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The Strategy a set of actions taken to achieve goals. To realize this strategy, specific actions need to be by undertaken public relations management. The objective of this scientific article is to understand the public relations management strategies in developing educational cooperation relationships at SMAN 2 Sangatta Utara. The research is motivated by the importance of cooperation for the advancement and improvement of educational quality within school institutions. This qualitative field study involved the school principal, the vice principal for public relations, teachers, and partner representatives as informants. Data was collected through observation, interviews, and documentation. The findings indicate that SMA Negeri 2 Sangatta Utara maintains good cooperative relationships with various parties, including universities, the industrial and business sectors, and local government. The implemented PR strategies include actively preparing work program proposals, drafting Memorandums of Understanding (MoU), and conducting regular evaluations of involved teachers and students. However, challenges were encountered, namely budget limitations for MoU activities and coordination difficulties with the business/industry sectors regarding the improvement of teacher human resources and student funding. The proposed solutions involve continuously optimizing existing strategies, such as proposal submissions, MoU creation, and ongoing evaluations, to overcome these obstacles and strengthen educational cooperation

The phenomenon of buzzers in digital advertising has become a critical concern in contemporary communication dynamics, due to their role in spreading covert messages for commercial and political purposes. This study aims to analyze the persuasive strategies and communication tactics of buzzers, algorithmic amplification patterns, and audience perceptions toward the disseminated content. Using a qualitative method through a systematic literature review, the study identifies three dominant buzzer strategies: native advertising, pseudo-influencer testimonials, and clickbait-based disinformation. These are often amplified through algorithmic tactics such as bot networks, trending hashtags, and endorsements by constructed influencer personas. Findings show that buzzer content is effective when perceived as authentic and emotionally engaging, but tends to generate resistance once users detect manipulation. The study’s implications highlight the need for greater transparency in digital communication, regulation of sponsored content, and improved media literacy to mitigate disinformation and public distrust. The research also emphasizes the importance of ethical approaches in digital communication practices to safeguard democratic integrity and sustainable brand–public relationships.

This analysis discusses the political communication strategy of presidential and vice presidential candidate pair Anies Baswedan and Muhaimin Iskandar (Cak Imin) in the 2024 Presidential Election through a discourse analysis of their campaign advertisements. This campaign utilizes various propaganda techniques such as glittering generalities, plain folks, transfer, and contrast framing to shape political images, strengthen emotional connections with voters, and implicitly criticize political opponents. Symbols of the people and religiosity are used strategically to create social identification and legitimacy in the eyes of the public, especially traditional Muslim voters. In addition, the strategy of political public relations and the use of social media, including TikTok Live, show how the modern campaign approach has shifted towards digitalization and more targeted message segmentation. This analysis underlines the importance of emotional, symbolic, and inclusive communication narratives to avoid social fragmentation and shows that contemporary political campaigns are not only about conveying information, but also about strategic symbolic influence and imaging in the digital era.  

In the digital era, government public communications face complex new challenges, particularly in building positive public perceptions of government performance. Digital transformation has changed patterns of interaction between the government and the public, creating an increasingly critical, connected, and participatory society. The primary issue in this research is the effectiveness of government Public Relations (PR) digital communication strategies in responding to the dynamics of this digital society. The research focuses on how innovations in government PR communication content influence public perceptions in the context of digital public communications. This research uses a Rapid Review approach, analyzing nine relevant scientific articles published in 2025 and applying the ADO(Antecedent–Decision–Outcome) framework. Three main theories serve as the basis for the analysis: Government Communication Theory, Image Management Theory, and Digital Public Participation Theory. The findings indicate that the success of government public communications in the digital era is significantly influenced by three main factors: first, innovative, creative and interactive content that attracts attention and builds engagement; second, a two-way communication strategy that adapts to public feedback; and third, consistency in shaping and maintaining a positive and credible digital narrative. Furthermore, this research reveals that participatory and open digital communication can increase public trust, reduce disinformation, and strengthen the legitimacy of government institutions. Thus, this research provides a practical contribution to the development of public communication strategies that are more participatory, inclusive, and responsive to the dynamics of the digital era. The results of this study are expected to serve as a reference for government communication practitioners in designing effective and relevant public communication policies amidst the rapid and competitive flow of information.

