Public Relations Strategy a Building Trust Amidst Hoax Attacks

Abstract

Introduction: Public relations strategy is important to be prepared by the public relations sector in dealing with hoaxes that come unexpectedly, which can become a communication crisis. Moreover, hoax attacks also continue to develop in accordance with technological developments, so this is a challenge for the public relations sector as the guardian of trust, reputation and company image.

Objectives: This study discusses Public Relations Strategies in Building Trust Amidst Hoax Attacks at the Central Board of the Public Relations Association (BPP PERHUMAS).

Methods: This study using qualitative methods with data collection through interviews and documentation. Interviews were conducted with 4 public relations practitioners at the Central Board of the Public Relations Association (BPP PERHUMAS) as informants who have met the criteria as public relations practitioners with decades of experience in the field of communication and experience in managing hoaxes. The researcher also conducted a credibility test by triangulating with the Director General of Information and Public Communication of the Ministry of Communication and Informatics of the Republic of Indonesia who is also an Advisor to PERHUMAS and Chief of Global Alliance Asia Pacific Regional, a public relations association at the Asia Pacific level. The purpose of this study was to find out how public relations strategies build trust amidst hoax attacks, find supporting factors and stages of the strategy carried out.

Results: The results of the study indicate that there are various strategies that can be used in building public relations trust amidst hoax attackss. positive campaigns and measuring public trust are important as public relations strategies in building trust amidst hoax attacks.  The success of this strategy will be greatly influenced by the support of the company, through the establishment of various policies on hoaxes, the existence of SOPs and special teams and public relations competencies.

Conclusions: The researcher found that the public relations can combine from among the strategies that have been put forward by previous experts, namely crisis communication strategies derived from the Situational Crisis Communication Theory (SCCT) or Situational Crisis Communication Theory from Timothy W. Coombs (2007) and Image Repair Theory or Image Recovery Theory from Professor William L. Benoit (1995) and Reactive Strategy or Reactive Strategy from Ronald D. Smith (2009) as an alternative sollution for this problem. But  must be but adjusted to the type of hoax that befell. With several stages of strategy that are also supported by advances in communication technology and a comprehensive approach, it is hoped that public relations can carry out strategies in building trust amidst hoax attacks