Digital Communication Strategy for Government Public Relations in Indonesia and Thailand

Purpose: Government Public Relations (GPR) increasingly depends on Digital Public Relations platforms to communicate policies and maintain the government’s public image. This study aims to identify the implementation, obstacles, and improvement efforts of Government Digital Public Relations in Indonesia and Thailand. Methodology: Using a descriptive qualitative method, data were collected through interviews, observations, and documentation from seven purposively selected informants consisting of government PR officers and citizens from both countries. Findings: The findings reveal that both governments emphasize transparent and factual communication through various digital platforms. Indonesia predominantly uses Instagram, Facebook, TikTok, Twitter, and official websites, while Thailand utilizes Instagram, Line, Facebook, television, bloggers, and vloggers. Indonesia also demonstrates clear information segmentation and corrective strategies such as press releases when discrepancies occur. Positive outcomes include increased public support and enhanced government image, although user-generated reinterpretations may influence social perceptions. Key obstacles involve limited human resources, inadequate infrastructure, the need for frequent updates, and delays in information processing, which may hinder public service quality and policy implementation. Unique Contribution to Theory, Practice and Policy: Efforts to strengthen Digital PR include establishing supportive regulations, enhancing coordination, providing HR training, delivering timely information, and improving real-time engagement with communities and stakeholders