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Ulani Yunus
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Journal of Communication and Public Relations (JCPR)
Published by London School of Public Relations
ISSN : 28096940     EISSN : 28099087     DOI : -
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences
The Journal of Communication and Public Relations is an open access, international, peer reviewed journal for conceptual and research on communication studies and public relations. The objective of this journal is to encourage research related but not limited to Organizational communication, Development communication, Reputation management, Government Public Relations, Media Relations, Corporate Communication, Marketing Communication and Public Policy Communication Management.
Arjuna Subject : Seni dan Humaniora - Seni dan Humaniora (Lain-Lain)
Articles 65 Documents
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Corporate Social Responsibility Strategies of PT Sumber Alfaria Trijaya Tbk in Maintaining the Company's Image Muhladin, Hildan; Febriani, Erna
Journal of Communication and Public Relations Vol. 4 No. 2 (2025): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/1050042202510

Abstract

Corporate Social Responsibility represents a corporate commitment to improve social welfare and environmental sustainability that is beneficial to the institution and society. In public relations practice, CSR is often utilized as a strategic approach to improve and maintain corporate image. This study aims to examine the CSR strategies and tactics carried out by PT Sumber Alfaria Trijaya Tbk and to identify obstacles encountered in their execution. Adopting post-positivst paradigm, this research employs a descriptive qualitative method with a case study design. Data research was collected through in-depth interviews and analyzed using data reduction, data display and conclusion drawing techniques. The findings show that PT Sumber Alfaria Trijaya Tbk execute its CSR initiatives based on the Triple Bottom Line framework of profit, people and planet. Profit-oriented strategy conducted through Alfamart Care program, which focuses on donation fundraising, good donation, and blood donation event. People-oriented organized through Alfamart Smart and Alfamart SMEs, which provide education scholarship and facilitate marketing promotion for Small and Medium Enterprises using Alfamind Application. Planet-oriented strategy is carried through Alfamart Clean and Energy, emphasizing plastic reduction campaigns and tree-planting activities to support environmental conservation and disaster mitigation. However, the implementation of CSR faces challenges, especially ineffective communications channel that limit the dissemination of innovation-related information to heterogenous publics. This study underscores the critical role of CSR generate sustain reputational value rather than symbolic event only.
Perceived usefulness of Artificial Intelligence on Public Relations Practices in Malaysia: A Pilot Study Mat Noor, Dzul Affandi; Abdul Aziz, Ahlam; Mohamed, Shazleen
Journal of Communication and Public Relations Vol. 4 No. 2 (2025): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105004220256

Abstract

This pilot study investigates the perceived usefulness of Artificial Intelligence (AI) in Public Relations (PR) practices from the perspective of Malaysian practitioners. With the increasing adoption of AI across industries, PR professionals are beginning to explore how such technologies can enhance strategic communication, media monitoring, campaign planning and stakeholder engagement. However, there is limited empirical research capturing these perceptions in the Malaysian context. Guided by the Technology Acceptance Model (TAM), this study aims to assess the extent to which AI is perceived to enhance efficiency, transform roles and support the core functions of PR. This study evaluates how practitioners view AI’s ability to streamline content creation, automate repetitive tasks and analyse media trends. Using a quantitative survey approach, data were collected from various Malaysian PR practitioners through an online questionnaire. Descriptive statistical analysis was employed to identify key patterns in perception. The results reveal that AI is generally perceived as a valuable tool for automating routine tasks such as press release writing, social media monitoring and media analysis. However, its perceived usefulness diminishes in areas requiring emotional intelligence, strategic judgment, or interpersonal engagement, such as crisis communication and relationship-building with stakeholders. The findings underscore a dual perception of AI as both an enhancer of efficiency and a potential disruptor of core human-centred PR functions. This study contributes to the growing body of knowledge on AI in communication by providing initial empirical insights from Malaysia, a region underrepresented in current discourse. It also lays the groundwork for future studies exploring behavioural intention and actual AI usage in PR, which could be investigated further. The study concludes by recommending skill development initiatives, ethical AI integration and policy support to ensure AI adoption aligns with professional standards and societal values.
Commodification through Exaggerated Narratives in Indonesian YouTube Industry: Capital Maintenance & Reputation Santika, Azzumar Adhitia; Alvina, Yasmin
Journal of Communication and Public Relations Vol. 4 No. 2 (2025): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105004220252

