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Keywords

Digital Government Public Relations, Social Media Influencers, Madiun District Government, Weighing Month, Stunting

Document Type

Article

Abstract

The Madiun District Government held the Bulan Timbang Serentak (Simultaneous Weighing Month) as a step to identify and prevent stunting early on. There is a problem of low participation in the program, so the Government needs a more effective promotion strategy. However, there is a problem of low participation in the program, so a more effective promotion strategy is needed. In this case, the Public Relations of the Madiun District Government collaborated with Social Media Influencers/SMIs to help the Simultaneous Weighing Month’s campaign. The purpose of this study is to describe the Madiun Regency Government Public Relations Strategy in campaigning for Simultaneous Weighing Month with Influencers to build public participation. The method used is descriptive qualitative with a case study research type. The research data was collected by interviewing authorized officials in the Madiun District Government and one of the SMI account owners with the highest engagement who collaborated in the campaign. To explore the strategy, the researcher used the Four Steps of Public Relations Theory, which are defining the problem, developing plans and programs, taking action and communication, and evaluating the program. The results of this study state that the collaboration strategy with SMI is believed to be relatively effective because it is able to change people's perceptions of participating in the Simultaneous Weighing Month. Public relations of government institutions are considered necessary to consider communication cooperation with SMI so that it can reach a wider audience and increase the effectiveness of message delivery, especially in overcoming health problems such as stunting. This research is expected to present a better understanding of how Influencers' popularity in social media can be integrated in government PR strategies to achieve specific goals.

First Page

89

Last Page

104

Page Range

89-104

Issue

1

Volume

54

Digital Object Identifier (DOI)

10.21831/informasi.v54i1.70577

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