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JURNAL KOMUNIKASI INDONESIA

Abstract

This study examines the cyber public relations strategies employed by the Indonesian Ministry of Communication and Digital in addressing hate speech on the Instagram account @indonesiabaik.id, aiming to maintain the brand’s reputation among younger audience. Despite the government’s efforts to provide interactive, creative, and relevant content, the account often faces unfavorable reactions due to a perceived gap between the presented content and societal realities. This research aims to analyze the cyber public relations strategy for dealing with hate speech on Instagram @indonesiabaik.id to maintain a reputation. Using concepts of hate speech, public relations, issue management and reputation, this research applies a descriptive qualitative approach, incorporating interviews and document analysis. This study presents three key findings. First, grouping negative comments on social media remains a challenge for government brands. Second, responsive digital public relations strategies involve general process including fact-finding, planning, action, communication, and evaluation, along with specific measure in managing communication messages through identifying issues, analyzing issues, formulating an issue, implementing the program, and conducting evaluation. Third, reputation management on social media hinges on communication strategies that prioritize credibility, reliability, trustworthy, and responsibility. This study has implications for the development of cyber public relations strategies on social media, particularly for the @indonesiabaik.id account, in dealing with hate speech to protect its reputation, which benefits the sustainability of organizations.

Bahasa Abstract

Melalui Kementerian Komunikasi dan Informatika Indonesia, pemerintah berupaya menciptakan jaringan media dengan mengemas konten informasi yang interaktif, kreatif, dan relevan untuk generasi muda melalui merek Indonesia Baik. Namun, posting di akun Instagram @indonesiabaik.id sering mendapat tanggapan negatif terhadap publikasi kontennya, yang menyebabkan opini publik negatif dengan asumsi adanya kesenjangan konten terkait layanan publik yang disampaikan berbeda dari kenyataan yang terjadi di masyarakat. Penelitian ini bertujuan untuk menganalisis strategi hubungan masyarakat siber dalam menangani ujaran kebencian di Instagram @indonesiabaik.id untuk menjaga reputasi. Konsep ini menggunakan teori Ujaran Kebencian, Hubungan Masyarakat, Manajemen Isu, dan unsur-unsur kunci reputasi. Metode penelitian menerapkan metode kualitatif deskriptif melalui teknik pengumpulan data wawancara dan studi dokumentasi. Penelitian ini menyajikan tiga temuan utama: Pertama, pengelompokan komentar negatif di media sosial menjadi tantangan bagi merek pemerintah. Kedua, strategi responsif dalam hubungan masyarakat digital, baik secara umum melalui penelusuran fakta, perencanaan, tindakan, komunikasi, dan evaluasi, maupun langkah-langkah spesifik dalam mengelola pesan komunikasi melalui identifikasi isu, analisis isu, formulasi isu, implementasi program, dan evaluasi. Ketiga, strategi manajemen komunikasi untuk pola konten media sosial guna menjaga reputasi dengan memperhatikan elemen kunci seperti kredibilitas, keandalan, kepercayaan, dan tanggung jawab.

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