Ngambang Tirto Kencono Nature Tourism is a village-based tourist destination in
Ponorogo Regency that has strong natural and panoramic potential, but has not been
supported by an optimal promotional strategy. The main problem lies in the implementation
of unstructured media relations and low publication intensity through mass and digital
media, resulting in limited exposure and image of the destination in the public space. This
condition indicates a gap between the existing tourism potential and the implemented
promotional communication strategy. This study aims to analyze the implementation of
media relations based on Frank Jefkins' six principles and test its integration with the
PESO Model promotional tactics (Paid, Earned, Shared, Owned) in supporting the
promotion of village tourism destinations. The research method used is descriptive
qualitative with data collection techniques in the form of interviews, observation, and
documentation. Data validity was tested through triangulation of techniques, time, and
sources, and analyzed using the Miles and Huberman interactive model. The results of the
study indicate that the implementation of media relations has been partially implemented,
especially in the aspects of media services and the provision of information access, but is
not yet structured and still heavily dependent on the role of the Village Head. Furthermore,
the implementation of the PESO Model has not been optimal, particularly in the
management of owned and shared media, and the utilization of earned and paid media
remains minimal. This study concludes that institutional strengthening, clear role
allocation, and sustainable media management are necessary to improve the effectiveness
of village tourism promotion and its competitiveness.
Keywords: media relations; tourism promotion; PESO model; village tourism; tourism
communication