Strategic Communication in Religious Media: A Study of Muhammadiyah Digital Public Relations through www.suaramuhammadiyah.id - Sumarlan, Iman; Anis, Elis Zuliati (Universitas Muhammadiyah Mataram, 2025)
Abstrak: Komunikasi strategis berperan dalam memperkuat identitas organisasi keagamaan serta membentuk persepsi publik. Di era digital, efektivitas komunikasi ditentukan oleh strategi penyebaran pesan. Muhammadiyah mengadopsi Digital Public Relations (PR) guna mempromosikan Islam Berkemajuan melalui www.suaramuhammadiyah.id, yang telah bertransformasi dari media cetak ke digital. Penelitian ini menggunakan studi kasus kualitatif untuk menganalisis strategi konten, keterlibatan audiens, serta peran media digital dalam komunikasi Muhammadiyah. Digital PR memungkinkan interaksi lebih kuat dengan audiens melalui komentar, forum diskusi, dan konten multimedia. Excellence Theory serta Mediatization Theory digunakan guna memahami pemanfaatan platform digital dalam membangun komunikasi simetris dan memperluas dakwah. Hasil penelitian menunjukkan bahwa Digital PR tidak hanya memperluas penyebaran Islam Berkemajuan, tetapi juga merekonstruksi identitas organisasi keagamaan di era digital. Studi ini berkontribusi pada kajian komunikasi keagamaan digital melalui pemahaman tentang peran Digital PR dalam transformasi strategi komunikasi organisasi keagamaan. Abstract: Strategic communication plays a crucial role in strengthening the identity of religious organizations and shaping public perception. In the digital era, communication effectiveness is determined by message dissemination strategies. Muhammadiyah has adopted Digital Public Relations (PR) to promote Islam Berkemajuan through www.suaramuhammadiyah.id, which has transformed from print to digital media. This study employs a qualitative case study approach to analyze content strategies, audience engagement, and the role of digital media in Muhammadiyah’s communication. Digital PR facilitates stronger interactions with audiences through comments, discussion forums, and multimedia content. Excellence Theory and Mediatization Theory are applied to understand how digital platforms enhance symmetrical communication and expand Muhammadiyah’s outreach. The findings indicate that Digital PR not only broadens the dissemination of Islam Berkemajuan but also reconstructs the identity of religious organizations in the digital era. This study contributes to the discourse on digital religious communication by providing insights into the role of Digital PR in transforming the communication strategies of religious organizations.