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PUBLIC RELATIONS STRATEGY ON RESPONDING ENVIRONMENTAL ISSUES TO SUSTAIN CORPORATE IMAGE: A Descriptive Study of Danone-AQUA's #BijakBerplastik Megan, Deborah; Noer, Mochammad Kresna
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 10, No 1 (2020): February - July 2020
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v9i2.1984

This study began with a contamination problem that was often brought up when speaking about environmental issues on a larger scale. The most debatable aspect of environmental issues nowadays is about marine plastic pollution that already contaminated the world's ocean. This issue then motivated societies in the world to start reducing plastic usage, but unfortunately, there are only a few companies that tried to support this movement. In Indonesia, Danone-AQUA is one of the companies that support the movement. In mid-2018, Danone-AQUA stated their commitment to engage in this said movement by making #BijakBerplastik commitment. This research was conducted using Cutlip and Center’s strategic public relations phase in understanding the social marketing effect that was done by Danone-AQUA in maintaining the positive image of the company as the pioneer of bottled drinking water in Indonesia. Using case study research method as its base with a post-positivistic paradigm and qualitative approach in descriptive nature, data was gathered by doing in-depth interviews and literature review studies. There are five key informants, two public relations communication consultants, representatives from Danone-AQUA, one public target, and one communications expert. This study found that the public relations strategy used by Danone-AQUA with the form of social marketing applied in #BijakBerplastik successfully maintains the corporate image in a positive way. To cite this article (7th APA style): Megan, D. & Noer, M. K. (2020). Public Relations Strategy on Responding Environmental Issues to Sustain Corporate Image: A Descriptive Study of Danone-AQUA's #BijakBerplastik. Journal Communication Spectrum, 10(1), 58-67. http://dx.doi.org/10.36782/jcs.v9i2.1984

Strategi Digital Marketing Riot Games melalui Pemanfaatan Media Sosial dalam Membangun Komunitas dan Promosi Game Mochammad Kresna Noer; Annisa Laila Alvi Syahri
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2515

The gaming industry is highly competitive and dynamic, making it crucial to understand approaches to maintaining user engagement and creating meaningful digital experiences. This study also highlights the challenges and opportunities faced in managing a global community. This study aims to analyze Riot Games' digital marketing strategy in utilizing social media as a cross-media strategy node to build a digital community and strengthen the promotion of game products. This study explores how Riot Games integrates social media in participatory marketing practices, as well as identifies the strengths and challenges in managing a global community in the gaming industry. This study uses a descriptive qualitative approach, with content analysis of Riot Games' social media content (X, Instagram, YouTube, Twitch), public documentation, and literature studies. SWOT evaluation is carried out to assess the company's internal and external factors. The results show that Riot Games is proven to implement an integrated digital marketing strategy, by customizing content according to the characteristics of the platform and prioritizing community involvement. The 7P elements, especially Promotion, People, and Process, are optimized to create consistent and immersive two-way interactions. This study shows the importance of community as the center of digital marketing strategies. Riot Games' cross-media approach can serve as a model for other companies in building user loyalty and competitive advantage in the digital economy. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital.

Strategi Digital Marketing Riot Games melalui Pemanfaatan Media Sosial dalam Membangun Komunitas dan Promosi Game Mochammad Kresna Noer; Annisa Laila Alvi Syahri
Jurnal Komunikasi Nusantara Vol 8 No 1 (2026)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v8i1.2515

