Communication Strategy of Humas Perumda Tirta Pakuan Through Instagram in Enhancing Public Transparency

Abstract

Public transparency is essential in water service management to sustain public trust; however, a communication gap remains between public information needs and institutional delivery through digital platforms. This study examines how the Public Relations division of Perumda Tirta Pakuan Bogor optimizes Instagram to enhance public transparency, as well as identifies emerging challenges and their solutions. Data were collected during an internship program through direct observation, active involvement in PR activities, interviews, and literature review. The results show that the PR team adopts Wilson & Ogden’s four–phase strategy by delivering informative service updates, providing real-time progress reporting, and facilitating two-way communication to address customer inquiries and complaints. Challenges such as limited internal coordination, high message volume, and low engagement are mitigated through improved communication flow and more engaging content formats. Overall, Instagram contributes to strengthening transparency by enabling real-time information disclosure and two-way communication.