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Pramudya Ibnu Subrata
Universitas Slamet Riyadi Surakarta
Economics, Econometrics & Finance

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Strategic Protocol in Crisis: A Conceptual Framework for Government Public Relations in State-Owned Energy Enterprises Asti Sih Susetyo; Galang Yoga Pradana; Kholifah Wahyuni; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3075

Abstract

This conceptual article explores the operational paradox of PT Pertamina (Persero) as a National Oil Company (NOC) caught between its commercial mandates and the rigid bureaucratic protocols of the state. While protocol is traditionally viewed as a static administrative function, this study identifies it as a significant structural barrier—termed "bureaucratic inertia"—that impedes crisis communication agility, as evidenced by the 2025 Pertamax fuel crisis. Using a qualitative descriptive method and an integrative literature review, the research deconstructs the friction between Law No. 9 of 2010 on Protocol and the urgent demand for transparency in the digital era. The findings lead to the proposal of the "Agile Protocol" framework, which reconciles institutional dignity with communicative speed. This model is built upon two strategic pillars: Dynamic Formality, which simplifies hierarchical approval chains, and Digital Command Integration, which synchronizes protocol gestures with real-time social media monitoring. The study concludes that by shifting the paradigm from "honors for individuals" to "honors for the public interest," State-Owned Enterprises can preserve state authority while maintaining corporate reputation. Theoretically, this research extends Situational Crisis Communication Theory (SCCT) by integrating institutional honor as a critical variable in public sector reputation management.
Re-framing Corporate Narratives: A Conceptual Analysis of Media Relations Strategies in Antam’s 109-Ton Gold Certification Crisis Jestiawati; Asih Febriani; Yesi Permatasari; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 01 (2026): Januari-Maret
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i01.3078

Abstract

This conceptual article examines the strategic role of media relations in navigating reputational crises triggered by digital misinformation, using the case of PT Aneka Tambang Tbk’s gold certification controversy (2024–2026). The study identifies a significant narrative distortion where administrative procedural issues were misconstrued by public perception as product integrity failures, amplified by social media algorithms. Employing a qualitative descriptive method and Situational Crisis Communication Theory (SCCT), this research analyzes how the organization transitioned from rigid legalistic rhetoric to an adaptive "Verified Authority" model. Key findings reveal that the integration of response speed, third-party validation from legal authorities, and visual education through internal digital channels was instrumental in neutralizing the "infodemic." The study highlights the strategic shift from conventional press releases to multimedia information subsidies and the importance of "searchable data" in the era of artificial intelligence. By re-framing the crisis into a momentum for public literacy, the company successfully restored institutional authority. This research contributes a new conceptual framework for state-owned enterprises to mitigate reputational risks in fragmented digital ecosystems, emphasizing that corporate sovereignty in the digital age depends on the mastery of data transparency and algorithmic management.This is an open-access article under the CC–BY-SA license.
Strategic Public Relations in Building and Developing Corporate Image After Reputational Crisis Diana Candraningrum; Nawang Ayu Romadoni; Nenny Anggraini; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 01 (2026): Januari-Maret
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i01.3079

Abstract

Corporate governance crises have increasingly become a critical challenge for organizations as they can significantly damage reputation and weaken stakeholder trust. When governance failures such as ethical violations, corruption, or weak internal oversight occur, organizations may face substantial reputational pressure that threatens their legitimacy in the eyes of the public. In this context, effective crisis communication and strong governance mechanisms are essential to restore public confidence and maintain long-term organizational credibility. This article aims to develop a conceptual model explaining the process of corporate image development following a governance-related reputational crisis. Using a qualitative descriptive approach and literature-based conceptual analysis, the study integrates perspectives from crisis communication theory, stakeholder theory, and corporate governance literature to examine the relationships among crisis responsibility attribution, crisis response strategies, transparency, stakeholder engagement, and trust restoration. The analysis suggests that governance crises influence public attribution of organizational responsibility, which subsequently shapes the selection of crisis communication strategies. Transparent communication and corrective actions play a central role in reducing uncertainty and demonstrating accountability during the crisis recovery process. Furthermore, stakeholder engagement is identified as a critical mechanism that facilitates trust restoration and strengthens long-term corporate image development. The proposed conceptual model contributes to the literature by integrating multiple theoretical perspectives to provide a more comprehensive understanding of reputational recovery and sustainable image development in contemporary organizations.
Menavigasi Kedaulatan Digital: Model Diplomasi-Hibrida dalam Manajemen Public Relations di Era Disrupsi Telekomunikasi Satelit Khairunnisa Nur Alifah; Sintia Rahmatasia; Lovina Hillan Tsaqila; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 01 (2026): Januari-Maret
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i01.3081

