Journal of Communication and Public Relations
Journal of Communication and Public Relations (JCPR) is an international, peer-reviewed journal for conceptual and research on communication studies and public relations. The objective of this journal is to encourage research related but not limited to Organizational Communication; Development Communication; Reputation management; Government Public Relations; Media Relations; Corporate Communication; Marketing Communication; and Public Policy Communication Management.
LSPR Institute of Communication & Business
Empowering Coastal Voices: AI-Powered Podcasting for Inclusive Communication in Kepulauan Seribu
This study aims to explore artificial intelligence (AI)-based communication in supporting inclusive communication through podcast media in the coastal areas of the Thousand Islands (Kepulauan Seribu). As an archipelagic region administratively part of the Jakarta Special Capital Region (DKI Jakarta) and consisting of small islands scattered across the northern waters of Jakarta, the Thousand Islands face significant geographical challenges, including limited access to information, inadequate technological infrastructure, and low community engagement in national digital communication flows. In this context, podcasts emerge as an alternative communication medium that is cost-effective and easily accessible, enabling coastal communities to directly convey their voices, experiences, and local issues. One local media outlet that plays a key role in this process is Radio Kepulauan Seribu (RKS), a community radio station that has long served as the primary link between island residents and local information sources. However, RKS faces substantial challenges related to limited human resources, both in terms of staff numbers and technical skills required for sustainable digital content production. In response to these constraints, the adoption of AI technology becomes highly relevant in supporting the continued production of podcast content. Technologies such as text-to-speech and speech-to-text assist in converting text into audio and vice versa, allowing community members to produce podcast content even without formal broadcasting skills. In addition, Natural Language Processing (NLP) is utilized to support script drafting, translate local languages into Indonesian, and identify key terms relevant to community needs. This study employs a qualitative descriptive approach and was conducted in several coastal communities connected to RKS and local educational institutions. Informants include community radio broadcasters, educators, and community members actively involved in the production or consumption of digital audio content. The findings indicate that the application of AI in podcasting not only facilitates technical aspects of content production but also expands broadcast reach across digital platforms such as Spotify, YouTube, Instagram, and WhatsApp. AI-supported podcasting enables faster production processes, more diverse content, and more engaging delivery of local messages, even when managed by a small team. Thus, this communication model represents a contextual and adaptive strategy in response to digital technological developments while empowering coastal communities to become active actors in independently voicing their local interests and identities.
Podcast; Artificial Intelligence; Inclusive communication; Coastal communities; Thousand Islands
Copyright (c) 2026 Journal of Communication and Public Relations
Mega-Events and Geopolitical Communication: Arab and Global North Strategies of Visibility and Soft Power
Mega-events have evolved from cultural and sporting gatherings into sophisticated instruments of geopolitical communication and soft power. In an era of mediated global politics, states use these high-profile spectacles to shape international perception, construct legitimacy, and project national influence. This study aims to compare how Arab and Global North nations deploy mega-events as strategic platforms for visibility and narrative control within global hierarchies of power. Using a comparative case study method, it examines Arab cases—Qatar’s 2022 FIFA World Cup, Expo 2020 Dubai, and Saudi Arabia’s Expo 2030 bid—alongside Western counterparts such as the London 2012 Olympics, the Venice Biennale, and Paris 2024 Olympics. The analysis draws on framing theory, soft power theory, and critical geopolitics to interpret how event communication and media representation operate as geopolitical performance. Findings reveal that Arab states employ mega-events to counter stereotypes, enhance legitimacy, and reposition themselves as global mediators, while Western nations use them to reassert cultural authority and sustain leadership narratives in a changing world order. The paper concludes that mega-events are not neutral cultural displays but symbolic battlegrounds for visibility, legitimacy, and influence in a media system structured by enduring global asymmetries. These insights advance Arab media and global communication scholarship by situating mega-events as dynamic arenas of soft power negotiation.
Mega-events; Soft power; Geopolitical communication; Arab media; Global North; Visibility politics.
Public Relations Strategies for Addressing Emerging Cybersecurity Threats in Nigeria’s Digital Economy
The rise of Nigeria’s digital economy has been accompanied by escalating cybersecurity threats, imperiling digital transactions and eroding public trust, particularly within the vital Financial Technology (FinTech) sector. This study investigated the effectiveness of public relations (PR) strategies in countering these threats, with a precise focus on proactive approaches to enhance cybersecurity awareness and resilience in Nigeria’s FinTech landscape, an area underexplored compared to technical cybersecurity research. Integrating the technology acceptance model (TAM) and situational crisis communication theory (SCCT), the study examined how PR shapes stakeholder perceptions and adoption of security measures, such as two-factor authentication, while guiding crisis responses to maintain trust. Adopting a qualitative approach, the study analysed secondary data from academic articles, industry reports, and Nigerian FinTech case studies, enriched by primary data from expert interviews with four Nigerian PR and four cybersecurity experts, to map the current threat landscape and PR efficacy. Findings revealed that proactive PR emphasising transparency, timely communication, and educational campaigns outperforms reactive strategies in fostering trust and reducing incident frequency, despite the barriers posed by digital illiteracy and misinformation, exemplified by a 2023 bank collapse rumour. Resource constraints further challenge implementation. The study recommended a proactive, integrated PR framework, contrasting it with reactive efforts, and proposes a national regulatory framework led by the Central Bank of Nigeria (CBN) and Nigerian Communications Commission (NCC) to adopt clear, multilingual communication, forward-thinking PR strategies, nationwide workshops, coordinated crisis communication, disaster plans with simulations, and partnerships with third parties to establish a credible regulatory structure, thereby strengthening digital resilience
Crisis Communication, Cybersecurity Threats, Digital Economy, FinTech, Public Relations.
