Public Relations Campaign Management In Preventing Covid-19 Through Instagram Social-Media At Telkom University Of Bandung

Abstract

Objective: This research aims to examine the management of Telkom University Bandung's public relations campaign on Instagram, specifically focusing on the prevention of the spread of Covid-19. The study seeks to understand the strategies employed in the campaign and evaluate its effectiveness.

Theoretical Framework: The research is grounded in qualitative methods, utilizing the campaign theory derived from Venus and communication theory from Laswell. The study applies these theoretical frameworks to analyze the planning, execution, and impact of Telkom University Bandung's Covid-19 prevention campaign on Instagram.

Method: Qualitative research methods were employed, incorporating campaign and communication theories. The first informant is the authorized personnel responsible for managing Telkom University Bandung's social media and executing the Covid-19 health communication campaigns. The second informant group comprises the academic community, including professors, educators, students, and the general public who received information through Telkom University Bandung's social media.

Results & Conclusion: The research results provide comprehensive insights into the Health Communication Campaign initiated by Telkom University Bandung to address the Covid-19 pandemic. The findings cover various aspects of the campaign, including its planning, execution, and impact on the target audience. The analysis of the research indicates that the public relations campaign managed by Telkom University Bandung on Instagram, aimed at preventing the spread of Covid-19, has achieved a notable level of success. The conclusion is drawn based on the evaluation of the campaign's overall effectiveness in reaching and influencing the targeted audience within the university community and the general public.

Originality/Value: This research contributes to the field of public relations and health communication by providing a detailed analysis of the strategies employed by Telkom University Bandung in mana[1]ging a Covid-19 prevention campaign on Instagram. The study's findings can be valuable for practitioners and researchers in understanding effective communication methods during a public health crisis, particularly utilizing social media platforms.