STRATEGI PUBLIC RELATION KEMENTERIAN AGAMA SUMATERA SELATAN DALAM MENGHADAPI KRISIS INFORMASI DI ERA DIGITAL

Abstrak

Penelitian ini bertujuan menganalisis strategi Public Relation (PR) Kantor Wilayah Kementerian Agama Provinsi Sumatera Selatan dalam menghadapi krisis informasi digital, khususnya penyebaran hoaks yang mengatasnamakan Kemenag melalui media sosial. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam dengan tim humas, observasi aktivitas komunikasi digital pada platform resmi, serta dokumentasi berupa arsip klarifikasi, laporan monitoring isu, dan publikasi media. Hasil penelitian menunjukkan bahwa Public Relation Kemenag Sumsel menerapkan strategi komunikasi krisis yang sejalan dengan prinsip Situational Crisis Communication Theory (SCCT), meliputi segmentasi audiens, pemilihan saluran digital yang tepat, penetapan pesan kunci, dan penyusunan headline komunikatif. Selain itu, humas melakukan verifikasi cepat berlapis, koordinasi internal melalui kanal digital, dan komunikasi antisipatif untuk mempercepat klarifikasi serta meminimalkan penyebaran misinformasi. Temuan ini menegaskan bahwa strategi Public Relation Kemenag Sumsel merupakan upaya sistematis dalam menjaga akurasi informasi, meningkatkan kepercayaan publik, dan memperkuat ketahanan komunikasi lembaga di era digital.

This study aims to analyze the Public Relations (PR) strategy of the Regional Office of the Ministry of Religious Affairs of South Sumatra Province in addressing the digital information crisis, particularly the spread of hoaxes using the Ministry of Religious Affairs' name through social media. This research used a descriptive qualitative method with a case study approach. Data were collected through in-depth interviews with the public relations team, observations of digital communication activities on official platforms, and documentation in the form of clarification archives, issue monitoring reports, and media publications. The results indicate that the Public Relations of the Ministry of Religious Affairs of South Sumatra implemented a crisis communication strategy aligned with the principles of Situational Crisis Communication Theory (SCCT), including audience segmentation, selecting appropriate digital channels, establishing key messages, and developing communicative headlines. Furthermore, the PR team conducted multi-layered rapid verification, internal coordination through digital channels, and anticipatory communication to expedite clarification and minimize the spread of misinformation. These findings confirm that the Public Relations strategy of the Ministry of Religious Affairs of South Sumatra is a systematic effort to maintain information accuracy, increase public trust, and strengthen the institution's communication resilience in the digital era.