Strategi Community Relations Public Relations Saung Angklung Udjo dalamMendukung program Sustainability

Abstract

This study aims to analyze the community relations strategy implemented by the Public Relations division of Saung Angklung Udjo (SAU) in supporting sustainability programs. As a cultural-based organization, SAU faces sustainability challenges that extend beyond cultural preservation to include social, economic, and environmental aspects. This research employs a qualitative approach using a case study method. Data were collected through in- depth interviews with key and expert informants, observation, and document analysis. The analysis was guided by the Four Steps of Public Relations model and the Triple Bottom Line concept. The findings indicate that SAU’s community relations strategy is participatory, inclusive, and sustainable, involving the community as active partners in cultural, social, economic, and environmental activities. Community relations contributes to building social legitimacy, strengthening long-term relationships with the community, and supporting local economic sustainability. In addition, digital communication serves as an adaptive strategy in responding to external challenges and global dynamics. This study concludes that community relations plays a multidimensional role insupporting the sustainability of cultural organizations. Keywords: Community Relations, PR, public relations, SAU, Saung Angklung Udjo, Sustainability, Triple Bottom Line.