SYADIVA NAULA FAWWAZ Primary Author mixed material bibliography JAKARTA Universitas Satya Negara Indonesia 2025 id Indonesia

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Instagram has become a strategic medium for program promotion due to its visual and interactive nature. Garuda TV utilizes this platform to engage digital audiences and strengthen its image amid media competition. This study applies Frank Jefkins’ Public Relations Management Theory and the AIDA concept to analyze communication stages, from planning to audience response. Instagram is viewed as a digital PR tool enabling two-way communication. The research uses a qualitative approach with a case study method. Data were collected through in-depth interviews, observation of @garudatv.official, and content documentation. Findings show that the promo and digital teams implement PR strategies through visual content, interactive features, and ongoing evaluation. Despite lacking a formal PR division, the process is systematic and audience-responsive. The study concludes that Instagram is effective in supporting Garuda TV’s digital PR efforts. The results offer practical insights for other media institutions in developing adaptive communication strategies. SYADIVA NAULA FAWWAZ Ilmu Komunikasi Instagram Public Relations Marketing IKOM 2025 Institutional Repository USNI Universitas Satya Negara Indonesia IKOM 2025 8250263 Perpustakaan USNI Kampus A (SKRIPSI) IKOM 2025 MARKETING PUBLIC RELATIONS DALAM MEMPROMOSIKAN PROGRAM GARUDA TV DI MEDIA SOSIAL INSTAGRAM 4306 2025-09-18 14:14:58 2025-09-18 14:15:36 machine generated