The role of PR agencies in crafting strategic communication for brand x’s competitive positioning
Keywords:
Public relations agency, Strategic communication, Brand positioning, Tiktok, PR strategyAbstract
This study aims to examine the role of public relations agencies (PR) in formulating and implementing communication strategies to strengthen the competitive position of Brand X in the Malioboro area of Yogyakarta. Her main focus is on how PR agencies design strategic communication efforts to differentiate Brand X from its competitors using a variety of approaches, including digital publications, event organization, community engagement, and brand image management. A qualitative approach with descriptive methods was adopted, utilizing in-depth interviews with PR consultants, competitor observations, and SWOT analysis to map the strategic position of the brand. The findings of this study show that PR agencies mostly operate at the tactical level, handling social media content creation, coordination of promotional activities, and collaboration of local communities. Among the four PR strategies used, digital channels, especially TikTok, emerged as the most prominent tool to reach a wider audience. However, the agency’s strategic role in the development of brand policies is still limited. TikTok, in this context, is better understood as a dominant publication tool than a comprehensive strategic framework. The study underscores the need for PR agencies to evolve from communications implementers to strategic partners actively involved in long-term brand differentiation planning. Recommendations include diversifying digital communication channels, improving collaboration with influencers, and developing advanced PR strategies such as lobbying and social responsibility to strengthen brand positioning amid a homogeneous market.
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