STRATEGI PUBLIC RELATIONS KANTOR WILAYAH KEMENTERIAN AGAMA LAMPUNG DALAM SOSIALISASI MODERASI BERAGAMA DI PROVINSI LAMPUNG

MUHAMMAD, RIEVHAN WIJAYA (2024) STRATEGI PUBLIC RELATIONS KANTOR WILAYAH KEMENTERIAN AGAMA LAMPUNG DALAM SOSIALISASI MODERASI BERAGAMA DI PROVINSI LAMPUNG. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Strategi Public Relations Kantor Wilayah Kementerian Agama Lampung Dalam Sosialisasi Moderasi Beragama Di Provinsi Lampung Skripsi ini bertujuan untuk mengetahui strategi public relations yang diterapkan oleh Kantor Wilayah Kementerian Agama Provinsi Lampung dalam mensosialisasikan moderasi beragama. Sosialisasi moderasi beragama dipandang perlu untuk diteliti karena moderasi dalam beragama penting untuk digalakkan dan diamalkan didalam kehidupan masyarakat, dimana Indonesia merupakan negara yang beragam dengan enam Agama yang diakui. Khususnya di Provinsi Lampung. Penelitian ini menggunakan pendekatan kualitatif. Teknik pengumpulan data menggunakan wawancara, observasi, dan dokumentasi. Kemudian teknik analisis data penelitian ini yaitu pengumpulan data, reduksi data dan penyajian data menggunakan strategi RACE (Research, Action, Communication dan Evaluation). Hasil penelitian ini menunjukkan bahwa pada tahap Research, Public relations Kanwil Kemenag Provinsi Lampung melakukan survei terhadap ASN dilingkungan Kanwil Kemenag Provinsi Lampung sebagai langkah awal. Kemudian, pada tahap Action, mereka melaksanakan berbagai kegiatan strategis seperti pendekatan budaya lokal dan doktrin keagamaan, penguatan literasi umat beragama melalui pendekatan 3C, serta peningkatan kapasitas layanan dan kelembagaan, termasuk layanan Haji dan Umrah serta produk halal. Pada tahap Communication, pesan-pesan komunikasi yang dibentuk PR berdasarkan analisis mendalam terhadap profil dan kebutuhan ASN dilingkungan Kanwil Kemenag Provinsi Lampung, dan disampaikan melalui saluran seperti Instagram dan Facebook, website resmi Kementerian Agama komunikasi yang efektif. Tahap Evaluation, PR melibatkan pengumpulan pendapat dan tanggapan peserta melalui survei dan kuesioner, serta analisis partisipasi, interaksi, dan respon dari media serta publik untuk menilai dan meningkatkan efektivitas sosialisasi moderasi beragama. Oleh karena itu, strategi RACE yang diterapkan oleh Public Relations Kemenag Kanwil Provinsi Lampung telah menunjukkan keberhasilan dalam mensosialisasikan moderasi beragama di kalangan ASN di Provinsi Lampung. Kata Kunci: Strategi, Public Relations, Kementerian Agama Provinsi Lampung, Moderasi Beragama. ABSTRACT Public Relations Strategy of the Regional Office of the Ministry of Religious Affairs of Lampung in Socializing Religious Moderation in Lampung Province This thesis aims to explore the public relations strategies employed by the Regional Office of the Ministry of Religious Affairs of Lampung Province in promoting religious moderation. The dissemination of religious moderation is deemed necessary to study because fostering and practicing moderation in religion is crucial for societal harmony, especially in Indonesia, a country with a diverse population practicing six recognized religions. This is particularly important in Lampung Province. The study adopts a qualitative approach, utilizing data collection techniques such as interviews, observations, and documentation. The data analysis technique involves data collection, data reduction, and data presentation using the RACE strategy (Research, Action, Communication, and Evaluation). The research findings indicate that in the Research stage, the Public Relations office of the Regional Ministry of Religious Affairs of Lampung Province conducted surveys among the ASN community as an initial step. In the Action stage, they carried out various strategic activities such as local cultural approaches and religious doctrines, strengthening religious literacy through the 3C approach, and enhancing service and institutional capacity, including Hajj and Umrah services as well as halal products. During the Communication stage, communication messages crafted by PR were based on an in depth analysis of the profile and needs of the ASN community and were disseminated through various effective communication channels like Instagram facebook and website. In the Evaluation stage, PR gathered feedback and opinions from participants through surveys and questionnaires, as well as analyzed participation, interaction, and responses from the media and the public to assess and improve the effectiveness of religious moderation socialization. Therefore, the RACE strategy implemented by the Public Relations office of the Ministry of Religious Affairs of Lampung Province has demonstrated success in promoting religious moderation among the ASN community in Lampung Province. Keywords: Strategy, Public Relations, Ministry of Religious Affairs of Lampung Province, Religious Moderation.

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