ABSTRACT
The Covid-19 virus pandemic that is increasingly spreading has made the Central Java Provincial Government is taking various measures to deal with Covid-19. Public Relations which has an important role in building communication with the public will be a bridge in conveying various information about Covid-19 to health protocols that must be carried out. This study aims to find out how the Public Relations communication strategy from the Central Java Provincial Government through a program ‘Jogo Tonggo’, implementation of the program, and the obstacles that occur in implementing program ‘Jogo Tonggo’ in the Blotongan village, Salatiga city. The research approach used is a qualitative approach with an discourse analysis method research. The results of this research show that the communication strategy carried out by the Public Relations of the Central Java Provincial Government and the Salatiga city government synergizes with each in disseminating of program ‘Jogo Tonggo’ to public in Blotongan village. The obstacles in implementing of program ‘Jogo Tonggo’ is the lack of capital to fulfill the social assistance in post Jogo Tonggo and the difficulty of maintaining the spirit of the ‘Jogo Tonggo’ officer unit and the public because of the pandemic that has lasted so long that it causes saturation.
 
Keywords: Covid-19, Public Relations, Strategy, Jogo Tonggo, Central Java.
 
ABSTRAK
Pandemi Covid-19 yang semakin merebak membuat Pemerintah Provinsi Jawa Tengah melakukan berbagai tindakan untuk mengatasi Covid-19. Humas yang memiliki peranan penting dalam membangun komunikasi dengan masyarakat akan menjadi jembatan dalam menyampaikan berbagai informasi mengenai Covid-19 hingga protokol kesehatan yang harus dilakukan. Penelitian ini bertujuan untuk mengetahui bagaimana strategi komunikasi Public Relations dari Pemerintah Provinsi Jawa Tengah melalui sebuah program ‘Jogo Tonggo’, pelaksanaan program tersebut, dan hambatan-hambatan yang terjadi dalam melaksanakan program ‘Jogo Tonggo’ di Kelurahan Blotongan, Kota Salatiga. Pendekatan penelitian yang digunakan yaitu pendekatan kualitatif dengan desain penelitian metode analisis wacana. Hasil penelitian ini menunjukkan strategi komunikasi yang dilakukan Public Relations Pemerintah Provinsi Jawa Tengah dan Pemerintah Kota Salatiga saling bersinergi dalam mensosialisasikan program ‘Jogo Tonggo’ ke masyarakat Kelurahan Blotongan. Hambatan dalam pelaksanaan program ‘Jogo Tonggo’ adalah kurangnya modal untuk pemenuhan bantuan di posko Jogo Tonggo dan sulitnya menjaga semangat para satgas Jogo Tonggo dan masyarakat karena pandemi yang sudah berlangsung sangat lama sehingga menyebabkan kejenuhan.
 
Keywords: Covid-19, Humas, Strategi, Jogo Tonggo, Jawa Tengah.

OHS Make-up Artist is one of the male make-up artists in Malang City. It becomes a big challenge for a man to compete in the world of the Make-up Artists which women dominate. Therefore, we need a marketing strategy that can increase sales volume from time to time.  The purpose of this study was to analyze the marketing public relations strategy of OHS Make-up Artists in building brand awareness through social media. This is descriptive qualitative research. This study uses observation, interviews, and documentation as data collection techniques with the target population of the general public in the city of Malang aged between 18 to more than 30 years.  The result of the study indicates that OHS Make-up Artist uses a push strategy, namely, using social media (Whatsapp & Instagram) as a medium of communication and information. It also uses Advertising on Instagram stories, as well as being a sponsor for some photoshoot events. At the same time, the pull strategy is in the form of collaboration with beauty products and influencers as promotion (re-branding) and portfolio enhancement. At the brand awareness level, OHS Make-up Artist is in the Brand Recognition position because people still need a stimulus to get to know OHS Make-up Artist's service products.