Strategi Humas ATR/BPN Provinsi Bengkulu Dalam Pengelolaan Instagram Sebagai Media Informasi Pertanahan

Abstract

This study aims to analyze the public relations strategy of the ATR/BPN Regional Office of Bengkulu Province in managing Instagram as a land information media platform. The research employs a descriptive qualitative approach with data collection techniques including interviews, observation, and documentation. Data analysis was conducted using the interactive model of Miles and Huberman consisting of data reduction, data display, and conclusion drawing. The findings reveal that the management of the Instagram account @kanwilbpnbengkulu refers to the POAC (Planning, Organizing, Actuating, Controlling) management theory proposed by George R. Terry. The planning stage involves preparing content plans based on institutional agendas and directives from the Ministry of ATR/BPN. The organizing stage includes division of tasks among content creators, editors, and verification procedures by leadership. The actuating stage covers documentation, content editing, publishing educational and informative posts, and interacting with the public. In the controlling stage, evaluation is conducted through Instagram Insight analysis and periodic Strakom Index reports submitted to the Ministry. The study concludes that the social media-based public relations strategy implemented by ATR/BPN Bengkulu is structured, adaptive, and effective in disseminating land information to the public. Recommendations include diversifying content, strengthening long-term planning, and optimizing public engagement on digital platforms..