Media Relations Strategy of the Directorate General of PSDKP in Responding to Negative Media Coverage: A Case Study of the Vessel Monitoring System (VMS)

Abstract

The Directorate General of Marine and Fisheries Resources Surveillance (Direktorat Jenderal Pengawasan Sumber Daya Kelautan dan Perikanan [PSDKP]) implements the Vessel Monitoring System (VMS) policy to monitor fishing vessel movements in real time and prevent illegal fishing activities. However, the implementation of this policy has frequently received negative media coverage, ranging from technical issues to complaints from fishing industry stakeholders, potentially affecting public trust in the institution’s credibility. This study aims to examine the media relations strategy of the Directorate General of PSDKP in responding to negative media coverage related to the Vessel Monitoring System (VMS) policy. The study employed a descriptive qualitative approach using a case study method. Data were collected through interviews, observations, and documentation. Based on the Excellence Theory perspective, the findings indicate that the Directorate General of PSDKP implemented a media relations strategy through relationship management, strategy development, and network building. In addition, to support its media relations strategy, the Directorate General of PSDKP utilized an owned-media publication strategy through infographic content published on the organization’s official website. However, in its implementation, the organization needs to develop more targeted activities to strengthen media engagement and stakeholder involvement.