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
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 (c) 2026 Journal of Communication and Public Relations
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.
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.
Copyright (c) 2022 Journal of Communication and Public Relations
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.
Strategic Marketing Public Relations for Brand Elevation: A Case Study of the #JacquelleDisneyEdition Campaign
The strategic Marketing Public Relations (MPR) efforts of Jacquelle Beaute, especially through their collaboration with Disney, have significantly enhanced brand awareness. Using the three fundamental Public Relations functions defined by Edward L. Bernays, the brand has effectively communicated product knowledge via digital platforms like Instagram and TikTok, organized engaging events to influence public behavior, and maintained strong public relationships. Key strategies involving publication, events, sponsorship, and media identity have played vital roles. Publications on Instagram and TikTok, supported by beauty influencer reviews, have spread product knowledge, despite challenges in influencer selection. Events, including the grand launch of the Disney Ariel collaboration, have boosted brand awareness by reflecting Jacquelle Beaute’s unique characteristics. Sponsorships, particularly targeting young adults in universities, have expanded their reach through word-of-mouth promotion. The distinctive media identity, characterized by sustainable and multitasking products and unique Disney-themed packaging, has made their products easily recognizable. While the research indicates that only four out of the seven MPR tools outlined by Kotler and Keller (2012) were effectively utilized, Jacquelle Beaute's efforts have generally been successful, achieving Brand Recall and Brand Recognition levels of awareness. However, there is room for improvement in influencer selection and pricing strategies to broaden their audience. Overall, Jacquelle Beaute's strategic use of MPR tools, particularly through digital media and well-executed events, underscores the importance of a cohesive approach in building brand awareness.
Copyright (c) 2023 Journal of Communication and Public Relations
Innovative Brand Awareness Strategies: Push, Pull & Pass Marketing in Indonesian Fashion
Several Fashion manufacturer in Indonesia are delivering distinctive themes as the country's fashion industry expands quickly. With advances in quality and design, local products are now able to compete with those of foreign brands. Public Relations has grown in importance as a marketing strategy in the apparel business in recent years. The purpose of this study is to explain how Loony's public relations marketing has increased brand awareness. This research collects primary and secondary data using a descriptive qualitative research methodology. Interviews with customers and internal business sources are used to gather primary data. Books, journals, webpages, and internal company data are sources of secondary data. This approach ensures a comprehensive analysis of Loony's strategies. The results show that Loony uses the Push, Pull, and Pass methods to boost brand recognition. The Push strategy involves actively promoting the brand, the Pull strategy focuses on attracting consumers, and the Pass strategy relies on making the brand unique by giving nicknames to its customers. By integrating these techniques, Loony has effectively raised its profile in a competitive industry. Public relations have allowed the brand to interact more meaningfully with consumers, fostering loyalty and engagement. By emphasizing distinctive regional themes and values, this tactic has also helped Loony differentiate from foreign rivals. In Indonesia's rapidly changing fashion industry, this strategy highlights the significance of strategic marketing. Effective use of marketing and PR techniques will be essential for firms to build and preserve a strong market presence as the industry expands.
Analysis of YouTube Content about Konjac as an Education of Indonesian Farmers in the Disruption Era
The konjac plant is thought to be a nutritious meal that is good for both beauty and health. Konjac exports from Indonesia to other countries grew as a result in 2020. Nevertheless, a sharp fall was observed at the end of 2021, despite the fact that many Indonesian farmers had shifted to Konjac plants. The researcher will continue the research series with Konjac plant objects in 2022 because there are so many questions and rumors surrounding this plant. The purpose of this study is to interpret the meaning of YouTube accounts that talk about konjac plants. By generating codes from all the words collected from the 30 YouTube accounts examined, the study employed a qualitative content analysis methodology. Three code frameworks were identified as being relevant to the Konjac problem: Konjac, the Government, and Export. The Government of Indonesia appealed the findings of these three regulations regarding the attitudes of farmers who support and oppose the growing of konjac. The Indonesian government is viewed as being unprepared to deal with both the farmers themselves and the global market, and thus disregards the quality of Konjac crops for export. Conclusion: In order to improve the quality of products that will be exported and brand Konjac plants for the global market, coordination and engagement between farmers and the Indonesian government are required, as well as the involvement of academics.