Exploring Brand Voice Through Chatbot Interactions in Indonesian Low-Cost Airlines
In the digital era, artificial intelligence (AI) has become an influential tool in brand voice, especially within the airline industry. Indonesian low-cost carriers (LCCs) such as Lion Air, Citilink, and AirAsia Indonesia are increasingly integrating AI-powered chatbots into their customer service operations to enhance efficiency and shape brand perception. Despite the growing adoption of this technology, there remains limited academic focus on how chatbots contribute to brand voice in the context of Indonesian LCCs. This study aims to explore how these three major LCCs utilize AI-driven chatbots to project brand identity and values. Using a qualitative descriptive method, the research applies thematic analysis to simulated chatbot-user interactions based on common service scenarios, such as ticket inquiries, baggage policies, rescheduling, and complaint handling. These conversations, gathered from each airline’s official digital platform, are transcribed and analyzed using a six-phase framework. The analysis pays close attention to communicative elements such as language style, tone of voice, word choice, and use of visual symbols like emojis which are interpreted as indicators of each brand's voice and persona. The study is expected to reveal distinctive communication patterns across the three airlines, offering insights into how each brand strategically constructs its voice, whether warm and friendly, efficient and concise, casual, or professional. Beyond contributing to academic discussions on AI-mediated brand voice, the findings provide practical implications for communication practitioners, digital developers, and policymakers. By grounding the analysis in real-world data and a localized industry context, this research highlights the strategic potential of chatbots not just as service tools, but as integral elements of digital brand storytelling in Southeast Asia’s growing aviation market.
chatbot, brand voice, low-cost airline, artificial intelligence, thematic analysis
The Synergistic Relationship Between Corporate Communication and Crisis Management Practices
This study examines the strategic role of corporate communication in crisis management through a systematic literature review (SLR) of peer-reviewed journal articles published between 2015 and 2025. Although the interrelationship between corporate communication and crisis communication has been widely acknowledged, existing scholarship remains fragmented in explaining how corporate communication operates as a governance mechanism during crises, particularly within the framework of Situational Crisis Communication Theory (SCCT). Using a systematic review approach, this study analyzed 42 peer-reviewed articles indexed in Scopus, Web of Science, and Google Scholar that explicitly addressed corporate communication, crisis communication, reputation management, and SCCT. The findings reveal three dominant patterns: (1) a shift from reactive message control to dialogic, transparent, and ethical communication practices; (2) the institutionalization of corporate communication as a core crisis governance function rather than a support activity; and (3) the increasing influence of digital media and stakeholder-driven narratives on crisis outcomes. This study contributes a synthesized conceptual framework that positions corporate communication as a strategic integrator aligning crisis response, stakeholder expectations, and reputational recovery. By reframing SCCT from a message-selection model into a communication capability perspective, this review offers theoretical enrichment and practical implications for organizations operating in digitally accelerated crisis environments.
corporate communication; crisis communication; SCCT; reputation management; systematic literature review
Determinants of Purchase Decisions toward Influencer-Promoted Organic Creams among Students on Social Media
This study examines the determinants of purchase decisions toward influencer-promoted organic creams among female university students on social media in Abeokuta, Ogun State, Nigeria. Specifically, the study examines the social media platforms through which students most frequently encounter influencer-endorsed organic cream advertisements and factors shaping purchase decisions, and the challenges associated with influencer marketing within Nigeria’s beauty industry. A mixed-methods research design was employed, combining a descriptive survey and in-depth interviews. Quantitative data were obtained from 380 female students drawn from Chrisland University and the Federal University of Agriculture, Abeokuta (FUNAAB), using a structured questionnaire administered via Google Forms. Qualitative data were generated through in-depth interviews with five organic skincare industry experts and analysed thematically. The findings indicate that TikTok and Instagram are the most prominent platforms for influencer-endorsed organic cream advertising, with their visually rich and interactive features significantly enhancing audience engagement. Purchase decisions were largely influenced by perceived product effectiveness, peer endorsement, and ease of access to purchase links embedded in influencer content. The study concludes that social media influencers play a significant role in shaping organic cream purchase behaviour among female university students; however, their influence is largely dependent on perceived authenticity, transparency, and relevance to consumer needs. The study recommends that marketers prioritise TikTok and Instagram for influencer campaigns, emphasise authentic product testimonials, and promote ethical advertising practices to strengthen consumer trust and improve marketing outcomes in Nigeria’s beauty industry.
