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This research aims to explore how Integrated Marketing Communication (IMC) is applied to enhance the sales performance of local rice products in the midst of competition with well-established national brands. Intensified competition arises due to the increasing presence of rice products from other regions as well as premium national brands that offer added value. These market dynamics underscore the importance of strategic marketing communication, especially in designing messages, selecting appropriate media channels, and applying the right consumer engagement approach to strengthen brand awareness and loyalty.A descriptive qualitative method was employed, utilizing a case study approach on a local rice producer in Tabanan Regency. Data collection involved in-depth interviews, field observations, and documentation related to promotional and sales activities, which were then analyzed through data reduction, data display, and conclusion-drawing stages.The results demonstrate that the coordinated use of IMC elements such as advertising, sales promotion, public relations, digital marketing, and word-of-mouth has contributed significantly to improving brand perception and market competitiveness. Ultimately, this study suggests that adopting a consistent and well-structured IMC strategy is essential for local rice producers to sustain their presence and achieve growth amidst the dominance of national rice brands.

Public Relations (PR) plays a strategic role in building effective organizational communication, including within student organizations. The Communication Studies Student Association (Himakom) of Muhammadiyah University of Jakarta (UMJ), as an internal campus organization, requires a PR role to maintain internal relationships among members and external relationships with the academic community. This study aims to determine the role of Himakom UMJ Public Relations in building organizational communication on campus. The research method used was a qualitative method with a descriptive approach. Data collection techniques were conducted through literature studies and conceptual observations of student organization public relations activities. The results indicate that Himakom Public Relations plays a role as a communicator, information facilitator, organizational image builder, and liaison between the organization and internal and external publics. This role contributes to creating effective, harmonious, and sustainable organizational communication on the UMJ campus

This study aims to determine the role of public relations in the socialization of the functions and duties of the high state institution, DPD RI, and to identify the obstacles faced by public relations in this process. This research also examines the use of media and facilities for socializing the tagline "From the Regions for Indonesia" on the 16th anniversary of the DPD RI. Using a qualitative approach with a case study method, the findings show that public relations plays six key roles: 1) Communicator, bridging two-way communication between the government and the community; 2) Facilitator, absorbing community aspirations and acting as a liaison with policymakers; 3) Disseminator, disseminating information on government policies and activities to both internal and external audiences; 4) Catalyst, influencing public opinion to align with government policies; 5) Counselor, Advisor, and Interpreter, providing advice, translating government policies, and building public trust; and 6) Prescriber, serving as a strategic advisor to leaders in decision-making.

This study analyzes the public relations efforts of Radio Republik Indonesia (RRI) Banten in maintaining its existence in the digital era and identifies the inhibiting factors faced. Using a qualitative method with a case study approach, this research involved in-depth interviews with informants from various divisions at RRI Banten, as well as observations of the communication strategies and programs implemented. The results of the study indicate that RRI Banten has undertaken a significant digital transformation, including through the development of the RRI Digital application as a means to expand broadcast access, active use of social media to reach a wider audience, and the implementation of a broadcast program segmentation strategy to adapt to the needs and preferences of listeners from various groups. However, the study also identified several crucial inhibiting factors. Limited human resources, particularly in mastery of digital technology, remain a major obstacle in optimizing the transformation program. In addition, the uneven geographic coverage of broadcasts in some areas limits public access to RRI services. Increasingly fierce competition with other digital media that offer greater flexibility, speed, and interactivity also poses a major challenge. On the other hand, the lack of optimal digital promotion and difficulties in reaching the interests of the younger generation hamper the increase in RRI's popularity in the era of media digitalization.