Indonesia Encourages Crisis Communication Strategy for Free Meals Program

RRI.CO.ID, Bekasi - Indonesia’s National Nutrition Agency (BGN) is encouraging its crisis communication strategy for the Free Nutritious Meals (MBG) program amid rising public discourse and potential misinformation surrounding the nationwide initiative. The strategy was presented by BGN’s Head of Legal and Public Relations Bureau, Khairul Hidayati, during a Public Communication Coordination Meeting with the Ministry of Communication and Digital Affairs in Bekasi, Monday April 6, 2026.

The MBG program involves multiple stakeholders from the central government to regional administrations, creating complex communication challenges. Issues related to legal risks, public perception, and misinformation have emerged as key concerns in managing the program’s public image.

He stressed that public communication plays a vital role not only in delivering information but also in maintaining the credibility and legitimacy of the program. “In the era of rapid information flow, hoaxes and negative perceptions can emerge at any time, so fast, accurate, and responsive communication becomes the main foundation to protect the reputation of the MBG program,” she said.

To address these challenges, BGN has developed an integrated issue management and crisis communication strategy. The agency monitors public responses in real time and adjusts communication approaches according to the characteristics of each digital platform.

Analysis of online conversations shows that Instagram tends to generate more positive sentiment toward the program. Meanwhile, discussions on the social media platform X are generally more critical, prompting BGN to adopt a more adaptive communication approach.

“Each platform presents different challenges. On one side we maintain positive sentiment, while on the other we remain ready to respond to emerging issues or opinions so that the program’s message stays credible,” Hidayati explained.

Beyond rapid responses, BGN also seeks to strengthen its role as a reliable source of public information. The agency aims to reduce misinformation and ensure that communication about the MBG program is supported by accurate and data-based explanations.

“Credible communication not only reassures the public but also encourages real participation. With transparent and accurate information, people can evaluate the tangible benefits of the MBG program,” she said.

BGN also uses SWOT and PESTLE analyses to anticipate communication risks, including social media algorithm changes, political dynamics, and shifting public perceptions. The approach is intended to ensure that communication units remain aligned, adaptive, and prepared to manage potential crises related to the program.