MANAJEMEN PRODUKSI KONTEN KREATIF MEDIA SOSIAL UNTUK KAMPANYE IMBAUAN DI BIDANG HUMAS POLDA JAWA TIMUR

Social media has become a strategic tool in supporting public communicatior activities, including the delivery of public awareness campaigns by government institutions. This project aimed to determine how creative content productior management is implemented in the East Java Regional Police Public Relations campaign through Instagram, as part of an effort to build closer and more relevant communication
with the public.
The project was conducted using engagement theory to understand how
content strategies can capture attention, spark interest, and encourage audience participation. Social media activation within the context of this campaign was also seen as a form of two-way communication that builds interactive relationships between institutions and the
public. Information was obtained by tracing the content production process, from planning to production to post-production. The analysis was conducted on the official social media activity of the East Java Regional Police Public Relations Department over a specific period, taking into
account messages and audience responses to the campaign's appeals. The results show that structured and responsive content production management significantly increases audience reach and engagement. Activating creative content on social media is an effective strategy for conveying public appeals
and maintaining a positive institutional image.