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.