PERAN HUMAS DINAS PERHUBUNGAN KOTA BINJAI DALAM MEMBANGUN CITRA INSTANSI MELALUI PENGELOLAAN MEDIA SOSIAL
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indonesiaAbstract
The digital transformation requires government agencies to adapt communication strategies to maintain public trust amidst rapid information flow. This study aims to analyze the role of Public Relations (PR) of the Binjai City Transportation Agency in utilizing social media as an instrument for building a positive institutional image. This research employs a qualitative method with a descriptive approach. Data collection was conducted through in-depth interviews, observation of official social media activities, and documentation from February to March 2026. Data analysis was performed inductively referring to the Miles, Huberman, and Saldana model. The results indicate that the PR strategy has shifted from a one-way communication pattern to a participatory one through the application of Cyber Public Relations concepts. The main strategies implemented include content management that balances educational and humanist information, as well as optimizing social media functions as a responsive digital customer service channel in handling public complaints. These strategies have proven effective in reconstructing the agency's image from a rigid bureaucracy to a transparent and solution-oriented partner in addressing urban transportation issues.
The digital transformation requires government agencies to adapt communication strategies to maintain public trust amidst rapid information flow. This study aims to analyze the role of Public Relations (PR) of the Binjai City Transportation Agency in utilizing social media as an instrument for building a positive institutional image. This research employs a qualitative method with a descriptive approach. Data collection was conducted through in-depth interviews, observation of official social media activities, and documentation from February to March 2026. Data analysis was performed inductively referring to the Miles, Huberman, and Saldana model. The results indicate that the PR strategy has shifted from a one-way communication pattern to a participatory one through the application of Cyber Public Relations concepts. The main strategies implemented include content management that balances educational and humanist information, as well as optimizing social media functions as a responsive digital customer service channel in handling public complaints. These strategies have proven effective in reconstructing the agency's image from a rigid bureaucracy to a transparent and solution-oriented partner in addressing urban transportation issues.
Keywords: Government Public Relations, Social Media, Institutional Image, Transportation Agency, Public Service.
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