The gaming industry is highly competitive and dynamic, making it crucial to understand approaches to maintaining user engagement and creating meaningful digital experiences. This study also highlights the challenges and opportunities faced in managing a global community. This study aims to analyze Riot Games' digital marketing strategy in utilizing social media as a cross-media strategy node to build a digital community and strengthen the promotion of game products. This study explores how Riot Games integrates social media in participatory marketing practices, as well as identifies the strengths and challenges in managing a global community in the gaming industry. This study uses a descriptive qualitative approach, with content analysis of Riot Games' social media content (X, Instagram, YouTube, Twitch), public documentation, and literature studies. SWOT evaluation is carried out to assess the company's internal and external factors. The results show that Riot Games is proven to implement an integrated digital marketing strategy, by customizing content according to the characteristics of the platform and prioritizing community involvement. The 7P elements, especially Promotion, People, and Process, are optimized to create consistent and immersive two-way interactions. This study shows the importance of community as the center of digital marketing strategies. Riot Games' cross-media approach can serve as a model for other companies in building user loyalty and competitive advantage in the digital economy. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital. Abstrak Persaingan industri game sangat kompetitif dan dinamis sehingga penting untuk memahami pendekatan dalam mempertahankan keterlibatan pengguna dan menciptakan pengalaman digital yang bermakna. Kajian ini juga menyoroti tantangan dan peluang yang dihadapi dalam mengelola komunitas global. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Riot Games dalam memanfaatkan media sosial sebagai simpul strategi lintas-media untuk membangun komunitas digital dan memperkuat promosi produk game. Kajian ini mengeksplorasi bagaimana Riot Games mengintegrasikan media sosial dalam praktik pemasaran yang partisipatif, serta mengidentifikasi kekuatan dan tantangan dalam pengelolaan komunitas global di industri game. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan analisis isi terhadap konten media sosial Riot Games (X, Instagram, YouTube, Twitch), dokumentasi publik, dan studi literatur. Evaluasi SWOT dilakukan untuk menilai faktor internal dan eksternal perusahaan. Hasil penelitian menunjukkan bahwa Riot Games terbukti menerapkan strategi digital marketing yang terintegrasi, dengan menyesuaikan konten sesuai karakteristik platform dan mengedepankan keterlibatan komunitas. Elemen 7P khususnya Promotion, People, dan Process dioptimalkan untuk menciptakan interaksi dua arah yang konsisten dan imersif. Studi ini menunjukkan pentingnya komunitas sebagai pusat strategi pemasaran digital. Pendekatan lintas-media yang dilakukan Riot Games dapat menjadi model untuk perusahaan lain dalam membangun loyalitas pengguna dan keunggulan kompetitif di era ekonomi digital.

The Community Relations Strategy Through the 9th NextDev Program as the Implementation of Corporate Social Responsibility by PT Telekomunikasi Selular (Telkomsel) Dhea Andita Sari Saroso; Mochammad Kresna Noer
ULTIMA Comm Vol 16 No 2 (2024): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v16i2.4045

The growth of digital startups in Indonesia faces major challenges, including limited access to funding, low digital literacy, and uneven infrastructure, which hinder business sustainability. PT Telekomunikasi Selular (Telkomsel), through its CSR program "9th NextDev" themed Growing to Inspire, aims to address these issues by strengthening the digital startup ecosystem using a community relations approach. This program serves as a strategic initiative to drive digital innovation while supporting social sustainability within Indonesian communities. This study explores Telkomsel's community relations strategy in building sustainable relationships with digital startup communities. The focus is on how the 9th NextDev program supports training, business development, and the empowerment of digital communities as part of the company's corporate social responsibility (CSR). Using a qualitative case study approach, this research applies Edmund M. Burke's theory, which includes three main pillars: Building Sustainable Relationships of Trust, Managing Community Issues and Concerns, and Using Community Support Programs to Build Trust. The findings indicate that the program successfully establishes sustainable relationships through transparent information sharing, two-way communication, and active community engagement. To address community issues, the program identifies the specific needs of startups, resolves conflicts, and responds promptly to challenges such as limited digital literacy and technology adoption in regions with inadequate infrastructure. Through mentoring, technical training, and access to business networks, the program strengthens the foundation of startups and fosters inclusivity. Despite persistent infrastructure challenges, socially relevant technology-based solutions have enabled 9th NextDev to enhance startup sustainability while boosting Telkomsel's reputation as a leader in sustainable digital innovation in Indonesia.

