Peran Humas Pemerintah LLDikti Wilayah III dalam Menjaga Citra Lembaga di Era Digital

Sigit Nugroho

Abstract


This study aims to analyze the public relations strategies implemented by LLDikti Region III in maintaining institutional image in the digital era. The rapid flow of information and the increasing demand for public transparency require government public relations to adapt their communication strategies in the digital environment. This research applies the P.E.N.C.I.L.S framework (Publication, Event, News, Community Involvement, Identity Media, Lobbying, and Social Responsibility) as an analytical approach to examine the implementation of public relations activities within the institution. The study employs a qualitative descriptive method within a post-positivist paradigm. Data were collected through in-depth interviews, observation, and document analysis involving key informants from the public relations division of LLDikti Region III. The results show that the integrated implementation of the P.E.N.C.I.L.S elements strengthens institutional credibility, improves stakeholder engagement, and supports the sustainability of institutional reputation in the digital public sphere. The study concludes that adaptive public relations strategies based on integrated communication management are essential in maintaining the positive image of public institutions in the digital era.

Keywords


government public relations; P.E.N.C.I.L.S; institutional image; digital communication

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DOI: https://doi.org/10.32509/pustakom.v9i1.6540

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