Abstract

Recent commodification studies primarily focus on what is commodified, often overlooking how it is delivered through exaggerated narratives within the Indonesian YouTube industry. Using Vincent Mosco's work on commodification, this qualitative research aims to analyze how Atta Halilintar (AH), a prominent figure and one of the biggest powers in the industry, employs exaggerated narratives as a deliberate tool for commodifying information into exchange value, specifically to make the content more appealing and entertaining. The data of this research were gathered from the four most-viewed of AH's ‘Grebek Rumah’ videos. We use multimodal critical discourse analysis (MCDA) to analyze the data from its titles, thumbnails, photography compositions, and conversations. The results show that exaggerated narratives cannot only be seen as a deliberate tool to make content more appealing and entertaining. Beyond that, this tool also has capital interests and follows market logic. This means content that might be perceived as inappropriate will continue to be produced as long as it is still widely consumed/watched. However, unethical use of this tool, such as intentionally presenting misleading information, can damage the creator's reputation. Thus, the digital content creators must be aware of and use this deliberate tool ethically, rather than only focusing on maximizing capital potential. For theoretical contributions, we suggest exaggerated narratives to be considered as an important aspect in content commodification, and suggest future research to pay more attention to its use in other platforms.
Proliferation of Media Content on TIKTOK and Its Impacts on Traditional Television Viewing Habits in Ghana Gyasi, Edward; Abekah-Daniels, Marylin; Owusu, Dennis Osei
Journal of Communication and Public Relations Vol. 4 No. 2 (2025): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105004220251

Abstract

Premised on media substitution and uses and gratification theories, this study evaluates the increasing prominence of TikTok media content as it transforms traditional television viewing practices focusing on users between 18 and 34 years old. This research analyzed quantitative data to understand how short-form customized interactive TikTok content affects people's media habits and advertising results. User behavior has drastically evolved since people now dedicate their time primarily to TikTok rather than traditional television watching. Users transition to this platform primarily because it offers straightforward features and intelligent recommendation systems together with time-efficient content delivery. The research finds that TikTok continues to expand its influence on digital advertising landscapes. The research demonstrated that people chose TikTok ads over conventional television advertisements because they felt more connected and got better buying influences. Through its features of interactive content and user-generated material as well as viral trends TikTok functions effectively for advertisers by engaging audiences. According to the study conventional television networks need to find ways to innovate and integrate short-form digital content within their strategies for remaining relevant amid ongoing digital platform evolution. These findings suggest that the media world is transforming because viewers now interact with ads differently through TikTok and its associated apps as digital platforms take over consumer habits.
Enhancing PR Agenda Setting: KOL and Artificial Intelligence for Sustainable Development Claudya, Samantha; Marlynda, Angela Conie; Pratista, Carolina Saktya
Journal of Communication and Public Relations Vol. 4 No. 2 (2025): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105004220258

Abstract

This research explores the strategic integration of Artificial Intelligence (AI) and Key Opinion Leaders (KOLs) within Public Relation (PR) campaigns aimed at advancing the Sustainable Development Goals (SDGs). Utilizing Agenda Setting Theory, the study examines how AI enhance the precision of sustainability objectives. Data gathered through a mixed-methods approach, involving in-depth interviews with PR practitioners and quantitative surveys, to assess the adoption and efficacy of AI in managing KOL partnerships. Key findings indicate that 45.5% of respondents use AI to optimize KOL interactions, while 33.3% incorporate KOLs into campaigns focused on SDG-related initiatives. Furthermore, 44.4% of respondents emphasize the critical importance of credibility in determining the success of KOL-driven campaigns. However, challenges remain, as 22.2% of professionals report difficulties in AI adoption, citing a lack of technical training as a barrier. The study concludes that AI significantly enhances PR strategies by improving audience targeting and campaign management, though human expertise remains essential in ensuring ethical decision-making and contextual relevance, particularly in culturally diverse regions such as Indonesia. The findings contribute to the growing body of knowledge on the intersection of AI, PR, and sustainability, providing practical recommendations for future campaigns aimed at promoting global development goals. To enhance the relevance of the study within the field of public relations and sustainability, keywords such as Agenda Setting Theory have been incorporated to better align the paper’s focus with strategic communication frameworks.
Comparative Analysis of Public Relations Roles, Practitioners’ Functions and Communication Models in Public and Private Organizations in Nigeria Eyo, Nsini
Journal of Communication and Public Relations Vol. 5 No. 1 (2026): Journal of Communication and Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

