Strategi Hubungan Masyarakat (HUMAS) Polda Sumatera Utara dalam Memperbaiki Citra Positif di Masyarakat

Abstract

Public Relations (PR) in the police agency is a division or section that is responsible for building and maintaining good relations between the police and the community. The main task of police public relations is to be a bridge of communication between the police institution and the public. This study discusses the Public Relations Strategy (PR) of the North Sumatra Regional Police in Improving a Positive Image in the Community. This study uses a descriptive research method with a qualitative approach. Data collection was carried out using interview techniques, observation, documentation, and literature studies. The data that has been obtained was analyzed using the Public Relations Strategy theory by Harwood Childs in Ruslan (2008) which consists of four indicators, namely strategy of publicity, strategy of persuasion, strategy of argumentation, and strategy of image. The results of this study indicate that the Public Relations Strategy (PR) of the North Sumatra Regional Police in Improving a Positive Image in the Community has fulfilled the theory of Harwood Childs in Ruslan (2008), including: First, publishing positive news using online media and social media. Second, implementing a strategy that is inviting by interacting directly with the community by carrying out socialization activities, education, and creating a podcast. Third, clarify or provide a denial statement in response to a phenomenon or incident that can cause unrest in the community. The steps taken are in the form of Quick Response, Social Media Patrol (Medsos), and Inviting journalists/press to clarify the news. Fourth, carry out actions or activities that can increase public trust based on human interest activities, conduct morning roll calls, and provide sanctions for personnel who commit violations.