An Analysis of the Public Relations Process at the DKI Jakarta Communication and Information Technology Agency in Communicating Public Policy (A Case Study of the @diskominfotik.jakarta Instagram Account)

Abstract

This study analyzes the public relations process of the Jakarta Communication, Informatics, and Statistics Agency (Diskominfotik DKI Jakarta) in disseminating public policies through the Instagram account @diskominfotik.jakarta using Cutlip, Center, and Broom’s Four-Step PR Process framework. The study employed a descriptive qualitative approach with a case study design. Data were collected through in-depth interviews with five purposively selected informants, non-participant observation of Feed, Reels, and Stories content, and documentation of regulations and account statistics. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña and validated through source and technique triangulation. The findings indicate that all four stages have been implemented but have not yet been optimally institutionalized. Problem identification remains dependent on informal observation, planning is not consistently documented, communication tends to follow a one-way pattern, and evaluation has not been integrated with the development of subsequent strategies. Limited human resource capacity constitutes the main obstacle, while regulatory and leadership support serves as a supporting factor. The study recommends strengthening public needs research, implementing a documented yet flexible editorial calendar, enhancing interactive use of Stories, and establishing data-driven evaluation mechanisms.