The potential role of government public relations in the millennial era is very high along with advances in information technology, a climate of democracy that has been built, and an increasingly critical society. Realizing a Government Public Relations institution that has good information management and is adaptive to changing times is not easy. There are opportunities and constraints to create a professional Government Public Relations implementing apparatus depending on the vision, mission, strategy and tactics of the leadership in empowering the roles, functions and authority of public relations institutions in managing public information. The purpose of this research is to find out the elements and models of government public relations strategy mechanisms in the millennial era. This research was based on a descriptive qualitative method with primary research data collection techniques, namely interviewing informants who served as managers of public relations institutions at the central, provincial and district/city government levels and secondary data through documentation studies and non-participatory observation. The results of the study show that the government’s public relations strategy in the millennial era prioritizes increasing aspects of collaboration from various stakeholders through the use of conventional media platforms and digital media in order to create effective and quality public communication and information services in support of open public information governance. The conclusions of the research show that the use of stakeholder engagement strategies, single narrative message packaging strategies, conventional media strategies, and social media strategies is carried out optimally and integrated in order to achieve the transformation of government public relations institutions that can play an active role in managing strategic communication policies of leaders and institutions.
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