Problematika Penerapan Komunikasi Dua Arah Dalam Public Relations Digital Di Era Media Sosial

Fadhil Muhammad Husain (Program Magister Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik Universitas Andalas)

Jurnal Ilmu Sosial, Humaniora dan Seni
Vol. 4 No. 5 (2026): Maret - April

This study aims to analyze the application of two-way communication in digital Public Relations practices in the social media era and identify the problems that contribute to its suboptimal implementation. This study used a descriptive quantitative approach with content analysis. Data were obtained from 10 posts on the Instagram account @Infosumbar within the past two months that had a high level of interaction, including audience comments and admin responses. The results show that audience interaction is high, but admin responses are still low, at 3.9%. This indicates that the communication is not yet dialogic and is still dominated by a one-way pattern. Based on James E. Grunig's concept of two-way communication, this condition indicates the lack of feedback, dialogic interaction, and ongoing relationships. The problems identified include low admin responses and suboptimal management of interactions with the audience.