Branding Vocational School with The Internet of Things (IoT) Production Competency of Students in Indonesia
There are many creative opportunities for Internet of Things (IoT) systems to positively impact schools, industries, and others. The purpose of this study is to describe how negative issues in vocational schools (SMK) can be overturned with the ability of SMK students in the field of IoT. Researchers used a qualitative approach with descriptive methods. The results show that vocational schools in Indonesia prepared students to face the world of work supporting IoT learning such as curriculum synchronization, laboratories, and production units. Optimism that IoT will be the flagship of vocational school because the SMK has competent human resources in IoT technology and has been certified. A vocational school is producing the IoT smart lock RFID system products. The conclusion is although the IoT system is still straightforward, which is made in the form of a smart lock system, it can represent technology products made by vocational students. This can be a school branding for prospective students or their parents.
Analyzing Digital Platforms Appropriation to Support Organization Communication through Industry 5.0 Paradigm
The digital revolution through the Internet, connected technologies, and virtual platforms transforms whole human activities including policies, the economy, education, the environment, and so on. Thus, in developed and developing countries particularly, social media and digital platforms appropriation results in virtualization of daily communication practices for human wellbeing in society and organizations. This paper aims to describe how digital platforms like social media transform organization strategies according to the exploration of Industry 5.0 as human centric paradigm to promote business activities resilience and build a social capital in a challenging context. Through a virtual ethnography case study in Cote d’Ivoire, a West Africa Country, observation, interviews and focus groups allowed to collect data from a convenience sample of business owners/managers, employees and clients in 5 start up or enterprises from January to May 2024. Findings underline digital platform marketing strategies adoption, challenges encountered and outcomes for organization stakeholders in term of resilient value creation, and sustainability and human well-being. As recommendation, a communication development approach based on binding communication, social media marketing and Industry 5.0 paradigm is a strategic approach for effective communication in this changing world according to a human centric perspective. This can allow to create business opportunities, reduce poverty, increase resilience, balance organization sustainability through intelligent marketing communication tools and social media platforms integrated human activities
Comparative Analysis of Government Communication Strategies in Environmental Law Enforcement: A Case Study of Indonesia (DKI Jakarta) and Singapore
This study explores the communication strategies of Indonesia and Singapore in enforcing environmental law, particularly in the context of the Awyu and Moi tribes' refusal to give up their customary forests for palm oil plantations. Using a descriptive-comparative qualitative method, it highlights the differences in the two countries' environmental legal frameworks and communication approaches. With a low Environmental Performance Index (EPI) rating, Indonesia struggles with bureaucratic challenges in implementing its environmental laws, based on the 1945 Constitution and the 2009 Law on Environmental Protection and Management (UUPPLH). In contrast, Singapore ranked fourth globally for environmental quality, uses a common law system and specific legislation, such as the Environmental Protection and Management Act, with specialized regulatory agencies ensuring effective law enforcement and communication. Based on the WHO Strategic Communications Framework, the analysis reveals that Indonesia faces infrastructure and internet access issues and a lack of coordination between community initiatives and the central government. Conversely, Singapore effectively uses technology and media to spread environmental information, supported by well-structured community programs and strong government support. The study emphasizes the crucial role of strategic communication in enforcing environmental law and the need for Indonesia to streamline its law enforcement and improve its communication strategies for better environmental protection.
Copyright (c) 2024 Journal of Communication and Public Relations
Mapping the Discourse of Power: Diplomatic Actors on X (Formerly Twitter)
This study explored the impact of power dynamics on digital diplomacy by analyzing the Twitter usage of three diplomatic actors (the Chinese, UK, and US Embassies in Kenya). The research aimed to answer questions about who the diplomats prioritized for engagement, how they used Twitter in crisis communication, and how they became media actors by adopting media logic in their digital diplomacy practices. The results of the study showed that Twitter was utilized by diplomats to control the daily agenda, express opinions, and influence followers and media outlets. The Chinese and UK Embassies made use of the platform for formal communication and to communicate with their diaspora. The US ambassador followed online influencers to set the online conversations and expand their online presence. Meanwhile, the UK ambassador leveraged the media to drive foreign policy and tailor messages to the Kenyan audience. The findings also indicated that all embassies had adopted a media logic by following various media sources. The study also found that the Chinese embassy was quick to respond to any tweet that mentioned human rights issues in Xinjiang, Tibet, and Inner Mongolia, and used Twitter as a tool to correct misinformation. In conclusion, diplomats use Twitter as a tool to engage with different audiences and achieve their diplomatic goals through interactive strategies such as two-way communication, storytelling, influencer engagement, hashtag campaigns, and media amplification. However, diplomats need to constructively engage with the digital public to accomplish their goals, while avoiding the risk of their messages being misconstrued.
