STRATEGI BIRO HUMAS DAN KERJA SAMA INTERNASIONAL BADAN PEMERIKSA KEUANGAN REPUBLIK INDONESIA DALAM MENYOSIALISASIKAN KEGIATAN BPK MUDA DI INDONESIA

Abstract

This study aims to analyze the strategy of the Bureau of Public Relations and International Cooperation of the Audit Board of the Republic of Indonesia (BPK RI) in socializing the "BPK Muda" activity, a national quiz competition for senior high school students. This research is driven by low financial literacy and a lack of understanding among the youth regarding transparency and accountability in state financial management. Using a descriptive qualitative approach, data were gathered through in-depth interviews, observation, and documentation, with the Head of the Sub-department of Non-Governmental Institutional Relations of BPK RI serving as the key informant. Data analysis was based on Cutlip, Center, and Broom’s four stages of the public relations managerial process: fact-finding, planning, communication/action, and evaluation. The results indicate that BPK RI’s communication strategy has been quite effective. In the fact-finding stage, the study identified a low understanding of BPK's function and a rigid institutional stigma among the youth. To address this, the planning and communication/action stages focused on interactive digital strategies through Instagram, TikTok, and YouTube, utilizing simple language and engaging visuals. In the evaluation stage, success was measured through quantitative and qualitative indicators, including social media engagement, an increase in participant numbers, and feedback forms. This study concludes that the BPK Muda activity has successfully enhanced youth participation and built a more modern, educational, and approachable institutional image for BPK RI.