Digital Public Relations Program Management to Improving Customer Service Quality

Abstract

Digital public relations are a new concept adopted in state corporate management. With form Customer Service Implementation Units (UP3), there is a numbers staff team that manages corporate media social accounts with different expertise backgrounds. Hence, it is important to establish engagement standards for digital public relations for improving high-quality service outreach to consumers. This study aimed to identify the digital public relations program of electricity state corporate with a case study on a branch unit in Banten. There were four informants selected through the purposive sampling method, and data were analyzed based on the following steps: data reduction, data display, and data verification. The results indicate the unit branch performs five (5) stages; problem analysis, plotting planning action, communication action, and evaluation. All stages are implemented in digital public relations for developing engagement strategies on dialog forums with a core focus on crisis mitigation and education campaign. Incorporating analysis tools such as SOAR or SWOT in digital public relations management evaluation programs could provide holistic improvement. Keyword : Digital Public Relations, Social Media, Communication, Customers Service