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Abstrak Kampanye politik dalam perspektif public relations menekankan pada bagaimana organisasi dan aktor-aktornya seperti elit politik membangun dan meningkatkan kualitas hubungan dengan publik. Tulisan ini merupakan kajian konseptual yang berusaha menguraikan bagaimana perspektif public relations memberikan kontribusi dalam peningkatan kualitas dan efektifitas kampanye partai politik. Kualitas kampanye politik dalam perspektif public relations dapat dilihat dalam tiga hal mendasar: pertama, komunikasi dalam public relations tidak semata-mata sebagai aktivitas menyampaikan pesan melalui media kepada khalayak tetapi lebih fokus pada bagaimana membangun hubungan-hubungan (relationship) dengan publik. Kedua, hubungan-hubungan dengan publik ditujukan pada hubungan jangka panjang. Ketiga, Ada usaha dan strategi untuk menjaga dan meningkatkan kualitas hubungan dengan publik termasuk hubungan dalam media sosial. Kesimpulan dari penelitian ini adalah kampanye politik dalam konteks menjaga kepentingan publik belum dapat dikatakan efektif jika visi, misi, dan program yang dijanjikan belum direalisasikan. Perspektif  political public relations meskipun kurang populer dibandingkan dengan komunikasi politik dan marketing politik namun memiliki keunggulan terutama memberi perhatian utama pada upaya membangun hubungan organisasi partai politik dan publik (konstituen). Dalam konteks public relations, publik bukanlah obyek yang dipandang pasif tetapi subyek aktif yang memiliki partisipasi dalam menjaga kepentingannya. Publik yang aktif tersebut dapat ditemukan dalam ruang media sosial yang berkembang beberapa tahun terakhir. Oleh karena itu perspektif public relations memiliki masa depan yang baik dengan melihat meningkatnya partispasi publik dalam isu-isu politik dalam media sosial. Abstract Political campaigns in the public relations’s perspective emphasize how organizations and actors such as the political elite build and improve the quality of relations with the public. This paper is a conceptual study that seeks to describe how the public relations perspective contributes to improving the quality and effectiveness of political party campaigns. The quality of political campaigns in the perspective of public relations can be seen in 3 basic things: first, communication in public relations is not merely an activity of conveying messages through the media to the public but more focused on how to build relationships with the public. Second, relations with the public are aimed at long-term relationships. Third, there are efforts and strategies to maintain and improve the quality of relations with the public including relationships on social media. The conclusion of this study is that political campaigns in the context of protecting the public interest cannot be said to be effective if there is a realization of the promised vision, mission, and programs that have not been realized. The political public relations perspective even though it is less popular than political communication and political marketing, but has the advantage, especially giving main attention to efforts to build organizational relations between political parties and the public (constituents). In the context of public relations, the public is not an object that is seen as passive but an active subject who has participation in maintaining his interests. The active public can be found in the social media space that has developed in recent years. Therefore the public relations perspective has a good future by seeing increasing public participation in political issues on social media.

Mengkaji Efektivitas Kampanye Politik dalam Perspektif Public Relations