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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. Istri A. Maheswari A.A.N. Oka Suryadinatha Gorda A.A.N. Oka Suryadinatha Gorda Aditya, Putra Sadra Afrian Agung Setiawan Agra Gautama, Anak Agung Ngurah Agung Anak Gde Agung Hardi Wahyu Dana Anak Agung Gde Agung Parawitha Anak Agung Ngurah Oka Suryadinatha Gorda Anak Agung Ngurah Restu Gautama Ardika, Putu Novia Artnat, Diwan Sanjaya Bellya Lulu'il Husna Br Tarigan, Christine Ratna Eliba Budiana, I Nyoman Budiarta, I Made Agus Dana, Agung Anak Gde Agung Hardi Wahyu Decky Cipta Indrashwara Desak Made Febri Purnama Sari Devi Kalfika, Kadek Devi Kalfika Anggria Wardan Devianti, Amelia Dewi, Gusti Ayu Made Indrayani Dewi, Ni Putu Ita Purnama DwiCahyani Made Erin, Ni Putu Ezekiel Griffin, Dave Gauri Bhargo Gautama, Anak Agung Ngurah Restu Gede Sri Darma Gusti Arya Wilwatikta Bayu Gusti Putu Eka Kusuma Hariatna, I Gusti Ngurah Raditya Hero Lay I Dewa Made Arista Apriadi I Gede Suasnawa I Gusti Ayu Novita Pradnyasari I GUSTI AYU WIRATI ADRIATI I Gusti Ayu Yuli Kartika I Gusti Bagus Ari Pinatih I Gusti Ngurah Putra Suryanata I Gusti Ngurah Widya Hadi Saputra I Ketut Nadiasa I Made Gita Rivaldo I Made Utama Jaya Wiguna I Nyoman Subanda I Putu Kresna Saniscara Dewanta I Wayan Gede Andy Wirawan I.G.A Agung Dewi Kurnia Uthami Ida Ayu Oka Martini Ida Bagus Arya Lawa Manuaba Ida Bagus Teddy Prianthara Jamil, Nor Suhaira Jaya, Krisna Adi Jayantari, Putu Rima Jayanti, Kadek Irma Desiyana Kadek Ari Styawati Kadek Devi Kalfika Anggria Wardani Kadek Widiawati Kesuma Yuliantari, Anak Agung Ayu Komang Gita Krishna Murti Komang Laksmi Kurniati Komang Nyanyi Romayanti Komang Trisna Sari Dewi ., Komang Trisna Sari Dewi Lani Theana Lia Noviana Luh Kartika Ningsih Luh Putu Mahyuni Luh Putu Mahyuni Lusia Adinda Dua Nurak Mahayani, Ketut Riska Mahyuni, Luh Putu Melati Budi Srikandi Nandini. BG, Dev Ngurah Restu Gautama, Anak Agung Ni Gusti Agung Ayu Mas Triwulandari Ni Ketut Ayu Astiti Ni Ketut Bagiani, Ni Kadek Natalia Puspita Dewi Ni Luh Gede Cahyani Putri Ni Luh Nurkariani Ni Luh Putu Eka Yudi Prastiwi Ni Luh Putu Puspita Dewi Ni luh Putu Wulan Swandewi Ni Luh Yogiswari Ananda Laksmi Ni Made Astri Septiarini Ni Made Ayu Andriani Ratu Bulan Ni Made Ayu Trisnayanti Kusuma Ni Made Satyawati Ni Made Wulandari Ni Putu Nina Eka Lestari Ni Putu Yunita Anggreswari Ni Wayan Nitaleari Ni Wayan Novi Budiasni . Ni Wayan Putri Olga Wedanti Nitaleari, Ni Wayan Nyoman Ari Juru Oka Suryadinata Gorda, Anak Agung Ngurah Oktaviani, Ni Putu Santa Parasari, Nyoman Sri Manik Parawitha, Anak Agung Gde Agung Pinatih, I Gusti Bagus Ari Pradnya Paramitha Taqiyyaa Putri Ayu Permata Dewi Putri Ekaresty Haes Putu Eka Artha Pratama Putra R. Bagus Barend'z Amboro Ratih Dharmayanti Resmini, Komang Tri Sanju Kumar Singh Santana, I Putu Gede Adi Sri Ayuni, Ni Made Sri Fitriani, Sri Styawati, Kadek Ari Subrata, I Wayan Wisnu Swara, Pande Made Veda Agasta Utama, Putri Nurbaiti Utami, Kadek Anggi Dian Wanggai, Ezra Wardani, Kadek Devi Anggria Widiawati, Kadek Widya Rahayu Wijaya, I Gede Rizky Adi Witarini, Ni Made Widya Yasa, Kadek Tirta Yuliandari, Ni Kadek Yustina Elisabeth Ndari Resi