PUBLIC COMMUNICATION STRATEGY OF THE PANDEGLANG REGENCY GOVERNMENT PUBLIC RELATIONS OFFICE IN OPTIMIZING DIGITAL MEDIA
Keywords:
Communication Strategy, Government Public Relations, Digital Media, Pandeglang Regency.Abstract
This study aims to analyze the public communication strategy of the Public Relations (PR) division of the Pandeglang Regency Government in optimizing digital media as a means to disseminate information regarding public policy. Effective communication management is crucial in the digital era for fostering transparency and building a positive regional image. This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews with PR officials of Pandeglang Regency, observation of official social media activities, and documentation studies. The findings indicate that the public communication strategy implemented includes transforming bureaucratic language into messages that are informative, educational, and persuasive; planning via content calendars; optimizing the Instagram platform and the official website; and establishing partnerships with online journalists and local community accounts. However, the effectiveness of this communication still faces obstacles, such as limitations in the quantity and quality of creative human resources, inadequate supporting infrastructure, and a lack of two-way interaction resulting from slow responses to public feedback. The study concludes that while the optimization of digital media by the Pandeglang Regency PR division has successfully expanded the reach of information dissemination, it requires further enhancement of technical capacity and the strengthening of dialogic communication to achieve excellent governance in terms of public information transparency.
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