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Journal : INJECT Interdisciplinary Journal of Communication

Rebuilding The Brand Image: A Case Study Of Pr Strategies In Rebranding Atlas Beach Fest In Bali Kadek Devi Kalfika Anggria Wardani; Ni Ketut Ayu Astiti; Anak Agung Ngurah Eddy Supriyadinata Gorda
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 1 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i1.4407

Abstract

Public relations (PR) plays a vital role in brand recovery following reputational crises. This study examines the strategic use of PR in the rebranding of Atlas Beach Fest, a Bali-based tourism destination formerly associated with the Holywings controversy. Addressing the lack of research on PR-driven brand restoration in Southeast Asia, the study investigates how communication strategies were used to rebuild public trust. Using a qualitative case study approach, data were collected through interviews, observation, and document analysis. Findings show that efforts such as brand renaming, logo redesign, media outreach, influencer collaboration, and CSR activities effectively reshaped public perception and repositioned the brand. The study highlights the importance of integrated, communication-based PR in navigating post-crisis image transformation and offers insights into how organizations can regain legitimacy through symbolic and strategic messaging.
Co-Authors A.A. Ngr. Eddy Suriyadinata Gorda Adhiya Garini Putri, Dewa Ayu Adie Wahyudi Oktavia Gama Aditya, Putra Sadra Alfi Rismayanthi Anak Agung Istri Agung Maheswari Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Ngurah Oka Suryadinatha Gorda Andhika, I Putu Gede Ferry Antara, I Made Yuda Yudi Ardika, Putu Novia Artnat, Diwan Sanjaya Astawa, Ida Bagus Diaz Puja Ayu Sukaningsih Azizah, Wafid Bellya Lulu'il Husna Billah, Nyimas Austina Amelia Salsa Christy, Nyoman Evayanti Decky Cipta Indrashwara Desy Darmayanti Devianti, Amelia Dewa Ayu Putu Adhiya Garini Putri Dewi, Gusti Ayu Made Indrayani Dewi, Ni Putu Ita Purnama Diah Yonita Bella Diantari, Putu Yuliska DwiCahyani Made Erin, Ni Putu Ezekiel Griffin, Dave G. Artawan Gautama, Anak Agung Ngurah Restu Giovvani Angela Gunawan Gorda, Anak Agung Ngurah Eddi Supriyadinata Gusi Putu Lestara Permana Hariatna, I Gusti Ngurah Raditya I Dewa Made Arista Apriadi I Gusti Agung Ananda Putra I Gusti Ayu Bintang Dwijayanthi I Gusti Ayu Novita Pradnyasari I GUSTI AYU WIRATI ADRIATI I Gusti Ngurah Widya Hadi Saputra I Ketut Nadiasa I Made Wirya Darma I Nyoman Subanda I Putu Agoes Hendriki Mulyawan I Putu Dharmawan Pradhana I Putu Gede Ferry Andhika I Wayan Sutama Ida Bagus Arya Lawa Manuaba Ida Bagus Teddy Prianthara Insani Nurul Hayati Jamil, Nor Suhaira Jaya, Krisna Adi Jayanti, Kadek Irma Desiyana Jayati, Kadek Elda Kadek Ayu Putri Mahadewi Kadek Widiawati Kadek Wulandari Laksmi P. Kessa, De Guda Komang Laksmi Kurniati Komang Pramana Tri Parartha Lani Theana M. Gosong Made Mulyadi Maria Karina Winny Naro Melati Budi Srikandi Mumtaz, Nabila Yasmin Nabila Shintya Dewi Dewi Nazlah, Alifatul Ni Gusti Agung Ayu Mas Triwulandari Ni Kadek Elvina Aprelia Damayanti Ni Ketut Ayu Astiti Ni Ketut Priantini Ni Luh Gede Cahyani Putri Ni Made Ayu Trisnayanti Kusuma Ni Made Ita Sintya Dewi Ni Made Rini Darmayanti Ni Made Satyawati Ni Putu Rika Anggarani Nilna Muna Nuning Indah Pratiwi Oktaviani, Ni Putu Santa Paramartha, I Gusti Agung Yoga Parasari, Nyoman Sri Manik Pertama, Gusti Putu Lestara Pradnya Paramitha Taqiyyaa Putri Ayu Permata Dewi Putri Ekaresty Haes Putu Adhiya Putri, Dewa Ayu Putu Dyah Permatha Korry Putu Suparna putu suparna, putu R. Bagus Barend'z Amboro Ratih Dharmayanti Rustanti, Ni Made Diah Karisma Sahri Aflah Ramadiansyah Sanju Kumar Singh Sastra Dewanti, Wayan Ari Sri Fitriani, Sri Subrata, I Wayan Wisnu Sukaningsih, Ayu Supriyadinata Gor, Anak Agung Ngurah Eddy Surya Dharma Kumara, Anak Agung Bagus Syahru Ramadhan Awaluddin Fitroh Utami, Kadek Anggi Dian Vidya Shania Devi Vinny Sonia Arimbi Wanggai, Ezra Widiawati, Kadek Wijaya, I Gede Rizky Adi Yustina Elisabeth Ndari Resi