Keywords
Public Relations
Communication
Communication Strategy
How to Cite
Abstract
This article discusses the implementation of Cyber Public Relations (CPR) by PT Sinergi Gula Nusantara (SGN) through the Instagram social media platform with the official @sinergigulanusantara account. This research is motivated by the increasing role of digital media in shaping public opinion, strengthening the presence of online institutions, and building a sustainable image. In the midst of the development of a very dynamic digital world, an adaptive and technology-based communication strategy is the main need for institutions, including state-owned companies such as Sinergi Gula Nusantara. The purpose of this study is to find out how the Gula Nusantara Synergy Public Relations team manages Instagram accounts as part of the implementation of Cyber Public Relations, especially in maintaining long-term relationships with the public, building trust, and maintaining active audience loyalty and engagement. In addition to using a digital communication perspective, this research also touches on Islamic values in the context of information dissemination and da'wah. In Islamic teachings, conveying knowledge and messages of goodness through the media, including digital media, is part of da'wah that can reach a wider and more effective audience. The results of the study show that @sinergigulanusantara account has carried out the role of Cyber Public Relations optimally, although there is still room for evaluation, especially in the aspects of content collaboration and the use of interactive features. This effort is considered quite effective in forming a positive image of the company, expanding the reach of communication, and creating inclusive, two-way, and sustainable relationships with audiences through social media based on the Instagram platform.
References
Alaftariasaujana, W., & Pribadi, M. A. (2023). The role of symbolic interaction in the planning of marketing communication through social media (A case study of Instagram @kulinertanjungpinang). International Journal of Application on Social Science and Humanities, 1(1), 690–697. https://doi.org/10.24912/ijassh.v1i1.25934
Andini, D., & Chatamallah, M. (2023). Aplikasi digital marketing public relations Miracle Mates. Bandung Conference Series: Public Relations, 3(1). https://doi.org/10.29313/bcspr.v3i1.7047
Brough, P. (2024). Advanced research methods for applied psychology. Routledge. https://doi.org/10.4324/9781003362715
Diniati, A., Setyawan, K. T., & Lestari, M. T. (2023). Instagram social media as Peruri’s public relations strategy in communicating with the public. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 8(1), 250–264. https://doi.org/10.25008/jkiski.v8i1.743
Doloi, G. (2024). The influence of Instagram Reels on content consumption trends among Gen Z. Journal of Social Responsibility, Tourism and Hospitality, 46, 21–31. https://doi.org/10.55529/jsrth.46.21.31
Firmanto, F. R., & Zebua, W. D. A. (2024). Pengaruh cyber public relations pada event Festival Jajanan Bango 2022 terhadap brand image Bango. SABER: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi, 2(2), 100–112. https://doi.org/10.59841/saber.v2i2.980
Islam, K. R., & Luqman, Y. (2022). Tasks of public relations officer at RSND during COVID-19 pandemic. Komunikator, 14(1), 67–78. https://doi.org/10.18196/jkm.13315
Islam, U., Kiai, N., Achmad, H., Jember, S., & Maghfiroh, E. (n.d.). Digital preaching activism: A critical perspective of the public relations Minan Jauhari Ahmad Hayyan Najikh. Jurnal Komunikasi, 8(1). [Detail DOI atau link tidak tersedia]
León-Alberca, T., Renés-Arellano, P., & Aguaded, I. (2024). Digital marketing and technology trends: Systematic literature review on Instagram (pp. 309–318). In Proceedings (Springer). https://doi.org/10.1007/978-981-99-7210-4_29
Li, Y., & Liu, E. (2023). Research on the implantation and dissemination strategy of short creative advertising videos in the new media era. International Journal of Communication Networks and Information Security, 15(1), 66–74.
Lovari, A., & De Rosa, F. (2025). Exploring the challenges of generative AI on public sector communication in Europe. Media and Communication, 13. https://doi.org/10.17645/mac.9644
Lovari, A., Comunello, F., Massa, A., Ieracitano, F., & Marinelli, A. (2024). Managing digital strategic communication during the COVID-19 pandemic: Insights from Italian ministries and governmental institutions. In Public relations for public health and social good (pp. 183–197). Routledge.