This research explores the strategic integration of Artificial Intelligence (AI) and Key Opinion Leaders (KOLs) within Public Relation (PR) campaigns aimed at advancing the Sustainable Development Goals (SDGs). Utilizing Agenda Setting Theory, the study examines how AI enhance the precision of sustainability objectives. Data gathered through a mixed-methods approach, involving in-depth interviews with PR practitioners and quantitative surveys, to assess the adoption and efficacy of AI in managing KOL partnerships. Key findings indicate that 45.5% of respondents use AI to optimize KOL interactions, while 33.3% incorporate KOLs into campaigns focused on SDG-related initiatives. Furthermore, 44.4% of respondents emphasize the critical importance of credibility in determining the success of KOL-driven campaigns. However, challenges remain, as 22.2% of professionals report difficulties in AI adoption, citing a lack of technical training as a barrier. The study concludes that AI significantly enhances PR strategies by improving audience targeting and campaign management, though human expertise remains essential in ensuring ethical decision-making and contextual relevance, particularly in culturally diverse regions such as Indonesia. The findings contribute to the growing body of knowledge on the intersection of AI, PR, and sustainability, providing practical recommendations for future campaigns aimed at promoting global development goals. To enhance the relevance of the study within the field of public relations and sustainability, keywords such as Agenda Setting Theory have been incorporated to better align the paper’s focus with strategic communication frameworks.
Copyright of Afghanistan Recent Infringements and Developments
This article looks at the complicated landscape of copyright law in Afghanistan, examining its historical development, current legal framework and current challenges. Focusing on recent infringements and developments, the study uses a mixed methods approach and involves 22 participants, including experienced writers and representatives of prominent publishing houses. The research questions guide the investigation, which aims to uncover notable developments and infringements, understand their impact on international copyright law and provide insights for improvement. The comprehensive literature review contextualizes the challenges and draws on global perspectives to illustrate the pervasive nature of copyright issues. The study examines Afghanistan's 2008 Copyright Law, which covers various creative works and emphasizes alignment with international treaties. The research methodology includes a carefully crafted questionnaire that addresses awareness, recent changes in the law, and strategies for improvement. Analysis of the participant data reveals a nuanced landscape, showing diverse insights from accomplished writers and influential publishing owners. The study identifies key themes, such as concerns about the implementation gap in existing copyright laws, the impact of socio-political conditions on infringement, and the need for greater public awareness. Comparisons between writers and publishers reveal nuanced emphases, with writers emphasizing the personal impact of plagiarism and publishers focusing on economic issues. In conclusion, the study highlights the complex challenges Afghanistan faces in enforcing copyright. The participants argue for stronger legal sanctions, more resources and education.
Afghanistan, Intellectual property, Infringement, Enforcement, Publishing industry
The Communication Strategy of Mangkunegara X in Promoting the Creative Economy in Solo through the Mangkunegaran Run 2025 Event
This study explores the communication strategy of Kanjeng Gusti Pangeran Adipati Arya (K.G.P.A.A.) Mangkunegara X in promoting the creative economy in the city of Solo through Mangkunegaran Run 2025, a cultural and sporting event designed to embody his visionary concept of Culture–Future. The research focuses on how leadership rooted in cultural heritage can employ strategic communication to foster public engagement and stimulate the growth of the local creative economy. Using a qualitative approach through a case study method, this research gathers data from direct observation, documentation, news coverage, and relevant scholarly works on cultural leadership, strategic communication, and creative economy development. The theoretical framework combines the concepts of Integrated Marketing Communication (IMC) and Cultural Branding to analyze how cultural values are translated into public narratives and experiential communication during the event. This study aims to identify the key elements of Mangkunegara X’s communication strategy in reframing a cultural event as a driver of economic innovation. It also examines how symbolic representation, narrative framing, and stakeholder engagement contribute to shaping the identity of Mangkunegaran as a dynamic and creative cultural institution. The findings are expected to provide insights into how traditional leadership can adapt to the demands of modern communication, offering implications for cultural institutions seeking to revitalize heritage through entrepreneurship. Accordingly, this research contributes to the broader discourse on creative economy strategies and deepens the understanding of communication practices within contemporary cultural governance.
