<![CDATA[This study aims to analyze pentahelix communication strategies in public relations practice at the Regional Secretariat of West Nusa Tenggara Province (NTB) in build communication public, openness information and community trust. Research driven by changes in communication governance in the digital era demands a shift from patterned communication to participatory, responsive, collaborative, and adaptive communication. The research approach used? is qualitative and empirical. Data were collected through in-depth interviews, observation, and documentation related to public relations, public communication, service information, as well as relation inter-stakeholder interests. Data were analyzed in a way interactive For identify collaboration patterns, mechanisms, and strategies in pentahelix. Research results show that effectiveness communication public No only determined by the government's ability to produce and distribute information, but also by the ability of public relations to connect, orchestrate, and build collaboration between government, academics, the business world, society, and the media. Findings produced the PRIMA Model (Participatory, Responsive, Innovative, Moderate, and Adaptive ), which positions public relations as a strategic communication orchestrator. The contribution of this study lies in the development of a communication model oriented towards collaboration, transparency, credibility, and trust with the? public, as well as a strategic framework for the government sector in building sustainable public governance communication.]]>
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