Organizational Communication Strategy of the Regional Leadership Council of the Indonesian Islamic Propagation Institute in Pekanbaru City in Strengthening National Values ​​in the Digital Era

Abstract

This research investigates the organizational communication frameworks implemented by the Regional Leadership Council of Lembaga Dakwah Islam Indonesia (DPD LDII) Pekanbaru to reinforce national values amidst the complexities of the digital age. Given the proliferation of misinformation and social polarization, the study underscores the critical role of community-based organizations in preserving social cohesion within multicultural urban environments. Adopting a descriptive qualitative approach, the study utilizes interviews, longitudinal observations, and archival analysis, anchored by Onong Uchjana Effendy's communication strategy framework and contemporary organizational communication theories. As the findings show, DPD LDII Pekanbaru has several communication strategies, such as: (1) structured internal communication, ensuring shared understanding of national values among the members, (2) external communication, using social media, the Virtual Nationality School program, and digital educational content to reach the broader public, (3) collaboration with the national institutions, e.g. the MPR RI, tol spread national values, and (4) persuasive communication, in which religious moderation, tolerance, and patriotism are stressed. The strategies are effective in enhancing nationalism among the masses in the digital age. The study will be valuable to the field of organizational communication and can be used by other community organizations in formulating national value communication strategies.