Strategi Multimedia KAI dalam memproduksi konten @keretaapikita

Faikar Hilmi Sulaeman (Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia)
Muhammad E. Fuady (Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia)

Bandung Conference Series: Public Relations
267-274

Abstract. The rapid development of social media has encouraged organizations to adapt their communication strategies to become more creative, interactive, and strategic. PT Kereta Api Indonesia (KAI), as Indonesia's national railway company, utilizes digital platforms, particularly Instagram through its official account @keretaapikita, as a Public Relations medium to build a positive corporate image and strengthen relationships with the public. This study aims to analyze the Public Relations strategies implemented by PT KAI's Multimedia Team in the planning, production, and evaluation of Instagram content, as well as to identify the supporting and inhibiting factors affecting these strategies. This research employs a qualitative method with a case study approach based on the constructivist paradigm. Data were collected through in-depth interviews, observations, documentation, and digital data exploration. The data were analyzed using thematic analysis to understand the meanings and interpretations of the communication actors. This study is grounded in the New Media Theory and Communication Management Theory, including the Four-Step Public Relations Process model proposed by Cutlip, Center, and Broom. The findings indicate that the Public Relations strategy is implemented systematically through content planning, production, and evaluation. The resulting content has successfully fostered two-way communication and strengthened the company's positive corporate image. However, several challenges were identified, including limited production time and the dynamic nature of public issues. Overall, the strategy is considered effective in supporting digital communication and contributing to sustainable organizational development.   Abstrak. Perkembangan media sosial yang pesat mendorong organisasi untuk menyesuaikan strategi komunikasi agar lebih kreatif, interaktif, dan strategis. PT Kereta Api Indonesia (KAI) sebagai perusahaan transportasi nasional memanfaatkan platform digital, khususnya Instagram melalui akun resmi @keretaapikita, sebagai sarana Public Relations untuk membangun citra positif perusahaan dan memperkuat hubungan dengan publik. Penelitian ini bertujuan untuk menganalisis strategi Public Relations yang diterapkan oleh Tim Multimedia PT KAI dalam proses perencanaan, produksi, dan evaluasi konten Instagram, serta mengidentifikasi faktor pendukung dan penghambatnya. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus dan paradigma konstruktivisme. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dokumentasi, serta penelusuran data digital. Analisis data dilakukan secara tematik untuk memahami makna dan interpretasi para pelaku komunikasi. Penelitian ini mengacu pada Teori New Media dan Teori Manajemen Komunikasi, termasuk model empat tahap Cutlip, Center, dan Broom. Hasil penelitian menunjukkan bahwa strategi dilakukan secara sistematis melalui perencanaan, produksi konten, dan evaluasi. Konten yang dihasilkan mampu membangun komunikasi dua arah, serta memperkuat citra positif perusahaan. Namun, terdapat hambatan seperti keterbatasan waktu produksi dan dinamika isu publik. Secara keseluruhan, strategi ini dinilai efektif dalam mendukung komunikasi di era digital dan pengembangan organisasi berkelanjutan.