Digital Public Relations of Puskesmas Banguntapan II through Instagram

Abstract

Digital Public Relations (PR) is a part of public relations that utilizes information and communication technology to attract public attention. One of the media used in digital PR is Instagram. Puskesmas Banguntapan II utilizes social media, especially Instagram, as a means of disseminating information to improve health services, education, and interaction with the community. This study aims to determine the Digital Public Relations strategy of Puskesmas Banguntapan II through the Instagram platform, using the theory of The Circular Model of Some includes four stages of share, optimize, manage, engage. The research method used is a descriptive qualitative approach with data collection techniques in the form of observation, documentation and in- depth interviews. The results showed that the digital PR strategy implemented by Puskesmas Banguntapan II was in accordance with the theory of The Circular Model of Some, which includes four stages: share, optimize, manage, and engage. However, it is necessary to evaluate and improve the engagement strategy to strengthen relationships with the community and achieve more effective communication. This contributes to increasing public awareness of health programs, as well as making Instagram an effective medium in public communication.