<![CDATA[The growth of digital media has made Instagram a key platform for public service communication by the Indonesian National Police (Polri). The Polri 110 service requires messages that are informative, easy to understand, and engaging, while also supporting the maintenance of the institution’s image as responsive and community-oriented. This study analyzes the messaging strategies employed by the Polri Public Relations Division (Divhumas) via its Instagram account @divisihumaspolri and their contribution to maintaining the Polri’s image. Using Belch and Belch’s advertising appeal framework, the study examines rational, emotional, and humorous appeals through a qualitative descriptive approach. Data were collected through in-depth interviews, non-participant observation, and documentation during July–August 2026. The findings indicate that all three appeals are integrated throughout the entire process—from message planning and visual production to publication. Rational appeal provides factual reasons for using the service; emotional appeal builds empathy, closeness, and a sense of security; while humor serves as an attention-grabber. Collectively, these strategies strengthen public trust and understanding, humanize the image of the Indonesian National Police, support the credibility of the service, and build a positive perception of the Indonesian National Police as an institution that is informative, responsive, humane, and accessible.]]>
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