ANALISIS STRATEGI KOMUNIKASI PUBLIK HUMAS POLRES KOTA SUKABUMI DALAM PENYEBARAN INFORMASI KAMTIBMAS MELALUI AKUN INSTAGRAM @POLRES_SUKABUMIKOTA

Abstract

This study aims to analyze the public communication strategy implemented by the Public Relations Division of Polres Sukabumi Kota through Instagram in disseminating public security and order information (kamtibmas). The rapid development of digital communication has encouraged government institutions, including the police, to utilize social media as an effective medium for delivering information to the public. This research employed a qualitative descriptive approach using interviews, observations, documentation, active participation, and continuous observation techniques. The informants consisted of the Head of Public Relations, Instagram administrators, and Public Relations members involved in content production and public communication activities. The study applied the Corporate Communication theory proposed by Argenti, focusing on four main elements: corporation, messages, constituencies, and constituency response. The findings indicate that Instagram is strategically utilized to distribute information quickly, interactively, and visually through various content formats such as reels, stories, photos, videos, and educational captions. The communication strategy emphasizes informative, humanistic, transparent, and adaptive messages to strengthen public trust and institutional image. In addition, audience engagement through comments, shares, likes, and direct messages demonstrates the effectiveness of two-way communication between the institution and society. However, challenges such as misinformation, rapid issue circulation, and limited human resources remain significant obstacles in managing digital public communication. Overall, the use of Instagram has become an effective communication tool for strengthening public relations and improving community engagement in maintaining public security and order.