<![CDATA[ABSTRAK Komunikasi publik memiliki peran penting dalam membangun hubungan antara organisasi dengan masyarakat, terutama ketika terjadi gangguan pelayanan publik seperti pemadaman listrik. Akun instagram @plndislampung dimanfaatkan sebagai media komunikasi publik untuk menyampaikan informasi sekaligus merespons keluhan pelanggan. Namun, hasil observasi menunjukkan bahwa respons yang diberikan masih menggunakan bentuk pesan yang relatif seragam, sementara karakteristik keluhan pelanggan yang disampaikan beragam. Penelitian ini bertujuan menyusun rancangan pesan komunikasi publik dalam penanganan keluhan pelanggan terkait pemadaman listrik melalui akun instagram @plndislampung. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui observasi terhadap komentar pelanggan selama Januari-Desember 2025, wawancara dengan pihak PLN Unit Induk Distribusi Lampung dan pelanggan, serta dokumentasi. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa pelanggan PLN memiliki karakteristik yang heterogen serta menghasilkan enam klasifikasi jenis keluhan, yaitu keluhan pemadaman listrik, pertanyaan pelanggan, keluhan kurangnya informasi, keluhan penanganan, keluhan dampak pemadaman, dan gangguan teknis kelistrikan. Berdasarkan temuan tersebut disusun rancangan pesan komunikasi publik berupa pengembangan template respons sesuai karakteristik setiap jenis keluhan serta rancangan flyer informasi pemadaman listrik. Rancangan yang diusulkan diharapkan dapat menjadi alternative penyempurnaan komunikasi publik PLN dalam penyampaian informasi penanganan keluhan pemadaman listrik melalui instagram. ABSTRACT Public communication plays an important role in maintaning relationships between organization and the public, particularly during public service disruptions such as power outages. The instagram account @plndislampung is utilized as a public communication platform to disseminate information while responding to customer complaints. However, the observation results indicate that the responses provided still employ relatively uniform message formats, despite the diverse characteristics of customer complaints. This study aims to develop a public communication message design for handling customer complaints related to power outages through the instagram account @plndislampung. The research employed a qualitative approach using a case study method. Data were collected through observations of customer comments posted from January to December 2025, in-depth interviews with PLN Lampung Distribution Main Unit personnel and customers, as well as documentation. Data were analyzed using the interactive model of Miles and Huberman, which consists of data reduction, data display, and conclusion drawing. The findings reveal that PLN customers have heterogeneous characteristics and can be classified into six categories of complaints, namely power outage complaints, customer inquiries, lack of information complaints, complaint handling issues, outage impact complaints, and technical electrical problems. Based on these findings, the study proposes a public communication message design consisting of response templates tailored to the characteristics of each type of complaint, as well as an informational flyer regarding power outages. The proposed communication message design is expected to serve as an alternative for improving PLN's public communication in delivering information related to handling power outage complaints through instagram.]]>
