Hubungan Masyarakat Pada Lembaga Pemerintah Non-Struktural (Optimalisasi Peran Humas Badan Amil Zakat Nasional (Baznas) Jawa Timur Dalam Upaya Meningkatkan Partisipasi Berzakat)

Ali, Ahmad Nabil and Nilam Wardasari, S.I.Kom., M.I.Kom. (2024) Hubungan Masyarakat Pada Lembaga Pemerintah Non-Struktural (Optimalisasi Peran Humas Badan Amil Zakat Nasional (Baznas) Jawa Timur Dalam Upaya Meningkatkan Partisipasi Berzakat). Sarjana thesis, Universitas Brawijaya.

Abstract

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English Abstract

This study aims to analyze the role of public relations (PR) in non-structural government institutions, specifically BAZNAS East Java, in supporting public participation in zakat. The main issue identified is the absence of a dedicated PR division in the organizational structure, which has led to the neglect of PR's strategic roles, such as the lack of a clear roadmap, minimal managerial involvement, and over-reliance on technical functions. This research employs a descriptive qualitative method through in-depth interviews, observation, and documentation, referencing the Excellence Theory and government regulations such as Permenpan No. 30 of 2011. The findings reveal a gap between managerial and technical aspects, impacting PR's effectiveness in supporting organizational accountability and building strategic relationships with stakeholders. Based on these findings, the study recommends optimizing the PR role through organizational structure enhancement, strategic roadmap development, and the implementation of relevant regulations to strengthen effective communication governance. This research contributes practical insights for non-structural government institutions in managing strategic communication based on regulatory frameworks.

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