<![CDATA[ABSTRAK  Media sosial menjadi sarana strategis bagi institusi pemerintah dalam membangun citra publik.. Penelitian ini bertujuan menganalisis strategi public relations (PR) Dinas Komunikasi dan Informatika (Diskominfo) Kabupaten Bogor melalui Instagram. Dengan pendekatan kualitatif deskriptif, data diperoleh dari wawancara tiga narasumber utama pengelola akun @kabupaten.bogor dan dianalisis secara tematik. untuk mengidentifikasi pola komunikasi dan strategi konten yang digunakan. Hasil penelitian menunjukkan bahwa strategi PR di Diskominfo Kabupaten Bogor dilaksanakan berdasarkan model Cutlip dan Center (2006), meliputi mendefinisikan masalah, perencanaan, pelaksanaan, komunikasi, dan evaluasi. Konten disesuaikan dengan karakteristik audiens digital melalui visualisasi, storytelling, dan interaksi dua arah. Evaluasi dilakukan melalui analisis statistik dan sentimen publik untuk mengukur efektivitas pesan. Tantangan utama meliputi keterbatasan SDM dan koordinasi lintas instansi. ABSTRACT  Social media has become a strategic tool for government institutions to build a positive public image. This study aims to analyze the public relations (PR) strategies implemented by the Dinas Komunikasi dan Informatika (Diskominfo) of Bogor Regency through Instagram. Using a descriptive qualitative approach, data were collected through interviews with three key informants responsible for managing the official @kabupaten.bogor account and analyzed thematically to identify communication patterns and content strategies. The results show that the PR strategy at Diskominfo Bogor Regency follows the Cutlip and Center (2006) model, which includes problem definition, planning, implementation, communication, and evaluation. Content is tailored to the characteristics of digital audiences through visualization, storytelling, and two-way interaction. Evaluation is carried out through statistical monitoring and public sentiment analysis to assess message effectiveness. The main challenges include limited human resources and inter-agency coordination.]]>
