Public Communication Strategy at the Islamic Republic of Afghanistan Embassy in Indonesia

Abstract

The implementation of public communication at the Islamic Republic of Afghanistan Embassy in Indonesia cannot be separated from its role as a public diplomacy of Afghanistan that uses public relations strategy to achieve the institution's purpose. This research was formulated to observe the management or public relations efforts to create links with the external parties and describe the public communication strategy and also the way they deal with the challenges. The researcher collects the data using qualitative methods and derived data from observation on several platforms that the Afghan Embassy using to spread information and in-depth interviews with Mr. Qais Barakzai, a Deputy Ambassador and Political and Economic Counselor, and Mr. Ahmad Tariq Sani, a head of Consular at the Islamic Republic of Afghanistan Embassy in Indonesia. The researcher identifies that Afghan Embassy in Indonesia uses three platforms to distribute information that has the potential to influence public knowledge and trust in the institution. They also implement public relations strategies to create a link with external parties with government, press media, and community to strengthen the relationship between the two countries. As public diplomacy, the Afghan Embassy also implements three key dimensions that have been influential in creating the reputation of the institution whether including the maintenance of daily communication, strategic communication conducted by public relations, and strategy to build longlasting relationships through collaboration and capacity building by making agreement and collaboration with many parties iQ PDQ\ ILHOGV WR FUHDWH QDWLRQDO EUDQGLQJ DQG D FRXQWU\¶V reputation