Strategi Komunikasi Digital PR Perum BULOG dalam Membangun Citra Perusahaan

Abstract

The development of digital communication has transformed the way organizations build relationships with their publics. This study aims to explore how Perum BULOG implements a digital public relations strategy in building its corporate image through Instagram as one of its main communication platforms. Using a descriptive qualitative approach, this research collected data through in-depth interviews with the Manager of Public Relations, Assistant Manager, and staff, complemented by observation of the official Instagram account @perum.bulog and documentation of uploaded content. Findings indicate that BULOG’s digital communication strategy is implemented through four key stages: planning, technical execution, content realization, and evaluation via KPIs. The communication process emphasizes professional content production, content scheduling, audience interaction, and issue sensitivity. The results also show that Perum BULOG leverages Instagram to reinforce transparency, build public trust, and communicate its role in national food logistics. The study contributes to understanding how state-owned enterprises in Indonesia adapt to the dynamics of digital media and how Digital PR supports corporate image formation in the public sector.