Public Relations Communication Strategy of BBSPJI Tekstil in Fostering Public Education through the 'Ruangsore390' Podcast

Abstract

The development of digital media has prompted government agencies to adopt
more interactive and participatory public communication strategies. Podcasts
have emerged as an alternative medium for public education, but research on
their use by government public relations offices remains limited. This study aims to analyze the communication strategy of the BBSPJI Textile Public Relations Office in fostering public education through the RuangSore390 podcast. A descriptive qualitative approach was used, with data collection techniques including observation, documentation, and in-depth interviews with one key informant selected through purposive sampling due to their comprehensive involvement in the program. Data analysis utilized the Miles and Huberman interactive model, with data validity tested through triangulation of methods. The theoretical framework includes Effendy’s communication strategies, Johnston’s concept of audience engagement, and Grunig and Hunt’s Two-Way
Symmetrical Communication model. The research findings indicate that BBSPJI Tekstil’s public relations communication strategy is implemented through systematic communication planning and management. Audience engagement across the cognitive, affective, and behavioral dimensions, with behavioral engagement being the most dominant is reflected in active audience interactions such as comments, questions, and content sharing. Symmetrical two-way communication is evident through reciprocal dialogue and strategy adjustments based on audience feedback. The RuangSore390 podcast serves not only as a means of conveying information but also as an interactive communication medium that encourages public participation. This research contributes to the study of government digital communication, particularly the use of podcasts as an interactive and educational public relations tool.

Keywords: Communication Strategy, Government Public Relations, Podcast, Symmetrical Two-Way Communication