Instagram Social Media as Peruri's Public Relations Strategy in Communicating with the Public

Anisa Diniati, Klara Tania Setyawan, Martha Tri Lestari
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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).
Instagram社交媒体作为秘鲁与公众沟通的公共关系策略
社交媒体提供了几乎无限的联系机会。组织公共关系将社交媒体作为进行公共传播和战略传播的平台。决定如何接近和建立机构与社区之间的关系是组织需要提出的战略沟通。Perum Peruri是印度尼西亚共和国的印钞公共公司,管理Instagram社交媒体,作为与公众沟通的一部分。本研究旨在了解和描述Peruri的公关策略如何利用Instagram作为与公众沟通的手段。本研究侧重于在数字媒体上开展的活动;数字媒体使用的特点;以及与公众沟通的战略规划。本研究采用定性研究法和描述性研究法。该研究从2021年10月到12月进行了三个月。本研究的数据是通过对秘鲁礼宾局秘书处Yahdi Lil Ihsan的访谈和通过社交媒体监测的观察来收集的。研究结果表明,Peruri对Instagram社交媒体的管理旨在建立一个数字安全的形象,保证产品的真实性和安全性。Peruri的公关使用社交媒体作为与公众沟通的策略。该战略包括五个阶段,包括绘制公众眼中的机构形象,进行编辑规划,收集数据以创建内容,通过Instagram社交媒体分发内容,以及评估(监测)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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