Cyber public relations strategy of project child Indonesia in promoting one fine volunteer day
Keywords:
Cyber public relations, Project child Indonesia, Communication strategy, Social mediaAbstract
Cyber Public Relations (Cyber-PR) is a modern approach to public communication using digital platforms such as social media, websites, and email to reach audiences more effectively. With limited resources, non-profit organizations (NGOs) such as Project Child Indonesia utilize digital media to increase visibility, attract more volunteers, and build a positive image as an organization that cares about social issues such as education and children’s welfare. In this research, Project Child Indonesia uses cyber-PR to increase the number of volunteers participating in One Fine Volunteer Day (OFVDAY) activities, especially in OFVDAY#1 activities. This research uses a descriptive qualitative method with a case study approach and collects data through interviews and documentation analysis. The results showed that Project Child Indonesia’s cyber-PR strategy uses the PESO model (Paid, Earned, Shared, Owned Media) with a focus on social media Instagram, TikTok, and websites that are relevant for young people as the target audience. Project Child Indonesia succeeded in meeting the audience’s need for information related to OFVDAY activities by uploading content with attractive designs and a clear and easy-to-understand language style. This cyber-PR strategy also involves strategic, integrated, targeted, and measurable elements that are quite effective in increasing public participation and building community involvement. This research is expected to be a reference for other non-profit organizations to increase the amount of public participation in an activity through cyber-PR efforts.
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