Efforts to build the legitimacy and reputation of institutions through social media (study of instagram police public relations division)

This research describes the efforts of Indonesian National Police’ Public Relations Division to improve the reputation and legitimacy of the Indonesian National Police through uploading contents in Instagram @Divisihumaspolri. Since 2015, PR Division of Indonesian National Police launch their official Instagram account and reach wider feedback from public. This study uses legitimacy theory, reputation theory, and government PR. The method used is Krippendorf content analysis, where the researcher used two coders to analyze uploads of @Divisihumaspolri Instagram accounts from January 1, 2018 to June 30, 2018 based on the workbook that had been compiled. Results shows the efforts of Public Relations Division got good impressive from the public and increasing the legitimacy and reputation of the organization of the National Police.