Strategi Komunikasi Polri di Media Sosial

Studi Kasus Manajemen Reputasi Oleh Divisi Hubungan Masyarakat

Abstract

This study is motivated by the significant challenges faced by the Indonesian National Police (Polri) in the Post Truth era, where public opinion is often influenced by misinformation and hoaxes. Polri's Public Relations Division must manage public communication with quick and transparent responses, control the narrative, and ensure accurate information to build public trust. Therefore, this research aims to analyze the issues faced by Polri's Public Relations Division in managing misinformation, disinformation, and hoaxes that harm Polri's interests in the Post Truth era and to formulate strategies for the Division to maintain and improve public trust. The theories used in this study are mass communication effects theory, agenda-setting theory, confirmation bias theory, crisis communication theory, and social construction of reality theory. The research method employed is a qualitative approach with field research. The findings show that Polri's Public Relations Division faces significant challenges in the Post Truth era, such as misinformation, disinformation, and hoaxes, exacerbated by low digital literacy, dependence on social media, and the "No Viral No Justice" phenomenon. To address this, proactive strategies are needed, including digital literacy enhancement, the use of data analytics, and the development of consistent and emotional communication campaigns. Strengthening collaboration with the media, influencers, and local communities is crucial in countering hoaxes, while improving digital communication training for Polri’s Public Relations personnel is also necessary. With this approach, Polri can strengthen its image as a professional institution trusted amid digital challenges.