Strategi Humas PT Tempat Berkarya Indonesia dalam Membangun Brand Image Edukatif Melalui Konten Media Sosial Instagram

Raden Roro Fatimah Azzahra Aulia; Hudi  Santoso; Amiruddin Saleh; Rici Tri Harpin; Nabila Manisya; Khalila Zahra Maharani

doi:10.53429/j-kis.v6i1.1211

Raden Roro Fatimah Azzahra Aulia Institut Pertanian Bogor, Jawa Barat, Indonesia
Hudi Santoso Institut Pertanian Bogor, Jawa Barat, Indonesia
Amiruddin Saleh Institut Pertanian Bogor, Jawa Barat, Indonesia
Rici Tri Harpin Institut Pertanian Bogor, Jawa Barat, Indonesia
Nabila Manisya Institut Pertanian Bogor, Jawa Barat, Indonesia
Khalila Zahra Maharani Institut Pertanian Bogor, Jawa Barat, Indonesia

DOI: https://doi.org/10.53429/j-kis.v6i1.1211

Abstrak

This study analyzes the public relations strategy implemented by PT Tempat Berkarya Indonesia in building an educational brand image through Instagram social media content. The research focuses on the public relations strategy for creating educational content and identifying factors that influence content development. A qualitative case study approach is used, with data collected through in-depth interviews with the public relations team and social media managers, as well as direct observation of Instagram content, including reels, feeds, and stories. The findings reveal that PT Tempat Berkarya Indonesia effectively utilizes an educational content strategy through informative and visually engaging posts that resonate with the audience's needs. Additionally, factors such as social media trends, audience preferences, and the company’s educational objectives significantly influence the planning and execution of content. This study demonstrates that Instagram serves as a vital tool for the company in building a cohesive and impactful educational brand image that consistently attracts audience attention.

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