Public Relations Strategy of The Indonesian Navy Information Service in Maintaining the Positive Image of Indonesian Navy

Abstract

The Indonesian Navy has received favorable impressions from the public since it was first shown for the first time, and it eventually generated an excellent image in the public’s memory. The excellent image of the Navy remains among the public until now. It makes the researcher interested in knowing how The Indonesian Navy Information Service (Dispenal) implements the public relations strategy that can maintain the image of Dispenal and implement a public relations strategy that can optimize publicity in the mass media to maintain the image of the Navy through media relations. This is a qualitative study that employs a case study approach. The researcher chose three information and used in-depth interviews as primary data, while collecting relevant documents from news articles as secondary data. The researcher finds out the phases that planners passed through in implementing public relations strategy after conducting this research. The planners of public relations strategy started by doing formative research, setting the plan of the strategy, choosing the communication tactics, and finally evaluating the strategy by conducting media monitoring.