xi

DAFTAR ISI

Halaman

Lembar Judul Tugas Akhir.................... ........................................................ i

Lembar Pernyataan Keaslian Tugas Akhir................................................ ...... ii

Lembar Pernyataan Persetujuan Publikasi Karya Ilmiah ............................ .... iii

Lembar Persetujuan Tugas Akhir .................................................................. iv

Lembar Pengesahan Tugas Akhir .................................................................. v

Lembar Konsultasi Dosen Pembimbing ........................................................ vi

Lembar Konsultasi Asisten Pembimbing ....................................................... vii

Kata Pengantar .............................................................................................. viii

Abstrak .................................................................................... ....................... ix

Daftar Isi........................................... ............................................................. xi

Daftar Gambar .............................................................................................. xiii

Daftar Tabel .................................................................................................. xiv

Daftar Lampiran............................................................................................ xv

BAB I PENDAHULUAN ........................................................................ 1

1.1. Latar Belakang ........................................................................ 1

1.2. Maksud dan Tujuan ................................................................. 4

1.3. Metode Penelitian .................................................................... 4

1.3.1. Teknik Pengumpulan Data ............................................. 4

1.3.2. Metode Analisa Data ..................................................... 9

1.3.3. Waktu Penelitian ........................................................... 10

1.4. Ruang Lingkup ........................................................................ 10

1.5. Permasalahan Pokok ................................................................ 11

1.6. Sistematika Penulisan .............................................................. 12

BAB II LANDASAN TEORI .... ............................................................... 13

2.1. Umum ..................................................................................... 13

2.1.1. Pengertian Public Relations ........................................... 13

2.1.2. Peranan Public Relations ............................................... 14

2.1.3. Tujuan Public Relations ................................................ 15

2.1.4. Tugas Public Relations .................................................. 17

2.1.5. Fungsi Public Relations ................................................. 20

2.1.6. Bagian-bagian dari Fungsi Public Relations ................... 21

2.2. Studi Literatur.......................................................................... 23

2.2.1. Strategi Public Relations................................................ 23

2.2.2. Humas Pemerintah ......................................................... 26

2.2.3. Publisitas ....................................................................... 31

2.2.4. Citra .............................................................................. 34

2.2.5. Opini Publik .................................................................. 36

BAB III PEMBAHASAN ........................................................................... 39

3.1. Tinjauan Organisasi ................................................................. 39

3.1.1. Sejarah Badan Narkotika Nasional ................................. 39

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3.1.2. Visi dan Misi ................................................................. 43

3.1.3. Kedudukan .................................................................... 44

3.1.4. Kepala BNN Definitif .................................................... 45

3.1.5. Posisi Humas dalam Badan Narkotika Nasional ............. 46

3.2. Proses Kerja Strategi Humas ................................................... 48

3.2.1. Perencanaan................................................................... 48

3.2.2. Pelaksanaan ................................................................... 69

3.2.3. Evaluasi ......................................................................... 72

3.3. Kendala dan Pemecahan .......................................................... 76

BAB IV PENUTUP ..................................................................................... 78

4.1. Kesimpulan ............................................................................. 78

4.2. Saran ....................................................................................... 78

DAFTAR PUSTAKA .................................................................................. 80

DAFTAR RIWAYAT HIDUP ................................................................... 82

LAMPIRAN-LAMPIRAN

xiii

DAFTAR GAMBAR

Halaman

1. Gambar II.1 Logo Lembaga Negara BNN .............................................. 39

2. Gambar II.2 Struktur Organisasi BNN .................................................... 44

3. Gambar II.3 Kepala BNN Definitif......................................................... 45

3. Gambar II.4 Struktur Organisasi Sekretariat Utama ................................ 46

4. Gambar II.5 Struktur Organisasi Biro Umum ......................................... 47

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DAFTAR TABEL

Halaman

1. Tabel II.1 Perbedaan Humas dengan Humas Pemerintah ........................ 31

2. Tabel III.1 SWOT BNN .......................................................................... 54

3. Tabel III.2 SWOT Strategi Publisitas ..................................................... 55

4. Tabel III.3 Daftar Media Pemuat Publisitas ............................................ 66

5. Tabel III.4 Kriteria Evaluasi ................................................................... 68

xv

DAFTAR LAMPIRAN

Halaman

A.1. Surat Keterangan Riset .......................................................................... 83

B.1. Berita Acara Riset ................................................................................. 84

C.1. Surat Resmi Permohonan Peliputan ....................................................... 85

C.2. Press Release ........................................................................................ 86

C.3. Foto-foto Dokumentasi Press Release terkait ......................................... 87

C.4. Rekap Pemberitaan BNN di Media Cetak, Online dan Televisi .............. 90

D.1. Rambanan Laman Media Monitoring .................................................... 100

E.1. Transkip Wawancara Narasumber.......................................................... 108

E.2. Dokumentasi Observasi Langsung Penulis ............................................. 109