Perhumas Muda Yogyakarta’s Instagram campaign: Enhancing public relations literacy among college students in Yogyakarta
Keywords:
Campaign strategy, Public relations literacy, Instagram, Campaign management modelAbstract
Social media such as Instagram is now an effective way to run various campaign activities, including campaigns on public relations literacy. Public relations literacy in Indonesia remains low. This gap highlights the need for PERHUMAS Muda Yogyakarta (PMY) campaign initiatives to enhance understanding of public relations among students. This study aims to identify and analyze the campaign strategy of PMY in improving public relations literacy among Yogyakarta college students through the @perhumasmudayk Instagram account in 2023. This research uses a qualitative method with a case study approach, supported by data collection through interviews and documentation. The analysis focused on the five main aspects of the campaign management model by Antar Venus, namely planning, development, implementation, monitoring, and evaluation. The results of this research show that PMY has strategically utilized Instagram features to improve public relations literacy by implementing structured educational content like Kamis Kamus PR, Humas Bisa Apa, and Riset Isu Terkini, as well as real-time interaction through live Instagram with the PR Talks program. However, several weaknesses are found, such as less optimum analysis of data insights, lack of alignment between content segments, too focused on using the one-way communication model, and the campaign evaluation only focused on measuring outputs. This study recommends strengthening data-based analysis, improving program development by aligning campaign programs, balancing communication methods with a two-way communication model, and expanding the campaign evaluation framework to assess campaign impact. The findings are expected to guide similar organizations in maximizing the potential of social media for literacy campaigns.
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