Musli, M., Wahab, W., & Irfan, I. (2024, June 17–18). A mapping concept: Public relations management in Islamic education. In Proceedings of the 7th ICIIS & 6th APCoMS, Banjarmasin, Indonesia. EAI. https://doi.org/10.4108/eai.17-6-2024.2349108
Neely, S., & Witkowski, K. (2024). Social media authentication and users’ assessments of health information: Random assignment survey experiment. JMIR Formative Research, 8, e52503.
Ningsih, H., & Umarella, F. (2020). Cyber public relations model in building a positive image of local government. Advances in Social Sciences Research Journal, 7(12), 121–134. https://doi.org/10.14738/assrj.712.9398
Noviansyah, R., & Yulianita, N. (2024). Implementasi cyber public relations klub sepak bola Riverside Forest pada sosial media Instagram. Bandung Conference Series: Public Relations, 4(2), 555–561. https://doi.org/10.29313/bcspr.v4i2.13219
Nurfaiza, R., & Meisyanti, M. (2024). Implementasi cyber public relations Pemerintah Kota Administrasi Jakarta Barat dalam meningkatkan keterbukaan informasi publik. IKRA-ITH Humaniora: Jurnal Sosial dan Humaniora, 8(3), 1–12. https://doi.org/10.37817/ikraith-humaniora.v8i3.4176
Rahma, F. A. (2024). Strategi publik relations dalam mengoptimalkan pengaruh digital. Misterius: Publikasi Ilmu Seni dan Desain Komunikasi Visual, 1(2), 55–64. https://doi.org/10.62383/misterius.v1i2.120
Rahmawati, M. E. (2025). BPKP RI public communication through Instagram social media utilization. Jurnal Informasi dan Komunikasi Administrasi Perkantoran, 9(3), 280–286. https://doi.org/10.20961/jikap.v9i3.102328
Rakhmasari, D. L., & Pratiwi, B. I. (2024). The influence of social media short videos on Indonesians’ English acquisition. Leksika: Jurnal Bahasa, Sastra dan Pengajarannya, 18(2), 55–64. https://doi.org/10.30595/lks.v18i2.22659
Rudini, Arsyad, M. R. P. S., & Suviani, V. (2025). Utilization of Instagram social media in public relations activities of PT Berau Coal to enhance corporate image. Jurnal Sosial Humaniora dan Pendidikan, 4(2), 684–694. https://doi.org/10.55606/inovasi.v4i2.4278
Saraswati, V. M. P., & Andiyansari, P. (2024). Optimalisasi cyber public relations untuk meningkatkan citra positif Diskominfo Klaten melalui media sosial. Jurnal Ilmu Komunikasi UHO, 9(4), 951–968.
Sikumbang, K., Ramadhina, W., Yani, E. R., Arika, D., Hayati, N., Hasibuan, N. A., & Permana, B. G. (2024). Peranan media sosial Instagram terhadap interaksi sosial dan etika pada generasi Z. Journal on Education, 6(2), 11029–11037. https://doi.org/10.31004/joe.v6i2.4888
Singh, J., Crisafulli, B., Quamina, L. T., & Xue, M. T. (2020). To trust or not to trust: The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research, 119, 464–470. https://doi.org/10.1016/j.jbusres.2020.03.039
Sundaresan, P., Choudhary, A., Purohit, H., & Tanwar, V. (2023). Brand identity and consumer perception: A case study on Fabindia. In Proceedings of the 2nd International Conference on Modern Trends in Engineering Technology and Management. https://doi.org/10.21467/proceedings.160.56
Wilson, G., Johnson, O., & Brown, W. (2024). The influence of social media marketing on brand loyalty. Preprints. https://doi.org/10.20944/preprints202408.0332.v1
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2025 Alfina Rizkyana Zakiyah, Andre Noevi Rahmanto , Sudarmo