strategic communication; creative economy; cultural leadership; Mangkunegara X; cultural event
Analysis of Strategy and Communication Approach in The Green Campaign of Luxcrime x Seven Clean Seas on Social Media (Tiktok & Instagram)
The growing public concern for environmental issues has encouraged beauty brands to adopt sustainable and socially responsible marketing approaches. This study examines the collaborative campaign between Luxcrime and the environmental organization Seven Clean Seas, which promoted ocean conservation through the purchase of selected beauty products. The study aims to analyze the digital communication strategies used in the campaign and to explore how public-figure involvement and consumer engagement contributed to shaping Luxcrime’s brand value. A qualitative case study method was applied, drawing on social media content observation, campaign documentation, and in-depth interviews with key stakeholders. The findings show that the campaign integrated emotional messaging, strong visual identity, and calls to action that resonated with younger audiences on Instagram and TikTok. Influencer participation, particularly when done voluntarily, enhanced trust and strengthened the perception of Luxcrime as a socially responsible brand. The analysis also highlights how controlled communication channels allowed Luxcrime to maintain message clarity while collaboration with an environmental NGO added credibility to the sustainability claims. These elements collectively supported the development of positive brand associations and consumer appreciation toward the campaign. The study provides insights into how visual storytelling, authenticity, and strategic partnerships contribute to the effectiveness of digital green marketing campaigns.
Comparative Analysis of Public Relations Roles, Practitioners’ Functions and Communication Models in Public and Private Organizations in Nigeria
The study comparatively examines Public Relations roles, practitioner functions and communication models as practiced in public and private organizations in Nigeria. The main objetive of the study is to investigate the roles of public relations practitioners in public and private organizations in Nigeria, with a focus on Akwa Ibom and to identify the communication models adopted within these establishments. Using a qualitaive design, data were collected through face-to-face semi structured interviews with 22 purposively selected senior PR professionals, including communication managers, directors and Public Relations managers. Interview questions were guided by the study's objectives, review of literatures and Structuration Theory to facilitate the interview process. Data from interviews were transcribed, coded, and thematically analyzed using Atlas ti, 8 software. Thematic analysis revealed that Public Relations facilitates stakeholders engagement and crisis management in both sectors, public sector organizations tend to adopt reactive strategies, with practitioners performing mainly technician roles, whereas private organizations employ proactive approaches with practitioners performing dual roles involving technician and managerial responsibilties. Further finding revealed public sector organizations rely mainly on linear, one-way communication for operational purposes, whereas private organizations apply transactional two-way model that promotes feedback, participation and strategic alignment of PR. The study further highlights how leadership style, organizational culture and power dynamics shapes PR effectiveness. The paper recommends empowering PR professionals and granting autonomy to the Nigerian Institute of Public Relations to regulate the profession without interference , as well as promoting the integration and acceptance of PR into strategic management in the country.
Public Relations Roles, Practitioner’s Roles, Communication Models, Organizational Communication, Public and Private Sector Organizations
Proliferation of Media Content on TIKTOK and Its Impacts on Traditional Television Viewing Habits in Ghana
Premised on media substitution and uses and gratification theories, this study evaluates the increasing prominence of TikTok media content as it transforms traditional television viewing practices focusing on users between 18 and 34 years old. This research analyzed quantitative data to understand how short-form customized interactive TikTok content affects people's media habits and advertising results. User behavior has drastically evolved since people now dedicate their time primarily to TikTok rather than traditional television watching. Users transition to this platform primarily because it offers straightforward features and intelligent recommendation systems together with time-efficient content delivery. The research finds that TikTok continues to expand its influence on digital advertising landscapes. The research demonstrated that people chose TikTok ads over conventional television advertisements because they felt more connected and got better buying influences. Through its features of interactive content and user-generated material as well as viral trends TikTok functions effectively for advertisers by engaging audiences. According to the study conventional television networks need to find ways to innovate and integrate short-form digital content within their strategies for remaining relevant amid ongoing digital platform evolution. These findings suggest that the media world is transforming because viewers now interact with ads differently through TikTok and its associated apps as digital platforms take over consumer habits.
Commodification through Exaggerated Narratives in Indonesian YouTube Industry
Recent commodification studies primarily focus on what is commodified, often overlooking how it is delivered through exaggerated narratives within the Indonesian YouTube industry. Using Vincent Mosco's work on commodification, this qualitative research aims to analyze how Atta Halilintar (AH), a prominent figure and one of the biggest powers in the industry, employs exaggerated narratives as a deliberate tool for commodifying information into exchange value, specifically to make the content more appealing and entertaining. The data of this research were gathered from the four most-viewed of AH's ‘Grebek Rumah’ videos. We use multimodal critical discourse analysis (MCDA) to analyze the data from its titles, thumbnails, photography compositions, and conversations. The results show that exaggerated narratives cannot only be seen as a deliberate tool to make content more appealing and entertaining. Beyond that, this tool also has capital interests and follows market logic. This means content that might be perceived as inappropriate will continue to be produced as long as it is still widely consumed/watched. However, unethical use of this tool, such as intentionally presenting misleading information, can damage the creator's reputation. Thus, the digital content creators must be aware of and use this deliberate tool ethically, rather than only focusing on maximizing capital potential. For theoretical contributions, we suggest exaggerated narratives to be considered as an important aspect in content commodification, and suggest future research to pay more attention to its use in other platforms.
