Public Relations Role of @debrads.id on Instagram in Promoting the Victoria Run 2023 Event by deBrads Race Management

Tunggul Siahaan; Deddy Muharman

doi:10.37535/105004120258

Authors

Tunggul Siahaan LSPR Institute of Communication & Business
Deddy Muharman LSPR Institute of Communication & Business

DOI:

https://doi.org/10.37535/105004120258

Keywords:

social media promotion, event management, instagram marketing, public relation strategies, sport event

Abstract

This study delves into the strategies and effectiveness of social media promotion for event engagement, specifically examining deBrads’ promotional campaign for the Victoria Run 2023 held in Jakarta. Utilizing Instagram as the primary promotional platform, the analysis reveals how early promotion, clear and concise messaging, and strategic use of interactive content foster engagement with the target audience. The campaign highlighted essential tactics such as creating anticipation through timely announcements, providing incentives like discounts, and optimizing language for relatability and emotional connection. By aligning these efforts with established public relations practices, deBrads successfully boosted brand awareness, increased participant registration, and cultivated an engaged community around the event. The findings contextualize these practices within existing literature on digital promotion and social media marketing, affirming Instagram's role as a powerful tool for event promotion in the digital age. The study concludes with recommendations for future campaigns, emphasizing consistent, interactive, and audience-focused content to enhance engagement and build lasting brand visibility

Author Biographies

Tunggul Siahaan, LSPR Institute of Communication & Business

Tunggul Siahaan, M.A., is a lecturer at the LSPR Institute of Communication and Business, specializing in Business and entrepreneurship, Public Relations, and Corporate Communication. His work integrates research and community service, emphasizing practical applications that benefit society and enrich student learning.

Deddy Muharman, LSPR Institute of Communication & Business

Deddy Muharman, Ph.D, specializes in communication technology with a Ph.D. in Digital Communication and Media/Multimedia from Universiti Sains Malaysia (2022). A lecturer at LSPR since 2013 and currently Director of the Undergraduate Thesis Program, his research explores digital communication's role in corporate image, persuasion, and Generation Z behavior, with notable publications on social media strategies and persuasive communication.

References

Adriani, V., Chrisdina, & Irwandy, D. (2024). Interpersonal Communication Using Personal Sport Device in Forming Community. Journal of Communication and Public Relations, 3(1), 1–18. https://doi.org/10.37535/105003120241

Agarwal, V., & Puppala, V. N. (2024). Navigating the social media maze: assessing the evolving relevance of public relations in a digital landscape. Public Administration and Law Review, 2(18), 34–41. https://doi.org/10.36690/2674-5216-2024-2-34-41

Anani, Z. (2024, December 9). The true size of the global sports industry. Global Institute of Sport - Master the global sports industry. https://gis.sport/news/the-true-size-of-the-global-sports-industry/

Ballabh, S. (2023). Social Media Marketing: Strategies and Impact on Business. Gyan Management Journal. https://doi.org/10.48165/gmj.2023.18.1.1

Chen, D. (2022). What is the effect of social media marketing in sports on brand awareness among sports fans? https://doi.org/10.31234/osf.io/78g3d

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.

Djuwarsono, S. (2021). Event management: A practical guide. Yogyakarta: Student Library.

Goldblatt, J. (2013). Special events: Creating and sustaining a new world of celebration. New York: John Wiley & Sons.

