<![CDATA[This study aims to analyze the public communication strategy of the Ombudsman of the Republic of Indonesia through its Instagram account, @ombudsmanri137, particularly in managing public comments to maintain institutional image in the digital space. Using a constructivist paradigm and a holistic single-case study design, data were collected through in-depth interviews with key and supporting informants, structured non-participant digital observation of Instagram posts published from January to April 2026, and document analysis. Data were analyzed using the explanation-building technique, with credibility strengthened through source triangulation, technique triangulation, and member checking. The findings show that public comments consisted of four categories: complaints, criticism, reasoned appreciation, and questions, with complaints and criticism predominating. This pattern was influenced by the Ombudsman's role in handling public complaints, differences between public perceptions and its legal authority, and the perception that Instagram provides a more accessible channel than formal complaint mechanisms. The communication strategy involved information dissemination and public education, two-way engagement, and publication of institutional activities and performance. Based on Two-Way Communication Theory, the strategy predominantly reflects a two-way asymmetrical model while gradually developing symmetrical characteristics. The study concludes that responsive communication supports institutional image management, although changes in institutional image were not empirically measured.]]>
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