STRATEGI KOMUNIKASI PUBLIK PEMERINTAH DAERAH DALAM PELAYANAN PENGADUAN 24 JAM BANGLI ERA BARU BAGI MASYARAKAT DI KABUPATEN BANGLI

Abstract

The phenomenon of public enthusiasm in the digitalization era reflects a strong response to change, especially in terms of information transparency and services provided by local governments, particularly within the Bangli Regency Government. One notable initiative is the Bangli Era Baru 24-Hour Complaint Service, which provides a variety of information and news related to Bangli Regency, including updates on natural disasters, traffic accidents, local events, infrastructure damage, ceremonial activities, road closures, and public complaints from the community in Bangli. To understand the utilization of the Bangli Era Baru 24-Hour Complaint Service by the community in Bangli Regency, this study explores the public communication strategies employed by the local government, the challenges faced, and the implications of such communication efforts.This research applies several theories to examine the issue of local government communication strategies in managing public complaints through the Bangli Era Baru 24-Hour Complaint Service, including the Social Penetration Theory, Stimulus-Organism-Response (S-O-R) Theory, and Mass Communication Effects Theory—with the latter serving as the main theoretical framework. The Mass Communication Effects Theory helps explain how new media representations influence public service communication. In line with the research design, this study adopts a qualitative approach, focusing on natural settings with the researcher as the primary instrument. The data is descriptive, analyzed inductively, and emphasizes the meaning behind social phenomena. The communication strategy implemented by the Bangli Era Baru 24-Hour Complaint Service includes Communication Planning, Continuous Service Communication Implementation, Use of Communication Media, as well as Monitoring, Evaluation, and Reporting. This study identifies several challenges, such as limited funding, insufficient human resources, and low public literacy. However, efforts have been made to overcome these obstacles, leading to increased public awareness and improved effectiveness of the communication strategies employed by the service.