Cyber Public Relations Communication Strategy In Maintaining The Image Of Malang City Government Post-Kanjuruhan Tragedy
Keywords:
Cyber Public Relations, 7Cs-PR Communication Strategy, Instagram, Microblogging, Government Image , Kanjuruhan Tragedy, Crisis CommunicationAbstract
The development of technology and the internet has transformed the communication landscape,
including within the realm of government. Social media platforms like Instagram have become
important tools for government agencies to interact with the public, disseminate information, and
manage their image. The Public Relations Office of Malang City Government utilizes the Instagram
account @humaskotamalang as a Cyber Public Relations platform to manage communication in
the aftermath of the Kanjuruhan tragedy, which significantly impacted the local government's
image. The research object is the Public Relations Office of Malang City Government through the
Instagram account @humaskotamalang, specifically in handling news coverage and responses to
the Kanjuruhan tragedy. The research method employs a qualitative approach with a case study
method. Data was collected through observation of content on the @humaskotamalang Instagram
account, in-depth interviews with two key informants (Head of Leadership Communication SubDivision and Instagram Account Manager), and documentation. Data analysis was conducted using
data reduction, data display, and conclusion drawing techniques, utilizing the 7CS-PR
communication strategy theoretical framework. The results indicate that the Public Relations Office
of Malang City Government has effectively implemented a Cyber Public Relations communication
strategy through Instagram by applying the 7CS-PR approach. The uploaded content related to
the Kanjuruhan tragedy reflects the government's efforts to demonstrate concern, transparency,
and commitment to resolving the case. In conclusion, the implementation of the 7CS-PR strategy
proves effective in building credibility, relevant context, useful content, message clarity,
communication consistency, appropriate channel selection, and adaptation to audience capability.
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