Public Relations Strategy of the Indonesian Ministry of Cooperatives in Promoting the “Merah Putih” Village/Urban Village Cooperative Program

Abstract

The Merah Putih Village/Urban Village Cooperative Program (KDMP) is a strategic government program aimed at strengthening the people’s economy through the establishment and strengthening of cooperatives at the village and urban village level. The program’s success depends not only on its policies but also on the communication strategy carried out by the Public Relations of the Indonesian Ministry of Cooperatives in promoting it to the public. This study analyzes that strategy using the Four Step Public Relations approach, comprising fact finding, planning, communication, and evaluation. A qualitative descriptive method was used, with data obtained through in-depth interviews, observation, and documentation of five informants directly involved in the program’s promotion. Data were analyzed using the Miles and Huberman model, with validity tested through source and technique triangulation. The results show that the Ministry’s Public Relations has systematically applied all four stages. In fact finding, it identified information needs, analyzed issues, and monitored media. In planning, it prepared a content plan, determined key messages, and selected communication media suited to audience characteristics. In communication, it implemented a multichannel strategy through social media, the official website, mass media, press conferences, and direct promotional activities. In evaluation, it analyzed social media performance, conducted media monitoring and internal evaluation, and incorporated public feedback. The strategy’s strengths include strong cross unit coordination, optimal use of digital media, and continuous evaluation. Challenges remain, including varying levels of public literacy, the broad target area, the complexity of the program’s substance, and the risk of misinformation on digital media.