<![CDATA[Public relations (PR) plays a crucial role in shaping a positive organizational image and fostering constructive relationships with the public. This study analyzes the PR strategy of the West Java Prosperous Justice Party Regional Leadership Council (DPW PKS) in establishing symmetrical two-way communication with the public. Employing a descriptive qualitative approach and a case study method, data were gathered through in-depth interviews, non-participatory observation, and documentation analysis, then examined thematically. Findings reveal that DPW PKS’s PR effectively bridges the party and the public by promoting transparency, inclusive dialogue, and participatory engagement. Proactive issue management and rapid responses to disinformation sustain the party’s reputation amid dynamic political contexts. Internally, cohesive communication and member welfare reinforce integrity, while externally, collaboration with media, government, and communities enhances credibility and long-term public trust in digital democracy. Keyword: Public Relations, PR strategy, political communication, party legitimacy, issue management.]]>
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