Manajemen Bidang Humas Kepolisian Daerah Kalimantan Timur dalam Membangun Citra POLRI untuk Mendukung Program ''Promoter''

NOVINSKY PRAMESARI S, Budi Irawanto, M.A, Ph.D

2018 | Tesis | MAGISTER ILMU KOMUNIKASI

Penelitian ini membahas tentang proses Bidang Humas Kepolisian Daerah Kalimantan Timur menjalankan fungsi manajemen hubungan masyarakat dalam membangun citra positif kepolisian demi terwujudnya citra kepolisian yang Profesional, Modern dan Terpercaya (Promoter). Penelitian ini merupakan penelitian kualitatif yang bertujuan untuk mengetahui dan meninjau bagaimana aktifitas manajemen bidang hubungan masyarakat Polda Kaltim dalam meningkatkan citra kepolisian untuk mendukung Program Promoter yang dicanangkan Kapolri pada tahun 2017 silam. Teknik pengumpulan data yang dilakukan adalah dengan wawancara beberapa narasumber dari Kepala Sub Bidang Humas Polda Kaltim dan Kepala Bidang Humas Polda kaltim, juga mewawancarai beberapa stakeholder Polda Kaltim sendiri seperti Ketua PWI dan Ketua Ombudsman RI perwakilan Kalimantan Timur. Observasi dan Studi pustaka juga dilakukan guna melihat secara langsung serta mendeskripsikan penelitian ini agar lebih jelas. Dari hasil penelitian, ditemukan bahwa walaupun mengalami beberapa kendala, Manajemen Bidang Humas Polda Kaltim berhasil melaksanakan tugas dan manajemen humas dengan baik, hal ini terbukti dari banyaknya pencapaian Humas Polda Kaltim seperti penghargaan The Best dari Kapolri. Kegiatan komunikasi yang dilaksanakan oleh Humas Polda Kaltim untuk mencapai tujuan terwujudnya citra Polisi yang Promoter antara lain: Kegiatan sosialisasi eksternal (penerangan masyarakat) dan internal (penerangan satuan), Peluncuran Aplikasi AMPLANG, Intelegent Media Management, dan pengelolaan media sosial dan situs jejaring. Dalam melaksanakan kegiatan tersebut, Humas Polda Kaltim mampu beradaptasi dengan mengimplementasikan kemampuan kreatif seperti fotografi, videografi, desain grafis dan lain-lain. Terdapat faktor pendukung dan penghambat terkait pelaksanaan program-program Humas Polda Kaltim. Di antara faktor pendukung adalah meningkatnya popularitas polisi secara umum dan pemberitaan media konvensional yang sering memuat berita mengenai kinerja Polda Kaltim. Di antara faktor penghambat adalah sifat paradoks dari tugas polisi dan harapan masyarakat terhadap polisi serta ketidaktahuan publik mengenai polisi pada umumnya. Dari sisi internal, faktor 1) Sarana dan Prasarana, 2) Anggaran, 3) Kemampuan Personel, 4) Struktur satuan kerja dan, 5) Manajemen personel yang belum baik menjadi penghambat Humas Polda Kaltim dalam mencapai tujuannya. Salah satu kekurangan Humas Polda Kaltim adalah masih belum rapinya perencanaan waktu dan anggaran. Model manajemen humas yang digunakan oleh Humas Polda Kaltim bergeser dari sebelumnya yaitu Model Informasi Publik menjadi Model Simetris Dua Arah. Hal ini merupakan salah satu cara untuk mewujudkan tujuan citra Polisi yang Promoter.

This research discusses the process of the Public Relations Division of the East Kalimantan Regional Police to carry out the function of public relations management in building a positive image of the police in order to realize the image of a Professional, Modern and Reliable Police (Promoter). This research is a qualitative research that aims to find out and review how the management activities of the public relations field of the East Kalimantan Regional Police in improving the image of the police to support the Promoter Program launched by the Chief of Police in 2017 ago. Data collection techniques were carried out by interviewing (independent interview) several speakers from the Head of East Kalimantan Regional Public Relations Sub Division and Head of Public Relations of East Kalimantan Regional Police, also interviewed several stakeholders of the East Kalimantan Regional Police themselves such as the Chairman of the PWI and the Chairperson of the Republic of Indonesia East Kalimantan Representative Office. Observations and literature studies were also carried out in order to see firsthand and describe this research to be clearer. From the results of the study, it was found that despite experiencing several obstacles, the East Kalimantan Regional Police Public Relations Management managed to carry out the tasks and management of public relations well, this was evident from the many achievements of East Kalimantan Regional Public Relations such as the award of The Best from the National Police.Communication activities carried out by the Public Relations of East Kalimantan Regional Police to achieve the goal of realizing the image of the "Promoter" Police, among others: external socialization (public information) and internal activities (unit information), AMPLANG Application Launching, Intelligence Media Management, and social media management and networking sites. In carrying out these activities, the East Kalimantan Police Public Relations were able to adapt by implementing creative abilities such as photography, videography, graphic design and others. There are supporting and inhibiting factors related to the implementation of East Kalimantan Regional Public Relations programs. Among the supporting factors is the increasing popularity of the police in general and the reporting of conventional media that often contains news about the performance of the East Kalimantan Regional Police. Among the inhibiting factors are the paradoxical nature of police duties and people's expectations of the police and public ignorance of the police in general. Internally, factor 1) Facilities and Infrastructure, 2) Budget, 3) Personnel Ability, 4) Structure of work units and, 5) Management of personnel who have not been good are obstacles to East Kalimantan Regional Public Relations in achieving their goals. One of the shortcomings of East Kalimantan Regional Public Relations is that there is still a lack of time and budget planning. The public relations management model used by the East Kalimantan Police Public Relations shifted from the previous Public Information Model to a Two-Way Symmetrical Model. This is one way to realize the image of the "Promoter" Police.

Kata Kunci : manajemen humas, hubungan masyarakat, polisi, citra polisi