Proactive Public Relations Strategies via Social Media for Armed Forces Development Command Radio Broadcasting Stations

Abstract

   This study, titled Proactive Public Relations Strategies through Social Media for the Radio Station of the Armed Forces Development Command, aimed to (1) examine the challenges of public relations through social media and (2) to formulate strategies for enhancing proactive public relations through social media for the radio station of the Armed Forces Development Command. A qualitative research design was employed, using in-depth interviews with 25 key informants. The data were analyzed through content analysis and thematic analysis. The findings revealed several major challenges, including policy ambiguity from higher authorities, a complex chain of command that hindered timely responses to the digital media environment, a digital skills gap among personnel over 50 years of age, inadequate basic equipment, and limited community engagement over the past 7–10 years. Although leaders expressed a vision for transitioning to online media, they lacked the practical skills necessary to drive this transformation effectively. Based on these findings, four urgent strategies are proposed. First, platforms and content should be redesigned according to a mobile-first approach, shifting from audio-based communication to multimedia content, particularly 1–3 minute short-form videos on TikTok and Facebook Reels, with social media content accounting for at least 50% of total output. Second, in-house influencers should be developed by positioning radio hosts as trusted intermediaries between the military and the public through approachable personalities and the use of local or ethnic languages. Third, two-way communication and rapid response mechanisms should be strengthened through a small Digital Command Center for social listening and real-time engagement, especially during crises. Fourth, a coaching-based development strategy should be adopted, enabling younger personnel to transfer digital skills to senior staff through one-on-one mentoring.