The Public Relations Strategy and Inclusive Communication Climate: A Case Study of Starbucks Indonesia’s Signing Store

Abstract

Inclusive workplaces for individuals with disabilities have become a strategic corporate priority in Indonesia, particularly following Law No. 8/2016. However, establishing an effective workplace communication climate for the deaf community remains underexplored in public relations (PR) literature. This qualitative case study examines Starbucks Indonesia’s pioneering “Signing Store” in Tata Puri, Jakarta. Data were collected through in-depth interviews with management and staff, field observations, and triangulation. Findings reveal three PR strategies: specialized employee sign language training, public awareness advocacy campaigns, and technology-based customer service adjustments for the deaf community. Grounded in strategic communication and communication climate concepts, the analysis evaluates their design, execution, and measurable impact. The framework demonstrates alignment between organizational strategy and disability inclusion principles and is assessed for its capacity to foster a sustainable inclusive communication climate. These strategies strengthened Starbucks Indonesia’s position as a social inclusivity pioneer and enhanced employee job satisfaction and customer loyalty within the deaf community. This research provides the food and beverage (F&B) sector with a strategic blueprint for integrating inclusivity into broader PR and sustainability agendas, highlighting intentional communication’s transformative potential to advance social equity.