Visual Infrastructure Narrative as a Strategy for Building a Positive Institutional Image: A Study of the Public Relations Instagram Account of the Bengkulu City Public Works and Spatial Planning Agency (DPUPR)
DOI:
https://doi.org/10.37676/sosj.v3i2.1377Keywords:
Public Relations Strategy, Visual Narrative, Infrastructure, Positive Image, InstagramAbstract
This study examines visual infrastructure narratives as a public relations strategy for building a positive institutional image through the Instagram account managed by the Public Relations division of the Bengkulu City Public Works and Spatial Planning Agency (DPUPR). The research focuses on how Instagram is utilized as a digital communication platform to deliver transparent information about infrastructure development and strengthen public trust. A qualitative descriptive approach was employed, with data collected through observation, in-depth interviews, and documentation involving public relations personnel responsible for managing social media communication. The findings reveal that visual narratives are implemented through development progress documentation, field activity photographs, and before-and-after videos of road, bridge, and drainage projects, which function as evidence-based communication of institutional performance. Public Relations activities reflect four main professional roles: expert prescriber, communication facilitator, problem-solving facilitator, and communication technician. Instagram serves as a communication bridge that translates technical infrastructure information into visual messages easily understood by the public. In addition, responsive information delivery, including public service announcements such as temporary road closures, supports transparent and interactive communication. The study concludes that consistent visual storytelling emphasizing real development outcomes and community benefits effectively contributes to strengthening a positive institutional image and fostering closer relationships between government institutions and the public.
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