The increasing volume of waste in Ponorogo Regency, along with population growth and community activities, has become a critical issue that must be addressed immediately. The low public awareness regarding waste management has encouraged the Environmental Agency of Ponorogo Regency to utilize social media as a means of communication and education. This study aims to analyze the communication strategy used by the Environmental Agency in delivering waste reduction messages through its social media accounts. The observed phenomenon is how social media is used as a tool to disseminate information about waste reduction communication and how effectively these messages are received by the public. This research employs a descriptive qualitative method using the SMCR (Source, Message, Channel, Receiver) communication theory by David K. Berlo. Data were collected through interviews, observation, and documentation. The results show that the Instagram account @dlhponorogo implements a communication strategy based on the SMCR theory. In the source element, the Environmental Agency of Ponorogo Regency has a staff administrator who serves as the main communicator with adequate communication skills and the ability to create engaging content. The message element is conveyed through educational, persuasive, and informative content, delivered in a visual narrative format that aligns with the characteristics of social media. The channel element includes Instagram, Facebook, TikTok, YouTube, and Twitter, with Instagram being the main focus. The receiver element indicates that followers of the Environmental Agency’s social media accounts generally respond positively to the content. Some followers actively understand and follow the environmental campaign messages, although they also expect more practical information and educational content.
Keywords: Communication Strategy, SMCR Theory, Social Media.