Cyber public relations management in Instagram account @Dprd_Diy In 2021-2022

Abstract

Entering the current digital era, many organizations have used internet technology to create email, websites, and social media. Because of this, the government has also begun implementing cyber PR activities to improve government performance regarding information and communication with the public. One strategy that government public relations practitioners can use in disseminating information and communication widely and effectively is cyber public relations. The government uses information systems that utilize cyber PR to provide information, public services, increase public participation, facilitate communication with the public, and so forth. This study aims to find out in more detail the process of cyber public relations management in Instagram account @dprd_diy in 2021-2022. The research method used in this research is descriptive qualitative, with data collection through in-depth interviews and documentation. The results showed that the Public Relations and Secretariat Protocol of The Regional House of Representatives of Yogyakarta Special Province had implemented four stages of PR management, namely, fact-finding by conducting situation analysis, planning programming by setting responsibilities, goals, and targets, and managing publication content, then taking actions and communications by carrying out activities cyber PR, and finally evaluations with monitoring and evaluation. In carrying out the essential elements of cyber public relations, Public Relations, and Secretariat Protocol, the DPRD DIY has carried out the four stages: transparency, internet porosity, The Internet as an Agent, Richness in Content, and Reach. However, in carrying out the stages of the essential elements of cyber public relations, there are still deficiencies that could be improved.