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Strategi Komunikasi Krisis Public Relations Digital di TikTok pada Dinas Pariwisata Medan Selama Pandemi COVID-19: Analisis Kasus Pengelolaan Konten Inovatif
Abstract
Komunikasi krisis menjaga reputasi selama pandemi COVID-19. Dinas Pariwisata Medan menggunakan TikTok secara efektif untuk meningkatkan keterlibatan audiens dan brand awareness, mengatasi tantangan penutupan destinasi dan penurunan jumlah pengunjung. Tujuan penelitian ini untuk menganalisis penerapan strategi komunikasi krisis oleh Public Relations digital di TikTok selama pandemi COVID-19, fokus pada konten inovatif, citra dan meningkatkan keterlibatan publik. Metodologi kualitatif studi kasus, metode pengumpulan data wawancara semi-terstruktur digunakan untuk menggali perspektif Public Relations dan analisis konten di TikTok tentang strategi komunikasi beserta tantangannya. Temuan sebelumnya menunjukkan bahwa Dinas Pariwisata Medan berhasil menerapkan strategi komunikasi krisis di TikTok, meningkatkan kepercayaan publik, interaksi, dan keterlibatan selama pandemi COVID-19. Teori Komunikasi Krisis Situasional digunakan untuk memahami komunikasi krisis dalam konteks strategi digital. Teori ini menilai respons yang tepat, respons cepat dan transparansi untuk membangun kepercayaan dan hubungan audiens. Simpulan bahwa Public Relations digital di TikTok untuk brand awareness. Saran dari peneliti bahwa perlu terus mengembangkan strategi Public Relations digital di TikTok dengan meningkatkan konten kreatif, kolaborasi dengan influencer, dan memperkuat komunikasi interaktif untuk menjaga keterlibatan audiens.
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DOI: https://doi.org/10.31315/jik.v22i2.8407
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