THE ROLE OF PROTOCOL IN BUILDING THE IMAGE OF THE NORTH SULAWESI PROVINCIAL GOVERNMENT

Abstract

This study aims to analyze the role of protocol in building the image of the North Sulawesi Provincial Government, identify supporting and inhibiting factors, and formulate strategic efforts to enhance this role. Using a qualitative descriptive approach, data were collected through in-depth interviews, observation, and documentation involving protocol officers and related regional apparatus. The findings reveal that the protocol's role in organizing official government activities has been implemented relatively well through the arrangement of seating, ceremonial procedures, and formal honors, contributing to the development of a professional and authoritative government image. Supporting factors include human resource competence, availability of facilities and infrastructure, and inter-agency coordination and collaboration. Inhibiting factors consist of limited personnel and competencies, inadequate facilities, communication barriers, and dynamic changes in event agendas. Strategic efforts include enhancing human resource capacity, strengthening coordination systems, and optimizing technology use. The study concludes that protocol plays a strategic element in building local government image, requiring systematic and sustainable improvements.