Tricks of Public Relations of Surabaya City Government to Build "Colorful" Fishing Village Branding in Surabaya

  • Rachmaniza Imma Deviana, Liestianingsih Dwi Dayanti

Abstract

Background  : Previously, the image of a "Colorful" Fishing Village was identical to the slum village, with a lot of stagnant water due to inhibiting garbage. Destination branding on the "Colorful" Fishing Village carried out by the Surabaya City Government can change the face of a slum on the coastal area without displacing residents in the village.

Purpose : This research focuses on the public relations strategy of the Surabaya City Government in conducting destination branding on the "Colourful" Fishing Village of Kenjeran Surabaya.

Methods : The theory used in analyzing this research was public relations strategy theory delivered by Cutlip, Center, and Broom, and using destination branding theory. The research methodology used a qualitative approach, descriptive research type, and case study methods. The researchers dug up information by in-depth interviews with the Head of Public Relations of Surabaya City Government, Chairman of the LPMK, Chairman of RW 03 Sukolilo Baru, Chairman of Karang Taruna RW 03, representatives of fishermen, and also tourists.

Results : The Public Relations of Surabaya City Government conducted research in advance to determine the concept of destination branding in the "Colorful" Fishing Village, followed by agenda-setting, then holding a press conference every week and making press releases, and publishing via social media (Twitter, Facebook, Instagram, YouTube ) and websites owned by the Surabaya City Government Public Relations. The Public Relations of Surabaya City Government also conducted an evaluation by calculating the news that rose to the media and conducted a survey. But unfortunately, the lack of following-up from both residents and the Surabaya City Government after destination branding activities made the results less than optimal.

Conclusion : Following up on destination branding activities is important so that it can still build a good image of that "Colorful" Fishing Village.

Published
2020-04-21