Strategi pengelolaan media digital Dinas Ketahanan Pangan dan Perikanan (DISPAKAN) Kabupaten Bandung

Difa Fadhila Firlyanda; Renata Anisa

doi:10.24198/comdent.v3i1.62707

Strategi pengelolaan media digital Dinas Ketahanan Pangan dan Perikanan (DISPAKAN) Kabupaten Bandung

Difa Fadhila Firlyanda, Renata Anisa

Abstract

Latar Belakang: Di era digital, pengelolaan media menjadi bagian krusial dalam strategi komunikasi, termasuk bagi instansi pemerintahan. Praktik Public Relations (PR) tidak lagi hanya terbatas pada komunikasi satu arah, tetapi menuntut kemampuan untuk membangun hubungan yang interaktif dan strategis dengan publik melalui berbagai platform digital. Dinas Ketahanan Pangan dan Perikanan (DISPAKAN) Kabupaten Bandung merupakan salah satu instansi pemerintah yang berupaya menjalankan fungsi Public Relations (PR) secara aktif, khususnya dalam menyampaikan informasi terkait isu ketahanan pangan dan perikanan. Mereka juga berupaya untuk menerapkan aspek transparansi pada media digital untuk membangun rasa percaya publik. Tujuan: Penelitian ini bertujuan untuk mengetahui bagaimana pengelolaan media digital DISPAKAN dilakukan menggunakan model SOME (Share, Optimize, Manage, Engage) yang dikembangkan oleh Regina Luttrell. Metode: Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui observasi dan wawancara langsung. Hasil: DISPAKAN telah menerapkan keempat aspek model SOME, yaitu (1) Share melalui berbagai platform digital seperti Instagram, situs web, YouTube, dan Facebook, (2) Optimize dengan strategi visual dan QR code, (3) Manage lewat konsistensi konten meski tanpa evaluasi terukur, serta (4) Engage yang berusaha dibangun melalui konten interaktif namun masih menghadapi tantangan partisipasi publik. Pengelolaan media digital DISPAKAN menunjukkan arah strategis yang positif, namun masih memerlukan penguatan perencanaan dan evaluasi untuk mengoptimalkan komunikasi dua arah.

Keywords

Instansi pemerintah; media digital; model SOME; pengelolaan media; sosial media

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DOI: https://doi.org/10.24198/comdent.v3i1.62707