Strategi Komunikasi Pemerintah Provinsi Sumatera Utara melalui Akun Instagram @Pemprovsumut dalam Meningkatkan Citra Positif Pemerintah Provinsi Sumatera Utara

Abstract

The objective of this study is to determine how the communication strategy is implemented by the North Sumatra Provincial Government in forming a positive image through Instagram social media @pemprovsumut and the obstacles encountered in carrying out this communication strategy. This study uses the constructivism paradigm with a qualitative descriptive approach. Data collection techniques are carried out through in-depth interviews, non-participatory observation, and document/library study collection. An important finding of this study is that the Communications and Information Office of North Sumatra Province has carried out a communication strategy that includes (1) Establishing communicators. (2) Establishing targets, (3) Establishing work teams, (4) Establishing message delivery mechanisms, (5) Disseminating communication media, and (6) Preparing activity schedules (time schedule). These six strategies are efforts to increase a positive image in society. However, the communication strategy implemented by the Communications and Information Office of North Sumatra Province is still not effective enough to enhance a positive image. Some of the problems encountered are budget constraints, professionalism, and limited human resources, the function of the e-Government Service Division as manager of the @pemprovsumutinstagram admin is less optimal, the competence of the leadership and members in understanding communication on social media is fair, and the lack of coordination and synergy between e-Government Service Sector and Public Information Management Sector in terms of providing updated information. The conclusion is that the communication strategy carried out by the Communication and Information Office of North Sumatra Province has been running but has not been optimal due to the various existing obstacles.