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All Journal Scriptura Jurnal Ilmu Komunikasi The Indonesian Journal of Communication Studies Jurnal The Messenger Komunikasi : Jurnal Komunikasi Jurnal Ekonomi dan Bisnis MetaCommunication; Journal Of Communication Studies Wacana: Jurnal Ilmiah Ilmu Komunikasi International Journal of Social Science and Business Petra International journal of Business Studies (IJBS) Ultimacomm: Jurnal Ilmu Komunikasi CCIT (Creative Communication and Innovative Technology) Journal Prologia Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Communicare : Journal of Communication Studies JURNAL PUSTAKA KOMUNIKASI Syntax Idea Enrichment : Journal of Management Acta Diurna: Jurnal Ilmu Komunikasi Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema Journal Media Public Relations Jurnal Ilmu Komunikasi Scriptura: Jurnal Ilmiah Komunikasi Jurnal Indonesia Sosial Sains Komunikatif : Jurnal Ilmiah Komunikasi
Lina Sinatra Wijaya
Universitas Kristen Satya Wacana
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Model Penerapan Strategi Storytelling Public Relations Dalam Promosi Budaya Lokal Zon Vanel; Lina Sinatra Wijaya
WACANA: Jurnal Ilmiah Ilmu Komunikasi Vol 25, No 1 (2026): In Press
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v25i1.6158

Abstract

This study aims to analyze and formulate a Public Relations (PR) storytelling strategy model in promoting local culture, specifically keris as a Javanese cultural heritage in Surakarta. Keris, recognized by UNESCO as an intangible cultural heritage, faces serious challenges, including declining interest among younger generations, limited regeneration of empu (traditional keris craftsmen), and the lack of optimal utilization of digital media in cultural promotion. This research employed a descriptive qualitative approach through in-depth interviews with empu, lecturers, and students of the Keris Study Program at ISI Surakarta, digital content observation, and questionnaires distributed to the public. The findings reveal that PR storytelling strategies through transactional storytelling, experiential storytelling, and narrative persuasion significantly enhance audience engagement, emotional connection, and public brand awareness toward keris culture. The implementation of digital storytelling campaigns on Instagram and TikTok successfully encouraged active audience participation through challenges, testimonial videos, and persuasive narrative content. Furthermore, this study proposes a new cultural communication framework called the Kerisverse Campaign Model, which integrates participatory interaction, authentic experiences, and emotional narratives within a digital ecosystem. The model is considered effective in strengthening local cultural preservation, positioning keris as a living heritage, and increasing youth involvement in digital-based cultural preservation efforts.
Co-Authors Alexander Wibisono Hadinata Alice Vitri Yanti Angela, Nathania Dea Arauna Wangsa Elsha Dara Arthik Davianti Christian Tulis Christianingtias, Emilia Ayu Dewata, Marcellinus Dedo Advent Dewi Sartika Karo-karo Dewi, Gracelia Audriana Dian Nugraheni Dian Nugraheni Elisabeth Agita Sari Ervani, Trifosa Joan Evelyn Friscilla Christy Fenetta, Christella Feryanda, Jonathan Octa Firma Friskila Tati Gabriel Immanuela Felano George Nicholas Huwae Gracelia Audriana Dewi Huwae, George Nicholas Isa, Nanda Karunia Izak Yohan Matriks Lattu Julita M.A. Raturoma Krismiyati Kristanto, Budhi Marcellinus Dedo Advent Dewata Marcha, Anandia Regina Nanda Karunia Isa Pujani, Chenanjah Refa Putri, Tabitha Stefani Rahmawati, Fanneza Resva Inggil Kharisma Rini Darmastuti Rini Kartika Hudiono Rorencia, Vanessa Agnes Sabrina Sesa Trifosa SATRIYAS ILYAS Setiawan, William Christianto Stefanie Carolina Wibowo Suprihadi Tarra Nur Azizah Sulistiani Thalia Maisiedavita Siregar Trifosa Joan Ervani Tulis, Christian VIRGINIA - - Wibisono Hadinata, Alexander William Christianto Setiawan Yosua Jefri Apriananta Zon Vanel