Evaluasi Strategi Media Relations Hubungan Masyarakat Pemerintah Kabupaten Serdang Bedagai dalam Penyebarluasan Kebijakan Pembangunan Daerah

Abstract

The aim of this study was to evaluating Media Relations strategies used by Public Relations of Serdang Bedagai regency in disseminating development information policy. This research used constructivism paradigm with qualitative approach. This study used Four Models of PR by Grunig and Hunt which is the development of situational theory of the public to analyze the findings in the field and to answers the research questions. Subjects of this study is the Public Relations of Serdang Bedagai Regency and Media Workers who served in Unit Serdang Bedagai regency. Data obtained by using in-depth interviews, observation the activities of Public Relations and interactions with the media workers and documentation study. The study found that Public Relations Section of Setdakab Serdang Bedagai have been implemented the planning of Media Relations strategy properly, although there are still weaknesses as a recommendation to make better planning strategies in the future. Media Relations strategy implemented by PR section succeeded in increasing the mass media publications from year to year as well as the improvement of the quality of the relationship between Public Relations with the media so as to create a good working relationship and run amicably and harmoniously. Relationships model that formed between PR Section with the media is a combination model of two-way symmetrial models and models of public informations.