PENGUATAN KAPASITAS HUMAS MUSEUM MELALUI WORKSHOP KOMUNIKASI STRATEGIS DAN DIGITAL STORYTELLING BERBASIS PENGABDIAN MASYARAKAT KOLABORATIF

Abstrak

Kegiatan ini bertujuan meningkatkan kapasitas sumber daya manusia museum dalam bidang komunikasi profesional dan strategis, khususnya keterampilan membuat rilis, digital storytelling berbasis media sosial, media relations, konferensi pers, dan komunikasi krisis. Kegiatan ini dilaksanakan dalam bentuk workshop interaktif sebagai pengabdian masyarakat kolaboratif antara Komunitas Jelajah, Museum Penerangan Kementerian Komunikasi dan Digital, dan Fikom Universitas Bhayangkara Jakarta Raya. Metode yang digunakan adalah experiential learning, yaitu pembelajaran berbasis pengalaman langsung, praktik, refleksi, dan evaluasi. Peserta dilibatkan dalam praktik penyusunan rilis, penyusunan pesan kunci, simulasi konferensi pers, serta praktik digital storytelling. Hasil kegiatan menunjukkan bahwa Humas museum memiliki peran strategis dalam menghubungkan museum dengan publik, media, komunitas, dan pemangku kepentingan. Penguatan keterampilan komunikasi diperlukan agar museum tidak hanya mampu menyampaikan informasi kegiatan secara seremonial, tetapi juga mengelola narasi, membangun keterlibatan publik, dan merespons isu atau krisis secara tepat. Kegiatan ini menegaskan pentingnya kolaborasi antara komunitas, institusi museum, dan perguruan tinggi dalam memperkuat profesionalisme Humas museum.

Kata Kunci: humas museum, komunikasi museum, komunikasi strategis, digital storytelling, media relations, komunikasi krisis

This program aimed to strengthen the capacity of museum human resources in professional and strategic communication, particularly in press release writing, social media-based digital storytelling, media relations, press conferences, and crisis communication. The program was conducted through an interactive workshop as a collaborative community service involving Komunitas Jelajah, the Museum of Information under the Ministry of Communication and Digital Affairs, and the Faculty of Communication Sciences, Universitas Bhayangkara Jakarta Raya. The method used was experiential learning, which emphasizes direct experience, practice, reflection, and evaluation. Participants were involved in writing press releases, developing key messages, simulating press conferences, and creating short digital storytelling content. The results indicate that museum public relations officers play a strategic role in connecting museums with the public, media, communities, and stakeholders. Strengthening communication skills is necessary so that museums can move beyond ceremonial information dissemination and become capable of managing narratives, building public engagement, and responding to issues or crises appropriately. This activity highlights the importance of collaboration among communities, museum institutions, and universities in strengthening the professionalism of museum public relations.

Keywords: museum public relations, museum communication, strategic communication, digital storytelling, media relations, crisis communication