AN ANALYSIS OF THE SAMARINDA CITY GOVERNMENT’S DIGITAL PUBLIC RELATIONS COMMUNICATION STRATEGY THROUGH INSTAGRAM IN SHAPING THE LOCAL GOVERNMENT IMAGE

Abstract

The advancement of digital technology has transformed public communication practices, particularly in how governments utilize social media as a public relations tool. This study aims to analyze the digital public relations communication strategy employed by the Samarinda City Government through the Instagram platform in shaping the image of the local government. This research adopts a qualitative approach using a case study method, focusing on the Instagram account “samarinda.beradab” as the primary object of analysis. Data were collected through documentation and non-participatory observation of published content, supported by statistical data from social media analytics platforms. Data analysis was conducted using qualitative content analysis based on image-building indicators, including transparency, closeness, professionalism, responsiveness, and positive image. The findings reveal that the communication strategy is predominantly characterized by visual content presenting governmental activities accompanied by informative narratives. Such practices contribute to the construction of a transparent image through information disclosure, a sense of closeness through representations of interactions with the public, and a professional image through structured presentations of governmental activities. However, the relatively low to moderate level of audience engagement indicates that two-way interaction has not been fully optimized, suggesting that communication remains more informative than dialogical. This study concludes that social media plays a strategic role in shaping the image of local government; however, its effectiveness depends largely on the ability to implement interactive and participatory communication strategies. Therefore, local governments are encouraged to optimize social media not only as a tool for information dissemination but also as a dialogic space to enhance public engagement and strengthen a positive institutional image.