<![CDATA[This research is motivated by the high number of non-procedural Indonesian Migrant Worker (PMI) departures, which reached 95% in 2024, triggering labor exploitation and human trafficking. This phenomenon stems from low procedural literacy and heavy broker influence in rural areas. This study analyzes the Digital Public Relations strategy of the Ministry for the Protection of Indonesian Migrant Workers (P2MI) in promoting procedural migration. Employing a descriptive qualitative design, this study utilizes a model-generation approach through open, axial, and selective coding. The findings formulate a new model called the Integrated Digital PR Model, operating through four stages: Intelligence (data/sentiment analysis), Content Hub (website validation center), Distribution and Engagement (message localization), and Outcome (creating a “digital shield”). Through the PESO framework, P2MI Public Relations synergizes the official website, Call Center services, and 60 regional work unit (BP3MI) social media accounts. The novelty of this research demonstrates that content distribution based on human-interest storytelling by regional accounts effectively dominates the digital space and counters brokers’ hoaxes. Ultimately, this strategic communication approach successfully rebuilds public trust in the state’s official migration procedures, offering a robust framework for institutional public relations.]]>
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