Peran Public Relations Dalam #BanggaBerNusantara Melalui Instagram @thepalace_id di PT Central Mega Kencana (CMK)

Abstract

The use of social media as a strategic communication tool encourages organizations to manage their digital presence not only with a promotional orientation, but also with an emphasis on the construction of meaning grounded in cultural values. The Palace Jeweler responds to this dynamic through the #BanggaBerNusantara campaign implemented on Instagram @thepalace_id by integrating Indonesian cultural identity into its brand narrative. This study aims to analyze the role of public relations in the #BanggaBerNusantara based on the public relations role framework proposed by Dozier and Broom (1995). Employing a qualitative approach with a case study method within a constructivist paradigm, this research views social reality as a product of meaning construction formed through interaction and interpretation among involved actors. Data were collected through in-depth interviews, observation of public relations practices in Instagram management, and documentation. Data analysis was conducted through interpretative and contextual processes. The findings indicate that public relations perform the roles of expert advisor, communication facilitator, problem-solving process facilitator, and communication technician in developing cultural narratives, managing audience interactions, and maintaining message consistency. This study concludes that #BanggaBerNusantara represents a form of strategic public relations practice oriented toward cultural meaning construction and contributes academically to the study of digital public relations from a constructivist perspective. Keywords: Culture, digital, instagram, public relations, social media