Strategi Konten Humas Diskominfo Kabupaten Bogor dalam Publikasi Informasi melalui Instagram @kabupaten.bogor

Abstract

ARUMMAISYA ROSDIANA ZUHRA. Strategi Konten Humas Diskominfo Kabupaten Bogor dalam Publikasi Informasi melalui Instagram @kabupaten.bogor. Dibimbing oleh BURHANUDDIN dan AL-MAY ABYAN IZZY BURHANI.

Perkembangan media sosial mendorong instansi pemerintah memanfaatkannya sebagai sarana komunikasi publik, termasuk Pemerintah Kabupaten Bogor melalui Instagram @kabupaten.bogor yang dikelola oleh Humas Dinas Komunikasi dan Informatika Kabupaten Bogor. Penelitian ini bertujuan menganalisis strategi konten humas dalam publikasi informasi melalui Instagram serta mengidentifikasi karakteristik konten yang dipublikasikan. Penelitian menggunakan metode campuran (mix methods) dengan pendekatan kualitatif sebagai metode utama yang didukung data kuantitatif sederhana. Data diperoleh melalui wawancara, observasi, dokumentasi, dan kuesioner. Hasil penelitian menunjukkan bahwa strategi konten diterapkan melalui pengelolaan substansi informasi, penyajian konten, alur kerja, dan koordinasi yang terencana sehingga mendukung efektivitas publikasi informasi. Karakteristik konten berupa visual yang konsisten, bahasa yang komunikatif, dan informasi yang relevan membentuk persepsi positif masyarakat. Hasil kuesioner terhadap responden menunjukkan bahwa mayoritas responden menilai konten informatif, menarik, kredibel, dan efektif sebagai media publikasi informasi publik.

Kata kunci: humas, instagram, komunikasi, konten, publikasi

ARUMMAISYA ROSDIANA ZUHRA. The Content Strategy of the Public Relations Division of the Bogor Regency Department of Communication and Informatics in Disseminating Public Information through the @kabupaten.bogor Instagram Account. Supervised by BURHANUDDIN and AL-MAY ABYAN IZZY BURHANI.

The development of social media has encouraged government institutions to utilize it as a medium for public communication, including the Bogor Regency Government through its Instagram account, @kabupaten.bogor, managed by the Public Relations Division of the Department of Communication and Informatics. This study aims to analyze the public relations content strategy for information dissemination through Instagram and to identify the characteristics of the published content. This research employed a mixed-methods approach, with qualitative methods as the primary approach supported by simple quantitative data. Data were collected through in-depth interviews, observation, documentation, and questionnaires. The findings indicate that the content strategy was implemented through well-planned management of information substance, content presentation, workflow, and coordination, contributing to effective public information dissemination. The content characteristics, including consistent visuals, communicative language, and relevant information, fostered positive public perceptions. Questionnaire results from 31 respondents also showed that the majority perceived the content as informative, engaging, credible, and effective as a medium for public information dissemination.

Keywords: content, communication, instagram, public relations, publication