Strategi Public Relations Perumda Tirta Pakuan Bogor dalam Mempertahankan Citra melalui Instagram
Abstract
Penelitian ini membahas strategi Public Relations (PR) Perumda Tirta Pakuan Bogor dalam mempertahankan citra perusahaan melalui Instagram. Di era digital, perusahaan layanan publik menghadapi tantangan besar dalam menjaga reputasi, terutama saat informasi negatif cepat menyebar. Menggunakan teori Cyber Public Relations Bob Julius Onggo yang mencakup enam elemen komunikasi digital, penelitian ini dilakukan dengan pendekatan kualitatif deskriptif melalui observasi, wawancara, dan studi literatur. Hasilnya menunjukkan bahwa PR Perumda Tirta Pakuan aktif memanfaatkan Instagram untuk menyampaikan informasi, merespons keluhan, dan menjalin interaksi dengan pelanggan. Strategi yang diterapkan meliputi kalender konten bulanan, respon cepat 24 jam via DM, Instagram Ads, program interaktif seperti “Kuis Akhir Pekan Sobat Tika”, serta pengelolaan kritik secara konstruktif. Media sosial dipilih karena lebih efisien secara biaya. Strategi ini terbukti efektif membangun citra perusahaan yang informatif, responsif, dan modern di tengah dinamika media sosial.
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