PUBLIC RELATIONS AND NEW MEDIA AT FAITH-BASED HEALTH INSTITUTION
DOI:
https://doi.org/10.59003/nhj.v2i9.875Keywords:
New Media, Public Relations, Faith-Based Health Institution, Audience EngagementAbstract
This study aims to elaborate on the use of new media in the public relations of faith-based health institutions during the pandemic. Besides, this research is aimed at exploring the audience engagement from it. This research was conducted considering that theoretically, enrichment is needed to map how public relations in faith-based health institutions interact through new media to bridge the relationship between institutions and stakeholders, preach the faith mission, and develop a positive reputation for the institution. In practical terms, the study in the field is crucial to becoming lessons learned for policymakers at related institutions. This research took a case study at the PKU Muhammaidyah Hospital of Yogyakarta City. The institution was chosen because it represents a health institution under the official auspices of one of the most prominent faith-based organizations in the world, Muhammadiyah, and uses new media intensively to communicate with stakeholders during the pandemic. This type of research is mixed-method research with a qualitative approach using percentage statistical data. Data collection techniques used are documentation through the Instagram contents of PKU Muhammadiyah of Yogyakarta City. The findings show that the use of Instagram by PKU Muhammadiyah Hospital in Yogyakarta City has reflected a weighting that is in accordance with the character of the organization as a faith-based health institution. Audience effect conversions are dominated by product branding content. The discourse raised in the communication process through new media in this study is how to combine religious messages with product and corporate branding.
Downloads
References
Arifin, S., Mughni, S. A., & Nurhakim, M. (2022). The Idea of Progress: Meaning and Implications of Islam Berkemajuan in Muhammadiyah. Al-Jami'ah: Journal of Islamic Studies, 60(2), 547-584.
Bortree, D. S., & Waters, R. D. (2010). Applying Zaichowsky’s involvement scales to the nonprofit organization- volunteer relationship: Testing the mediating effect of involvement on cultivation strategies and relationship quality. 15.
Chowdury, S. R., Wahab, H. A., & Islam, M. R. (2018). The role of faith-based NGOs in social development: Invisible empowerment. Sage Journals, 62(3), 1055–1074. https://doi.org/10.1177/0020872818767260
Di Gangi, P. M., & Wasko, M. M. (2016). Social Media Engagement Theory:
Exploring the Influence of User Engagement on Social Media Usage.
Journal of Organizational and End User Computing (JOEUC), 28(2), 53
Jeavons, T. H. (2004). Religious and Faith-Based Organizations: Do We Know
One when We See One? Nonprofit and Voluntary Sector Quarterly, 33(1),
–145. https://doi.org/10.1177/0899764003257499
Taliaferro, J. D., & Ruggiano, N. (2010). “It’s human beings talking to one another”: The role of relationship building in non-profit lobbying. 12.
Bortree, D. S., & Waters, R. D. (2010). Applying Zaichowsky’s involvement scales to the nonprofit organisation- volunteer relationship: Testing the mediating effect of involvement on cultivation strategies and relationship quality. 15.
Chowdhury, S. R., Wahab, H. A., & Islam, M. R. (2018). The role of faith-based NGOs in social development: Invisible empowerment. Sage Journals, 62(3), 1055–1074. https://doi.org/10.1177/0020872818767260
https://pwmu.co/141643/04/06/pengikut muhammadiyah-kecil-asetnya-besar
ini kuncinya/
Jeavons, T. H. (2004). Religious and Faith-Based Organizations: Do We Know One when We See One? Nonprofit and Voluntary Sector Quarterly, 33(1), 140–145. https://doi.org/10.1177/0899764003257499
Kastolani, K. (2020). ISLAM AND MODERNITY An Islamic Reform Movement
In Indonesia.
Krugler, E. (n.d.). Women in public relations: The influence of gender on women leaders in public relations. 72.
Lane, A. (2003). Working at the interface: The descriptive relevance of Grunig and Hunt’s theories to public relations practices in south east Queensland schools. 14.
McQuail, D. (2010). McQuail Mass Communication Theory. 6ed. Thousand
Oaks, CA: Sage Publication.
Park, H., & Rhee, Y. (2010). Associations among relationship maintenance strategies, organisation- public relationships, and support for organisations: An exploratory study of the non-profit sector. 16.
Rice, RD. dan Urse. E. Gattiker. (2000). “New Media and Organizational
Structuring,” in The New Handbook of Organizational Communication, Advances in Theory, Research, and Methods. Jablin, Fredric M. dan Linda L. Putnam (Eds). Thousand Oaks, CA: Sage Publication.
Rivera, J. D. (2018). Reliance on faith-based organizations for tangible assistance
in times of disaster: exploring the influence of bonding social capital. Sociological spectrum, 38(1), 39-50.
Smith, B. G., Hallows, D., Vail, M., Burnett, A., & Porter, C. (2021). Social
media conversion: lessons from faith-based social media influencers for public relations. Journal of Public Relations Research, 33(4), 231-249.
Taliaferro, J. D., & Ruggiano, N. (2010). “It’s human beings talking to one another”: The role of relationship building in non-profit lobbying. 12.
Thurlow, Crispin, Laura Lengel dan Alice Tomic. (2009). Computer Mediated
Communication: Social Interaction and The Internet. Thousand Oaks, CA: Sage Publication.
Trunfio, M., Rossi, S. Conceptualising and measuring social media engagement: A systematic literature review. Ital. J. Mark. 2021, 267-292. https://doi.org/10.1007/s43039-021-00035-8
Yuristiadi, G. (2015) Aktivisme Hoofdbestuur Muhammadiyah Bagian PKO di
Yogyakarta Sebagai Representasi Gerakan Pelayanan Sosial Masyarakat Sipil (1920-1931) (Hoofdbestuur Muhammadiyah Activism PKO Section in Yogyakarta as a Representation of the Civil Society Social Service Movement (1920-1931)). Afkaruna. https://doi.org/10.18196/aiijis.2015.0048.19 5-219
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Kholifatul Fauziah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
NHJ is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Articles in this journal are Open Access articles published under the Creative Commons CC BY-NC-SA License This license permits use, distribution and reproduction in any medium for non-commercial purposes only, provided the original work and source is properly cited.
Any derivative of the original must be distributed under the same license as the original.