Strategi Humas dalam Internalisasi Lima Nilai Budaya Kerja Kementerian Agama di PTKI Kalimantan Timur

Abstract

Lembaga pendidikan melalui hubungan masyarakat memiliki tanggung-jawab secara moral untuk konsisten memenuhi kebutuhan masyarakat tentang informasi yang berkaitan dengan perencanaan, pelaksanaan dan evaluasinya. Melalui humas, lembaga pendidikan memperoleh pelayanan berupa corong publikasi untuk memenuhi kebutuhan masyarakat baik internal maupun eksternal. Penelitian bertujuan untuk mengetahui bagaimana strategi Humas dalam internalisasi lima nilai budaya kerja Kementerian Agama di Perguruan Tinggi Keagamaan Islam Kalimantan Timur. Jenis penelitian ini adalah kualitatif. Data diperoleh dengan teknik observasi, wawancara, dokumentasi. Hasil penelitian mengung-kapkan Humas PTKI di Kalimantan Timur, dalam membangun strategi humas guna menginternalisasikan lima nilai budaya kerja yaitu dengan memperhatikan aspek peranan dan tugas humas yakni, expert preciber, Problem solving facilitator, communicator facilitator, technican communication. Peranan humas sebagaimana tertuang dalam teori yang dikemukakan Criss Skinner tersebut menjadi formulasi bagi praktisi humas dalam membangun strategi dan internalisasi lima nilai budaya kerja yaitu integritas, profesionalitas, inovasi, tanggungjawab dan keteladanan secara inklusif.

Kata kunci: Humas, PTKI, lima budaya kerja, Kementerian Agama

Educational institution through public relations (PR) has a moral responsibility to consistently meet society's needs on the information relating to its planning, execution and evaluation. Through public relations, educational institution receives services in the form of public publicity to meet both internal and external needs. The research aimed to find out how a PR strategy in the internalization of the five cultural values works of the Ministry of Religious Affairs at East Kalimantan Religious College. This type of research was qualitative. Data obtained through observation techniques, interviews, and documentations. The research suggests that PTKI's public-relations in East Kalimantan, in building a PR strategy for internalizing the five cultural values of the working culture, expert preciber, the interest-facilitator problem, communicator/com-municator, technically communication techniques. The role of public relations as brought about by the criss skinner theory has become a formulation for public-relations practitioners in building a strategy and the internalization of the five cultural values of integrity, professionality, innovation, responsibility and individuality.