Institutional Repository UIN Sunan Kalijaga YogyakartaMANAJEMEN KAMPANYE PUBLIC RELATIONS KEPOLISIAN DAERAH ISTIMEWA YOGYAKARTA DALAM MEMPERBAIKI REPUTASI INSTITUSINIM.: 22107030094Cindy Sheilia Puspa AzizahauthorThis research is motivated by the declining reputation of the Yogyakarta Special Region Police due to the emergence of various street crimes such as klithih, snatching, and security issues that are widely discussed by the public on social media. The rise in street crimes has created a negative perception of police performance, so this condition prompted the Yogyakarta Regional Police Public Relations to conduct a public relations campaign to improve the institution's reputation through various means. This study uses the main theory of the RACE Model (Research, Action, Communication, Evaluation) by John Marston to analyze the management of the Yogyakarta Regional Police's public relations campaign in improving the institution's reputation. This study found that the Yogyakarta Regional Police's public relations campaign has implemented the RACE model stages with various innovations but, in its implementation has not been optimal. At the research stage it still uses simple methods, at the action stage the campaign focuses more on online media and tends to adjust to viral issues so that it is not long-term oriented, while at the communication stage it is one-way, and the evaluation stage only focuses on social media indicators. In conclusion, this study found a gap between the internal research of the Yogyakarta Regional Police and social reality so that improving the institution's reputation has not been fully effective especially in building trust in the Yogyakarta Community.658.8 Manajemen Pelayanan2026-06-05UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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