<![CDATA[The development of digital technology requires government Public Relations to be adaptive in disseminating public information. This study aims to describe the role of Public Relations of the Sukabumi City Council (DPRD) in utilizing the social media platform Facebook @humassetwankotasukabumi as a public communication medium, as well as to identify obstacles and management solutions. The research method used is descriptive qualitative with data collection techniques through active participation, observation, interviews, and literature studies. The results show that Public Relations of the Sukabumi City DPRD has implemented a digital communication strategy that includes four main roles of public relations (communicator, relationship builder, management support, and positive image creator). Through the analysis of the 4C framework (Context, Communication, Collaboration, Connection), visualizations based on photos of real figures are proven to increase reach performance by up to 293% compared to text infographics. Two-way relationships are built through responsive management of citizen complaints based on standard operating procedures. As a recommendation, Public Relations of the Sukabumi City DPRD is advised to maintain consistent production of content based on humanist narratives (storytelling) of figures on a scheduled basis and to compile a regular content planning calendar to expand the reach of non-follower audiences on an ongoing basis.]]>
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