Transformasi Digital Public Relations dalam Membangun Citra Organisasi di Era Media Sosial
DOI:
https://doi.org/10.55606/concept.v5i2.2698Keywords:
Cyber Public Relations, Digital Communication, Digital Public Relations, Organizational Image, Social MediaAbstract
The development of digital technology has transformed public relations practices from conventional communication models to digital-based communication. Digital Public Relations (Digital PR) enables organizations to build more interactive, rapid, and transparent relationships with their publics through social media, websites, and various digital platforms. This study aims to analyze the role of Digital Public Relations in building organizational image in the social media era. The research employs a literature review method by examining various national journal articles related to Digital PR and Cyber Public Relations. The findings indicate that Digital PR significantly contributes to enhancing organizational image through two-way communication, online reputation management, increased audience engagement, and more effective information dissemination. Social media serves as the primary instrument of Digital PR implementation because it facilitates participatory relationships between organizations and their publics. However, challenges such as digital reputation crises, the spread of negative information, and the demand for rapid responses remain critical issues that must be strategically managed by public relations practitioners. Therefore, effective Digital PR strategies are essential to maintain organizational reputation and strengthen public trust in the digital era.
References
Agung Bayu Fernando, Bintang Ramasalsa Indrabudi, and Yani Hendrayani. 2025. “Strategi Public Relations Dalam Meningkatkan Citra Perusahaan Di Era Digital.” Jurnal Riset Public Relations: 113–24. doi:10.29313/jrpr.v5i2.7487.
Ayala, Ammar Nabhan, Vievien Febri Astuti, and Tasya Camila. 2025. “Strategi Divisi Social Media Coordinator Dalam Pemanfaatan Instagram @Kamisahabat Sebagai Media Komunikasi Publik.” Jurnal Sarjana Ilmu Komunikasi (J-SIKOM) 6(1): 102–20. doi:10.36085/jsikom.v6i1.8248.
Basten, Pakpahan, and Amalia Djuwita. 2019. “Penggunaan Circular Model Of SoMe Melalui Instagram @trademark_bdg (Studi Deskriptif Kualitatif Penggunaan Media Sosial Instagram @trademark_bdg).” e-Proceeding of Management Vol. 6(No. 2): 5197–5205. http://jabar.tribunnews.com/2018/08/21/.
Dipa, Adzkia Kirana, Hanny Hafiar, and Agus Rahmat. 2022. “Pemahaman Humas Lembaga Perguruan Tinggi Tentang Reputasi Di Era Digital Public Relations Understanding of Public Relations of Higher Education Institutions About Reputation in the Digital Public Relations Era Universitas Padjadjaran.” 05(02): 209–25.
I Gusti Ngurah Putra. 2020. “Media Sosial Dan Interaktivitas Dalam Dunia Public Relations.” Jurnal Bisnis Terapan 4(1): 61–72. https://journal.ubaya.ac.id/index.php/JIBT/article/view/2815/2201.
Khairunnisa, Rizqi, Elva Ronaning Roem, and Rahmi Surya Dewi. 2023. “Konsep Pengalaman Komunikasi Cyber Public Relations Pemerintahan Kabupaten Merangin Dalam Pengelolaan Website.” JIIP - Jurnal Ilmiah Ilmu Pendidikan 6(9): 7034–41. doi:10.54371/jiip.v6i9.2498.
Komunikasi, Jurnal Ilmu, Administrasi Publik, Studi Deskriptif, Terbatas Pendidikan, Logistik Indonesia, Carolina Fernanda, Diaz Aprianto, and Nani Nurani Muksin. 2025. “Strategi Cyber Public Relations Dalam Membangun Citra Lembaga Perkembangan Teknologi Digital Telah Mengubah Pola Komunikasi Masyarakat Indonesia Secara Signifikan . Dengan Jumlah Pengguna Internet Mencapai Lebih Dari 212 Juta Orang Dan Penelitian Yang Dil.” 2(September).
