<![CDATA[This study aims to analyze the role of Instagram as a Cyber Public Relations (CPR) medium in building the image of the Tumurun Private Museum in Surakarta based on Chris Heuer’s 4C framework: context, communication, collaboration, and connection. The method used is qualitative with a case study approach, involving the analysis of posted content, interactions such as likes and comments, and engagement dynamics on the @tumurunmuseum account. The results indicate that context is established through educational visual narratives that integrate artistic aesthetics and cultural identity. The communication aspect is reflected in participatory two-way interactions, the use of informative language, and the utilization of visuals to reinforce messages. Collaboration is evident in the involvement of artists, the public, and key figures in content production and distribution, including user-generated content that expands the message’s reach. Meanwhile, connection is realized through consistent posting, responsiveness, and the creation of emotional closeness with the audience. Thematic content strategies, content calendars, and support from public figures have proven to increase engagement and strengthen the museum’s reputation as a progressive arts institution. Thus, Instagram functions not only as a publication medium but also as an effective social interaction space for building a positive image. This study underscores the importance of strategically utilizing social media in digital public relations practices. The implications of this research offer both theoretical and practical contributions to the development of cyber PR strategies for cultural institutions, particularly in optimizing social media to enhance audience loyalty and ensure the sustainability of public relations in the future.]]>
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