English as a Public Relations Communication Strategy for Global City Branding: A Qualitative Investigation of Indonesian Local Government Practices

Jannatul Noviabahari (Politeknik Negeri Madiun)
Muhyiddin Aziz (Politeknik Negeri Madiun)
Halim Ahmad Faizin (Politeknik Negeri Madiun)
Intan Aulia Nastiti (Politeknik Negeri Madiun)
Dian Palupi (Politeknik Negeri Madiun)
Berlian Fitriana Dwi Retnowati (Politeknik Negeri Madiun)

Journal of Language Development and Linguistics
Vol. 5 No. 2 (2026): September 2026

The strategic use of English in governmental public relations can support municipalities pursuing global positioning. This qualitative study examines English implementation in the Madiun City Government’s public relations within its “Maju Mendunia” city branding initiative. Using the Input-Process-Output-Outcome (IPOO) framework, data were collected through in-depth interviews, systematic observation of official communication platforms, and documentation analysis. Findings show no formal policy or standardized procedures for English use; digital content remains exclusively Indonesian; English competence is concentrated in limited personnel; and training is absent. English is recognized as strategically valuable for professionalism, tourism, and investment promotion. The study recommends evidence-based policy development and phased bilingual communication.