Optimalisasi Peran Bagian Protokol dan Komunikasi Pimpinan Dalam Membangun Citra Positif Pemda

Elvin Nur Rahman; Nabila Azura; Nenden Kostini

doi:10.36448/ejkpp.v11i1.4766

Optimalisasi Peran Bagian Protokol dan Komunikasi Pimpinan Dalam Membangun Citra Positif Pemda

Elvin Nur Rahman, Nabila Azura, Nenden Kostini

Abstract

Penelitian ini bertujuan untuk menganalisis optimalisasi peran Bagian Protokol dan Komunikasi Pimpinan (Prokopim) dalam membangun citra positif Pemerintah Kabupaten Pesawaran. Peran humas pemerintah melalui kegiatan keprotokolan dan komunikasi pimpinan sangat penting dalam membentuk persepsi publik terhadap kinerja dan profesionalisme birokrasi daerah. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi, serta analisis data interaktif menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa pelaksanaan fungsi Prokopim belum berjalan optimal. Hambatan utama meliputi lemahnya koordinasi dan komunikasi internal, ketidakseragaman pemahaman terhadap citra institusi, rendahnya inovasi karena budaya birokratis dan keterbatasan anggaran, serta evaluasi kegiatan yang belum efektif. Kondisi ini menghambat pembentukan citra positif yang konsisten di mata masyarakat. Untuk itu, diperlukan peningkatan kompetensi sumber daya manusia, penguatan budaya kerja kolaboratif, serta penerapan strategi komunikasi publik yang profesional dan adaptif terhadap perkembangan teknologi informasi. Optimalisasi peran Prokopim menjadi kunci dalam membangun kepercayaan publik dan memperkuat reputasi Pemerintah Kabupaten Pesawaran.

Keywords

Komunikasi; Pemahaman; Inovasi dan Evaluasi.

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DOI: http://dx.doi.org/10.36448/ejkpp.v11i1.4766