Perceived usefulness of Artificial Intelligence on Public Relations Practices in Malaysia
This pilot study investigates the perceived usefulness of Artificial Intelligence (AI) in Public Relations (PR) practices from the perspective of Malaysian practitioners. With the increasing adoption of AI across industries, PR professionals are beginning to explore how such technologies can enhance strategic communication, media monitoring, campaign planning and stakeholder engagement. However, there is limited empirical research capturing these perceptions in the Malaysian context. Guided by the Technology Acceptance Model (TAM), this study aims to assess the extent to which AI is perceived to enhance efficiency, transform roles and support the core functions of PR. This study evaluates how practitioners view AI’s ability to streamline content creation, automate repetitive tasks and analyse media trends. Using a quantitative survey approach, data were collected from various Malaysian PR practitioners through an online questionnaire. Descriptive statistical analysis was employed to identify key patterns in perception. The results reveal that AI is generally perceived as a valuable tool for automating routine tasks such as press release writing, social media monitoring and media analysis. However, its perceived usefulness diminishes in areas requiring emotional intelligence, strategic judgment, or interpersonal engagement, such as crisis communication and relationship-building with stakeholders. The findings underscore a dual perception of AI as both an enhancer of efficiency and a potential disruptor of core human-centred PR functions. This study contributes to the growing body of knowledge on AI in communication by providing initial empirical insights from Malaysia, a region underrepresented in current discourse. It also lays the groundwork for future studies exploring behavioural intention and actual AI usage in PR, which could be investigated further. The study concludes by recommending skill development initiatives, ethical AI integration and policy support to ensure AI adoption aligns with professional standards and societal values.
Corporate Social Responsibility Strategies of PT Sumber Alfaria Trijaya Tbk in Maintaining the Company's Image
Corporate Social Responsibility represents a corporate commitment to improve social welfare and environmental sustainability that is beneficial to the institution and society. In public relations practice, CSR is often utilized as a strategic approach to improve and maintain corporate image. This study aims to examine the CSR strategies and tactics carried out by PT Sumber Alfaria Trijaya Tbk and to identify obstacles encountered in their execution. Adopting post-positivst paradigm, this research employs a descriptive qualitative method with a case study design. Data research was collected through in-depth interviews and analyzed using data reduction, data display and conclusion drawing techniques. The findings show that PT Sumber Alfaria Trijaya Tbk execute its CSR initiatives based on the Triple Bottom Line framework of profit, people and planet. Profit-oriented strategy conducted through Alfamart Care program, which focuses on donation fundraising, good donation, and blood donation event. People-oriented organized through Alfamart Smart and Alfamart SMEs, which provide education scholarship and facilitate marketing promotion for Small and Medium Enterprises using Alfamind Application. Planet-oriented strategy is carried through Alfamart Clean and Energy, emphasizing plastic reduction campaigns and tree-planting activities to support environmental conservation and disaster mitigation. However, the implementation of CSR faces challenges, especially ineffective communications channel that limit the dissemination of innovation-related information to heterogenous publics. This study underscores the critical role of CSR generate sustain reputational value rather than symbolic event only.
Strategy of Corporate Social Responsibility
A compelling example of events that attracted public interest in crisis response and image repair is the recent deadly explosion in Ibadan, the capital of Oyo State, Nigeria, an event with significant implications for public safety, citizen well-being, and government credibility. This case is particularly relevant to governmental communication, as effective crisis communication strategies are vital for image repair during and after such events. Despite the frequency of crises involving Nigerian institutions, and the tendency for such crises to be politicized, there is a notable dearth of empirical studies applying Benoit’s Image Repair Theory to governmental responses. This study addresses that gap by examining how the Oyo State Government restored its image and reputation following the explosion. Using Image Repair Theory as a framework, the study analyzed official communications posted on the Oyo State government’s X (formerly Twitter) page. Findings indicate that the public rejected the government's initial denial, but image repair was achieved through corrective action and compensation. This paper argues that government must not be discreet with its crisis response strategies. The analysis, therefore, underscores the importance of transparency and political leaders' visible presence and empathy in enhancing the effectiveness of image repair strategies. These findings contribute to the crisis communication and governance literature, offering broader implications for crisis management and political accountability in Nigeria.
Crisis Communication in Indonesia Football Club
No organizations can avoid the crisis, include the football club. This paper aims to analysis the image restoration strategies by PSS Sleman, an Indonesian Football Club. On 2021, PSS experienced a crisis due to the conflict between club management and fans. PSS fans demanded resignation of clib CEO, headcoach, and one player because fans think they were causing the bad results (win-less streak). The CEO than respondend by threaten to move PSS out of Sleman. The crisis ended after all the parties stepped down and/or fired from PSS and changing in the management and coaching staff. After the crisis, organizations should do the post crisis activities to image repair. For the research method author use qualitative, with data use interview with PSS communication team (PR and media team) and fans. Data also use digital archive from PSS official media. Results PSS use two main strategies in image repair: visiting the fans directly and using social media to share official statements. The obstacles in conducting strategy : the lack of manpower in PR, no clear job description for PR, and lack of knowledge and support from the top management.
