Internal Communication Strategy in the Penanggalan District Office of Subulussalam City

Abstract

This study aims to explore and analyze the internal communication strategies implemented at the Penanggalan District Office, Subulussalam City. The background of the research is rooted in the importance of internal communication in strengthening coordination, aligning vision, and enhancing the effectiveness of public services at the district government level, which faces resource limitations and operational challenges. The research methodology employed is qualitative descriptive with an exploratory approach. Data were collected through in-depth interviews with leadership and staff (District Head/Camat, District Secretary/Sekcam, Section Heads/Kasi, Sub-section Heads/Kasubag, as well as civil servants/PNS and PPPK employees), participatory observation, and documentation studies. Data analysis applied the qualitative model by Miles and Huberman, which encompasses data reduction, data display, and conclusion drawing. The results show that the Penanggalan District Office implements a combinative communication strategy that integrates a structured formal command flow (top-down) with a persuasive, informal approach characterized by a familial atmosphere. The institution effectively combines conventional media (Official Memos and Coordination Meetings) for legal accountability with digital media (WhatsApp Group) as a channel for accelerating daily coordination. The integration of PNS and PPPK employees proceeds harmoniously based on the BerAKHLAK core values. Nevertheless, communication effectiveness remains constrained by limitations in information technology infrastructure, reliance on physical file dispositions, and socio-psychological barriers such as reluctance (sungkan) due to rank hierarchy.