PT. The Indonesian China Fast Train is one of the companies operating in the field of public transportation services under the auspices of the government which was inaugurated directly by the President of Indonesia, namely Mr. Jokowi, who collaborates directly with China. This research aims at the Role of Public Relations Expert Prescriber PT. KCIC in building Brand Awareness for the Fast Train whoosh, the Role of Public Relations PT. KCIC as Communication Facilitator in building Brand Awareness regarding the Whoosh Fast Train, Role of Public Relations PT. KCIC in Communication Technician to build Brand Awareness of the Whoosh Fast Train, the Role of Public Relations as a Problem Solving Facilitator in handling the issue of the Whoosh Fast Train "Whoosh" Fast Train. The approach used in this research is qualitative with descriptive methods using data collection techniques, documentation and direct interviews with informants. Using triangulation techniques and data analysis using Dozier & Broom's Public Relations Role theory in Ruslan (2020). For the information obtained, 2 informants were interviewed, consisting of key informants, supporting informants and 1 triangulation. The results of this research found that PT Kereta Cepat Indonesia China's public relations will continue to provide updated information using social media and the available the public continues to remember the existence of the Whoosh Fast Train.

The number of businesses in the culinary sector has been steadily increasing, especially after the COVID pandemic. Therefore, promotional strategies are crucial, particularly for building brand awareness in the business world. "Erista Griyo Dhahar," a restaurant located in Pakem, Yogyakarta, implements promotional strategies to build brand awareness. This study aims to analyze the promotional strategies used by "Erista Griyo Dhahar" to enhance brand awareness. The research employs a qualitative method with data collection techniques including interviews, observations, and documentation. The theoretical framework used is the Promotional Mix which includes advertising, personal selling, sales promotion, Public Relations, and direct marketing for building brand awareness for "Erista Griyo Dhahar." The results of the study indicate that "Erista Griyo Dhahar" combines all five aspects of the promotional mix as part of its strategy to build brand awareness. However, advertising and personal selling are found to be the most effective, as evidenced by the restaurant's increasing sales each year. The brand awareness of "Erista Griyo Dhahar" is at the level of brand brand recognition. Recommendations for "Erista Griyo Dhahar" include increasing engagement on social media, maintaining personal selling activities, creating more engaging promotions, conducting Public Relations activities in a routine and structured manner, and developing appealing and persuasive copywriting.

This research examines the relationship between public relations (PR) strategies and brand image formation in leading companies in Indonesia. Using a case study approach, this research analyzes how PR activities contribute to the formation, maintenance, and recovery of brand image. The results show a positive correlation between the implementation of effective PR strategies and brand image enhancement. This study also identifies PR best practices applied by successful brands in Indonesia in building positive perceptions among consumers and stakeholders. The findings provide valuable insights for PR and marketing practitioners in optimizing communication strategies to strengthen brand image in the competitive digital era.

This study examines PERHUMAS's strategies in managing its reputation as a leading organization in public relations, amidst the dynamics brought by the emergence of the IPRA and PR Indonesia. Using a descriptive qualitative approach, the research relies on in-depth interviews and observations involving relevant informants. In the identification and planning phase, PERHUMAS utilizes social media, media monitoring, and media listening while collaborating with other parties. Their strategies are based on the organization's vision, mission, values, and code of ethics. Daily activities include routine monitoring, while long-term efforts position PERHUMAS as a benchmark for public relations practices and an educator for PR professionals. The action and communication phase involves programs such as national and international forums, accreditation, competency development, and positive image-building campaigns. PERHUMAS prioritizes transparent, structured, and sustainable communication. In the evaluation phase, the focus is on impact and feedback using the AMEC Integrated Evaluation Framework and Customer Satisfaction Index surveys. These results assist in measuring success and refining reputation management strategies.