Membentuk Perilaku Aman Bekerja dengan Menganalisa Komunikasi Internal dalam Mengedukasi K3 di PT XYZ Gina Wardhani; Mochammad Kresna Noer
Comit: Communication, Information and Technology Journal Vol. 4 No. 1 (2026): Comit: Communication and Information Journal
Publisher : IAI Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar

The complexity of the production process, the use of heavy equipment, and working conditions in the field demand the strict implementation of Occupational Health and Safety (OHS) systems in the mining industry. Unsafe behavior from workers is the leading cause of accidents. PT. XYZ has shown good performance in workplace safety, as evidenced by various awards in the field of occupational safety. However, it is important to understand that this success is not only determined by systems and policies but also by the communication processes that occur within the organization. Based on this, this study aims to analyze internal communication in the internal communication process applied by PT XYZ to shape safe working behavior. This study uses a descriptive qualitative method with data collection techniques through in-depth interviews with several key informants. The research results show that out of 22 key informants, it was found that communication is carried out through various formal and informal channels, such as toolbox meetings, safety talks, pre-start meetings, safety briefings, OHS training, safety alerts, safety posters, digital media, as well as direct communication by supervisors and OHS practitioners in the field. Communication doesn't just happen vertically from management to workers, but also horizontally and diagonally through coordination among employees, supervisors, and relevant departments. This shows that internal communication is an important part of implementing a safety culture in the company. So, the goal of internal communication in supporting OHS implementation and building a safety culture in the company has been achieved well, even though some aspects of its execution still need improvement.

The Effect of Store Atmosphere on Customer Satisfaction at the Semangat Baru Namrole Billiards Business Dourstygo Novenry Lesnussa; Mochammad Kresna Noer
Journal of World Science Vol. 5 No. 7 (2026): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v5i7.1689

The entertainment and leisure sector business is currently experiencing rapid growth, including billiards venues that have evolved from mere gaming facilities to social spaces for customers to gather, relax, and build relationships. In this competitive landscape, business owners must not only provide quality gaming facilities but also create a comfortable, attractive, safe, and customer-oriented environment that matches the preferences of local customers. Namrole's New Spirit Billiards operates with a distinctive open ventilation concept that allows natural air flow into the business premises, creating a cool environment without relying on air conditioning or fans, equipped with a strategic location in front of the district/city road, the availability of snacks, coffee, noodles, and bread, as well as a free game bonus 15 minutes after booking one hour. This study aims to analyze the influence of store atmosphere on customer satisfaction in Namrole's New Spirit Billiards business. This research used a quantitative approach with a survey method by distributing questionnaires to customers. The independent variable is store atmosphere, while the dependent variable is customer satisfaction. Data analysis techniques include validity test, reliability test, classical assumption test, simple linear regression analysis, t-test, and coefficient of determination. The results are expected to show that store atmosphere has a positive effect on customer satisfaction. This study provides practical implications for the management of Billiard Semangat Baru Namrole to maintain a natural, simple, strategic, and customer-friendly atmosphere as a strategy to increase customer satisfaction and loyalty.

Strategi PR Adaptif Humas LPP TVRI Bali melalui Storytelling Digital A.A.A. Ngurah Sumitha Ghanjali; Mochammad Kresna Noer
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7303

The development of digital technology has significantly transformed public relations practices in LPP TVRI Bali, particularly in creating some content more interactive, participatory, and data-driven communication patterns. This study aim to give some analyzes how the adaptive PR strategy implemented by public relations division through digital storytelling to build the reputation of the institutional image and engagement of audience in digitalization era. The research employs a qualitative descriptive method with an approach with a case study. Data were collected through in-depth interview, observation of digital communication activities, and documentation from Instagram content of @humastvribali. The findings reveal that digitalization in media transformation has shifted by the role of PR practitioners from delivering the merely disseminating information to manage the reputation also producing strategic content based on real-time. Implementation of digital storytelling through human-centered narratives, some content about behind the scenes some program in LPP TVRI Bali, adding creative visual elements, and the use of AI as supporting tool to build the creativeness of content production. Strategy evaluation is conducted based on engagement metrics such as likes, shares and growth’s follower. The strategy gain the support from the organizational through training and technological facilities for strengthening the effectiveness of the strategy.

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