Digital Advertising of the Surakarta City Government in Marketing Public Relations Perspective
Periklanan Digital Pemerintah Kota Surakarta dalam Kajian Marketing Public Relations
DOI:
https://doi.org/10.52187/rdt.v8i1.441Keywords:
government advertising, digital advertising, marketing public relationsAbstract
Government advertising in the digital era has evolved beyond a mere distribution of public information. It now serves as a strategic instrument of Marketing Public Relations (MPR) that shapes public attitudes, builds institutional trust, and encourages citizen participation in policy programs. This study examines how the Surakarta City Government employs digital advertising as an MPR strategy in the dissemination of public programs, using a mixed methods approach with an explanatory sequential design: a quantitative survey (n = 400 citizens), in-depth interviews (33 informants), and policy document analysis, evaluated through the AMEC Integrated Evaluation Framework (IEF). Drawing on advertising theory from Belch & Belch (2021) and Kotler & Armstrong (2021), complemented by strategic communication principles from Holtzhausen et al. (2023), social forces perspective from Ihlen (2020), and the emergence and network approach of Nothhaft et al. (2020), this study finds that Surakarta's digital advertising ecosystem is advanced in terms of reach and volume (accessibility M = 3.91; SPBE index 3.74) but suffers a significant dialogic deficit at the level of advertising effectiveness---message comprehension (M = 3.14) and active participation (M = 2.76). AMEC IEF analysis reveals the largest gap at the out-takes and outcomes dimensions, the most critical stages in any advertising campaign cycle. The study proposes the Solo Communication Deliberative Model (SCDM) as a contextual government advertising model integrating digital branding capacity with community-based social capital rooted in Javanese cultural wisdom.
References
AMEC (International Association for Measurement and Evaluation of Communication). (2021). AMEC Integrated Evaluation Framework: Interactive guide and taxonomy. AMEC. https://amecorg.com/amecframework/
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
Braun, V., & Clarke, V. (2022). Thematic analysis: A practical guide. SAGE Publications.
Creswell, J. W., & Creswell, J. D. (2022). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
Dinas Komunikasi, Informatika, Statistik dan Persandian (Diskominfo SP) Kota Surakarta. (2024). Kunjungan dari Kemenko PMK terkait SPBE di Kota Surakarta. https://diskominfosp.surakarta.go.id
Dinas Komunikasi, Informatika, Statistik dan Persandian (Diskominfo SP) Kota Surakarta. (2025). Rapat pembahasan PKS Smart City tahun 2025. https://diskominfosp.surakarta.go.id
Frontiers in Communication. (2025). The nexus between public communication and policy implementation revisited: Insights from the Population and Civil Registration Service of South Sulawesi, Indonesia. Frontiers in Communication, 10, Article 1556747. https://doi.org/10.3389/fcomm.2025.1556747
Goldberg, M. H., & Gustafson, A. (2023). A framework for understanding the effects of strategic communication campaigns. International Journal of Strategic Communication, 17(1), 1--22. https://doi.org/10.1080/1553118X.2022.2129022
Harris, T. L. (1993). The marketer's guide to public relations: How today's top companies are using the new PR to gain a competitive edge. John Wiley & Sons.
Holtzhausen, D., Fullerton, J., Lewis, B. K., & Shipka, D. (2023). Principles of strategic communications. Routledge.
Ihlen, Ø. (Ed.). (2020). Public relations and social theory: Key figures, concepts, and developments (2nd ed.). Routledge.
Kementerian Komunikasi dan Digital Republik Indonesia. (2024). Peraturan Menteri Komunikasi dan Informatika Nomor 4 Tahun 2024 tentang Penyelenggaraan Urusan Pemerintahan Konkuren Bidang Komunikasi dan Informatika. Berita Negara Republik Indonesia.
Kitchen, P. J. (1993). Marketing public relations: A paradigm for the 1990s. Journal of Marketing Communications, 1(1), 45--60.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Macnamara, J. (2023). Evaluating public communication: Exploring new models, standards, and best practice. Routledge.
Macnamara, J. (2025). Strategic communication and public policy: A major gap and opportunity for research, practice, and democracy. International Journal of Strategic Communication. Advance online publication. https://doi.org/10.1080/1553118X.2025.2572076
Macnamara, J., & Gregory, A. (2020). Expanding evaluation to progress strategic communication: New foundations. International Journal of Strategic Communication, 14(1), 1--22. https://doi.org/10.1080/1553118X.2019.1680883
Maharani, R., Rahayu, C. Y., Seviani, K. D., & Noor, Y. M. (2023). Strategi diseminasi Dinas Komunikasi dan Informatika (DISKOMINFO) dalam meningkatkan pelayanan informasi kepada masyarakat di Kabupaten Ciamis. Birokrasi: Jurnal Ilmu Hukum dan Tata Negara, 1(3), 342--353. https://doi.org/10.55606/birokrasi.v1i3.614
Nothhaft, H., Werder, K. P., Zerfass, A., & Zerfass, A. (Eds.). (2020). Future directions of strategic communication. Routledge.
OECD. (2023). Public communication: A new priority for governments. OECD Publishing.
Pemerintah Kota Surakarta. (2022). Menuju kota budaya modern, Kota Solo jaring partisipasi masyarakat lewat konsultasi publik. https://surakarta.go.id/?p=22286
PPID Kota Surakarta. (2025). Surakarta raih penghargaan Smart City Award 2024 untuk program kolaborasi pariwisata. https://ppid.surakarta.go.id
Pratama, I. Y., Azis, H., & Wisudawanto, R. (2026). Transformasi kesadaran menjadi aksi: Strategi komunikasi BNN Kota Surakarta dalam program P4GN untuk generasi muda. Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara, 3(1), 38--52. https://doi.org/10.62383/komunikasi.v3i1.830
Putri, N. A., & Hermawan, E. (2025). Strategi komunikasi publik Suku Dinas Komunikasi Informatika dan Statistik Jakarta Selatan dalam membangun citra positif melalui diseminasi informasi. Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara, 2(4), 108--116. https://doi.org/10.62383/komunikasi.v2i4.669
Wang, X., & Zhou, Q. (2025). Unveiling the diffusion mechanism of government social media communication effect: The role of media accountability. Humanities and Social Sciences Communications, 12, Article 1043. https://doi.org/10.1057/s41599-025-06150-7
Winkler, P., & Etter, M. (2020). The conceptual foundations of strategic communication. In H. Nothhaft et al. (Eds.), Future directions of strategic communication (pp. 15--36). Routledge.
Zordi, D. A., Ihsan, M. S., Nazarudin, M. A., & Patrianti, T. (2026). Peran media sosial dalam pembentukan opini publik dan dinamika kebijakan pemerintah di era digital. Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara, 3(1).
Zerfass, A., & Viertmann, C. (2022). Creating business value through corporate communication: A theory-based framework and its practical application. Journal of Communication Management, 26(1), 1--18. https://doi.org/10.1108/JCOM-06-2021-0060
