Indonesian Traditional Culture sebagai Kampanye Mempromosikan Budaya Indonesia (Studi Kasus Strategi Kampanye PR dalam Mempromosikan Budaya Indonesia melalui Indonesian Traditional Culture)

Abstract

Abstract. The least amount of Indonesian Citizens in Croatia made a lack of wide information about Indonesian culture in Croatia, as seen in the routine activities of the Sanggar Merah Putih class of the Indonesian Embassy in Zagreb, there are only 8 Indonesian language students, 11 Dance classes and 8 traditional music classes. The Indonesian Embassy in Zagreb as the representative office of the State of Indonesia in Croatia carried out a Campaign to promote Indonesian culture in Croatia in 2018 named "Indonesian Traditional Culture" which was held from February to August. The purpose of this study was 1) To find out the communication plan of the Indonesian Embassy in Zagreb in promoting Indonesian culture in Croatia. 2) To find out the implementation of the Indonesian Traditional Culture campaign carried out by the Indonesian Embassy in Zagreb. 3) To find out the obstacles of the Indonesian Embassy in Zagreb in carrying out the Indonesian Traditional Culture campaign. 4) To find out the reason the Indonesian Embassy in Zagreb chose the RTL.HR media partner in carrying out one of the Indonesian Traditional Culture campaign activities. Library reviews used are Public Relations, PR Campaign Strategies, Types of campaigns, Tourism Communication, Social marketing communication, Campaigning techniques. This study uses qualitative methods with a case study approach.The results of the study, that communication planning carried out by the Indonesian Embassy in Zagreb were 2017 evaluation, work meeting, and pre-meeting which carried out a series of activities such as introduction to traditional music, Indonesian Traditional Batik Workshop, Place2Go, Safari Ramadhan, Familiarization Trip and International Folklore Festival Zagreb. In its implementation there are several obstacles, which are technical and non-technical obstacles. The selection of RTL. HR media as a media partner is due to several factors, one of which is RTL. HR is the second largest broadcaster in Croatia, committed and professional journalists and RTL. HR has its media children such as RTL. Direkt and RTL. Pine. This research is expected to be able to provide results about the strategy of the Indonesian Embassy in Zagreb's PR campaign in promoting Indonesian culture.

Keywords: Strategy, Campaign, Traditional music introduction program, Indonesian Traditional Batik Workshop, Place2Go, Safari Ramadhan, Familiarization Trip, International Folklore Festival Zagreb.

Abstrak. Sedikitnya Warga Negara Indonesia yang berada di Kroasia membuat kurangnya informasi meluas mengenai budaya Indonesia di Kroasia, hal tersebut terlihat pada kegiatan rutinan kelas Sanggar Merah Putih KBRI Zagreb, tercatat hanya 8 siswa kelas Bahasa Indonesia, 11 siswa kelas Tari dan 8 siswa kelas musik traditional. Maka KBRI Zagreb sebagai kantor perwakilan Negara Indonesia di Kroasia melaksanakan sebuah Kampanye dalam mempromosikan budaya Indonesia di Kroasia tahun 2018 dengan nama “Indonesian Traditional Culture†yang dilaksanakan dari bulan Februari – Agustus. Tujuan dari penelitian ini adalah 1) Untuk mengetahui perencanaan komunikasi kampanye KBRI Zagreb dalam mempromosikan budaya Indonesia di Kroasia. 2) Untuk mengetahui pelaksanaan kampanye Indonesian Traditional Culture yang dilaksanakan oleh KBRI Zagreb. 3) Untuk mengetahui hambatan KBRI Zagreb dalam melaksanakan kampanye Indonesian Traditional Culture. 4) Untuk mengetahui alasan KBRI Zagreb memilih media partner RTL.HR dalam melaksanakan salah satu kegiatan kampanye Indonesian Traditional Culture. Tinjauan pustaka yang digunakan adalah Public Relations, Strategi Kampanye PR, Jenis-jenis kampanye, Komunikasi pariwisata, Komunikasi pemasaran social, Teknik berkampanye. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Hasil dari penelitian yaitu bahwa perencanaan komunikasi yang dilakukan oleh KBRI Zagreb adalah Evaluasi tahun 2017, Rapat Kerja, dan Rapat pra acara yang dalam pelaksanaannya melaksanakan beberapa rangkaian kegiatan seperti Acara pengenalan music traditional, Indonesian Traditional Batik Workshop, Place2Go, Safari Ramadhan, Familiarization Trip dan International Folklore Festival Zagreb. Dalam pelaksanaannya terdiri beberapa hambatan yakni hambatan teknis dan non teknis. Pemilihan media RTL.HR sebagai media partner dikarenakan beberapa faktor salah satunya yakni RTL.HR merupakan broadcaster terbesar kedua di Kroasia, Jurnalis yang komitmen dan professional dan RTL.HR memiliki anak media seperti RTL.Direkt dan RTL.Danas. Penelitian ini diharapkan dapat memberikan hasil tentang strategi kampanye PR KBRI Zagreb dalam mempromosikan budaya Indonesia.

Kata Kunci : Strategi, Kampanye, Acara pengenalan music traditional, Indonesian Traditional Batik Workshop, Place2Go, Safari Ramadhan, Familiarization Trip, International Folklore Festival Zagreb