GOVERNMENT PUBLIC RELATIONS STRATEGY TO IMPROVE WEST BANDUNG PERCEPTION USING 4C CONCEPT

Dini Siti Ramadhanty; Reza Saeful  Rachman; Daniel Paulus Evert; Tanto Trisno Mulyono; Puan Arsi Annash

doi:10.61397/tla.v2i3.368

Authors

Dini Siti Ramadhanty Universitas Sangga Buana YPKP
Reza Saeful Rachman Universitas Sangga Buana YPKP
Daniel Paulus Evert Universitas Sangga Buana YPKP
Tanto Trisno Mulyono Universitas Sangga Buana YPKP
Puan Arsi Annash Universitas Sangga Buana YPKP

DOI:

https://doi.org/10.61397/tla.v2i3.368

Keywords:

Government public relations strategy, image, Instagram

Abstract

This study aims to determine the impact of Instagram social media management on improving the reputation of the West Bandung Regency Government. This study uses a qualitative descriptive method with data collection techniques through observation, interviews, and documentation. Data analysis was conducted using the Miles and Huberman analysis model, which includes data reduction, data presentation, and conclusion drawing. The results of the study indicate that the management of the Instagram account @prokompim_kbb is aimed at building and enhancing the positive image of the West Bandung Regency Government. The strategies employed are based on Chris Heuer's 4C theory, namely: Context, Communications, Collaborations, and Connections. First, context plays a crucial role in message formation, specifically how narratives and captions are crafted using appropriate and effective language to align with the information being conveyed. Second, communications emphasize the importance of internal communication before content is published to ensure the content and purpose of the message are consistent. Third, collaborations are carried out through cooperation between the @prokompim_kbb admin and all regional and village government agencies in producing relevant content. Fourth, connections are established by forming WhatsApp groups and conducting technical guidance sessions with social media administrators at the regional and village levels to strengthen communication networks and social media management capabilities. Overall, social media management based on the 4C concept has proven effective in supporting efforts to enhance the reputation of local governments through digital platforms.

References

Blakeman, R. (2023). Integrated Marketing Communication: Creative Strategy from Idea to Implementation. Rowman & Littlefield.

Chen, L., & and Aklikokou, A. K. (2020). Determinants of E-government Adoption: Testing the Mediating Effects of Perceived Usefulness and Perceived Ease of Use. International Journal of Public Administration, 43(10), 850–865. https://doi.org/10.1080/01900692.2019.1660989

Huang, Y.-C. (2022). How marketing strategy, perceived value and brand image influence WOM outcomes—The sharing economy perspective. Journal of Retailing and Consumer Services, 68, 103071. https://doi.org/10.1016/j.jretconser.2022.103071

Lee, J., Jin, M. H., & Ryu, G. (2021). Motivated to Share? Using the Person–Environment Fit Theory to Explain the Link between Public Service Motivation and Knowledge Sharing. Sustainability, 13(11), Article 11. https://doi.org/10.3390/su13116286

Love, R., Darics, E., & Palmieri, R. (2023). Engaging the public: English local government organisations’ social media communications during the COVID‐19 pandemic. Applied Corpus Linguistics, 3(3), 100060. https://doi.org/10.1016/j.acorp.2023.100060

Mansoor, M. (2021). Citizens’ trust in government as a function of good governance and government agency’s provision of quality information on social media during COVID-19. Government Information Quarterly, 38(4), 101597. https://doi.org/10.1016/j.giq.2021.101597

Margraf, J., Brailovskaia, J., & Schneider, S. (2020). Behavioral measures to fight COVID-19: An 8-country study of perceived usefulness, adherence and their predictors. PLOS ONE, 15(12), e0243523. https://doi.org/10.1371/journal.pone.0243523

Masuda, H., Kawakubo, S., Okitasari, M., & Morita, K. (2022). Exploring the role of local governments as intermediaries to facilitate partnerships for the Sustainable Development Goals. Sustainable Cities and Society, 82, 103883. https://doi.org/10.1016/j.scs.2022.103883

Mulyadi, M. (2012). Penelitian kuantitatif dan kualitatif: Serta praktek kombinasinya dalam penelitian sosial (Jakarta). Publica Institute. //opac.isi.ac.id%2Findex.php%3Fp%3Dshow_detail%26id%3D42662%26keywords%3D

Pahleviannur, M. R., Grave, A. D., Saputra, D. N., Mardianto, D., Hafrida, L., Bano, V. O., Susanto, E. E., Mahardhani, A. J., Amruddin, Alam, M. D. S., Lisya, M., Ahyar, D. B., & Sinthania, D. (2022). Metodologi Penelitian Kualitatif. Pradina Pustaka.

Qu, J. G., Yang, C. Y., Chen, A. A., & Kim, S. (2024). Collective empowerment and connective outcry: What legitimize netizens to engage in negative word-of-mouth of online firestorms? Public Relations Review, 50(2), 102438. https://doi.org/10.1016/j.pubrev.2024.102438

Sun, D., & Li, Y. (2024). Influence of Strategic Crisis Communication on Public Perceptions during Public Health Crises: Insights from YouTube Chinese Media. Behavioral Sciences, 14(2), Article 2. https://doi.org/10.3390/bs14020091

Twum, K. K., & Yalley, A. A. (2021). Green Integrated Marketing Communication. Dalam C. Mukonza, R. E. Hinson, O. Adeola, I. Adisa, E. Mogaji, & A. C. Kirgiz (Ed.), Green Marketing in Emerging Markets: Strategic and Operational Perspectives (hlm. 117–144). Springer International Publishing. https://doi.org/10.1007/978-3-030-74065-8_6

Wismans, A., Thurik, R., Baptista, R., Dejardin, M., Janssen, F., & Franken, I. (2021). Psychological characteristics and the mediating role of the 5C Model in explaining students’ COVID-19 vaccination intention. PLOS ONE, 16(8), e0255382. https://doi.org/10.1371/journal.pone.0255382

Wu, J., & Xiong, J. (2022). How Governance Tools Facilitate Citizen Co-Production Behavior in Urban Community Micro-Regeneration: Evidence from Shanghai. Land, 11(8), Article 8. https://doi.org/10.3390/land11081243

Yasir, A., Hu, X., Ahmad, M., Rauf, A., Shi, J., & Ali Nasir, S. (2020). Modeling Impact of Word of Mouth and E-Government on Online Social Presence during COVID-19 Outbreak: A Multi-Mediation Approach. International Journal of Environmental Research and Public Health, 17(8), Article 8. https://doi.org/10.3390/ijerph17082954