Strategi Komunikasi Humas Bidang Pemenangan Pemilu Daerah Pemilihan Sumatera III dalam Penguatan Citra Partai Nasdem

Abstract

This study examines the public relations communication strategy of the Election Winning Division (Bapilu) of the NasDem Party in Electoral District Sumatra III in strengthening the party’s image ahead of the 2024 General Election. Based on Ronald D. Smith’s 9 Steps of PR and Brian McNair’s political communication strategy, this qualitative research with a case study approach portrays the planning, implementation, and evaluation of public relations programs carried out at the territorial level. Data were obtained through in-depth interviews, observation, and documentation studies involving Bapilu officials, communication practitioners, academics, as well as NasDem supporters and non-supporters. The findings show that the NasDem Party capitalizes on its success in the 2019 election and on NasDem-affiliated local government leaders as symbolic capital to build a positive image in Sumatra III. Bapilu’s public relations carries out media management, strengthens internal communication, and manages issues through a mix of political communication that includes face-to-face campaigns, the use of mass media, and the optimization of digital media. SWOT analysis indicates that the consistency of the “restoration” message, party cadre networks, and the closeness of local figures are key strengths, while structural fragmentation and limited penetration among grassroots voters remain challenges. Overall, the public relations communication strategy contributes to reinforcing NasDem’s image as a modern and open party. The study recommends enhancing PR capacity, standardizing narratives across regions, and expanding participatory public dialogue to strengthen long-term voter trust and loyalty in the area.