<![CDATA[The communication strategy in building the company's brand image is part of the demands of PR practitioners to adapt to digitalization developments and utilize new media. In responding to these demands, Paradox Coffee and Roastery is present in the community and responds to these demands based on what the community needs. This is done by publishing informative and educational content via the Instagram account @paradox.creative with the aim of influencing stakeholders to follow and visit their coffee shop. The purpose of this study was to determine the communication strategy of Paradox Coffee and Roastery in building a brand image through Instagram social media. The theory used in this study is social media engagement theory and the concept of communication strategy. This study uses a type of qualitative research. The results of this research consist of 4 strategy stages, including: 1) Stage of getting targets and opportunities, 2) Stage of content creation, 3) Stage of Audience Engagement, 4) Stage of evaluating the program being run, Through the Instagram account Paradox Coffee and Roastery creates and packages informative and educational content through Instagram feeds and stories which contain information and engagement content so that it gets intense interaction when the publication is made, the strategy chosen by Paradox Coffee and Roastery can increase its positive image in the community as the first local coffeeshop to come with a modern and minimalist concept. Keywords: Communication Strategy, Publication, Social Media, Instagram.]]>
