<![CDATA[This study aims to analyze the implementation of public relations strategies in increasing the promotional attractiveness of Godho Batik Banyuwangi. This research is motivated by the importance of communication strategies in facing competition in the batik industry in the digital era. Public relations is one of the strategies used to build a business image, expand promotions, and maintain relationships with consumers. This study used a qualitative method with a descriptive approach. Data collection techniques were carried out through interviews, observation, and documentation. The research informants consisted of business owners, social media admins, consumers, and Instagram followers of Godho Batik Banyuwangi. The results showed that public relations strategies were implemented through digital promotions using Instagram, Facebook, TikTok, and WhatsApp, as well as direct promotions through cultural exhibitions and interpersonal communication. These strategies were able to increase promotional attractiveness through attractive product visuals, good service, and strengthening Banyuwangi cultural identity. Supporting factors include product quality, the use of social media, and good relationships with consumers, while inhibiting factors include limited human resources and competition with printed batik products Keywords: Public Relations Strategies, Promotion, Promotional Attraction, Godho Batik Banyuwangi ]]>
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