Bureaucratic reform in the public sector frequently positions organizational communication as a mere administrative instrument, while its dialogic dimensions remain empirically underexplored. Evidence from Indonesian licensing services indicates that civil servants’ communicative behavior directly predicts citizen satisfaction outcomes, yet the mechanisms underlying this relationship are rarely examined at the regional technical agency level. This study analyzes how organizational communication operates in the implementation of the Integrity Zone at the Marine and Fisheries Branch Office of Tuban Regency, critically examining the normative assumptions of the Two-Way Symmetrical Model within a hierarchical bureaucratic context. A qualitative case study design was employed, grounded in a social constructivist paradigm, which holds that communicative meanings and organizational practices are socially constructed and negotiated through actors’ interactions within institutional contexts. Data were collected through in-depth interviews with five informants across leadership, managerial, operational, and external stakeholder positions, supplemented by participant observation and documentary analysis of Government Institution Performance Reports (Laporan Kinerja Instansi Pemerintah/LKjIP), service Standard Operating Procedures (SOPs), and Community Satisfaction Survey (Survei Kepuasan Masyarakat/SKM) data. Data were analyzed using the interactive model. Findings reveal four principal communicative patterns: relational internal communication functioning as a compensatory mechanism against structural rigidity; multichannel engagement and meaning adaptation contingent on regulatory stability; negotiated public communication documented through a Community Satisfaction Index (Indeks Kepuasan Masyarakat/IKM) trajectory from Converted Interval Score (Nilai Interval Konversi/NIK) 88.82 in 2020 to NIK 97.06 in 2025; and structural constraints that bound dialogic intent within hierarchical incentive systems. This study proposes two theoretical concepts, Hybrid Symmetrical Communication and Negotiated Public Communication, as empirical evidence suggesting possible extensions of Excellence Theory, offering a contextually grounded framework for understanding public sector communication as a dynamic, adaptive practice in non-Western hierarchical settings.

organizational communication; hybrid symmetrical communication; negotiated public communication; bureaucratic reform; public sector communication

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