Use of Social Media Celebrity Influencers in Promoting Hospitality Business Brand in Nigeria
This study takes a theoretical approach to examine the interconnectedness of brand management, influencer marketing, and public relations within Nigeria’s hospitality industry, focusing on the growing role of social media celebrity influencers. Brands serve as symbolic constructs that shape consumer perceptions, emotional connections, and purchasing decisions. Successful branding extends beyond differentiation to foster trust, loyalty, and engagement. With the rise of digital media, public relations strategies have evolved, allowing hospitality businesses to leverage influencers for enhanced visibility and consumer connection. These influencers, perceived as credible and aspirational figures, play a pivotal role in shaping consumer attitudes and brand perception. To maximise the impact of influencer marketing, Nigerian hospitality business owners are to carefully select influencers whose values align with their brand identity. Reliable partnerships foster stronger consumer trust and engagement. Stakeholders need to integrate conventional and modern branding elements, focusing on consistent visual identity, consumer experiences, and reputation management. Emotional connections, built on shared values and positive brand experiences, are essential for long-term success. Additionally, PR experts should utilise data analytics to guide strategic decision-making in brand management, influencer partnerships, and service delivery. By adopting a holistic, data-driven approach to influencer marketing and public relations, hospitality businesses can enhance their competitive edge, sustain growth, and navigate the evolving dynamics of Nigeria’s digital marketplace.
Re-conceptualizing Public Relations Practices in Nigeria: A Framework to Address Systemic Challenges
This conceptual paper examines the roles and challenges of public relations practice in Nigeria by proposing a framework to address systemic issues hindering its professionalization. Despite cultural diversity shaping PR globally, the practice in Nigeria faces significant obstacles, including limited strategic involvement, deployment of unqualified practitioners, political interference, inadequate education and training, weak ethical standards, and lack of a robust regulatory framework. The absence of autonomy by the Nigerian Institute of Public Relations (NIPR) further exacerbates these issues, allowing individuals without formal training or specialization to practice, thereby undermining the profession's credibility. Using a narrative literature review, the study synthesizes existing research to identify gaps and develop a conceptual framework aimed at addressing these challenges. Drawing from role theory in public relations and Grunig’s Excellence theory, the paper proposes a tripartite framework for PR professionalization in Nigeria. This framework emphasizes education to impart theoretical knowledge and practical skills, accreditation to ensure eligibility for membership and registration, and certification to uphold ethical standards and professional conduct as well as autonomy of the NIPR as the primary regulatory body of the procession in the country. By implementing this tripartite model, PR practitioners in Nigeria can be empowered to perform strategic managerial and operational communication roles effectively. This will enable practitioners and by extension NIPR to uphold the integrity of the profession, and foster standardization and professionalization in alignment with global best practices. Hence, this study provides actionable insights for re-conceptualizing PR in Nigeria, advancing its role as a credible and strategic profession.
Copyright (c) 2025 Journal of Communication and Public Relations
The Interplay between PR Messaging and Loyalty in Young Adult Markets: A Study from Medan City
As public awareness of environmental and social issues grows, consumers increasingly gravitate toward brands that demonstrate a commitment to sustainability and social responsibility. This shift has prompted businesses to launch campaigns that address these concerns, effectively aligning their values with those of their target audiences. Within the beauty industry, The Body Shop’s "Be Seen Be Heard" campaign serves as a prime example, promoting environmental and social values while engaging consumers. This study examines the relationship between such public relations messaging and consumer loyalty among young adults in Medan City. A quantitative research approach was employed, with data collected from 100 respondents through structured questionnaires. Correlation analysis revealed a strong and significant positive relationship between the PR campaign and consumer loyalty, with a coefficient of 0.823. This result underscores the campaign's effectiveness in fostering loyalty within the young urban demographic by aligning brand messaging with issues of social and environmental relevance. The findings emphasize the strategic role of public relations in shaping consumer perceptions and behaviors, particularly among socially conscious young adults. They also highlight the importance of authentic, values-driven campaigns in cultivating long-term brand loyalty. This study contributes to the growing body of knowledge on the interplay between PR messaging and consumer loyalty, offering practical insights for businesses aiming to strengthen their market presence in the era of sustainability.
