International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 2
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Public Relations Strategies in Managing Instagram Content: A Case Study of East Jakarta City Government

Author(s) Ms. Roosita Cindrakasih, Ms. Novita Andriani, Mr. Syarif Fitri
Country Indonesia
Abstract This study examines public relations strategies in managing Instagram content within a local government context, focusing on the North Jakarta City Government. As social media increasingly becomes a primary channel for public communication, government institutions are required to balance openness, interactivity, and speed with accountability and regulatory compliance. Using a qualitative case study approach, this research explores how public relations practices are implemented across the stages of content planning, production, distribution, interaction, and evaluation on Instagram. Data were collected through in-depth interviews with public relations personnel, systematic observation of Instagram content, and analysis of institutional documents related to digital communication management. The findings reveal that Instagram is strategically positioned as an official communication interface rather than a promotional platform. Communication practices are characterized by liquid communication, where information flows dynamically through posts, stories, comments, and shares, enabling real-time interaction with the public. To manage the risks associated with such fluid communication, the government applies mechanisms of liquid communication capture, including documentation, verification, and compliance with legal and administrative requirements. The study concludes that effective government public relations on Instagram relies on integrating digital communication practices with governance principles such as accountability, integrity, and evaluation. This integration supports institutional legitimacy and strengthens public trust in government communication within the digital public sphere.
Keywords Accountability, Governance, Instagram, Liquid Communication, Public Relations
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-03
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.68709
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E-ISSN 2582-2160
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