<![CDATA[Quality public services require effective communication strategies so that information can be conveyed properly to service users. This study aims to analyze the public service communication strategies implemented by the Class II Non-TPI Madiun Immigration Office in passport services, explore applicant experience, and identify implementation obstacles. This study employed a qualitative approach with a single-case study design. Informants were selected using purposive sampling, consisting of three institutional representatives and one passport applicant. Data were collected through in-depth interviews, observations on 6–13 May 2026, and documentation. Data analysis used the interactive model of Miles, Huberman, and Saldaña. The analytical framework integrated Lasswell’s Model, Excellence Theory, and SERVQUAL as interpretive lenses rather than measurement instruments. The results indicate that the office implements communication strategies through a combination of direct and digital communication. Officers emphasize clear information, interpersonal adaptation, and service responsiveness. However, the applicant obtained initial information from a friend and reported difficulties with M-Paspor, parking, and reception staff friendliness. Other reported obstacles include administrative document discrepancies and limited human resources. The case suggests that access to digital information needs to be distinguished from procedural understanding, with interpersonal clarification offering a possible bridge. This exploratory interpretation is limited by the predominance of institutional informants and does not establish population-level satisfaction or a causal relationship. Practical implications include simpler procedural information, accessible assistance, and documented follow-up to applicant feedback.]]>
