SITI RACHMI HAFIDAH Pengarang Alamsyah S.Sos., M.I.Kom Dosen Pembimbing 1 Misnan, S.S., M.I.Kom Anggota 1/Penguji 2 Agus Hitopa Sukma, S.H., M.I.Kom Ketua Penguji/Penguji 1 Iswahyu Pranawukir, S.Sn., M.I.Kom Anggota 2/Penguji 3

This study aims to determine the communication strategy of the Public Relations of the South Jakarta Population and Civil Registration Sub-Department (Sudin Dukcapil) in socializing population administration through Instagram social media. The basis of this research is the Lasswell Communication Model which includes five elements: Who (communicator), Says What (message), In Which Channel (media), To Whom (audience), and With What Effect (effect). The research method uses descriptive qualitative with in-depth interview techniques, observation, documentation, and literature study. Informants consist of internal Public Relations of the Sudin Dukcapil and the community as message recipients. Analysis is carried out through data reduction, presentation, and inductive conclusion drawing. The results show that the Public Relations of the Sudin Dukcapil acts as a communicator who compiles messages about population administration services and delivers them through Instagram @dukcapil.jakarta.selatan. The messages are packaged in educational, visual, and interactive content to make them easier for the public to understand. The target audience is South Jakarta residents, with the expected effect being increased understanding and participation in processing population documents. Supporting factors for this communication strategy include the use of digital technology and human resource competency, while obstacles include budget constraints, low digital literacy among some members of the public, and minimal two-way interaction. Overall, this Lasswell-based strategy is effective, but it still requires strengthening in the areas of evaluation and public interaction.