Optimizing Public Relations Activities Through The Race Model

Nuriyati Samaatan (Faculty of Social and Political Sciences, Communication Science Program, Universitas Nasional, Jakarta)
Irfan Fauzi (Faculty of Social and Political Sciences, Communication Science Program, Universitas Nasional, Jakarta)
Meranti Meranti (Faculty of Social and Political Sciences, Communication Science Program, Universitas Nasional, Jakarta)
Muhammad Farhan A (Faculty of Social and Political Sciences, Communication Science Program, Universitas Nasional, Jakarta)

Siber Nusantara of Community Service Review (SNCSR)
Vol. 2 No. 1 (2025): Siber Nusantara of Community Service Review (October 2025 - March 2026)

This study aims to analyze the optimization of public relations activities using the RACE model at PT. Home Credit Indonesia. The RACE model (Reach, Act, Convert, and Engage) is used to analyze each customer journey at Home Credit Indonesia. This study employed a qualitative, descriptive approach, and collected data through observation, interviews, and documentation. The results indicate that PT. Home Credit Indonesia implements various public relations strategies, including digital campaigns, responsive customer service, and financial education programs for customers. These strategies enhance customer service optimization and strengthen support, increase trust, and build loyalty. A challenge faced is managing customer complaints across various communication platforms. This study recommends optimizing digital strategies and increasing personalized interactions to reach more customers.