Electronic Theses and Dissertation

Perhelatan Pekan Olahraga Nasional (PON) XXI Aceh-Sumut 2024 merupakan
multisport event 4 (empat) tahunan terakbar nasional sehingga hal ini dapat
dikatakan sebagai tanggung jawab yang besar bagi Dinas Pemuda dan Olahraga
(Dispora) Provinsi Aceh. Penelitian ini bertujuan untuk mengetahui bagaimana
strategi humas dalam membangun citra positif Dispora Aceh melalui perhelatan
PON XXI Aceh-Sumut 2024. Penelitian ini menggunakan metode penelitian
kualitatif deskriptif. Data-data dalam Penelitian ini didapat dari hasil wawancara
secara langsung kepada 3 (tiga) informan dari pihak humas Dispora Aceh dan
observasi. Hasil penelitian ini menunjukkan bahwa Dispora Aceh telah
melaksanakan strategi humas yang efektif untuk membangun citra positif lembaga
pada perhelatan Pekan Olahraga Nasional (PON) XXI Aceh-Sumut 2024. Melalui
penggunaan berbagai media sosial, terutama Instagram sebagai platform yang
dinilai paling efektif. Dari hasil penelitian, Dinas Pemuda dan Olahraga Provinsi
Aceh menerapkan unsur bauran humas yang di antaranya adalah publications,
event, news, community involvement, inform or image, lobbying and negotiation.
Namun dari keenam unsur tersebut, publications yang turut paling berperan
penting dalam membangun citra positif humas Dispora Aceh sedangkan unsur
inform or image dianggap kurang andil dan perlu diperhatikan kembali oleh pihak
humas mengingat pada perhelatan PON XXI Aceh-Sumut 2024, Dispora Aceh
lebih berfokus pada bidang pertandingan. Dinas Pemuda dan Olahraga Aceh juga
perlu terus mengoptimalkan penggunaan Instagram dan media sosial lainnya
untuk memperluas jangkauan informasi, dengan mempertimbangkan segmentasi
audiens yang berbeda. Selain itu, strategi konten yang lebih variatif dapat
meningkatkan keterlibatan publik, terutama yang berkaitan dengan pemuda dan
program olahraga.
Kata Kunci : Humas, Citra Positif, Dinas Pemuda dan Olahraga Aceh, PON XXI
Aceh-Sumut 2024

The 21st National Sports Week (PON) in Aceh-North Sumatra 2024 is the largest national 4 (four) yearly multisport event so that it can be said to be a big responsibility for the Aceh Provincial Youth and Sports Department (Dispora). This study aims to determine how public relations strategies build a positive image of the Dispora Aceh through the 21st PON in Aceh-North Sumatra 2024. This study uses a descriptive qualitative research method. The data in this study were obtained from direct interviews with 3 (three) informants from the Dispora Aceh public relations and observations. The results of this study indicate that the Dispora Aceh has implemented an effective public relations strategy to build a positive image of the institution at the 21st National Sports Week (PON) in Aceh-North Sumatra 2024. Through the use of various social media, especially Instagram as the platform that is considered the most effective. From the results of the study, the Aceh Provincial Youth and Sports Department applies elements of the public relations mix which include publications, events, news, community involvement, inform 0r image, lobbying and negotiation. However, based on the six elements, publications play the most important role in building a positive image of the Aceh Youth and Sports Agency's public relations, while the inform or image element is considered to have less contribution and needs to be reconsidered by the public relations considering that in the 21st PON Aceh-North Sumatra event, the Aceh Youth and Sports Department is more focused on the field of competitions. The Aceh Youth and Sports Department also needs to continue to optimize the use of Instagram and other social media to expand the reach of information, taking into account different audience segments. In addition, a more varied content strategy can increase public engagement, especially those related to youth and sports programs. Keywords: Public Relations, Positive Image, Department of Youth and Sports of Aceh, the XXI PON Aceh-North Sumatra 2024