Study of public Communication Strategy to improve the Image of the Government in the Probolinggo District of Indonesia

Abstract

The aim of the research is to study the public communication strategies for enhancing the positive image of the Probolinggo Regency government.  The research is also extended to analyze the Probolinggo Regency Government Public Relations communications for enhancing the image of the Probolinggo Regency Government. In addition, this study aims to describe and analyze supporting and inhibiting variables of public relations communication of the Probolinggo Regency administration from enhancing its good image. This research was conducted in the area of public relations at the Probolinggo Regency Leadership's Protocol and Communication Section, Probolinggo Regency Regional Secretariat. This public relations activity is part of the Leadership Documentation Subsection's responsibilities, which include documenting the activities of the Regional Head and Deputy Regional Head and compiling the minutes of their meeting; and facilitating media coverage of the activities of Regional Heads and Deputy Regional Heads. The results indicated that the "Probolinggo Regency Government" account successfully transmitted the intended message, despite not being flawless. In addition, the Public Relations of the Probolinggo Regency Government must be able to capitalize on supporting factors to enhance the Regency Government's favorable image by optimizing information and social media followers and enhancing government cooperation.