STRATEGI PUBLIC RELATIONS KEMENTERIAN AGAMA (KEMENAG) DIY DALAM MEMPERTAHANKAN CITRA YOGYAKARTA SEBAGAI “CITY OF TOLERANCE” (STUDI KASUS INTOLERANSI AGAMA DI DAERAH ISTIMEWA YOGYAKARTA)

Public relations has an important role in maintaining a positive image of the
institution. The rise of intolerance cases in Yogyakarta is a big challenge for the
Ministry of Religious Affairs. The purpose of this study is to identify the Ministry of
Religious Affairs’ Public Relations of Yogyakarta Special Region strategy in
maintaining the image of Yogyakarta as a "city of tolerance". The research method
used is descriptive qualitative. The findings of this study indicate that The Special
Region of Yogyakarta Ministry of Religious Affairs’ Public Relations is implementing
strategies in maintaining the image of its institution, including optimizing all kinds of
media devices, establishing a harmonious relationship with the media (media
relations), conducting media analysis and public relations to support and function the
Ministry of Religious Affairs in building a positive image of the institution. The
factors inhibiting this strategy are the limited number of staff at the Public Relations
department at the Ministry of Religious Affairs and changes in policies in government
agencies that separate the information data and public relations departments.
Therefore, it can be concluded that public relations practitioners have an important
role in maintaining the image of Yogyakarta as a city of tolerance.