Peningkatan Profesionalitas Menuju Legitimasi Praktik Humas Pemerintah Indonesia
Abstract
Public relations as an occupational group struggles for legitimacy in society so that they need to move toward professionalization. This study investigated the Indonesian government's public relations efforts in professionalizing the field. Since 2015, under the recent presidency of Joko Widodo, there is enthusiasm toward a new government initiative called Government Public Relations (GPR) which signals professional competencies. How this GPR initiative relates to the professionalization of public relations underpins this study. In doing so, it applied two qualitative approaches: first, a constructive approach to the structure of professionalization by reviewing six government policies related to the practice and profession of public relations; second, an interpretive approach to the perceptions and reflections of those government policies by in-depth interviewing ten practitioners from both central and regional government agencies. In Indonesia, the findings showed that licensing is at the forefront of the professionalization of public relations mainly through education, training, expertise, skills, ethical codes, and professional association. The emergence of ICT urged the enhancement of public relations professional roles in creating good governance, including the openness of public information and public involvement. Although these concepts are partially understood by practitioners due to decentralization and early phase implementation, Indonesian government public relations is ‘on the move to becoming professionals.’ Based on these findings, this study showed that the professionalization of government public relations, including the creation of good governance, is a mutual relationship working in a cycle process in the provision of a democratic political system. To implement this process, it is important to consider public sector characteristics in the creation of government policies to make it fully understandable, achievable, and sustainable.
Keywords: Professionalism, Public Relations, Indonesian Government
ABSTRAK
Hubungan Masyarakat (Humas) sebagai salah satu kelompok okupasi sulit mendapatkan pengakuan di masyarakat, sehingga perlu meningkatkan profesionalitas. Sejak tahun 2015, dibawah pemerintahan Joko Widodo, ada antusiasme terhadap program pemerintah bernama Government Public Relations (GPR) yang mensyaratkan kompetensi profesi humas. Bagaimana GPR mempengaruhi peningkatan profesionalitas humas pemerintah melatarbelakangi studi ini. Penelitian terdahulu mengidentifikasi tiga cara peningkatan profesionalitas, yaitu bottom-up, top-down, dan kolaborasi. Studi ini menginvestigasi upaya yang dilakukan Pemerintah Indonesia dan praktisi humas pemerintah untuk membuat sektor ini lebih profesional. Untuk itu, digunakan dua pendekatan kualitatif: pertama, pendekatan konstruktif tentang praktik dan profesi humas pemerintah dengan meninjau enam kebijakan publik; kedua, pendekatan interpretatif melalui wawancara secara mendalam terhadap persepsi dan refleksi sepuluh praktisi humas pemerintah, baik di tingkat pusat maupun daerah tentang penerapan kebijakan tersebut. Hasil penelitian menyatakan bahwa di Indonesia, licensing atau SK Pengangkatan Jabatan Fungsional Tertentu (JFT) Pranata Humas menjadi syarat pertama untuk meningkatkan profesionalitas humas pemerintah, diikuti dengan Penetapan Angka Kredit (PAK) yang mencakup pendidikan, pelatihan, keahlian, keterampilan, kode etik, dan asosiasi profesi. Perkembangan Teknologi Informasi dan Komunikasi (TIK) turut mendorong peningkatan peran humas pemerintah dalam mewujudkan tatakelola pemerintahan yang baik melalui keterbukaan informasi publik dan partisipasi publik. Walaupun baru separuh dipahami oleh praktisi karena faktor desentralisasi dan tahap awal implementasi, kedua hal ini mendorong humas pemerintah bergerak menuju profesionalisme. Studi ini menunjukkan bahwa proses peningkatan profesionalitas humas pemerintah merupakan hubungan yang timbal balik dalam sebuah siklus dengan dukungan sistem politik demokratis. Untuk mengimplementasikan proses ini, pembuatan kebijakan publik perlu mempertimbangkan karakteristik unik sektor pemerintahan agar dapat sepenuhnya dipahami, diterima, dan berkelanjutan.
Kata Kunci: Profesionalitas, Hubungan Masyarakat, Pemerintah Indonesia
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