A “Notification” on The Use of Social Media as A Means of Community Resilience in Crisis Management
This comparative study explores the role of social media in building community resilience during the Covid-19 pandemic, focusing on citizens' communication habits. Community resilience, defined as the ability to withstand, adapt, and recover from adverse situations, is crucial, especially in the face of crises like pandemics. Effective strategic communication with the target audience is vital for creating and maintaining community resilience. Strategic communication plays a key role in helping communities prepare, respond, and recover by providing clear information, encouraging cooperation, and fostering adaptable behaviors. In the digital age, where a significant portion of the population lives online, social media platforms serve as essential tools for collecting information, disseminating crisis-related news, mobilizing the audience, and contributing to crisis management efforts. This study, conducted between May 5-10, 2020, with 800 participants from Turkey and 800 from the USA, reveals that individuals in both countries spend a considerable amount of time online, utilizing at least 3-4 social media applications. Instagram, YouTube, Facebook, and Twitter are identified as popular platforms. Most importantly, both Turkey and the United States demonstrate resilient societies, and there is a significant correlation between community resilience and the use of social media for obtaining information during the Covid-19 crisis. This emphasizes the critical role of crisis communication as a key success factor in building community resilience.
The Influence of Promotion Content at Shopee Indonesia’s Instagram Account on Consumptive Behaviour for Late Adolescent Girls in Jakarta
The rise in online shopping in Indonesia is significantly linked to National Online Shopping Day (Harbolnas), launched on December 12, 2012, by the Indonesian E-commerce Association (idEA). Harbolnas has become essential for both sellers and buyers, with the “8.8” August 2020 promotion alone increasing transactions by 66%. Monthly twin date promotions by platforms like Shopee Indonesia drive consumer engagement. Instagram plays a key role in influencing late adolescent girls' shopping behavior in Jakarta. For that, this study wanted to see how the impact of promotional content on Instagram accounts @shopee.id on late adolescent consumptive behavior of girl in Jakarta. This study uses a post-positivist paradigm with quantitative methods, collecting data through surveys targeting this demographic. The correlation table results indicate that the content has an influence on consumptive behavior, as the obtained value is 0.544, which falls into the category of moderately correlated. Furthermore, based on the coefficient of determination formula, the contribution of the content variable (X) to consumptive behavior (Y) is found to be 29%, while the remaining 71% is influenced by other factors outside the variables in this study. In this study, the linear regression equation can be observed as Y = 14059 + 0.800 (11) = 14067.8. This indicates that in this study, the value of consumptive behavior will increase as the value of promotion content increases.
The Importance of Friendship; Storytelling in Korean Music Industry by SEVENTEEN
Hallyu or K-Pop or pop culture from South Korea divided into several generations, the third generation that truly blasted through their most distinguishable of developing and storytelling concepts, conveying more than music, but stories and own concepts. SEVENTEEN's storytelling conveyed messages about friendship lead to being a support system in the community seek answering the where some researchers also mentioned having a strong support system led to many positive benefits and with many estimations of adult over the world experienced loneliness to mental illness. Using the narrative paradigm and observing SEVENTEEN’s concerts and its contents to discover the meaning of SEVENTEEN’s storytelling. Based on Friendship research by Parker & Asher, founded SEVENTEEN growth, relationships, and life are all embodied in performances the members create together becoming the value they brought to the world. Their shared moments, music and performances lead to a positive special and unique relationship with their audience and establishing a supportive and affective environment throughout the community. SEVENTEEN lights up the positive energy, as a support system were it being able to minimize the negative effects from youth-hood period.
Marketing Government: X-Raying Nigerian Government’s Use of Disinformation in Citizen-Engagement (2015-2023)
The goal of citizen/public engagement is to make develop trust between the government and the governed. However, evidence shows that citizens are losing trust on the government owing to misleading information. Thus, it has become imperative to investigate the underlying aim of government communication and the consequence of the approach adopted by the governments in engaging with their citizens. This paper sought to peripherally investigate the approach adopted by the Nigerian government between May 29th 2015, and May 29th 2023. Since the work of marketing the government is predominately domiciled within the official functions of the Minister of Information and Culture, this paper focuses on the speeches made by the then Minister. The study adopted agenda setting theory and propaganda model as the theoretical framework that guided the research. To attain the basic aim of this paper, qualitative content analysis was adopted by the researcher, which allows for the speeches made by the Minister within the timeframe being studied to be examined. This study found that most of the information and speeches made via interviews, press releases and press conferences for public consumption by the then Minister of on issues about security and economy were generally misleading. Thus, the study recommended that the government adopt a different but balanced approach, as its current strategy will likely cause general disillusionment amongst the citizenry. The balance must keep the citizens gainfully informed, even considering public safety, interest and the government's official secrets.