STRATEGI PENGEMBANGAN MEDIA DAN PELATIHAN DALAM MENINGKATKAN CITRA (STUDI KUALITATIF DI LEMBAGA SWADAYA MASYARAKAT PERKUMPULAN KELUARGA BERENCANA INDONESIA DAERAH ISTIMEWA YOGYAKARTA)

Wasiyatul Hamidah, NIM.: 077300917 (2011) STRATEGI PENGEMBANGAN MEDIA DAN PELATIHAN DALAM MENINGKATKAN CITRA (STUDI KUALITATIF DI LEMBAGA SWADAYA MASYARAKAT PERKUMPULAN KELUARGA BERENCANA INDONESIA DAERAH ISTIMEWA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Having a positive image in the eyes of society is a must for any organization. PKBI has the PMP as a strategy of promotion and branding of the organization. That division is the division that does the work of campaign organization and becomes connection link with its internal, target community, and the general public. This research aims to know how the PMP can be the basis of internal and external communications of the PKBI and what strategies are undertaken to strengthen the image of PKBI as a social institution. The research method used is a qualitative research method that uses data collection techniques by observation, interviews with the divisions that exist in the PMP and documentary media owned by the PMP. The research population consisted of all the divisions contained in the PMP is the media division, education and training division, and broadcast and television division. This research will be analyzed by using the theory of Miles and Huberman that consisted of data reduction, data presentation, and also drawing and testing conclusions. The results showed that the Media Development and Training (PMP) is considered as public relations for the PKBI DIY because PMP is a program that deals with all the PKBI DIY community assistance in all divisions and the central availability of information needed by internal and external PKBI DIY. Because the PMP becomes programs that support all divisions, the PMP can be a unifying media relations both internally and externally PKBI DIY. The PMP is an important part to form the image of PKBI DIY as a social institution. In addition, PMP makes strategies such as training, radio broadcast, using print media to spread information, celebrate an important day of PKBI and holding festivals to strengthen its image. PMP uses theory of strengthen image strategy, that is the image reality perception strategy (PRC), image analysis strategy and media relations strategy.

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