KINERJA PUBLIC RELATIONS POLITIK KANTOR STAF PRESIDEN (KSP)

Abstract

Perubahan regulasi melalui Perpres Nomor 82 Tahun 2024 telah mereposisi fungsi komunikasi politik Kantor Staf Presiden (KSP), di mana fungsi komunikasi makronya kini dialihkan ke Kantor Komunikasi Kepresidenan. Penelitian kualitatif deskriptif ini bertujuan untuk menganalisis kinerja Public Relation Politik KSP pasca-reposisi tersebut, khususnya terkait pembentukan citra, strategi komunikasi, dan kendalanya. Data dikumpulkan melalui wawancara mendalam dengan pihak Tenaga Ahli KSP serta Redaktur Eksekutif Rakyat Merdeka, ditambah observasi multikanal secara siber dan luring. Hasil penelitian menunjukkan adanya perbedaan pendekatan komunikasi di dua ruang yang berbeda. Pada ranah digital, KSP cenderung menerapkan Two-Way Asymmetrical Model yang bersifat persuasif. Sementara pada ranah luring, KSP bertransisi menggunakan Mixed-Motive Model yang lebih dialogis melalui program "KSP Mendekat" untuk mengurai hambatan kebijakan. The regulatory amendment under Presidential Regulation Number 82 of 2024 has repositioned the politic communication functions of the Executive Office of the President (KSP), transferring its macro communication responsibilities to the Presidential Communication Office. This descriptive qualitative research aims to analyze the performance of KSP's political public relations following this repositioning, focusing on image formation, communication strategies, and their constraints. Data were gathered through in-depth interviews with a KSP Senior Advisor and the Executive Editor of Rakyat Merdeka, supplemented by multi-channel online and offline observations. The results indicate a divergence in communication approaches across two distinct environments. In the digital realm, KSP tends to employ a persuasive Two-Way Asymmetrical Model. Conversely, in the offline sphere, KSP is transitioning toward a more dialogic Mixed-Motive Model through the "KSP Mendekat" program to resolve policy and bureaucratic bottlenecks in the field.