Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr
<div><strong>Journal of Communication and Public Relations (JCPR)</strong> 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.</div>en-USulani.y @lspr.edu (Assoc. Prof. Dr. Dra. Ulani Yunus, M.M)noprita.h@lspr.edu (Noprita Herari, M.Ikom)Fri, 31 Jan 2025 00:00:00 +0000OJS 3.2.1.4http://blogs.law.harvard.edu/tech/rss60Mapping the Discourse of Power: Diplomatic Actors on X (Formerly Twitter)
https://journal.lspr.edu/index.php/jcpr/article/view/669
<p>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.</p>Daniel Oloo
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/669Fri, 31 Jan 2025 00:00:00 +0000The Interplay between PR Messaging and Loyalty in Young Adult Markets: A Study from Medan City
https://journal.lspr.edu/index.php/jcpr/article/view/769
<p>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.</p>Arifa Dani Anggit Widjaya, Latifa Ramonita
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/769Fri, 31 Jan 2025 00:00:00 +0000Benin Publics' Perception of Media Framing of Gender Equality for National Development in Nigeria
https://journal.lspr.edu/index.php/jcpr/article/view/765
<p>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.</p>Emeke Precious Nwaoboli; Adédèjì Fred Aríjeníwà
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/765Fri, 31 Jan 2025 00:00:00 +0000Implementation of Tourism Place Branding Management in Indonesia through the 'Wonderful Indonesia' Campaign
https://journal.lspr.edu/index.php/jcpr/article/view/690
<p>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.</p>Fasya Syifa Mutma, Reni Dyanasari
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/690Fri, 31 Jan 2025 00:00:00 +0000Re-conceptualizing Public Relations Practices in Nigeria: A Framework to Address Systemic Challenges
https://journal.lspr.edu/index.php/jcpr/article/view/775
<p>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.</p>Nsini Anselem Eyo
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/775Fri, 31 Jan 2025 00:00:00 +0000Gender and Language: Analyzing Communication Styles in Argumentative Writing
https://journal.lspr.edu/index.php/jcpr/article/view/767
<p>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.</p>Mario Nugroho, Igantius Gatot Suseno
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/767Fri, 31 Jan 2025 00:00:00 +0000Shifting Communication through Virtual Influencers Driven Metaverse Revolution
https://journal.lspr.edu/index.php/jcpr/article/view/758
<p>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.</p>Michel Gougou Saman
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/758Fri, 31 Jan 2025 00:00:00 +0000Public Relations Role of @debrads.id on Instagram in Promoting the Victoria Run 2023 Event by deBrads Race Management
https://journal.lspr.edu/index.php/jcpr/article/view/757
<p>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</p>Tunggul Siahaan, Deddy Muharman
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/757Fri, 31 Jan 2025 00:00:00 +0000An Assessment of Social Media Opportunities in Public Relations Practice at University K and St Paul Universities in Kenya
https://journal.lspr.edu/index.php/jcpr/article/view/719
<p>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.</p>Samwel Nyabera, James Marwa Mwita
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/719Fri, 31 Jan 2025 00:00:00 +0000Assessment of the Adherence to Public Relations Code of Ethics by Practitioners in Lagos State
https://journal.lspr.edu/index.php/jcpr/article/view/749
<p>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.</p>Chuddy Christian Oduenyi, Emeka Williams Etumnu
Copyright (c) 2025 Journal of Communication and Public Relations
https://journal.lspr.edu/index.php/jcpr/article/view/749Fri, 31 Jan 2025 00:00:00 +0000