Perumda Tirta Pakuan's Public Relations Communication Strategy Based on Wilson & Ogden's Model via Instagram to Enhance Public Transparency in Water Services

Abstract

Public transparency is essential in water service management to maintain public trust. However, a communication gap remains between public information needs and institutional delivery through digital platforms. Although Instagram is increasingly used by public service organizations, studies that specifically examine the application of Wilson & Ogden's communication strategy model in the context of regional water utility (PDAM) public relations remain limited, particularly in Indonesia. This study aims to analyze the communication strategy of the Public Relations of Perumda Tirta Pakuan Bogor City in utilizing Instagram to enhance public transparency, as well as to identify challenges and solutions. Data were collected during a four-month internship through direct observation, participant observation, in-depth interviews, and literature review. The findings reveal that the PR team systematically applied Wilson & Ogden's four-phase framework. In the formative research phase, frequent public inquiries regarding water disruptions indicated an information gap, leading to a strategy focused on delivering clear and consistent updates. The tactics phase involved the use of Instagram features such as feeds, reels, and direct messages, with three specific content formats: Tirta Pakuan Content Update (real-time service conditions), SIGAP Content (visualization of complaint handling), and Tirta Pakuan Answers (two-way symmetrical communication). The evaluation phase showed that consistent updates reduced repetitive questions. Challenges such as high inquiry volume, limited internal coordination, and varying engagement levels were addressed through improved coordination, faster responses, and more engaging content. This study confirms that Instagram, when guided by a structured model, serves as an effective tool for public relations in public service institutions to build transparency, increase public trust, and strengthen organization-public relationships.