<![CDATA[The Legal Information and Public Relations Division (Penkum) of the Bali High Prosecutor's Office holds a strategic role in building the institution’s positive image in the eyes of the public through the optimization of digital media. This study aims to examine the role of Penkum in increasing public trust through the utilization of the official website and social media channels of the Bali High Prosecutor’s Office. This paper employs a descriptive qualitative method through interviews, observation, and documentation. The findings indicate that the public communication strategies implemented align with the Public Relations indicators proposed by Kotler and Keller (2016), such as publications, events, sponsorships, and publicity. Programs like Jaksa Masuk Sekolah (Prosecutors Go to School), Jaksa Masuk Desa (Prosecutors Go to Villages), Jaga Desa (Guard the Village), and Jaksa Menyapa (Prosecutors Greet the Public) serve as effective tools for engaging directly with the community. In addition, digital media such as the website and social media are used as responsive and adaptive legal information channels that meet public needs. The recommendations include improving human resource capacity in digital media management, developing more creative and educational content, and expanding collaboration with educational institutions and local communities. Abstrak Divisi Penerangan Hukum (Penkum) dan Humas Kejaksaan Tinggi Bali memiliki peran strategis dalam membangun citra positif institusi di mata publik melalui optimalisasi media digital. Penelitian ini bertujuan untuk mengetahui peran Penkum dalam meningkatkan kepercayaan publik melalui pemanfaatan website dan kanal media sosial resmi Kejati Bali. Penulisan menggunakan metode kualitatif deskriptif melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi komunikasi publik yang diterapkan sejalan dengan indikator Public Relations menurut Kotler dan Keller (2016), seperti publikasi, event, sponsorship, dan pemberitaan. Program seperti Jaksa Masuk Sekolah, Jaksa Masuk Desa, Jaga Desa, dan Jaksa Menyapa menjadi sarana efektif dalam mendekatkan institusi kepada masyarakat. Selain itu, media digital seperti website dan media sosial dimanfaatkan sebagai kanal informasi hukum yang responsif dan adaptif terhadap kebutuhan publik. Rekomendasi yang diberikan mencakup peningkatan kapasitas SDM dalam pengelolaan media digital, pengembangan konten yang kreatif dan edukatif, serta perluasan kerja sama dengan instansi pendidikan dan komunitas lokal. Kata kunci: Public Relations, Penerangan Hukum, Kejaksaan Tinggi Bali]]>
