Institutional communication in the digital era: Social media content planning in public relations workflows
DOI:
https://doi.org/10.61511/linkage.v2i1.2025.2032Keywords:
digital public relations, government communication, social media content planning, SWOT–USG analysisAbstract
Background: The rapid development of digital technology and media convergence has transformed how public institutions communicate, especially through social media. This study explores social media content planning within the Public Relations and Information Data Working Group (Pokja Humas Datin) of the Directorate General of Pollution and Environmental Damage Control (Ditjen PPKL), Ministry of Environment and Forestry, during the year 2023. Methods: Using a qualitative-descriptive method through internship-based observation, interviews, and direct participation, the research analyzes how digital public relations strategies are implemented to disseminate environmental information to the public. Findings: Findings show that the working group manages content production and dissemination across multiple platforms—primarily Instagram and YouTube—through structured workflows encompassing pre-production, production, and post-production stages. Despite limited human resources, the team maintains high public engagement, supported by visual guidelines and collaborative initiatives. A SWOT analysis revealed internal strengths in team coordination and equipment availability, but also identified weaknesses such as limited platform coverage and reliance on interns for technical tasks. External opportunities include strong public interest in environmental issues, while threats involve delayed inter-unit coordination and public misperceptions. The USG method further prioritized key issues for strategic improvement. Conclusion: The study concludes that effective social media governance in government institutions requires structured planning, technical upskilling, and adaptive collaboration. Novelty/Originality of this article: This research lies in its integration of internship experience, institutional communication practices, and SWOT–USG analysis to assess the real-world application of government public relations in the digital era.
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