ANALISIS CYBER PUBLIC RELATIONS KEMENTERIAN KELAUTAN DAN PERIKANAN DALAM MENJAGA CITRA INSTITUSI MELALUI INSTAGRAM @kkpgoid

Ajeng Sekar Cahyani, NIM.: 21107030138 (2026) ANALISIS CYBER PUBLIC RELATIONS KEMENTERIAN KELAUTAN DAN PERIKANAN DALAM MENJAGA CITRA INSTITUSI MELALUI INSTAGRAM @kkpgoid. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In the era of digital governance, government agencies are required to utilize social media strategically to build public trust. This study aims to analyze the Cyber Public Relations (Cyber PR) strategies implemented by the Ministry of Marine Affairs and Fisheries of the Republic of Indonesia (KKP) via its official Instagram account, @kkpgoid, to maintain the institution's image. A qualitative descriptive approach was employed. Data were collected through in-depth interviews with key internal informants— including the Head of the Production and Publication Team and content creators—complemented by digital documentation. To ensure data credibility, source triangulation was conducted by interviewing three active followers of the account. Data were analyzed using a matrix that aligned indicators across research elements—such as relationships, reputation, and relevance—with exposure, attention, comprehension, image, and behavior. The findings reveal that KKP’s Cyber PR manages its institutional image across three dimensions. First, the relationship dimension is strengthened through internal cross-echelon coordination via a WhatsApp community and external interactive Call-to-Action (CTA) strategies. Second, reputation is maintained through collaborative posts with the presidential institution to amplify the reach of priority programs like the *Kampung Nelayan Merah Putih* (KNMP), accompanied by rigorous visual curation to project a professional image. Third, relevance is achieved by modernizing content formats, using approachable language, and focusing on high-interest public information, such as recruitment for tuition-free vocational schools. Triangulation results confirm that followers perceive the account as highly informative and adaptive to the media consumption trends of the younger generation. The study concludes that an integrated Cyber PR strategy—balancing bureaucratic accountability with creative digital communication—successfully transforms short-term public attention into a credible, robust, and long-lasting institutional reputation, while effectively fostering public awareness regarding marine conservation.

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