<![CDATA[Abstract This study aims to analyze the role of Rublic Relations (PR) in building a positive image of PT PLN (Persero) Customer Service Unit (ULP) Depok City through the use of digital communication. The background of the study is based on the increasingly adaptive demands of public services in the modern era, where customers demand fast, effective, and responsive services. The research method used is descriptive qualitative with data collection techniques in the form of observation, in-depth interviews with the Manager of ULP Depok City, and documentation. The results of the study indicate that PLN ULP Depok City utilizes the PLN Mobile application and social media as the main means of communication with customers. The PLN Mobile application makes it easier for customers to carry out various services, from new installations, adding power, to reporting disturbances, although its adoption still faces technical obstacles and limited customer understanding. Social media plays a major role in disseminating information, building engagement, and increasing company transparency. Based on Dozier and Broom's theory, the role of PR in PLN includes expert advisors, communication facilitators, problem-solving facilitators, and communication technicians. Overall, digital communication has been proven to accelerate service, increase customer satisfaction, and strengthen PLN's positive image in the eyes of the public. Keywords: PT PLN ULP Depok City, Role of Rublic Relations, Positive Image, Digital Communication. Abstrak Penelitian ini bertujuan untuk menganalisis peran Rublic Relations (PR) dalam membangun citra positif PT PLN (Persero) Unit Layanan Pelanggan (ULP) Depok Kota melalui pemanfaatan komunikasi digital. Latar belakang penelitian didasarkan pada tuntutan pelayanan publik yang semakin adaptif di era modern, di mana pelanggan menuntut pelayanan yang cepat, efektif, dan responsif. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara mendalam dengan Manager ULP Depok Kota, serta dokumentasi. Hasil penelitian menunjukkan bahwa PLN ULP Depok Kota memanfaatkan aplikasi PLN Mobile dan media sosial sebagai sarana utama komunikasi dengan pelanggan. Aplikasi PLN Mobile memudahkan pelanggan dalam melakukan berbagai layanan, mulai dari pasang baru, tambah daya, hingga pengaduan gangguan, meskipun adopsinya masih menghadapi kendala teknis dan keterbatasan pemahaman pelanggan. Media sosial berperan besar dalam menyebarkan informasi, menjalin engagement, serta meningkatkan transparansi perusahaan. Berdasarkan teori Dozier dan Broom, peran PR di PLN mencakup penasihat ahli, fasilitator komunikasi, fasilitator pemecahan masalah, dan teknisi komunikasi. Secara keseluruhan, komunikasi digital terbukti mempercepat pelayanan, meningkatkan kepuasan pelanggan, serta memperkuat citra positif PLN di mata masyarakat. Kata Kunci : PT PLN ULP Depok Kota, Peranan Humas, Citra Positif, Komunikasi Digital.]]>
