STRATEGI CERDAS HUMAS PMI DALAM MENDORONG PARTISIPASI DONOR DARAH DI KABUPATEN JEMBER

Authors

  • Rinata Lya Erdana Universitas Muhammadiyah Jember
  • Ari Susanti Universitas Muhammadiyah Jember

DOI:

https://doi.org/10.32528/mediakom.v7i02.3443

Keywords:

Public Relations Strategy, Blood Donation, Indonesian Red Cross

Abstract

Abstract

The Indonesian Red Cross (IRC), as a humanitarian organization, plays a vital role in ensuring the availability of blood supplies. Effective communication strategies by Public Relations are essential to fostering engagement with the community. This study aims to analyze the Public Relations strategies implemented by IRC to enhance awareness and encourage public participation in blood donation in Jember Regency, the communication channels utilized, and the challenges encountered in the process. The theory utilized in this research is the Cutlip, Center, and Broom Theory. Employing a qualitative approach, data collection methods include observation, interviews, and documentation. The research was conducted at the Blood Donor Unit of IRC Jember Regency, with informants selected through purposive sampling. The informants comprise IRC Public Relations officers, Blood Donor Unit Public Relations officers, the Head of the Blood Donor Unit, and the Head of the Administrative Division of the Blood Donor Unit in Jember Regency.  The findings indicate that IRC’s Public Relations strategy in raising awareness and participation is executed through direct educational initiatives, social media campaigns, and collaborations with various institutions and community organizations. Programs such as mobile blood donation units, digital awareness campaigns, and strategic partnerships with hospitals constitute key efforts to enhance information dissemination.  However, several obstacles remain, including limited public awareness, insufficient human resources, and misconceptions surrounding blood donation. This study concludes that while IRC Jember Regency’s communication strategies have been effective, further strengthening is required in promotional activities and sustained public engagement. Supporting factors include cross-sector collaboration, community involvement, and regulatory support, whereas inhibiting factors involve the lack of continuous education initiatives and low public participation in regular blood donations.

 

Keywords: Public Relations Strategy, Blood Donation, Indonesian Red Cross

Author Biography

Ari Susanti, Universitas Muhammadiyah Jember

Ilmu Komunikasi Universitas Muhammadiyah Jember

References

Anggraeni, B. P. D. (2018). Peran Humas Ombudsman Republik Indonesia Dalam Mensosialisasikan Layanan Aspirasi Pengaduan Praktik Maladministrasi. Universitas Islam Negeri Syarif Hidayatullah Jakarta, 6.

Bogdan, R. C., & Taylor, S. J. (2007). Metodologi Penelitian Kualitatif. Terjemahan oleh Lexy J. Moleong. Bandung: Remaja Rosdakarya.

Cutlip, S. M., Center, A. H., & Broom, G. M. (2009). Effective Public Relations (9th ed.). New Jersey: Pearson Education.

DNS Marchamah, R. D. C. L. E. A. (2023). Peningkatan Kesadaran Donor Darah Bagi Masyarakat Sebagai Gaya Hidup Untuk Mewujudkan Generasi Sehat. ALAMTANA: Jurnal Pengabdian Masyarakat UNW Mataram, 4(3), 317–325.

Firmansyah, R. (2019). Pendekatan Komunikasi Interpersonal dalam Sosialisasi Donor Darah. Jurnal Penelitian Kesehatan, 7(3), 33–44.

Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart and Winston.

Herial, V. (2022). Strategi Humas Pondok Pesantren Sumatera Thawalib Parabek Dalam Mensosialisasikan Program Unggulan Melalui Media Sosial Instagram. In Universitas Islam Negeri Jakarta (Vol. 33, Issue 1).

Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). California: Sage Publications.

Perloff, R. M. (2017). The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century (6th ed.). New York: Routledge.

Rahman, M. S., Tarring, A. D., & Dj, R. (2023). Berbagi Hidup, Berbagi Darah: Pengalaman Bakti Sosial Donor Darah. Amsir Community Service Journal, 1(2), 101–104. https://doi.org/10.62861/acsj.v1i2.338

Scott M. Cutlip, Allen H. Center, G. M. B. (2009). Effective Public Relations. Kencana.

Sofian, F., & Abidin, S. (2024). Strategi Public Relation Dalam Mempertahankan Citra Positif Hotel Swis-Bell Harbour Bay Dikota Batam Pasca Pandemi Covid-19. Jurnal Ilmiah Mahasiswa, Vol 6(Vol. 6 No. 1 (2024): Scientia Journal).

Sutrisna, M., Hasymi, Y., Susanti, I., Utama, T. A., & Wati, M. (2023). Fasilitator dan Pendidikan Kesehatan Tentang Manfaat Donor Darah “Sehat dan Selamatkan Jiwa”. Community Development Journal, 4(5), 9802–9806.

Saraswati, D. (2020). Strategi Komunikasi Dalam Kampanye Donor Darah. Jurnal Komunikasi Sosial, 5(2), 115–128.

Widodo, A. (2021). Peran Media Sosial Dalam Meningkatkan Partisipasi Donor Darah. Jurnal Ilmu Komunikasi, 9(1), 42–56.

Downloads

Published

2025-06-23