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STRATEGI CYBER PUBLIC RELATIONS DALAM MENJAGA CITRA INSTANSI KEPOLISIAN POLDA DIY PADA APLIKASI TIKTOK @POLDAJOGJA
This study discusses Cyber Public Relations as a transformation of public relations performance using internet-based media, particularly social media, to maintain the image of a company or institution. The DIY Regional Police (Polda DIY) utilizes TikTok as a communication platform with the public while maintaining the institutional image. This research aims to analyze the cyber public relations strategy conducted by Polda DIY in maintaining its institutional image on TikTok. This research uses a qualitative descriptive method with data collected through interviews and documentation. The study is analyzed using Cyber Public Relations strategy framework (Relations, Reputation, and Relevance) and Hawkins' concept of agency image (Exposure, Attention, Comprehensive, Image, and Behavior). The findings show that Polda DIY successfully maintained its institutional image through the TikTok account @PoldaJogja by optimizing platform features to increase exposure, creating entertaining and responsive content to attract attention, presenting comprehensive information tailored to various audiences, and shaping a humanistic and adaptive image that reflects harmony between the digital space and real-world practices. Keywords : Cyber Public Relations, Image, Polda DIY, Tiktok social media
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STRATEGI CYBER PUBLIC RELATIONS DALAM MENJAGA CITRA INSTANSI KEPOLISIAN POLDA DIY PADA APLIKASI TIKTOK @POLDAJOGJA (Text)
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