The Implementation Of Public Relations Strategies At The Wonosariyogya Post Office 55800

Abstract

The present study aims to examine the strategic formulation, tactical selection and implementation, as well as the evaluation processes undertaken by the Wonosariyogya Post Office 55800. Employing a descriptive qualitative approach, this research draws upon the conceptual framework proposed by Ronald D. Smith in Strategic Planning for Public Relations. Data were systematically collected through in-depth interviews, direct observation, and documentation review. The findings indicate that the Public Relations (PR) planning strategy implemented by the organization has been relatively effective in enhancing corporate image. During the formative research phase, particularly in the situational analysis, the Wonosariyogya Post Office initiated a comprehensive digital transformation across its service lines while simultaneously aligning its operations with evolving customer needs. In the strategic phase, the organization emphasized customer-oriented service delivery, striving to meet service expectations, enhance service quality, and foster collaborative relationships with both governmental institutions and private sector entities. Subsequently, at the tactical stage, the organization adopted a multifaceted communication strategy, incorporating face-to-face interactions alongside the utilization of various media channels and advertising efforts to promote its service programs and product offerings. From the perspective of image-building indicators, the process involved multiple dimensions, including perception and cognition. Nevertheless, several constraints were identified, notably the absence of a dedicated Public Relations division and limited operational flexibility due to the lack of a specific budget allocation to support the effective execution of PR programs.