Abstract

The rapid penetration of Starlink’s Low Earth Orbit (LEO) satellite technology in Indonesia has triggered a significant disruption within the national telecommunications landscape, sparking a conflict between global innovation and local protectionism. This conceptual article examines the strategic transformation of Public Relations (PR) from a traditional communication function into a sophisticated instrument of corporate diplomacy. By employing a descriptive qualitative method and grounded in Stakeholder Salience Theory, this study analyzes how global disruptors navigate rigid regulatory environments and economic nationalism. The findings reveal that Starlink’s success is not merely a result of technological superiority but is driven by a "Hybrid-Diplomacy" model. This model integrates political alignment with host country goals, strategic narrative shifting through the leverage of the "Celebrity CEO" persona, and strategic co-opetition with local stakeholders. The study proposes a new conceptual framework where PR practitioners act as architects of power relations, synchronizing corporate agendas with national digital transformation targets to secure a "Social License to Operate." This research concludes that in high-tech industries, political legitimacy often transcends conventional market approval. Future empirical research is recommended to validate this framework across diverse political systems and to isolate the influence of leadership branding from organizational PR strategies.
Algorithmic Persuasion: Reconstructing Public Relations Presentation Techniques in the Age of Artificial Intelligence Diah Vita Pramu Dhita; Suci Kunthi Pratiwi; Zuhrotun Alfiyah; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3082

Abstract

Artikel kontekstual ini mengeksplorasi pergeseran transformatif dalam teknik presentasi Hubungan Masyarakat (PR), menelusuri evolusinya dari propaganda satu arah tradisional hingga era kontemporer Kecerdasan Buatan (AI). Studi ini mengidentifikasi paradigma yang berkembang pesat yang disebut “Persuasi Algoritmik,” di mana prinsip-prinsip retorika klasik yang disinkronkan dengan analitik prediktif dan AI generatif untuk membangun narasi yang sangat personal dan adaptif. Dengan menggunakan metode deskriptif kualitatif, penelitian ini menganalisis bagaimana siklus presentasi yang diperbesar AI—yang mencakup pembuatan profil audiens otomatis, dasbor interaktif waktu nyata, dan umpan balik pasca-presentasi yang dipersonalisasi—merekonstruksi otoritas organisasi dalam lanskap digital yang terfragmentasi. Analisis kasus dalam sektor teknologi Indonesia menunjukkan bahwa meskipun AI meningkatkan efisiensi teknis dan integritas data visual, AI juga memicu "paradoks otentisitas" yang membutuhkan model "manusia dalam lingkaran" untuk menjaga perusahaan dan kebangkitan jiwa. Temuan menekankan bahwa praktisi PR modern harus beralih dari produsen konten menjadi kurator etis yang mengelola sinergi antara kecepatan pemrosesan mesin dan intuisi manusia. Pada akhirnya, penelitian ini menyediakan kerangka strategi kerja untuk mengadopsi AI secara etis, menegaskan bahwa akuntabilitas algoritma dan transmisi transparansi sangat penting untuk menjaga kepercayaan publik. Studi ini berkontribusi pada literatur dengan menjembatani kesenjangan antara Teori Keunggulan dan realitas strategi komunikasi otomatis.
Simbiosis Reputasi Digital: Rekonstruksi Personal Branding Komunitas sebagai Jangkar Autentisitas Korporasi pada Gojek dan Wardah Wahyu Ratnasari; Oktaviana Kartika sari; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3086

Abstract

Krisis kepercayaan global terhadap institusi korporasi di era digital telah mendorong pergeseran paradigma komunikasi menuju narasi berbasis kemanusiaan. Penelitian ini bertujuan untuk menganalisis rekonstruksi personal branding komunitas sebagai instrumen strategis dalam pembentukan reputasi korporasi, dengan studi kasus pada entitas Gojek dan Wardah di Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis deskriptif-konseptual. Data dikumpulkan melalui teknik dokumentasi sumber sekunder yang kredibel, meliputi laporan keberlanjutan korporasi, data industri tahun 2025-2026, serta literatur akademis mengenai manajemen hubungan dan pertukaran sosial.Hasil penelitian menunjukkan bahwa otoritas narasi telah bergeser dari departemen internal perusahaan ke tangan komunitas digital. Fenomena ini dibuktikan dengan efektivitas konten organik yang dihasilkan oleh mitra dan konsumen dalam membangun sentimen positif dibandingkan kampanye konvensional. Melalui mekanisme co-creation dan brand persona fusion, integritas individu berfungsi sebagai jangkar autentisitas yang memvalidasi klaim korporat secara empiris. Dapat disimpulkan bahwa personal branding komunitas merupakan pilar utama konstruksi reputasi di era digital. Sebagai kontribusi teoretis, dirumuskan model "Simbiosis Reputasi Digital" yang memosisikan kredibilitas individu sebagai aset strategis perusahaan. Praktisi komunikasi disarankan untuk mereorientasi peran mereka dari pengelola pesan menjadi fasilitator identitas komunitas demi menjaga keberlanjutan reputasi.
Beyond Aesthetics: Transformasi Teknik Presentasi Laporan ESG dalam Menghadapi Ancaman Greenwashing pada Industri Energi di Indonesia Esa Rembi Apriani; Anggun Aliya Ramadhani; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3087