Jain, K. (2024). Social Media Marketing Vs. Traditional Marketing: Evaluating the Success Rate. International Journal for Research in Applied Science and Engineering Technology. https://doi.org/10.22214/ijraset.2024.62335

Kostinek, J. (2022). What is the Effect of Social Media Marketing in Sports on Brand Awareness Among Sports Fans? https://doi.org/10.31234/osf.io/78g3d

Li, Y. (2023). Research on the Existing Problems and Optimization Strategies of Social Media Marketing of Sports Clubs. BCP Business & Management, 39, 227–234. https://doi.org/10.54691/bcpbm.v39i.4068

Machado, J. C., Martins, C. C., & Ferreira, F. C. (2020). Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club. International Journal of Sports Marketing and Sponsorship, 21(3), 431-449. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/IJSMS-06-2019-0066/full/html

McCarthy, J., Rowley, J., & Keegan, B. J. (2022). Social media marketing strategy in English football clubs. Soccer & Society, 23(4–5), 513–528. https://doi.org/10.1080/14660970.2022.2059872

Nikitin, V. N. (2023). Definition of key metrics in digital marketing to measure the effectiveness of advertising campaigns. Экономика и Предпринимательство, 5(154), 840–845. https://doi.org/10.34925/eip.2023.154.5.164

Osborne, N., & Grant-Smith, D. (2021). In-Depth Interviewing (pp. 105–125). Springer. https://doi.org/10.1007/978-981-16-1677-8_7

Pankow, K., Vella, S., & Holt, N. (2023). Sport Participation. In Reference Collection in Neuroscience and Biobehavioral Psychology (1st ed., pp. 1-10).

Prayogo, A. D., Anshori, M. I., & Adriani, N. (2023). Utilization of Social Media as a Promotional Strategy to Increase Sales. Jurnal Ilmiah Manajemen Kesatuan (JIMKES), 11(3), 1367-1374. https://jurnal.ibik.ac.id/index.php/jimkes/article/download/2281/1516/8160

Romney, M., & Johnson, R. G. (2020). Show me a story: Narrative, image, and audience engagement on sports network Instagram accounts. Information, Communication & Society, 23(9), 1305-1320. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/1369118X.2018.1486868

Sedky, D., Kortam, W., & AbouAish, E. (2020). The role of sports marketing in attracting audiences towards less popular sports. Journal of Humanities and Applied Social Sciences, 4(2), 113-131. https://doi.org/10.1108/jhass-04-2020-0059

Silverman, D. (2020). Qualitative Research. SAGE Publications.

Smith, M. H. (2016). The role of Instagram in the professional athlete branding process. Internet Research, 26(1), 35-55. https://doi.org/10.1108/IntR-03-2016-0080

Soleha, S., Utomo, A. G., & Herari, N. (2023). Identifying key service and quality dimensions as public relations strategy in RSUP Persahabatan. Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi), 9(2), 64. https://doi.org/10.25124/liski.v9i2.6098.

Tyas, A. ., & Hutagaol, O. (2024). The Effect of Social Media Content on Buying Decision of HijUp.com. Journal of Communication and Public Relations, 1(1), 32–40. Retrieved from https://journal.lspr.edu/index.php/jcpr/article/view/362

Wang, Y. (2021). Building relationships with fans: How sports organizations used Twitter as a communication tool. Sport in Society, 24(3), 472-489. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/17430437.2020.1725475

Watkins, B., & Smith, S. A. (2022). I want to work there: How public relations agencies communicate organizational culture and identity on Instagram. Journal of Communication Management, 26(2), 133-148. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/JCOM-01-2021-0005/full/html

Williams, R., & Chinn, M. (2015). Social media marketing in sports: A relationship marketing perspective. Journal of Sport Management, 29(2), 184-202. https://doi.org/10.1123/jsm.2013-0294

Wolverton, M. (2023). Effective Use of Social Media in a Digitalizing Landscape. The Journal of Innovations. https://doi.org/10.62470/2c242964

World Sailing. (2024). Race Management Manual: January 2024. https://d7qh6ksdplczd.cloudfront.net/sailing/wp-content/uploads/2022/05/26121014/RM-Manual-January-2024_Re-issue-01st-July-2024-with-Bookmarks.pdf

Yan, Z., & Huan, W. (2024). The role of social media in sports tourism marketing: A review and future outlook. Frontiers in Sport Research, 6(4), 132-137. https://doi.org/10.25236/fsr.2024.060420