The Public Relations Strategy in Utilizing the Universitas Indonesia Instagram to Deliver Informative and Effective Message

DOI

10.2991/978-2-38476-132-6_37How to use a DOI?

Keywords

Instagram; Universitas Indonesia; Strategy,Public Relations; Social Media; Digital; Uses And Gratifications; Students; Platforms; Message

Abstract

Social media that emerged in various platforms, from Friendster (2002), Twitter (2006), Instagram (2010), to Threads (2023), offers many things to its users, ranging from entertainment, education, to social control, just like the functions possessed by conventional mass media. Among these platforms, Instagram has the most users. To get more attention from its followers, Instagram has added features several times. Public relations is one part that uses Instagram as one of the tools in conveying and disseminating information to internal and external publics. Although UI has an official website, social media is needed to reach student groups who will enter and leave campus every year due to the presence of new students and graduating students. UI Instagram's target audience is the UI academic community students, lecturers, employees, but it does not rule out the possibility of other parties with an interest in UI becoming its followers. After the 2010-2019 period, it was felt that there needed to be a refreshing effort to get more engagement. This research uses descriptive qualitative method aims to see responses to the utilization of IG accounts by the UI public relations bureau in delivering informative and effective messages. The element of novelty in this research is that the changes made to the univ-indonesia Instagram account are expected, even considered to have "UI class". This public relations research uses descriptive qualitative methods Data were collected based on interviews, observations, and documentation.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Amelita Lusia
AU  - Lydia Freyani Hawadi
PY  - 2023
DA  - 2023/10/31
TI  - The Public Relations Strategy in Utilizing the Universitas Indonesia Instagram to Deliver Informative and Effective Message
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 416
EP  - 426
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_37
DO  - 10.2991/978-2-38476-132-6_37
ID  - Lusia2023
ER  -