Abstract:
Euphoria of democracy party in Indonesia began vibrant people, it is marked after the General Elections Commission (KPU) of the Republic of Indonesia announced 15 political parties who will fight for the people's voice in the legislative elections and the 2014 presidential election. Attempt to win the direct elections in the election process will require the right political communication for reaching voters, one of the way is by political imagery. From the 15 political parties that will compete in the 2014 elections, the very phenomenal things is the presence of NasDem party as the sole new politi calparty. NasDem Party has a number of difficult challenges that must be passed in order to pass the threshold, the electoral treshold 3, 5% in order to survive on the next election. NasDem should create the image and get sympathy from the public, while the party NasDem only have a very short time to do outreach and communication to the public of political party voters in particular constituencies. Therefore, this study aims to determine the communication process in the formation of political parties NasDem image ahead of the 2014 legislative elections in Riau Province, along to find out what NasDem party's Public Relations program in image formation.
This study used qualitative methods, the approach of political communication theory put forward by Dan Nimmo and use construction image models by Firmanzah. The data collection is done through observation, interviews and documentation. Informan in this study were 8 people namely, NasDem DPW Chairman, Vice-chairman of the Election Campaign Agency (BAPILU), Vice Chairman of the Public Communication Division NasDem parties and candidates legisltaif NasDem. To see the effect or result of political communication of the NasDem party in Riau, researchers also interviewed the community, students and political experts.
Results of this study indicate that the process of political communication that occurs in the Regional Leadership Council (DPW) NasDem Riau is one door which conducted by the chairman to vice chairman and legislative candidate next to the cadres in the area. This communication process is done intensely and continuously. NasDem Public Relations quite effective in creating the party's
image through programs conducted. As for the image of the party who want to set up NasDem in Riau is in line with the party's Central Executive Board NasDem the image formation of Surya Paloh as well as the initiator Restoration Indonesia chairman, and its image as the party of changes.
