Implementasi Digital Public Information sebagai Strategi Diseminasi Informasi pada Instagram @perumdatranspakuan

Abstract

The development of social media as a means of public communication encourages government organizations and regionally owned enterprises to optimize the dissemination of information to the public in a fast, easy, and attractive manner. This study aims to analyze the information dissemination strategy on the official Instagram social media of Perumda Transportasi Pakuan, @perumdatranspakuan, as an implementation of public information in the digital era. This study uses a qualitative approach with a descriptive research type. The research subjects are the management and production of public information content on the Instagram account @perumdatranspakuan, while the research informants consist of the public relations team/social media managers of Perumda Transportasi Pakuan who are involved in the planning, production, and dissemination of information. Data were collected through participatory observation, in-depth interviews, documentation studies, and literature studies. The results of the study indicate that the information dissemination strategy is carried out through the preparation of clear messages, the use of attractive visual designs, the selection of communicative vocabulary, and structured content planning to improve the audience's understanding of public information. The implementation of this strategy is supported by a content plan and visual guidelines as guidelines in maintaining the consistency of information presentation. The public relations team also implemented systematic procedures in the content production and distribution process to maintain accessibility, orderliness, and understandability of information on the @perumdatranspakuan Instagram account. Thus, the @perumdatranspakuan Instagram account serves as an effective public information dissemination medium through the implementation of a planned communication strategy, consistent visuals, and systematic content management. These findings indicate that optimizing social media can support the delivery of public information that is more communicative and easily understood by the public.