Abstract

Penelitian ini dilatarbelakangi oleh krisis kepercayaan publik terhadap klaim keberlanjutan sektor energi di Indonesia, yang sering kali terjebak dalam praktik greenwashing. Fenomena ini memicu diberlakukannya regulasi pelaporan ESG secara real-time oleh Bursa Efek Indonesia pada tahun 2026, yang menuntut transparansi radikal dalam komunikasi korporat. Tujuan dari studi konseptual ini adalah untuk merumuskan transformasi teknik presentasi Public Relations (PR) dari format tradisional menuju model evidence-based pitching. Metode penelitian yang digunakan adalah pendekatan kualitatif-deskriptif melalui analisis sintesis teoretis, studi literatur, serta tinjauan kasus pada praktik komunikasi digital PT Pertamina dan PT Vale Indonesia. Hasil penelitian menunjukkan bahwa integrasi teknologi Live Dashboard, kecerdasan buatan, dan Virtual Reality dalam presentasi PR secara signifikan mampu mereduksi asimetri informasi dan menurunkan skeptisisme investor. Penggunaan data transparan yang dapat diverifikasi secara instan terbukti lebih efektif dalam membangun kredibilitas dibandingkan estetika visual semata. Kesimpulan penelitian menegaskan bahwa dalam era PR 5.0, teknik presentasi telah berevolusi menjadi instrumen audit publik yang strategis. Keberhasilan reputasi perusahaan energi kini sangat bergantung pada sinergi antara akurasi data teknis yang akuntabel dengan aspek empati kemanusiaan (human-touch). Studi ini merekomendasikan redefinisi skillset praktisi PR yang berbasis literasi data guna menghadapi dinamika keterbukaan informasi global.Kata Kunci: Public Relations 5.0, Teknik Presentasi, ESG, Transparansi Data, Greenwashing, Sektor Energi.
Transformasi Ekosistem Digital dalam Strategi Community Relations: Analisis Konseptual Keberlanjutan UMKM pada Sampoerna Retail Community (SRC) Tamara Ega Permatasari; Sellina Alya Fitri Maharani; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3089

Abstract

Penelitian ini dilatarbelakangi oleh fenomena tekanan struktural yang dihadapi ritel tradisional akibat percepatan digitalisasi dan dominasi platform e-commerce. Ketidakmampuan dalam mengadopsi infrastruktur digital menyebabkan entitas lokal rentan kehilangan relevansi sosial dan ekonomi, sehingga strategi Community Relations yang transformatif menjadi krusial. Penelitian konseptual ini bertujuan untuk merumuskan model strategi hubungan komunitas yang terintegrasi dengan transformasi digital melalui analisis ekosistem Sampoerna Retail Community (SRC). Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi literatur deskriptif-analitis yang mengeksplorasi data sekunder terkait pemberdayaan UMKM dan digitalisasi ritel. Hasil penelitian menunjukkan bahwa standarisasi fisik dan integrasi platform digital AYO SRC secara signifikan mampu meningkatkan kohesi komunitas serta efisiensi operasional pedagang kecil. Teknologi dalam ekosistem ini diposisikan sebagai fasilitator relasional (human-centric digitalization) yang memperkuat modal sosial dan kepercayaan publik. Disimpulkan bahwa loyalitas komunitas yang berkelanjutan dapat dicapai melalui mekanisme Creating Shared Value (CSV), di mana nilai ekonomi korporasi diselaraskan dengan pemberdayaan kapasitas ekonomi lokal. Model ini memberikan kontribusi teoretis bagi pengembangan strategi Public Relations modern yang berbasis data dan inklusif di pasar negara berkembang.
Digitalisasi Protokol Negara: Kerangka Konseptual untuk Hubungan Masyarakat Pemerintah di Perusahaan Milik Negara (Kasus PT Pertamina Persero) Raeiva wanti amelia Putri; Rizka Damayanti; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3090

