Digital Communication Strategy Of Government Public Relations: Case Study Of Trello Utilization in The Health Office Of West Java Province

Abstract

Digital-based public communication is an important instrument in local government governance to improve the quality and quantity of public information disclosure. The West Java Provincial Health Office (West Java Health Office) has adopted various digital platforms to optimize its communication strategy, one of which is through the Trello project management application. This study aims to explore the role of Trello in the digital communication strategy of the West Java Health Office public relations team, as well as analyze the impact of its use in improving the coordination and work efficiency of the government public relations team. This study uses a descriptive qualitative method with data collection techniques through in-depth interviews, participatory observation, and document recording. The results show that the use of Trello can help the effectiveness of communication strategy planning, social media content management, and public communication performance evaluation. With the implementation of a structured digital process, since 2021 the West Java Health Office has managed to become one of the best public relations teams among the 48 Regional Apparatus in West Java Province, always winning the highest award in the West Java Public Relations Award. The results of this research can enrich digital literacy knowledge and contribute to other government institutions that are trying to adopt digital technology to improve the effectiveness of public communication