STRATEGI POLISI LALU LINTAS POLRES SUMBAWA DALAM MEMBANGUN CITRA MELALUI PROGRAM MILLENIAL ROAD SAFETY FESTIVAL
Millenial road safety festival program is a program that has been promoted by korafterward polri to realize the safety, safety, order, and smooth traffic in order to achieve the goal of road safety to zero accident considering the traffic violations dominated by the millenial generation. The existence of this program is expected to be able to build a culture of orderly traffic among the millenial generation.
In this research, researchers used a qualitative approach with elaboration and informant data through in-dept descriptions. As for the 2 types of research in this study in the form of primary data and secondary data, data collection techniques used are 2 methods, namely literature study and field research in tha form of interviews. The technique used is purposive sampling to determine samples that have criteria in accordance with what researchers have done.
The millenial road safety festival pprogram is a way or strategy of the institution to the public through a series of activities within the program. To see extent to which this image is built, it requires an assesment of the public. The millenial road safety festival program is a program that has already been implemented and of course there are similarities and difference un the results obtained before and after the program is implemented. Form this assessment, the image of the Sumbawa traffic police was considered negative before the millenial road safety festival program was carried out, but after the millenial road safety festival program was implemented there was a positive image change. This can be seen from the improvement in the quality of service of the Sumbawa police traffic police and the increasing profesionalism of the Sumbawa traffic police while carrying out their duites and functions.
Keywords: Traffic Police Strategy, Organizational Communication, Imagery.