Instagram Social Media as Peruri's Public Relations Strategy in Communicating with the Public
Main Article Content
Abstract
Social media provides almost unlimited connection opportunities. Organizational public relations place social media as a platform for carrying out public communication and strategic communication. Determining how to approach and forge relationship between the institution and the community is a strategic communication that the organization needs to put forward. Perum Peruri as the Money Printing Public Company of the Republic of Indonesia manages Instagram social media as part of the effort to communicate with the public. This study aims to see and describe how is Peruri's public relations strategy to utilize Instagram as a means of communication with the public. This research focuses on activities carried out in digital media; characteristics of digital media use; and strategic planning for communicating with the public. This research uses a qualitative approach and descriptive research type. The research took place for three months from October to December 2021. Data of the research was collected through an interview with Yahdi Lil Ihsan as the Secretariat, Protocol and Corporate Communication Bureau of Peruri, and observations through social media monitoring. The results of the study show that the Management of Instagram social media by Peruri aims to build an image as digital security with guaranteed product authenticity and safety. Peruri's PR uses social media as its strategy for communicating with the public. The strategy comprises five stages including mapping the institution's image in the eyes of the public, conducting editorial planning, collecting data to create content, distributing content through Instagram social media, and evaluating (monitoring).
Article Details
Authors who publish with Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia agrees to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
References
Ashrianto, P. D., & Yustitia, S. (2020). The Use of Social Media in Searching for Information about Papua. Jurnal The Messenger, 12(2), 122.
Dewi, H. L. C., & Yuliati, R. (2016). Creating and Utilizing UGC Through Social Media in Trip Planning. Jurnal Komunikasi ISKI, 01(01), 25–36.
Diniati, A., Cristiana, E., Syifaa, M. A., & Setiawati, S. D. (2022). Analysis of Digital Public Relations Media Management on Instagram @riliv 1. Analysis of Digital Public Relations Media Management ... Mediator: Jurnal Komunikasi, 15(1), 129–142.
Hootsuite. (2022). Digital 2022 Indonesia The Essential Guide to the Latest Connected Behaviours (pp. 24–84). https://datareportal.com/reports/digital-2022-indonesia?msclkid=54849450ac3011eca46cf06ec644a888
Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram Sebagai Sarana Promosi Untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 1(01), 25–32. https://doi.org/10.24123/jbt.v1i01.296
KOMINFO. (2018). Memaksimalkan Penggunaan Media Sosial dalam Lembaga Pemerintah. Direktorat Jenderal Informasi dan Komunikasi Publik, Kementerian Komunikasi dan Informatika.
Kusumaningtyas, S. W., & Vanel, Z. (2019). the Role of Instagram As an Information Deliverance To the Citizen By the Public Relations of Salatiga City Government. Expose: Jurnal Ilmu Komunikasi, 2(2), 111. https://doi.org/10.33021/exp.v2i2.610
Manshur, M. I. (2020). Peran Digital Marketing Dalam Membangun Brand Awareness Busana Hijab Syar’I Si.Se.Sa. Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis, 4(2), 113–130. https://jurnal.umj.ac.id/index.php/perspektif/article/view/9420/5528
Montalvo, R. E. (2016). Social media management. Advanced Database Marketing: Innovative Methodologies and Applications for Managing Customer Relationships, 20(2), 247–263. https://doi.org/10.19030/ijmis.v20i2.9645
Permasih, I., Abidin, Y. Z., & Ma’arif, A. A. (2018). Pengelolaan Media Sosial Instagram Humas Pemerintah Provinsi Jawa Barat. Reputation: Jurnal Hubungan Masyarakat, 3(Vol 1 No 1 (2018): Humas: Jurnal Ilmu Hubungan Masyarakat), 25–46. https://jurnal.fdk.uinsgd.ac.id/index.php/reputation/article/view/584/98
Pratiwi, D. A., & Dunan, A. (2021). Communication Strategy Of Government Public Relations Depok City In Managing Covid-19 Information During Pandemic On Instagram. International Journal of Educational Research & Social Sciences, 2(4), 891–898. https://www.ijersc.org/index.php/go/article/view/90
Safko, L. (2010). The Social Media Bible (Second Edition) Tactics, Tools, Srategies for Business Success. In Media (Vol. 58, Issue 10). https://www.unodc.org/southasia/en/topics/frontpage/2009/trafficking-in-persons-and-smuggling-of-migrants.html
Shaleh, A., & Furrie, W. (2020). Peran Public Relations Dalam Pemanfaatan Instagram Sebagai Alat Publikasi Untuk Meningkatkan Layanan Masyarakat Di Puskesmas Kecamatan Cilincing (Studi Kasus Pada Akun Instagram @ puskesmascilincing). LUGAS Jurnal Komunikasi, 4(1), 9–16. https://doi.org/10.31334/lugas.v4i1.936
Sujarweni, V. W. (2014). Metodelogi Penelitian (Lengkap, Praktis, dan Mudah Dipahami). PT Pustaka Baru.
Sukmayani, O., & Jamroji, J. (2021). Media Monitoring Model in Public Relations of BUMN (State-owned enterprises) Companies. Al-Mada: Jurnal Agama, Sosial, Dan Budaya, 4(2), 197–212.
Taan, H., Radji, D. L., Rasjid, H., & Indriyani. (2021). Social Media Marketing Untuk Meningkatkan Brand Image. Journal of Management & Business, 4(1), 315–330.