Strategic Public Relations in The Age of Social Media: Enhancing Voter Engagement and Electoral Integrity

Abstract

This study examines the role of strategic public relations in enhancing voter engagement and electoral integrity in the age of social media. The rapid growth of digital communication technologies has transformed political communication, creating new opportunities for interaction between political actors, electoral management bodies, and citizens. Social media platforms such as Facebook, X (formerly Twitter), Instagram, TikTok, and YouTube have become important channels for voter education, political participation, campaign communication, and electoral information dissemination. However, despite the opportunities offered by these platforms, challenges such as misinformation, fake news, electoral disinformation, cyber manipulation, and declining public trust continue to threaten democratic processes. The study adopts a qualitative research design to explore how strategic public relations practices can strengthen voter engagement and promote electoral integrity.