The study comparatively examines Public Relations roles, practitioner functions and communication models as practiced in public and private organizations in Nigeria. The main objetive of the study is to investigate the roles of public relations practitioners in public and private organizations in Nigeria, with a focus on Akwa Ibom and to identify the communication models adopted within these establishments. Using a qualitaive design, data were collected through face-to-face semi structured interviews with 22 purposively selected senior PR professionals, including communication managers, directors and Public Relations managers. Interview questions were guided by the study's objectives, review of literatures and Structuration Theory to facilitate the interview process. Data from interviews were transcribed, coded, and thematically analyzed using Atlas ti, 8 software. Thematic analysis revealed that Public Relations facilitates stakeholders engagement and crisis management in both sectors, public sector organizations tend to adopt reactive strategies, with practitioners performing mainly technician roles, whereas private organizations employ proactive approaches with practitioners performing dual roles involving technician and managerial responsibilties. Further finding revealed public sector organizations rely mainly on linear, one-way communication for operational purposes, whereas private organizations apply transactional two-way model that promotes feedback, participation and strategic alignment of PR. The study further highlights how leadership style, organizational culture and power dynamics  shapes PR effectiveness. The paper recommends empowering PR professionals and granting  autonomy to the Nigerian Institute of Public Relations to regulate the profession without interference , as well as promoting the integration and acceptance of PR into strategic management  in the country. 
Analysis of Strategy and Communication Approach in The Green Campaign of Luxcrime x Seven Clean Seas on Social Media (Tiktok & Instagram) Halim, Devany Dwi Putri; Azzahra, Athaya Almira Nur
Journal of Communication and Public Relations Vol. 5 No. 1 (2026): Journal of Communication and Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

The growing public concern for environmental issues has encouraged beauty brands to adopt sustainable and socially responsible marketing approaches. This study examines the collaborative campaign between Luxcrime and the environmental organization Seven Clean Seas, which promoted ocean conservation through the purchase of selected beauty products. The study aims to analyze the digital communication strategies used in the campaign and to explore how public-figure involvement and consumer engagement contributed to shaping Luxcrime’s brand value. A qualitative case study method was applied, drawing on social media content observation, campaign documentation, and in-depth interviews with key stakeholders. The findings show that the campaign integrated emotional messaging, strong visual identity, and calls to action that resonated with younger audiences on Instagram and TikTok. Influencer participation, particularly when done voluntarily, enhanced trust and strengthened the perception of Luxcrime as a socially responsible brand. The analysis also highlights how controlled communication channels allowed Luxcrime to maintain message clarity while collaboration with an environmental NGO added credibility to the sustainability claims. These elements collectively supported the development of positive brand associations and consumer appreciation toward the campaign. The study provides insights into how visual storytelling, authenticity, and strategic partnerships contribute to the effectiveness of digital green marketing campaigns.
The Communication Strategy of Mangkunegara X in Promoting the Creative Economy in Solo through the Mangkunegaran Run 2025 Event Fitriani, Amelia
Journal of Communication and Public Relations Vol. 5 No. 1 (2026): Journal of Communication and Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

