<![CDATA[The rapid advancement of digital media has created strategic oppurtunities for governments to build and enhance their image in the publik eye. This study explores the utilization of digital mediaby the Public Information and Communication Management Division (PIKP) of the North Lombok Regency Communications and Informatics Office in an effort to improve the government’s public image. Employing a qualitative case-study approach, data were collected through in-depth interviews, observations, and document analysis. Data were analyzed using Miles and Huberman’s interactive model-comprising data reduction, data display, and conclusion drawing-and the realiability of findings was verified through data triangulation. The results indicate that PIKP leverages digital media as 1. A tool for branding and image enhancement, 2. A channel for disseminating information, 3 an instrument for essesing public needs, 4.a means of media relations. And, 5.a platform for delivering public services in the digital realm. While these efforts have led to a significant improvement in the vovernment’s image, full potential has not yet been realized duo to limitations in skilled human resources and inadequate supporting insfratructure. The study recommends strengthening human-resource capacity and upgrading digital insfratructure to optimize the benefits of digital media in supporting government image. Key Words: Digital media, Governement Image, Digital Media Utilization.]]>
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