<![CDATA[Background: Traditional arts are an important part of regional identity and cultural heritage. However, the existence of Reak, Wayang, and Jaipong in Cinunuk Village, Bandung Regency, has experienced declining public attention. This phenomenon can be seen from the content on Instagram @desacinunuk.igreal, as a means of promoting and preserving culture from April to June 2025. Previous studies have mainly focused on tourism promotion and digital literacy training, while research on optimizing Instagram for the preservation of traditional arts through a digital public relations approach at the village level remains limited. Purpose: This study examines the digital public relations strategy used to optimize Instagram as a platform for preserving and promoting Reak, Wayang, and Jaipong in Cinunuk Village. Method: This study uses a qualitative case study approach. Data were collected through in depth interviews, direct observation, documentation, and analysis of Instagram content. Data were analyzed using the Miles and Huberman model through data reduction, data display, and conclusion drawing. Results: The findings reveal four main stages in optimizing Instagram through digital public relations: (1) content creation and development, (2) optimization of Instagram features, (3) training for village Instagram account administrators, and (4) content monitoring and evaluation. These efforts have helped strengthen the online presence of local culture and increase public interest in Reak, Wayang, and Jaipong through the Instagram account @desacinunuk.igreal. Conclusion: These findings show that Instagram can support the preservation and promotion of traditional arts when it’s managed as part of a digital public relations approach. This study provides practical guidance for local governments seeking to preserve traditional arts through better content management, effective use of Instagram features, and improvements in administrator capacity. Discussions on digital cultural heritage shows village level public relations can contribute to the continuity of local cultural practices.]]>
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