Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal INJECT Interdisciplinary Journal of Communication
Ni Ketut Ayu Astiti
Unknown Affiliation
Religion Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Rebuilding The Brand Image: A Case Study Of Pr Strategies In Rebranding Atlas Beach Fest In Bali Devi Kalfika Anggria Wardani , Kadek; Ni Ketut Ayu Astiti; Gorda, Anak Agung Ngurah Eddy Supriyadinata
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 Anak Agung Ngurah Eddy Supriyadinata Gorda Kadek Devi Kalfika Anggria Wardani