Abstract

Penelitian ini dilatarbelakangi oleh fenomena pergeseran paradigma keprotokolan pada Badan Usaha Milik Negara (BUMN) strategis yang dituntut untuk menjaga marwah negara di tengah arus digitalisasi yang masif. PT Pertamina (Persero), sebagai representasi kedaulatan energi nasional, menghadapi tantangan dalam menyinkronkan regulasi protokol yang kaku dengan dinamika komunikasi digital yang instan. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi konseptual melalui analisis literatur sistematis dan tinjauan dokumen korporat untuk merumuskan model komunikasi yang adaptif. Hasil penelitian memperkenalkan model "Protokol Adaptif" yang bertumpu pada tiga pilar utama: Digital Etiquette, Virtual Presence, dan Hybrid Ceremonial. Implementasi model ini terbukti mampu meminimalisir deviasi operasional melalui sistem koordinasi real-time dan meningkatkan kepercayaan pemangku kepentingan tingkat tinggi. Kesimpulan dari studi ini menegaskan bahwa reposisi fungsi keprotokolan sebagai aset strategis Government Public Relations (GPR) efektif dalam memitigasi risiko politik dan memperkuat legitimasi institusional. Sinergi antara tradisi birokrasi yang formal dan inovasi teknologi digital menjadi kunci bagi BUMN strategis untuk mempertahankan wibawa institusi di ruang siber. Model ini direkomendasikan sebagai standar operasional baru bagi perusahaan negara lainnya dalam menavigasi kompleksitas diplomasi korporat di era keterbukaan informasi.
The Paradox of Digital Accountability: A Critical Analysis of Meta’s Ethical Outsourcing in Content Moderation Alya Salsabila Zahra; Tsabitah Lintang Permata; Desy Dwi Nugrahaini; Adam Farid Hidayat; Pramudya Ibnu Subrata
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3091

Abstract

This conceptual article examines the ethical crisis in the global social media ecosystem following Meta's 2025 policy shift, which replaced human fact-checkers with AI-driven Llama automation and "Community Notes." Using a qualitative descriptive method and the TARES test framework, the study analyzes the phenomenon of "ethical outsourcing"—the delegation of moral responsibility from professional curation to unverified algorithms and crowdsourced labor. Findings reveal a profound paradox where operational efficiency compromises informational integrity, as AI systems frequently fail to grasp cultural nuances and linguistic complexities, leading to the systematic verification of disinformation. Furthermore, the reliance on community-based moderation introduces risks of collective bias and manipulation by organized interest groups, violating the principles of equity and social responsibility. This research offers a theoretical contribution by redefining digital transparency as "radical honesty" concerning technological limitations. It argues for the restoration of the "Human-in-the-Loop" model, repositioning public relations practitioners as "ethical guardians" who provide the necessary moral oversight to automated systems. Ultimately, the study concludes that restoring public trust requires a structural reintegration of human conscience into the algorithmic decision-making process to ensure that digital public spheres remain accountable and humanity-oriented.
Co-Authors Adam Farid Hidayat Aleta Teethalia Putri Widodo Alfia Risma Kinanti Alfirdaus Ari Sadewa Alya Salsabila Zahra Anggun Aliya Ramadhani Aprilia Dwi Herawati Asih Febriani Asti Sih Susetyo Dela Ayu Nabila Desy Dwi Nugrahaini Dewi Puspita Diah Vita Pramu Dhita Diana Candraningrum Esa Rembi Apriani Galang Yoga Pradana Hafizh Ridwan Daffa S Irma Widyaningrum Irvani Saputri Jestiawati Julia Ari Safira Khairunnisa Nur Alifah Kholifah Wahyuni Lovina Hillan Tsaqila Nadia Pipit Safitri Naswa aulia Rahmawati Nawang Ayu Romadoni Nenny Anggraini Oktaviana Kartika sari Raeiva wanti amelia Putri Rani amartha Aurelia Riska Rachmawati Rizka Damayanti Sellina Alya Fitri Maharani Sintia Rahmatasia Suci Kunthi Pratiwi Tamara Ega Permatasari Tiyas Sholikhatul Maghfuroh Tsabitah Lintang Permata Wahyu Ratnasari Yesi Permatasari Yunita Dewi Julia Saputri Zahrani Nafiah Zuhrotun Alfiyah