Strategi Humas KPU dalam Mensosialisasikan Pemilihan Umum 2024 di Kalangan Generasi Z Pekanbaru Riau

Abstract

This study is entitled "The Public Relations Strategy of the Riau KPU in Socializing the 2024 Election among Generation Z, Pekanbaru, Riau" with the aim of understanding the communication strategy for socialization conducted by the Riau KPU among Generation Z who have never voted before. The study is analyzed using communication strategies proposed by Cutlip, Center, and Broom. This research method is qualitative descriptive and employs the constructivism paradigm. Four informants were studied using purposive sampling, including the head of Public Relations at Riau KPU, a member of the KPU Riau's socialization committee, and two students as triangulation informants. Data were collected through interviews, observations, and documentation. The findings indicate that the elaboration of public relations strategies in socialization aligns with the analysis proposed by Cutlip, Center, and Broom, covering problem identification, planning, action and communication, and evaluation. Despite encountering obstacles, the implementation of these strategies effectively engages Generation Z, contributing positively to the 2024 elections. The implications of this study may aid election organizers in enhancing youth voter participation in the future.