Strategi Komunikasi Digital Humas Polres Karawang dalam Pembentukan Citra Polisi melalui Instagram

Caecillia Priscilla Oktanauli; Tri Susanto; Tikka Muslimah

doi:10.32509/pustakom.v9i2.6980

Strategi Komunikasi Digital Humas Polres Karawang dalam Pembentukan Citra Polisi melalui Instagram

Caecillia Priscilla Oktanauli, Tri Susanto, Tikka Muslimah

Abstract

This study examines how the Public Relations Unit of Karawang Resort Police uses Instagram to shape the police image and identifies the supporting and constraining factors in that process. It applies a descriptive qualitative case-study design. Seven informants were selected purposively: three police public relations personnel, three followers with different levels of engagement, and one communication scholar. Data were collected through in-depth interviews conducted on 13, 19, and 25 February 2026, observation of six @polres_karawang posts published between 23 January and 30 March 2026, and documentation. Data were reduced, displayed, and interpreted using Miles and Huberman's interactive analysis and Chris Heuer's 4C framework: context, communication, collaboration, and connection. The findings show that the account presents timely, informative, and humanistic messages; however, its language is occasionally too formal and responses to public comments are inconsistent. Internal collaboration is structured from field documentation to editing and leadership approval, while external participation remains limited. The connection created by the account is mainly informational and service-oriented rather than emotional. The study contributes a process-based reading of 4C by showing that strong content context and internal collaboration do not automatically produce relational connection without consistent responses and participatory communication.

Keywords

Digital Communication; Public Relations; Police Image; Instagram; 4C Model

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DOI: https://doi.org/10.32509/pustakom.v9i2.6980