The role of digital public relations in shaping JNM bloc's image as a creative hub through social media in 2024
Keywords:
Digital public relations, Corporate image, Creative hub, Social media, DigitalAbstract
The transformation of information and communication technology has shifted Public Relations (PR) practices into the digital sphere. Social media now effectively support organizations in building relationships and establishing a reputation with the public. This study aims to analyze how JNM Bloc implements a Digital PR strategy in building its image as a creative hub through social media in 2024. This study fills the gap in previous research that tended to focus on a ‘positive image’ in general, while this research analyzes specific image formation. This research uses a descriptive qualitative method with data collection through interviews and documentation. The analysis highlights the role of Digital PR in building 3Rs (Relations, Reputations, and Relevances), 5 basic elements of Digital PR, and Hawkins’ model of company image formation. The results show that JNM Bloc has implemented Digital PR to build a specific image by using various social media features, inclusive communication styles and audience interaction, and selecting content formats relevant to the company’s values. However, shortcomings were found, such as social media use remaining focused on one platform, and a shift in public stereotypes toward JNM Bloc due to content that was too segmented around specific events in 2024. This study recommends optimizing various social media platforms and balancing the published content to create the intended and non-segmented public perception. These findings aim to provide practical insights for similar organizations on optimizing the use of Digital Public Relations to strengthen their corporate image.
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