Gender and Language: Analyzing Communication Styles in Argumentative Writing
This study investigates gender-based differences in communication styles within argumentative writing, focusing on syntactic elements like pronouns and noun modifiers, as well as pragmatic aspects such as argumentation strategies. Using a mixed-method approach, data were collected from 30 students in the 2011 cohort of an English Department in Indonesia, evenly split between male and female participants. Quantitative analysis revealed that men utilized personal pronouns more frequently, emphasizing individuality and logical reasoning, whereas women employed noun modifiers more often, showcasing precision and elaboration. Qualitative findings highlighted that men’s arguments leaned towards directness and assertiveness, often grounded in bold claims, while women’s arguments demonstrated greater coherence and emotional engagement, reflecting inclusivity and relational focus. These stylistic variations align with broader sociolinguistic patterns tied to gender. The study underscores the importance of understanding these differences to improve teaching methods and encourage the balanced development of argumentative writing skills across genders. The findings contribute to the growing body of research on gendered communication in second-language contexts, offering insights for educators and linguists aiming to address linguistic and cultural nuances in academic writing.
Benin Publics' Perception of Media Framing of Gender Equality for National Development in Nigeria
This study examines the Benin public's perceptions of media framing gender equality in Nigeria and its impact on national development. The study's rationale was to ascertain how media framing practices shape public attitudes and influence policy responses, ultimately affecting the overall advancement of gender equality in Nigeria. Anchored on framing theory, the study employed the survey research design and collected data using a structured questionnaire from 384 respondents in Benin City using the multistage sampling technique. The data were presented in tables and analyzed using frequency counts, straightforward percentages, and mean scores. Findings revealed that the media create awareness of gender equality among the Benin public to a great extent, with social media identified as the most effective platform. Also, the standard frames employed by the media on gender equality issues are social justice and political empowerment frames. However, despite recognizing the media’s effectiveness, concerns about bias and fairness persist. The researchers conclude that while media plays a significant role in raising awareness, there is considerable skepticism regarding the accuracy and bias of these portrayals. Recommendations include efforts that should be made to increase the frequency and consistency of gender equality content across all media platforms, including traditional and digital media, among others.
Assessment of the Adherence to Public Relations Code of Ethics by Practitioners in Lagos State
The study investigated practitioners' adherence to Lagos State, Nigeria's public relations code of ethics. The study was anchored on the two-way symmetrical model of PR and absolutist ethical theory. The investigation adopted an in-depth interview research method. The researchers reached out to 10 PR practitioners in Lagos. The researchers utilized the purposive sampling technique, and the interview guide was used as the data collection instrument. It was revealed that PR practitioners are vastly knowledgeable about the existing code of ethics governing PR practices in Lagos state and, by extension, Nigeria. Also, the result indicated that there is a low level of adherence to the code of ethics. It was recommended that strict regulatory principles and actions be enforced on erring PR practitioners in Lagos state to deter others from breaking or twisting the code of ethics of PR practices and serve their agenda.
Public Relations Role of @debrads.id on Instagram in Promoting the Victoria Run 2023 Event by deBrads Race Management
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
The Intersection of Entertainment and Commerce
Digital marketing is developing more and more significantly, especially since the Covid-19 pandemic in 2020. The decision to stay at home in several countries including Indonesia has forced various levels of society to work from home. As a result, many individuals use social media to carry out activities such as seeking entertainment, socializing, and shopping for daily necessities. This change in behaviour brings fresh air to the Indonesian advertising industry. The use of social media for commercial, entertainment and social purposes has become a new phenomenon called social media commerce. Buzzohero as a Social Media Advertising Platform takes this opportunity by optimizing the TikTok Live Streaming feature in marketing products from various brands, which are their clients. This study aims to analyse Buzzohero's strategy in forming engagement through Social Commerce on TikTok Live Streaming. This study uses a qualitative methodology with an interpretive paradigm. The data collection technique uses interviews as primary data. While the secondary data the authors obtained through observations on TikTok Live Streaming content, documentation, and literature. The results of this research analysis associated using the RACE model (Reach, Act, Convert, and Engage) as a digital marketing framework representing distinct stages of the marketing process that is widely used that facilitates the development and implementation of successful marketing strategies.
Shifting Communication through Virtual Influencers Driven Metaverse Revolution
The metaverse revolution and the shifting to artificial intelligence (AI) are transforming human daily activities with the growth of chatbots and virtual agents changing communication and public relations strategies. Therefore, this paper aims to explore and question virtual influencers in Africa regarding communication strategies in organizations and human daily activities according to the metaverse revolution. This explorative qualitative descriptive research adopted a synthesis review of scientific publications and online investigation on two virtual influencers pages on Instagram in Africa to collect the data according to the influencers marketing paradigm on social media. First, the findings underlined the social presence, parasocial connectedness and perceived credibility of these virtual AI influencers in the innovative usages to support marketing and communication. Then, the results underlined the prospective application of AI virtual influencers and ethical issues in communication and public relations strategies. As a recommendation, the integration of AI Virtual influencers and AI agents in human activities requires to update the skills of managers and users by considering a human-centered approach according to the industry 5.0 paradigm.
