in strengthening the Child-Friendly City (CFC) brand. The research method used is qualitative with a case study approach. Data sources include primary data obtained from the Medan City Education Office and secondary data from supporting documents such as journals, news articles, and books. Data collection techniques consist of in-depth interviews, observation, and documentation. Data analysis was carried out using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing/verification. The results show that the Medan City Government has implemented several strategies to enhance the CFC brand, such as the development of Child-Friendly Schools, the establishment of a cross-sector task force, the use of social and mass media, and the involvement of community organizations and the business sector. Despite these efforts, the government still faces challenges such as suboptimal inter-agency coordination, limited budget allocation, and the vast area of Medan, which hinders the even distribution of information. Therefore, a more integrated communication strategy and sufficient resource support are needed to ensure the effective implementation of the Child-Friendly City brand.

Keywords: Communication Strategy, Child-Friendly City, Medan City Government