Government Public Relations Strategy of the Indonesian Capital City Authority in Managing the Nusantara Instagram @ikn_id

Abstract

This research explores the government public relations (GPR) strategy implemented by the Nusantara Capital City Authority in managing its official Instagram account, @ikn_id. As the body responsible for overseeing the development and governance of Indonesia’s new capital city, Nusantara, the Authority holds a crucial role in shaping public communication. The study employs a qualitative descriptive method within a case study framework, collecting data through interviews, direct observations, and document analysis. Informants consist of the leader of the social media team in the public relation division, leader from the public relations team, and a communication consultant of the Authority. The findings indicate that the Authority applies a systematic and well-structured government public relations strategy. The strategy covers all stages of government public relations strategy, focusing on two-way asymmetrical communication, and also includes multi-source research, creating visual content, staying consistent with the account’s persona, interacting with caution, adjusting to public needs, and doing regular evaluations.