This study explores the communication strategy of Kanjeng Gusti Pangeran Adipati Arya (K.G.P.A.A.) Mangkunegara X in promoting the creative economy in the city of Solo through Mangkunegaran Run 2025, a cultural and sporting event designed to embody his visionary concept of Culture–Future. The research focuses on how leadership rooted in cultural heritage can employ strategic communication to foster public engagement and stimulate the growth of the local creative economy. Using a qualitative approach through a case study method, this research gathers data from direct observation, documentation, news coverage, and relevant scholarly works on cultural leadership, strategic communication, and creative economy development. The theoretical framework combines the concepts of Integrated Marketing Communication (IMC) and Cultural Branding to analyze how cultural values are translated into public narratives and experiential communication during the event. This study aims to identify the key elements of Mangkunegara X’s communication strategy in reframing a cultural event as a driver of economic innovation. It also examines how symbolic representation, narrative framing, and stakeholder engagement contribute to shaping the identity of Mangkunegaran as a dynamic and creative cultural institution. The findings are expected to provide insights into how traditional leadership can adapt to the demands of modern communication, offering implications for cultural institutions seeking to revitalize heritage through entrepreneurship. Accordingly, this research contributes to the broader discourse on creative economy strategies and deepens the understanding of communication practices within contemporary cultural governance.  
Copyright of Afghanistan Recent Infringements and Developments Ghorzang, Sabghatullah
Journal of Communication and Public Relations Vol. 5 No. 1 (2026): Journal of Communication and Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

This article looks at the complicated landscape of copyright law in Afghanistan, examining its historical development, current legal framework and current challenges. Focusing on recent infringements and developments, the study uses a mixed methods approach and involves 22 participants, including experienced writers and representatives of prominent publishing houses. The research questions guide the investigation, which aims to uncover notable developments and infringements, understand their impact on international copyright law and provide insights for improvement. The comprehensive literature review contextualizes the challenges and draws on global perspectives to illustrate the pervasive nature of copyright issues. The study examines Afghanistan's 2008 Copyright Law, which covers various creative works and emphasizes alignment with international treaties. The research methodology includes a carefully crafted questionnaire that addresses awareness, recent changes in the law, and strategies for improvement. Analysis of the participant data reveals a nuanced landscape, showing diverse insights from accomplished writers and influential publishing owners. The study identifies key themes, such as concerns about the implementation gap in existing copyright laws, the impact of socio-political conditions on infringement, and the need for greater public awareness. Comparisons between writers and publishers reveal nuanced emphases, with writers emphasizing the personal impact of plagiarism and publishers focusing on economic issues. In conclusion, the study highlights the complex challenges Afghanistan faces in enforcing copyright. The participants argue for stronger legal sanctions, more resources and education.
Determinants of Purchase Decisions toward Influencer-Promoted Organic Creams among Students on Social Media Olumuji, Emmanuel Olukunle; Olanrewaju, Adebola Solate; Salaudeen, Kamoru Aremu
Journal of Communication and Public Relations Vol. 5 No. 1 (2026): Journal of Communication and Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

This study examines the determinants of purchase decisions toward influencer-promoted organic creams among female university students on social media in Abeokuta, Ogun State, Nigeria. Specifically, the study examines the social media platforms through which students most frequently encounter influencer-endorsed organic cream advertisements and factors shaping purchase decisions, and the challenges associated with influencer marketing within Nigeria’s beauty industry. A mixed-methods research design was employed, combining a descriptive survey and in-depth interviews. Quantitative data were obtained from 380 female students drawn from Chrisland University and the Federal University of Agriculture, Abeokuta (FUNAAB), using a structured questionnaire administered via Google Forms. Qualitative data were generated through in-depth interviews with five organic skincare industry experts and analysed thematically. The findings indicate that TikTok and Instagram are the most prominent platforms for influencer-endorsed organic cream advertising, with their visually rich and interactive features significantly enhancing audience engagement. Purchase decisions were largely influenced by perceived product effectiveness, peer endorsement, and ease of access to purchase links embedded in influencer content. The study concludes that social media influencers play a significant role in shaping organic cream purchase behaviour among female university students; however, their influence is largely dependent on perceived authenticity, transparency, and relevance to consumer needs. The study recommends that marketers prioritise TikTok and Instagram for influencer campaigns, emphasise authentic product testimonials, and promote ethical advertising practices to strengthen consumer trust and improve marketing outcomes in Nigeria’s beauty industry.

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