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All Journal Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends
Joko Bramono Susilo
Unknown Affiliation
Social Sciences

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Public Relations Content Strategy Innovation for the Image of Regional Heads in the Digital Era of East Java Joko Bramono Susilo; Nur Annafi
Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Vol. 2 No. 1 (2025): February : Momat (Momentum Matrix: International Journal of Communication, Tour
Publisher : Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/momat.v2i1.178

Abstract

This study aims to analyze the innovation of public relations (PR) content publication strategies in shaping the image of regional leaders in East Java Province, focusing on the utilization of digital technology. The main issue addressed is the lack of effectiveness of content strategies in changing public perception and building a positive image. Using the theories of relations, reputation, and relevance (Onggo, 2004), the study explores and analyzes how PR content strategies can be innovatively applied. The research employs a qualitative method with a case study approach, involving in-depth interviews and document analysis. The findings indicate that the use of social media and digital platforms enhances two-way communication, strengthens relationships, and builds a positive reputation. Relevant and timely content increases public engagement, ensuring government messages remain significant. The study suggests optimizing digital technology and enhancing PR staff training to master the latest digital tools. Recommendations for future research include comparative studies across regions on the effectiveness of digital communication strategies. Thus, this study provides practical and theoretical insights to improve the effectiveness of public communication in the digital era, supporting the success of programs and policies in East Java Province.
Public Perception in Government Public Relations Communication in the Digital Era through Public Communication Practices A Rapid Review Approach Joko Bramono Susilo; Nur Annafi FSM
Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Vol. 2 No. 2 (2025): May : Momentum Matrix: International Journal of Communication, Tourism, and Soc
Publisher : Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/momat.v2i3.425

Abstract

In the digital era, government public communications face complex new challenges, particularly in building positive public perceptions of government performance. Digital transformation has changed patterns of interaction between the government and the public, creating an increasingly critical, connected, and participatory society. The primary issue in this research is the effectiveness of government Public Relations (PR) digital communication strategies in responding to the dynamics of this digital society. The research focuses on how innovations in government PR communication content influence public perceptions in the context of digital public communications. This research uses a Rapid Review approach, analyzing nine relevant scientific articles published in 2025 and applying the ADO(Antecedent–Decision–Outcome) framework. Three main theories serve as the basis for the analysis: Government Communication Theory, Image Management Theory, and Digital Public Participation Theory. The findings indicate that the success of government public communications in the digital era is significantly influenced by three main factors: first, innovative, creative and interactive content that attracts attention and builds engagement; second, a two-way communication strategy that adapts to public feedback; and third, consistency in shaping and maintaining a positive and credible digital narrative. Furthermore, this research reveals that participatory and open digital communication can increase public trust, reduce disinformation, and strengthen the legitimacy of government institutions. Thus, this research provides a practical contribution to the development of public communication strategies that are more participatory, inclusive, and responsive to the dynamics of the digital era. The results of this study are expected to serve as a reference for government communication practitioners in designing effective and relevant public communication policies amidst the rapid and competitive flow of information.
Innovation in Public Relations Content of Local Government in Shaping the Image of Regional Heads A Systematic Literature Review in the Digital Era of East Java Joko Bramono Susilo; Nur Annafi FSM
Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Vol. 2 No. 3 (2025): August : Momentum Matrix: International Journal of Communication, Tourism, and
Publisher : Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/momat.v2i3.426

Abstract

In the digital era, local governments face significant challenges in building a positive public image of regional leaders. The changing public communications landscape driven by technological advancements demands public relations (PR) strategies that are not only informative but also able to engage the emotional and symbolic dimensions of society. The main problem identified is the limited effectiveness of PR content strategies in changing public perceptions. Most content still emphasizes the delivery of factual information, but does not optimally develop narratives, symbols, and interactions that can strengthen the leadership image. This study analyzes this problem using the ADO (Antecedent-Decision-Outcome) approach. Within this framework, PR content innovation is positioned as a prerequisite factor (antecedent), digital communication strategies as the decision (decision), and the formation of the regional leader's image as the final outcome (outcome). The study was conducted using a Systematic Literature Review (SLR) of seven scientific articles that met the inclusion criteria. The analysis is supported by Image Management Theory, Government Communication Theory, and the New Public Governance paradigm, which emphasizes collaboration, transparency, and public participation in governance. Research findings indicate that innovative digital communication strategies—such as the use of social media, visualization of leadership activities, personal narratives, and two-way interactions with citizens—have a significant impact on building and strengthening a positive image of regional leaders. This approach not only increases public trust but also creates more meaningful engagement between leaders and the public. The study's findings confirm that PR plays a strategic role as a key actor in shaping public perceptions of regional leadership in the digital era. The success of image building depends not only on the quality of the message, but also on PR's creativity, consistency, and ability to adapt modern communication technology to meet the dynamics of public information needs and expectations.
Co-Authors Nur Annafi Nur Annafi FSM