Strategi Komunikasi Humas Polresta Manado Melalui Program Sibulan Dalam Meningkatkan Awareness Masyarakat

Abstract

This study aims to analyze the external communication strategies of the Manado City Police Public Relations Office through the Sibulan Program (Crackdown on Drunk Street Walkers) in building public awareness and addressing the negative impacts of alcohol consumption. The study employed a mixed-methods approach with a case study design, in which qualitative data served as the primary source and quantitative data as complementary evidence. Data were collected through observation, in-depth interviews, documentation, and questionnaires involving 60 purposively selected community respondents. Qualitative data were analyzed through data reduction, data presentation, coding, and conclusion drawing, while quantitative data were analyzed descriptively. The findings indicate that external communication strategies were implemented through digital media, humanistic face-to-face communication, partnerships with community leaders, education-oriented enforcement, media relations, and outdoor media. These communication strategies contributed to building public awareness and trust and were perceived to support greater acceptance of the program while reducing potential social resistance. Two-way communication was also facilitated through feedback mechanisms, emergency hotlines, the Community Satisfaction Survey (SKM), and forms of public appreciation. The findings indicate that the Sibulan Program was perceived not merely as a repressive measure, but also as an educational and preventive effort to maintain community safety and public order.