General Elections (Pemilu) are one of the important moments in democratic life in Indonesia. Indonesian elections are a true expression of democracy and a means for the people to declare their sovereignty over the state and government. Elections are based on Pancasila and the 1945 Constitution of the Republic of Indonesia and are held in the Unitary State of the Republic of Indonesia (NKRI) based on the principle of direct, universal, free elections. , confidential, honest and fair Political participation in a democratic country shows that the people fulfill the highest legitimacy of state power (popular sovereignty), this is manifested in the form of participation in democratic political parties (elections) for the welfare of the people. A very interesting group of voters to follow and study Furthermore, novice voters or new voters are voters who are taking part in an election for the first time, especially the millennial generation, who have a crucial role in determining the future direction of the nation. This research aims to explore the understanding and perceptions of novice voters towards the election process, through the film "Kejarlah Janji". This research uses a qualitative approach with data collection techniques through in-depth interviews and analysis of the film "Kejarlah Janji". The research results show that first-time voters tend to have a limited understanding of the election process, but the film "Kejarlah Janji" is able to raise political awareness and motivate them to take part in the election.

This study aims to analyze the Public Relations (PR) communication strategy used by PT Gamelan Tour in building the company's positive image. This research applies the Two-Way Symmetric Communication theory developed by James E. Grunig and Todd Hunt, which emphasizes the importance of reciprocal communication between the company and the public. Through this approach, PT Gamelan Tour aims to listen to customer complaints, provide clear explanations,and resolve issues in a transparent and effective manner. Additionally, this study discusses various relevant communicationmanagementmodels,including thetwo-way symmetric model, which helps the company maintain mutually beneficial relationships with its customers. The research methodology uses a qualitative approach, collecting data through in-depth interviews with key stakeholders at PT Gamelan Tour, including Vania Nefrela Regar (Public Relations), Reva Agustina (Ticketing &Hotel), and the company's customers. This study adopts four steps of Public Relations strategy, which include: (1) defining the problem/facts to identify existing issues, (2) planning and programming to formulate effective communication strategies, (3) taking action and communicating to implement the planned strategies, and (4) evaluating the program to assess the success of its implementation and its impact on the company's image. The research findingsindicate that effective communication strategies, whether in the form of feedback, direct communication, or mutual understanding, can improve the company's image and strengthen relationships with customers.This studyalsohighlightstheimportanceofthoroughcommunication planning and consistent implementation to achieve the company's goals in building positive relationships with the public.

In the increasingly advanced digital era, Cyber Public Relations (Cyber PR) plays a crucial role in shaping an image without distance limitations. By leveraging Cyber PR, Public Relations practitioners can unlock significant potential. As the body responsible for film approvals in Indonesia, LSFRI must manage its image effectively to foster public trust. This study investigates how Cyber PR is implemented in shaping the image of LSFRI through the Instagram account @lsf_ri. The research adopts a qualitative, descriptive approach, guided by Bob Julius Onggo’s (2017) Cyber PR theory. Data collection methods include interviews as primary data and documentation as secondary data. The results of this study indicate that LSFRI maintains constant communication by posting content daily, and every post on the Instagram account @lsf_ri is always consistent with LSFRI's values related to the film industry; LSFRI does not respond quickly to all questions or comments on its Instagram; Instagram @lsf_ri does not target its Cyber Public Relations audience to the global market; The interactive communication conducted by the @lsf_ri Instagram account is considered effective; LSFRI's Cyber Public Relations activities on Instagram do not always facilitate two-way communication. Based on the results of this study, it is hoped that Cyber Public Relations on the @lsf_ri Instagram account will respond to every question or comment made by its followers and develop partnerships with other international institutions on Instagram specifically.

The 5.0 tourism awareness campaign is a program implemented by the Ministry of Tourism and Creative Economy. The campaign can run optimally if supported by the right communication strategy, one of which is cyber public relations. Cyber public relations plays an important role in disseminating campaign messages by involving the community and providing a positive image. This research aims to find out cyber public relations in the campaign by using a descriptive qualitative approach and cyber public relations theory proposed by Philps & Young (2009). The research data was obtained through primary data, namely interviews and secondary data, literature studies, observation. The results showed that the 5.0 tourism awareness campaign managed by Kemenparekraf emphasized the importance of transparency, the use of the internet, and quality content in delivering information to the public. By utilizing digital media, this campaign succeeded in raising awareness, changing attitudes, and encouraging positive public behavior towards tourism. The management of cyber public relations plays an important role in reaching a wide audience, including in remote areas, and ensuring the long-term sustainability and success of this campaign in supporting the development of sustainable tourism in Indonesia.

