PERAN STRATEGIS PUBLIC RELATIONS DALAM OPTIMALISASI WEBSITE PONOROGO.GO.ID MENDUKUNG IMPLEMENTASI SISTEM PEMERINTAHAN BERBASIS ELEKTRONIK DI KABUPATEN PONOROGO

This research examines the strategic role of Public Relations (PR) in optimizing the Ponorogo.go.id website to support the implementation of the Electronic Based Government System (SPBE) in Ponorogo Regency. This study is important to carry out considering the crucial role of PR in connecting local governments with society in the digital era, as well as the urgency of improving electronic-based public services. The aim of the research is to analyze the managerial and PR technician roles of the Ponorogo Communication and Informatics Service (Kominfo) based on Broom and Dozier's PR role theory. The research method uses a qualitative approach with in-depth interviews with Kominfo officials and website users, as well as analysis of related documents. The research results show that the role of PR as an expert advisor is limited by the bureaucratic structure, with the main focus being on carrying out tasks according to the main duties and functions. However, PR plays an important role as a communication facilitator through website management, although it still faces challenges in service accessibility and responsiveness. In the role of problem solving facilitator, PR actively identifies and overcomes obstacles to SPBE implementation, including increasing human resource capacity and regular evaluation of the website. As a communications technician, PR manages website content, optimizes accessibility, and uses language that is easy for the public to understand. Website optimization efforts have increased the efficiency of public services and community participation, but there is still room for improvement, especially in terms of accessibility for people with disabilities and service responsiveness. This research concludes that although PR Kominfo Ponorogo has played a significant role in supporting the implementation of SPBE through the website, continuous improvements are needed to increase the effectiveness and accessibility of digital public services in Ponorogo Regency.