Strategi Komunikasi Humas Bea Cukai Bogor Dalam Menangkal Berita Hoaks Menggunakan Whatsapp
DOI:
https://doi.org/10.38204/komversal.v7i2.2293Keywords:
communication strategy, Hoax, Public Relations, swot analysis, whatsappAbstract
ABSTRACT
This research analyzes the communication strategy of the Public Relations Division of Bea Cukai Bogor in countering hoaxes using WhatsApp. The research uses a qualitative descriptive approach with data collection techniques through in-depth interviews, observations, literature studies, and documentation. The theory used is the four-step Public Relations strategy theory by Cutlip, Center, and Broom, which includes fact-finding, planning and programming, action and communication, and evaluation. Additionally, this study also uses SWOT analysis to identify strengths, weaknesses, opportunities, and threats in the first step of the Public Relations strategy theory, which is fact-finding. The purpose of this study is to analyze the communication strategy of Bogor Customs in countering hoax news using WhatsApp and to identify the challenges faced by Bogor Customs in implementing communication strategies to counter hoax news using WhatsApp. The results show that the use of WhatsApp is effective as a communication tool with the public, especially in clarifying hoax news, building public trust, and reducing the spread of hoaxes. However, in its implementation, several challenges exist, such as the high frequency and limited operational hours, the variety of hoax types circulating, consistency in message style, low public literacy levels, and evaluation being quantitative. In conclusion, the use of an appropriate and sustainable communication strategy is crucial for maintaining the positive image of Bogor Customs and minimizing the spread of hoax news in the community.
Keywords: communication strategy, hoax, public relations, swot analysis, whatsapp
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References
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