A STUDY ON THE ROLE OF PUBLIC RELATIONS IN ENHANCING GOVERNMENT IMAGE IN THE SOCIAL MEDIA ERA STUDI TENTANG PERAN HUMAS DALAM MENINGKATKAN CITRA PEMERINTAHAN DI ERA MEDIA SOSIAL Section Articles

Abstract

The development of information and communication technology, particularly social media, has significantly changed communication patterns between the government and the public. Social media has become a strategic tool for government public relations in conveying public information, encouraging interaction, and building a positive government image. This study aims to examine the role of public relations in improving government image in the social media era, the communication strategies used, and the challenges faced in their implementation. The study used a qualitative approach through a literature review and descriptive analysis of government public relations practices on various social media platforms. The results indicate that government public relations plays a crucial role as an information manager, facilitator of two-way communication, and guardian of institutional reputation. Effective use of social media can increase transparency, accountability, and public trust in the government. However, public relations practitioners also face challenges such as the spread of hoaxes, negative public response, and limited human resources and digital competencies. Therefore, a professional, adaptive, and ethically grounded public relations strategy is needed to build and maintain a positive and sustainable government image in the digital era.