<![CDATA[In the disruption information era, the role of public relations as an information manager is increasingly important. Public relations must work hard and be adaptive in providing information and communication to the public via digital media. Digital media platforms greatly contribute to the information management of an organization. The aim of this research is to obtain an overview of optimizing the role of public relations as information manager through digital media at PTKIN. This research is qualitative descriptive research, namely research that describes social phenomena with narrative and comprehensive explanations. The object of the research is IAIN Parepare public relations with the subjects or informants being all IAIN Parepare public relations organizers who were selected based on the purposive sampling method, namely a method of determining informants with certain considerations. The results of this research illustrated that IAIN Parepare's public relations uses digital media platforms as information and communication centers, namely websites and social media (Facebook, Instagram and YouTube). Through digital media, IAIN Parepare public relations plays a role in providing, namely 1) information services, 2) communication and consultation services, 3) image building programs, 4) promotions. To optimize its role, IAIN Parepare public relations carry out, namely 1) a planning and management approach, 2) providing quality information and 3) program-based digital information services.Keywords: Public Relations, Digital Media, Social Media.]]>
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