The Class 1 Immigration Office of East Jakarta plays a vital role in providing efficient immigration services, including passport and visa issuance, residence permits, and monitoring violations. These services are regulated by Law No. 6 of 2011 on Immigration, Government Regulation No. 31 of 2013, and internal policies. This study aims to analyze the communication strategy used by the office in implementing immigration services through a qualitative approach, collecting data via interviews, observations, documentation, and literature studies. The study identifies three main components of the communication strategy: Knowledge Core, Shared Expectations, and Participative Culture. Findings show that the office’s communication strategy focuses on transparency, technology utilization, community engagement, external collaboration, and employee training. These efforts have helped maintain strong public relations and a positive image, as evidenced by the Public Service Quality Perception Survey (SPKP) results.

The House of Representatives of the Republic of Indonesia has adopted various digital communication strategies to maximize the use of social media. One of the strategies implemented is Cyber Public Relations Instagram @dpr_ri seeks to utilize every opportunity provided by social media platforms to deliver accurate, relevant, and interesting information to the public.The purpose of this study is to measure Cyber Public Relations of DPR RI on the @dpr_ri Instagram account, Fulfillment of information needs of followers of the @dpr_ri Instagram account, and How much influence does cyber public relations of DPR RI have on fulfilling the information needs of followers of the @dpr_ri Instagram account. The theories used in this research are Cyber Public Relations Theory, Philips & Young (2009) and Information Needs, Guha (1978). The approach in this study uses a quantitative approach. The method used in this research is a survey. Data collection by providing questionnaires to followers of the @dpr_ri Instagram account. Based on the calculation results of the research data, the tcount value of 5.095 is greater than the ttable value of 1.668. Then H0 is rejected and H1 is accepted. So the results show that there is an influence of cyber public relations of the DPR RI on Fulfilling the Information Needs of Followers of the @dpr_ri Instagram account.There is data from the coefficient of determination showing that the equation is 37.7% while the remaining 62.3% is influenced by other factors outside the study.There is a strong influence between cyber public relations of the DPR RI and Fulfilling the information needs of Followers of the @dpr_ri Instagram account.

Image is the main goal as well as the achievement to be achieved in the world of public relations. Therefore, Kemenparekraf created the #AdaApaDiSini campaign using Instagram social media. The #AdaApaDiSini campaign contains messages about places, nature, and culture in an Indonesian tourism area to be seen by the public. The purpose of this study is to determine the #AdaApaDiSini campaign message on Instagram @Kemenparekraf.ri, the image of Kemenparekraf regarding the #AdaApaDiSini campaign message and to determine whether or not there is an influence of the #AdaApaDiSini campaign message on the image of Kemenparekraf itself. The theory used in this research is the campaign message theory which has the dimensions of message structure, message content, framing, language, and emotional appeal (Perloff, 2017). This research also uses image theory which has dimensions of perception, cognition, motives, and attitudes (Soemirat & Ardianto, 2017). The method used in this research is a quantitative approach with a survey method and simple random sampling technique by distributing questionnaires in the form of google forms to 98 respondents selected according to the characteristics of the study. From the results of calculations and data using the SPSS 25 application, the #AdaApaDiSini campaign message affects the image of Kemenparekraf by 34.7%.

