STRATEGI MEMBANGUN CITRA PEMERINTAH KOTA MANADO OLEH DINAS KOMUNIKASI DAN INFORMATIKA

Abstract

This study examines the communication strategies of the Manado City Government’s Communications and Informatics Office (Diskominfo) in responding to negative reporting by Manado Post during the March–June 2024 period. Motivated by the rapid spread of adverse narratives across mass and social media that threatened local government’s image ahead of regional elections, the research uses a qualitative descriptive approach. Data were gathered through participant observation, in-depth interviews with key informants from the Public Information and Communication Division (IKP), and analysis of official releases and rights of reply. Analysis followed Miles and Huberman’s procedures of reduction, display, and verification to trace monitoring, verification, and dissemination practices. Findings indicate Diskominfo predominantly applied a simple denial strategy—issuing rights of reply, official releases, and presenting comparative administrative data to rebut factual claims. Shifting the blame occurred only occasionally as a rhetorical supplement rather than a core tactic. The study advances understanding of image restoration in public organizations in digital environments and emphasizes practical requisites for effective denial. It highlights the need for verifiable evidence, rapid coordinated response, and multi-channel dissemination to reach audiences exposed to original narratives. Recommendations include standardizing crisis-response SOPs, improving data visualization, and strengthening PR capacity so denial supports restoration of trust.