This literature review examines social media's role in increasing public political engagement in the digital era, synthesizing 17 scientific sources from the last five years. Digital transformation has reshaped political participation, fostering faster, more open, and decentralized interactions. The study explores five key themes: the theoretical basis of political participation, mechanisms for increasing engagement through social media (e.g., shaping public opinion via digital platforms and phenomena like "Emergency Warning"), digital mobilization strategies of political figures (illustrated by the "Anies Bubble" discourse and its use of symbols and narratives), the impact of information technology on political communication and elite-public interaction, and the challenges and opportunities of digital democracy, including disinformation, polarization, and digital literacy gaps. Findings indicate social media's strategic role in promoting broader political participation. However, realizing its full potential necessitates robust digital literacy, adaptive regulations, and responsible platform governance to enhance the quality of digital democracy.
Reconnecting with the Public: Communication Strategies to Address the Hypertension Crisis in Banjarmasin
This article presents a comprehensive communication strategy to tackle the hypertension crisis in Banjarmasin, Indonesia, where the prevalence of hypertension remains significantly high despite ongoing government interventions. The Ministry of Health (KEMENKES), in coordination with local healthcare institutions like PUSKESMAS, has launched a targeted campaign aimed at increasing public awareness, improving prevention measures, and rebuilding trust in the government's commitment to healthcare. The campaign integrates multiple communication channels, including media outreach, public seminars, and strategic partnerships with influencers and local businesses that promote healthy lifestyle choices. A key component of the strategy is the appointment of Regional Ambassadors who will oversee community engagement and lead health education efforts across Indonesia. Social media platforms will also play a central role in disseminating key messages about hypertension prevention, delivered through influencers, volunteers, and interactive online content. Additionally, the campaign incorporates community-driven activities, such as "Green Walking," to encourage participation in healthier lifestyles. Running from January 2022 to January 2023, this initiative aims to engage a broad audience, ensuring widespread awareness and understanding of hypertension risks and management. By actively involving the public in these efforts, the campaign seeks not only to reduce the number of hypertension cases but also to restore and strengthen public confidence in the government's healthcare initiatives, positioning it as a critical step towards a healthier and more informed society in Indonesia.
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An Assessment of Social Media Opportunities in Public Relations Practice at University K and St Paul Universities in Kenya
To ensure adequate public relations in the 21st Century, universities have turned to Social Media in service delivery. Despite the availability and utilization of social media tools, there is still limited understanding of the social media possibilities, especially WhatsApp, Facebook, and Twitter, that private universities in Kenya have not fully harnessed for public relations. This study evaluates the public relations social media opportunities that University K and St. Paul Universities in Kenya have not yet taken advantage of. This research took place from May to July 2022. A mixed methods approach was employed, incorporating a questionnaire and interviews. It involved 270 questionnaire respondents and two in-depth interviews with PR officers from the two selected universities. Quantitative data were analyzed using SPSS v. 23, while qualitative data were analyzed using narrative analysis. The results indicated that social media positively affected service delivery within the Public Relations departments. It was also disclosed that social media aided in promoting their accomplishments, improved information quality, established a user-friendly platform for the public to interact with their organization, increased access to information, and strengthened the organization’s lobbying capacity for public backing of their stances. The research suggests that universities should take advantage of the ample opportunities social media offers to engage with their audiences and assist organizations in expanding their reach for public relations efforts.
Implementation of Tourism Place Branding Management in Indonesia through the 'Wonderful Indonesia' Campaign
Tourism has become a significant sector in Indonesia's economy since 2019. Indonesia has a tourism brand managed by the Ministry of Tourism and Creative Economy (Kemenparekraf) called "Wonderful Indonesia." Since its launch in 2011 and its promotion in 2015 until the present, Indonesian tourism, especially the Wonderful Indonesia brand, has received various national and international awards. These accolades can be attributed to the marketing communication and branding efforts carried out by Kemenparekraf. There is a concept called place branding, where "Wonderful Indonesia" is applied to brand Indonesian tourism. This research aims to understand the implementation of the tourism place branding concept in the marketing communication and branding efforts of Wonderful Indonesia. This research utilizes integrated marketing communication, branding, and place branding. The research adopts a constructivist paradigm with a qualitative descriptive method. Data collection involved interviewing representatives from Kemenparekraf who were involved in marketing communication and branding activities for Wonderful Indonesia. The data was then coded and analyzed. The research findings reveal that Kemenparekraf employs marketing communication strategies, incorporating Integrated Marketing Communication (IMC) components, and implements branding in line with the place branding concept. The study identifies that the branding implementation fulfills the 10 Strategic Place Brand Management Model components: brand infrastructure, stakeholder management (engagement), brand leadership, articulation, architecture, communication, identity, experience, word-of-mouth, and evaluation. Kemenparekraf also effectively implements an integrated marketing communication (IMC) approach by utilizing various tools, such as advertising, promotion, sponsorships, marketing events, experiential marketing, product placement, branded content, packaging, trade shows and fairs, personal selling, direct marketing, and public relations.