Analysis of the Advantages and Disadvantages of Using Social Media in Public Relations Practices to Convey Covid-19 Information in Gorontalo Province

Authors

  • Cahyadi Saputra Akasse Hasanuddin University
  • Muh. Akbar Communication Studies, Hasanuddin University
  • Arianto Communication Studies, Hasanuddin University

DOI:

https://doi.org/10.31098/ijebce.v1i2.590

Keywords:

Strategy, Public Relations, Information, Covid-19, Social Media

Abstract

Public Relations has an important role in educating and providing understanding to the public in the midst of the COVID-19 pandemic as it is now. In this case, Public Relations acts as an intermediary between the government and the community by conveying policies related to the government's efforts to prevent the spread of COVID-19. This study aims to analyze the advantages and disadvantages of PR strategies in delivering information on COVID-19 using social media, such as: websites, Facebook, Instagram, and YouTube. The method used in this research is descriptive qualitative with a case study approach. Then the withdrawal of research informants using purposive sampling technique, informants consist of people who are directly involved with the delivery of information on covid-19 by Public Relations, with qualitative data collection consisting of depth interviews, participant observation, and documentation. The results of the study show that there are several advantages, namely (1) wide reach and large number of followers, (2) fast information updates, and (3) presenting informative and educative content. The shortcoming in question is that the management of social media is not yet maximal, which is less interactive in responding to public comments through comments on social media. The limitation of this study is that researchers only focus on the PR strategy in delivering information about COVID-19 in Gorontalo Province through social media only and not at the level of other conventional media, namely through websites, Facebook, Instagram, and YouTube. The value and originality of this research is the delivery of information and efforts to prevent the spread of covid-19 which is conveyed through social media PR. The contribution of this research to future PR practices is a deeper implementation of the concept of digital PR, especially during a pandemic like now where everything is done online.

References

AndiPate, A. A. (2016). Paradigma Baru Public Relations - Teori, Strategi, dan Riset. Pustaka Indonesia.

Ardha, B. (2014). SOCIAL MEDIA SEBAGAI MEDIA KAMPANYE PARTAI POLITIK 2014 DI INDONESIA. Jurnal Visi Komunikasi, 13(01). https://doi.org/http://dx.doi.org/10.22441/jvk.v13i1.383

Basit, A., & Rahmawati, T. H. (2018). Cyber Public Relations (E-PR) dalam Brand Image Wardah Kosmetik dengan Pedekatan Mixed Method. Nyimak (Journal of Communication), 1(2). https://doi.org/10.31000/nyimak.v1i2.483

Cutlip, S. M., Center, A. H., & Broom, G. M. (2011). Effective Public Relations (9 ed.). Kencana Prenada Media Group.

Hidayat, D., Gustini, L. K., & Dias, M. P. (2020). Digital Media Relations Pendekatan Public Relations dalam Menyosialisasikan Social Distancing di Kota Bandung. Jurnal Ilmu Komunikasi, 18(3), 257. https://doi.org/10.31315/jik.v18i3.3575

Irawan, E. P. (2018). Pemanfaatan Website Pada Aktivitas Cyber PR dalam Mendukung e-Government di Pemerintah Kota Tangerang Selatan. JURNAL IPTEKKOM?: Jurnal Ilmu Pengetahuan & Teknologi Informasi, 19(2), 163. https://doi.org/10.33164/iptekkom.19.2.2017.163-177

Kriyantono, R. (2006). Teknik Praktik Riset Komunikasi. Kencana.

Kurniati, Munir, M., Hamidah, L., & Rizky, A. S. (2020). Monitoring dan evaluasi humas pemerintah dalam penggunaan media sosial untuk memerangi hoaks. Jurnal Manajemen Komunikasi, 05(01). https://doi.org/https://doi.org/10.24198/jmk.v5i1.27616

McQuail, D. (2011). Teori Komunikasi Massa. Salemba Humanika.

Mulyadi, S., Basuki, A. M. H., & Prabowo, H. (2019). Metode Penelitian Kualitatif dan Mixed Method. Rajagrafindo Persada.

Mulyana, D. (2013). Metode Penelitian Kualitatif. Remaja Rosdakarya.

Nasrullah, R. (2017). Media Sosial: Perspektif Komunikasi, Budaya, dan Sosioteknologi (N. S. Nurbaya (ed.)). Simbiosa Rekatama Media.

Nurudin. (2017). Perkembangan Teknologi Komunikasi (1 ed.). PT. Rajagrafindo Persada.

Sanjaya, A., Irwansyah, & Alunaza, H. (2017). Pemeliharaan Hubungan dan Komunikasi Organisasi via Media Siber. Jurnal Ilmu Komunikasi, 14(02). https://doi.org/https://doi.org/10.24002/jik.v14i2.886

Sugiyono. (2020). Metode Penelitian Kualitatif. Alfabeta.

Suprawoto. (2018). Goverment Public Relations. Prenadamedia Group.

Wahdaniah, I., & Wahid, U. (2020). Strategi Manajemen Krisis Public Relations TNI Angkatan Laut dalam Menghadapi Pandemi Covid-19. Warta ISKI, 3(02), 160–167. https://doi.org/10.25008/wartaiski.v3i02.72

Wiratmo, L. B., Irfan, N., & Kuwatono, K. (2017). Website Pemerintah Daerah sebagai Sarana Online Public Relations. Jurnal Aspikom, 03(02), 14. https://jurnalaspikom.org/index.php/aspikom/article/view/139

Downloads

Published

2021-07-31

How to Cite

Akasse, C. S., Akbar, M., & Arianto, A. (2021). Analysis of the Advantages and Disadvantages of Using Social Media in Public Relations Practices to Convey Covid-19 Information in Gorontalo Province. International Journal of Entrepreneurship, Business and Creative Economy, 1(2), 21–29. https://doi.org/10.31098/ijebce.v1i2.590

Issue

Section

Articles