Peran Public Relations Dinas Kebudayaan Provinsi Riau DalamMempertahankan Eksistensi Taman Budaya Provinsi Riau
Abstract
This study examines the role of Public Relations of the Riau Provincial Department of Culture in maintaining the existence of the Riau Provincial Cultural Park amid the challenges of modernization, shifting public interest, and the dominance of digital media. This research employs a qualitative case study approach with data collection through semi-structured interviews, observation, and documentation. The analysis is based on The Nine Steps of Strategic Public Relations model proposed by Smith (2020). The findings indicate that Public Relations plays a role in sustaining the Cultural Park through cultural programs, the use of digital media as communication channels, and collaboration with art communities and relevant stakeholders. However, challenges remain in terms of limited resources, the absence of a dedicated PR structure, and incomplete optimization of communication strategies. The study recommends strengthening PR functions organizationally and implementing evaluation based on measurable indicators. Keywords: Public Relations, communication strategy, existence, Cultural Park, Riau Provincial Department of Culture
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