Public Relations Strategy of Magdalene Online Media in Shaping Public Awareness of #MendobrakBias Campaign

Zinda Adinta Sari; Ninis Agustini Damayani; Yanti Setianti

doi:10.31937/ultimacomm.v14i2.2828

Zinda Adinta Sari Master student of Faculty of Communication Padjadjaran University
Ninis Agustini Damayani a lecturer of Faculty of Communication Padjadjaran University
Yanti Setianti A lecturer of Faculty of Communication Padjadjaran University

DOI: https://doi.org/10.31937/ultimacomm.v14i2.2828

Keywords: Public Relations, Strategy, Public Awareness, Campaign, Women’s Advocacy

Abstract

The existence of online media in the 5.0 era as it is today is considered as one of the vital components. In the spreading of the flow accurate information, without knowing the limitations of distance and time. In this current digital era, the Public Relations strategy that implied in social media is very crucial. In function to shaping public awareness which related to certain issues. Online media can unwittingly become a space for advocacy practice in the public sphere, as well as Magdalene which focuses on women’s advocacy efforts through its content as an alternative media. This study uses a qualitative approach, with constructivist paradigm, and a case study approach. This study shows the implied PR strategy which Magdalene uses in shaping public awareness of #MendobrakBias campaign in order to celebrated International Women’s Day on March 8^th 2022. One of the strategies implied from the way of Magdalene produce and published the issue, which never published on mainstream media, and the content publication through social media which are packaged in an attractive and contemporary ways, conducting online discussions with the community. So, it makes the public is more aware of #MendobrakBias campaign.

Keywords: Public Relations, Strategy, Public Awareness, Campaign, Women’s Advocacy

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Author Biographies

Ninis Agustini Damayani, a lecturer of Faculty of Communication Padjadjaran University

Second author

Yanti Setianti, A lecturer of Faculty of Communication Padjadjaran University

Third Author

References

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