Strategi Digital Public Relations Pada Program Magang Mandiri VINIX7

Asri Suci Ramadhani; Namira Fitria; Saiful Romadon

doi:10.59945/jpnm.v4i4.1709

Authors

Asri Suci Ramadhani Universitas Bina Sarana Informatika
Namira Fitria Universitas Bina Sarana Informatika
Saiful Romadon Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.59945/jpnm.v4i4.1709

Keywords:

Digital Public Relations, Program Magang Mandiri, VINIX7

Abstract

Penelitian ini bertujuan menganalisis strategi Digital Public Relations berbasis employee advocacy melalui LinkedIn dalam mendukung visibilitas organisasi pada Program Magang Mandiri VINIX7, dengan menempatkan peserta magang sebagai aktor komunikasi organisasi. Penelitian menggunakan pendekatan kualitatif berparadigma konstruktivis dengan metode studi kasus. Informan dipilih melalui teknik purposive sampling, sedangkan data dikumpulkan melalui wawancara semi-terstruktur, observasi nonpartisipan, dan studi dokumentasi. Analisis data mengacu pada model interaktif Miles, Huberman, dan Saldaña yang meliputi kondensasi data, penyajian data, serta penarikan dan verifikasi kesimpulan. Hasil penelitian menunjukkan bahwa VINIX7 mendorong peserta membagikan pengalaman pembelajaran, hasil proyek, dokumentasi kegiatan, dan pencapaian melalui akun LinkedIn pribadi. Praktik tersebut menghasilkan Employee-Generated Content (EGC) yang berfungsi sebagai dokumentasi profesional sekaligus sumber informasi bagi publik mengenai pelaksanaan program. Motivasi peserta mencakup pengembangan portofolio, perluasan jaringan profesional, dokumentasi pembelajaran, dan pembentukan personal branding. EGC berkontribusi terhadap penyebaran informasi, interaksi dengan publik, dan visibilitas organisasi melalui jaringan profesional peserta. Namun, implementasinya menghadapi tantangan berupa perbedaan literasi digital, kepercayaan diri, dan konsistensi partisipasi. Penelitian menyimpulkan bahwa employee advocacy dapat melibatkan peserta magang, tidak terbatas pada karyawan tetap. Implikasinya, organisasi perlu menyediakan pendampingan, pedoman komunikasi yang fleksibel, serta evaluasi berbasis indikator terukur tanpa mengurangi autentisitas konten peserta.

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