Strategi Humas Kementerian Ketenagakerjaan dalam Publikasi Informasi melalui Instagram @kemnaker

Abstract

Perkembangan teknologi digital mendorong instansi pemerintah untuk mengoptimalkan media sosial sebagai sarana komunikasi publik, termasuk Kementerian Ketenagakerjaan Republik Indonesia melalui Instagram @kemnaker. Penelitian ini bertujuan menganalisis strategi komunikasi Humas Kementerian Ketenagakerjaan dalam publikasi informasi serta mengukur efektivitas penyampaian pesan berdasarkan persepsi audiens. Penelitian menggunakan pendekatan mixed method dengan pengumpulan data melalui wawancara, observasi, dan kuesioner berbasis skala Likert kepada 100 pengikut aktif akun Instagram @kemnaker. Efektivitas komunikasi dianalisis melalui dimensi kognitif, afektif, dan konatif. Hasil penelitian menunjukkan bahwa Humas Kementerian Ketenagakerjaan menerapkan strategi komunikasi digital yang terstruktur melalui perencanaan konten, segmentasi audiens, serta pemanfaatan fitur Instagram dengan pendekatan komunikasi dua arah. Efektivitas komunikasi berada pada kategori tinggi, terutama pada dimensi kognitif dan afektif yang berpengaruh terhadap keterlibatan audiens. Penelitian ini menyimpulkan bahwa strategi humas melalui komunikasi digital di Instagram efektif dalam mendukung publikasi informasi publik.

The development of digital technology has encouraged government institutions to optimize social media as a public communication medium, including the Ministry of Manpower of the Republic of Indonesia through Instagram @kemnaker. This study aims to analyze the public relations communication strategy of the Ministry of Manpower in information dissemination and to measure communication effectiveness based on audience perceptions. This research employs a mixed-method approach by collecting data through interviews, observation, and a Likert-scale questionnaire distributed to 100 active followers of the @kemnaker Instagram account. Communication effectiveness is analyzed through cognitive, affective, and conative dimensions. The results indicate that the public relations unit of the Ministry of Manpower has implemented a structured digital communication strategy through content planning, audience segmentation, and the utilization of Instagram features with a two-way communication approach. The communication effectiveness is categorized as high, particularly in the cognitive and affective dimensions that influence audience engagement. This study concludes that digital public relations strategies via Instagram are effective in supporting public information dissemination.