<![CDATA[In implementing public relations activities at PT Virama Karya, the company's public relations practitioners have not maximized their use of technological advances, especially on Instagram social media as a means of company communication to the public. Using Instagram social media as a digital public relations activity is progress for PR actors at PT Virama Karya, especially in building engagement with the public. Public relations evaluation, especially regarding the use of Instagram social media, is important to get an overview and reference to focus on the development and use of this social media to increase the productivity of Public Relations at PT Virama Karya. This research aims to answer how to evaluate the use of Instagram social media at PT Virama Karya as a digital public relations media in increasing engagement with the public. This research includes research with a qualitative approach. This research was conducted by conducting in-depth interviews and participant observation involving 3 informants, namely public relations staff from PT Virama Karya and 2 Instagram followers of PT Virama Karya. The research results show that in practice, PT Virama Karya (Persero) has used and utilized many social media platforms, but the most actively used is Instagram. The public relations team is still unsatisfied and does not feel optimal about the company's use of Instagram, evaluation is needed to improve and increase performance in using PT Virama Karya's Instagram social media. Through this evaluation, PT Virama Karya will know the value achieved, including the lack of value if media plans are not realized. The results of the evaluation carried out will determine the policies and actions that must be taken next]]>
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