Developing a Public Relations Policy Model in an Effective Online Media Campaign Pengembangan Model Kebijakan Hubungan Masyarakat dalam Kampanye Media Online yang Efektif Section Articles

Abstract

The development of information and communication technology has driven a major transformation in public administration practices, particularly in the government's public relations (PR) function. The urgency of this research is based on the complexity of digital communication dynamics that demand the integration of public relations strategies to maintain an organization's reputation amidst the flood of information. This research aims to design and develop a public relations policy model that can effectively synchronize online and offline campaigns to achieve maximum communication impact. This article aims to develop a public relations policy model in an effective online media campaign from a public administration perspective. The research method used is a descriptive qualitative approach through a literature review of scientific journals, books, laws and regulations, and policy documents related to government public relations and digital communication. The study results indicate that the effectiveness of government public relations online media campaigns is influenced by the clarity of public communication policies, institutional capacity, the use of digital technology, public participation, and the application of ethics and transparency. The ideal policy model is a circular and dynamic one, where data from online activities is used to personalize offline strategies, and vice versa. As a recommendation, organizations are expected to begin adopting a centralized content management system and improving the digital literacy of public relations staff so that the implementation of this policy can be sustainable across various campaign scales.