IHZABELLA, CHINTYA (2026) STRATEGI PUBLIC RELATIONS BNN PROVINSI JAWA TIMUR DALAM PEMANFAATAN KEY OPINION LEADER (KOL) UNTUK KOMUNIKASI PUBLIK. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The National Narcotics Agency of East Java Province (BNNP East Java) is a government institution responsible for implementing the Prevention and Eradication of Drug Abuse and Illicit Trafficking (P4GN) program and plays a strategic role in protecting society from drug-related threats. In carrying out this role, BNNP East Java faces challenges in public communication, particularly related to negative stigma and the trust gap between the institution and the public. This condition encourages BNNP East Java to develop a more adaptive communication approach through Public Relations strategies by utilizing Key Opinion Leaders (KOL) as third parties in delivering public communication messages so that campaign messages can be more easily accepted by the community. This study aims to analyze the implementation of Public Relations strategies of BNNP East Java in utilizing Key Opinion Leaders (KOL) for public communication.This research uses a descriptive qualitative method with data collection techniques through in-depth interviews, observation, and documentation. The findings indicate that the Public Relations strategy of BNNP East Java in utilizing KOL is carried out through six stages. The initial stage is conducted through public issue analysis using media monitoring and the BNN One Stop Service (BOSS.Go.id) complaint channel to identify public perceptions and determine communication targets that include all segments of society. The next stage involves mapping strategic objectives focused on expanding message reach and increasing audience engagement in public communication. Strategic planning is carried out by determining the characteristics of KOL, the selection mechanism, and establishing a strategic collaboration mechanism between BNNP East Java and KOL in delivering P4GN campaign messages. The tactical stage is implemented through participatory activities such as content competitions and influencer contests, digital message distribution through the integration of PESO media, as well as strengthening internal communication and community networks. The strategy is then implemented by KOL through the production and distribution of educational content on drug dangers, preventive campaigns, and collaborative event-based content through various social media platforms. In the evaluation stage, BNNP East Java assesses digital achievements and the social impact of the campaign based on audience engagement indicators and uses the results as the basis for developing communication strategies in the following period.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Chintya Ihza Bella | ||||||||
| Date Deposited: | 06 Mar 2026 03:37 | ||||||||
| Last Modified: | 06 Mar 2026 04:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50222 |
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