ON THE APPLICATION OF DIGITAL PUBLIC RELATIONS INSTAGRAM @ official_smkpgri2ponorogo

Dwi Agung Nugroho
NIM. 18240674

By entering the digital era, the entire industry then makes every effort to present the latest facilities that can make it easier for their consumers/clients. Especially the world of communication that has received a big impact from the emergence of the digital era, one of which is the Public Relations or Public Relations industry. The practice of digital public relations (DPR) is one part of public relations activities that follows the growth of the use of information and communication technology for companies or institutions. There have been many national and multinational companies and institutions that have implemented digital public relations (PR) in the form of social media in their companies or institutions. One of them is SMK PGRI 2 Ponorogo.
This study uses a qualitative approach, namely the type of approach in social science which fundamentally depends on observations of humans both in its area and in its terminology (Moleong, 2016: 4). From the results of data analysis, it was found that the application of digital public relations media at SMK PGRI 2 Ponorogo was in accordance with the theory of Scoot M. Cutlip & Allen H. Center which consisted of Fact Finding, Planning (planning), Communication (Implementation) and Evaluation (Evaluation). Constraints experienced in the application of Digital Public Relations at SMK PGRI 2 Ponorogo. Whereas the application of digital public relations at SMK PGRI 2 Ponorogo encountered problems in its implementation, including; lack of HR (Human Resources), lack of focus and lack of coordination.

Keywords: Digital Public Relations, Instagram, SMK PGRI 2 Ponorogo.