Digital Media Utilization in Government Public Relations

DOI

10.2991/978-2-38476-242-2_53How to use a DOI?

Keywords

Government Public Relations; Digital Media Optimization; Two-Way Communication; Resource Limitation; South Tangerang City DPRD

Abstract

This study investigates the optimization of digital media by the Public Relations Secretariat of the South Tangerang City Local People's Representative Council (DPRD) for fostering two-way communication between the city's representatives and its citizens. Unlike commercial public relations, government public relations prioritize publications, promotions, advertising, and the enhancement of public services. Through a descriptive qualitative methodology, this research provides an in-depth analysis of the DPRD's public relations activities, revealing the current use of three social media platforms (Instagram, TikTok, and YouTube) and one online medium (the DPRD's official website). Among these, Instagram emerges as the most followed channel, indicating a preference or strategic focus on this platform. Despite the Secretariat's efforts to support the DPRD's executive and legislative roles via digital media, the optimization of these communication channels has been hindered by a lack of human resources. The study further notes the absence of a dedicated hotline for the public to directly convey their aspirations, necessitating personal contact with council members. This scenario underscores the challenges faced in maximizing digital engagement with the community and highlights the need for strategic improvements in digital public relations practices within government bodies, especially in terms of resource allocation and the establishment of more direct communication avenues.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Vilya Dwi Agustini
AU  - Titin Setyawati
AU  - Tellys Corliana
AU  - Rifma Ghulam Dzaljad
PY  - 2024
DA  - 2024/06/06
TI  - Digital Media Utilization in Government Public Relations
BT  - Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
PB  - Atlantis Press
SP  - 532
EP  - 540
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-242-2_53
DO  - 10.2991/978-2-38476-242-2_53
ID  - Agustini2024
ER  -