Social networks seem to strengthen the position of the internet as a new communication medium, where distances seem to no longer be visible, information and messages can be conveyed globally in a short time. Various companies are trying to use social media marketing to develop their business, one of which is the Official Enormous Tutoring. The aim of this research is to analyze the Social Media Marketing Strategy in Forming Brand Awareness of Enormous Official Tutoring. The theory used is Quesenberry's social media strategy, namely analyzing business objectives, target audience, social analysis; big ideas and storytelling on social media and inspirational stories; Integration of social media with marketing, advertising and public relations. The approach used is qualitative with descriptive methods. Informant selection techniques were purposive and data collection techniques were interviews and literature studies. Data analysis techniques with Miles and Huberman are data reduction, data presentation, data verification and description. The findings or results of this research are that the ENS social media marketing strategy uses 3 elements, namely, firstly laying the basic framework for conversation, secondly making improvements and starting conversations, thirdly integrating marketing, advertising and public relations with social media. However, the third element is not integrated with public relations.

This study aims to analyze the Public Relations (PR) strategies implemented by Sahid Raya Hotel & Convention Yogyakarta to enhance the competitiveness of the hospitality business. PR strategies play a crucial role in building a positive image, attracting new customers, and retaining customer loyalty. The method used is descriptive qualitative with a case study approach. Data were collected through interviews, observations, and document analysis. The results show that PR strategies involving social media, promotional events, and media relations have improved the hotel's visibility and image. Supporting factors include managerial support, strategic partnerships, and technological innovation. However, challenges such as budget constraints and digital literacy remain. This study provides recommendations to strengthen PR strategies, including the development of customer loyalty programs and regular evaluations.

Quality information services in hospitals is an important element in increasing patient satisfaction and the image of the institution. The Public Relations Officer (PRO) plays a strategic role in managing communication between the hospital and the public. This research aims to explore the strategies implemented by PROs in improving the quality of information services at RSUD dr. Zainoel Abidin Banda Aceh. The public relations officer (PRO) strategy used is determining problems, compiling and planning work programs, taking action and communicating as well as evaluating work programs in hospitals and reviewed through strategic planning in the field of Public Relations by Cutlip-Center-Broom. The research method used was descriptive with a qualitative approach between PROs and several hospital employees, patients and patient families. The results of the investigation revealed that the strategies used by PRO RSUDZA and health services ranged from identifying problems, planning, to compiling work programs, such as online registration, electronic pharmacies (e-pharmacies), and community complaint centers. In addition, PRO RSUDZA deployed staff from the Hospital Health Counseling Service (PKRS) to carry out outreach and communication to inform the public about RSUDZA services and the availability of the RSUDZA tabloid newspaper "Lam Haba". PRO RSUDZA evaluates the work program carried out at the hospital. Obstacles faced by PRO RSUDZA include miscommunication and residents' complaints about long queues at registration and drug distribution counters. PRO RSUDZA's efforts aim to carry out all planned work programs to improve the quality of information services at RSUDZA Banda Aceh.

This study aims to analyze the innovation of public relations (PR) content publication strategies in shaping the image of regional leaders in East Java Province, focusing on the utilization of digital technology. The main issue addressed is the lack of effectiveness of content strategies in changing public perception and building a positive image. Using the theories of relations, reputation, and relevance (Onggo, 2004), the study explores and analyzes how PR content strategies can be innovatively applied. The research employs a qualitative method with a case study approach, involving in-depth interviews and document analysis. The findings indicate that the use of social media and digital platforms enhances two-way communication, strengthens relationships, and builds a positive reputation. Relevant and timely content increases public engagement, ensuring government messages remain significant. The study suggests optimizing digital technology and enhancing PR staff training to master the latest digital tools. Recommendations for future research include comparative studies across regions on the effectiveness of digital communication strategies. Thus, this study provides practical and theoretical insights to improve the effectiveness of public communication in the digital era, supporting the success of programs and policies in East Java Province.

With various events that have a negative impact on Scarlett at the time of the product being boycotted because it is pro to Zionist carried out by the owner of Scarlett. This research was conducted with the aim of finding out the role of public relations in restoring the image of Scarlett products. This study uses a literature study methodology by collecting references from previous research from several researchers. The results of the research conducted show that public relations has a very important role in regulating the flow to restore Scarlett's image to the public through the media used, such as online media and print media to provide an explanation of the case, apologies to the public to regain public trust in Scarlett in order to get a good image again.