STRATEGI PUBLIC RELATIONS DALAM PEMBENTUKAN CITRA RUMAH SAKIT (STUDI PADA RUMAH SAKIT UMUM DAERAH SRENGAT)

This study aims to analyze the image-building strategies implemented by Srengat District General Hospital in Blitar Regency through promotional activities. In an increasingly competitive healthcare sector, a positive image is crucial for hospitals to enhance public trust and satisfaction. The research method employed is a qualitative approach, descriptive in nature, using a case study method. Data were collected through direct observation, in-depth interviews with the management of Srengat District General Hospital, and content analysis of the hospital's promotional materials. The results show that Srengat District General Hospital employs various structured promotional strategies, such as utilizing social media, producing promotional videos featuring the hospital director and department heads, and organizing health events involving the local community. These strategies have successfully shaped a positive image of Srengat District General Hospital as a professional institution that cares for the community. Thus, effective promotion through appropriate media can enhance the hospital's image and strengthen Srengat District General Hospital's position in the eyes of the Blitar Regency community.