<![CDATA[The development of information technology and the demand for community character building have encouraged local governments to introduce public service innovations based on local values and digital technology. One such innovation is the Smart Surau Program, initiated by the Padang City Government as an effort to revitalize the function of the surau (prayer room) not only as a place of worship, but also as a center for education, social activities, and community empowerment. The success of this program is largely determined by the government's communication patterns in socializing the program to the community. This study aims to analyze the communication patterns of the Padang City Government in increasing public interest in the Smart Surau Program. This study uses a qualitative approach with a descriptive research type. Data was obtained through in-depth interviews, observations, and documentation of the Padang City Government apparatus, program implementation team, religious leaders, surau administrators, and the community. Data analysis was carried out using the Miles and Huberman model through the stages of data reduction, data presentation, and conclusion drawing, and its validity was tested using source and technique triangulation. The results show that the communication pattern used still tends to be top-down and not fully participatory. The messages conveyed are informative and persuasive, but the use of communication media is not yet optimal. Religious leaders play an important role as opinion leaders. Supporting factors include the religious values of the community, while inhibiting factors include limited digital literacy and a lack of intensity in socialization. This study recommends strengthening participatory and sustainable communication.]]>