Mboeik, Carolin, Petrus Ana Andung, and Silvania S. E. Mandaru. 2020. “Praktik Digital Public Relations Dalam Upaya Meningkatkan Citra Positif Perusahaan PT. PLN (Persero) UIW NTT.” Jurnal Politikom Indonesiana 5(2): 40–54. doi:10.35706/jpi.v5i2.4207.
Mutiah, Tuty, Marlina Rahmi, and Fajar Muharam. 2021. “Instagram Sebagai Cyber Public Relation Di Era 4.0.” Jurnal Public Relations (J-PR) 2(2): 131–36. doi:10.31294/jpr.v2i2.706.
Nababan, Sintar, Sekolah Tinggi, Multi Media, " Mmtc, and " Yogyakarta. 2020. “Model Komunikasi Humas Dalam Literasi Media Sosial (Studi Kasus Direktorat Jenderal Informasi Dan Komunikasi Publik Kementerian Komunikasi Dan Informatika) Public Relations Communication Model in Social Media Literacy (Case Study of the Directorate Genera.” Jurnal Ilmiah Manajemen Informasi dan Komunikasi 4(10): 2–3.
Nizarisda, Tsany Lathifa, Feliza Zubair, Ahmad Taufiq, and Maulana Ramdan. 2023. “Upaya Peningkatan Engagement Media Sosial Instagram Oleh Media Parapuan.” Jurnal Common 7(2): 138–50.
Pane, Marsito, Lathifa Prima Ghanistyana, Indira Lutfiatul Affipah, Rhegita Novia Cahyani, and Sinta Widya Kartika. 2025. “Implementasi the Circular Model of Some Dalam Pengelolaan Cyber Public Relations Kepolisian Di Era Digital.” Jurnal Ilmiah Dinamika Sosial 9(1): 119–35. doi:10.38043/jids.v9i1.6125.
Pradipta, Vega Aulia. 2024. “Pengelolaan Media Sosial Instagram @ikn_id Berdasarkan The Circular Model of SoMe.” Warta ISKI 7(1): 49–61. doi:10.25008/wartaiski.v7i1.270.
Salsabila, S P, N R Septia, R Abdul Romlah, and A A Wakhid. 2025. “Public Relations Innovation in the Digital Era.” Reputations Through Social Media. Indonesian Journal of Education and Social Studies 04(02): 165–79.
Septiyani, Dwi Ayu. 2024. “Evolusi Public Relation Di Era Digital.” Journal Media Public Relations 4(1): 1–9. doi:10.37090/jmp.v4i1.1596.
Susanto, Tri, Wahyu Utamidewi, Reka Prakarsa, Nur Muhamad, and Satria Ali Syamsuri. 2019. “IMPLEMENTASI CYBER PUBLIC RELATIONS UNIVERSITAS SINGAPERBANGSA KARAWANG PADA PERSAINGAN ERA DIGITAL Semuanya Baik Konsumen Ataupun Relations Yang Dibutuhkan Dalam Sebuah Perusahaan . Untuk Pihak , Tidak Mengherankan Jika Suatu Merek Perusahaan Dapat Dicit.” Jurnal Muara Ilmu Sosial, Humaniora, dan Seni 3(1): 200–210.
Susilo, Anindita, and Erlina Sari. 2020. “Implementasi Program Cyber Public Relations Pt. Kereta Api Indonesia Dalam Mengelola Informasi Publik Di Media Sosial Instagram.” Medium 8(1): 18–29. doi:10.25299/medium.2020.vol8(1).4792.
Tania, Syaifa, and Universitas Gadjah Mada. 2020. “Tania 2020.” 5(1): 121–42.
Teguh, Monika, Muhammad Dafa, Imanuel Deny Krisna Aji, and Ivana Clairine Sistiawan. 2023. “Strategic Cyber Public Relations: A Case Study of PT PLN Nusantara Power’s Engagement on Instagram.” CHANNEL: Jurnal Komunikasi 11(2): 161–71. doi:10.12928/channel.v11i2.411.
Yazid, Tantri Puspita. 2020. “Implementasi Cyber Public Relations Melalui Pengelolaan Website Pemerintah.” Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau 2(1).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Concept: Journal of Social Humanities and Education
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
