Competition in the hospitality industry demands that every brand build strong brand awareness, especially for hotels that provide tourist destinations such as The Highland Park Resort Hotel Bogor. This study aims to analyze the role of marketing communication in building brand awareness through the implementation of integrated marketing communications. The method used is descriptive qualitative through in-depth interviews with the marketing communications team, as well as observation of marketing activities. The results show that the use of Integrated Marketing Communication (IMC) elements such as social media, advertising, public relations, sales promotions, and direct communication can increase brand attention and recognition. Instagram profile visits increased by 78.9% during the digital campaign, while Google Ads generated 8,180 impressions, 441 clicks, with a CTR of 5.39%. These findings indicate that IMC contributes to increasing brand recognition and brand recall sustainably in the hospitality sector. Supporting factors for success include visual identity consistency, internal team coordination, utilization of social media insights, and product excellence as a one-stop destination.

The rapid growth of social media, particularly Instagram, has transformed visual content into a pivotal element of digital communication strategies. Instagram’s ability to convey messages quickly, persuasively, and with clarity makes visual design an essential tool in this domain. Visual content serves not only an aesthetic function but also plays a critical role in building credibility, establishing emotional connections, and ensuring message clarity. This study explores the application of digital communication strategies through the lens of visual rhetoric in the Instagram feed designs of @storyblast.id, a Public Relations educational account. Employing a qualitative descriptive approach, the research involved active participation from the researcher, as well as observation, interviews, and a literature review. The findings reveal that effective communication with the audience is achieved when visual rhetoric is implemented systematically. By integrating the principles of ethos, pathos, and logos within the AIDA framework, the Instagram feed enhances trust, evokes emotional responses, and guides understanding in a coherent and rational manner. The study highlights how structured visual rhetoric can significantly improve digital communication outcomes.

Advances in information and communication technology have brought about significant changes in various aspects of human life, including marketing and business communication. Social media has become an essential tool for dynamic and rapid promotion, communication, and interaction. One of the most widely used social media platforms in this context is Instagram. Instagram is a promising platform for introducing products, reaching target markets, and building long-term relationships with consumers. This study aims to analyze how the social media platform Instagram in digital marketing communication activities shapes communication strategies through each element of the Integrated Marketing Communication (IMC) theory as utilized by the @ryuga.seafood account via its Instagram content. Method The research employs a qualitative approach using a case study methodology, with data collection techniques including in-depth interviews with the owner and staff, observation, and documentation in the form of Instagram content. The research findings indicate that Ryuga Seafood digital marketing communication strategy demonstrates a strong alignment with the Integrated Marketing Communication (IMC) theory as the primary framework. In terms of marketing, Ryuga Seafood optimizes all IMC elements, namely Direct Marketing, Sales Promotion, Public Relations, Personal Selling, Advertising, Word-of-Mouth Marketing, Events and Experiences, and Interactive Marketing. In conclusion, this comprehensive integration ensures that every IMC element works synergistically to increase brand awareness, create positive customer experiences, and foster long-term loyalty.

The public relations (PR) industry plays a vital role in shaping corporate reputation, public discourse, and social engagement. However, despite serving diverse audiences, the industry has long struggled with racial equity, representation, and inclusion. This study examines the current state of racial diversity within PR, assessing recent industry initiatives, and persisting challenges, and provides potential solutions to advance meaningful change. Using Critical Race Theory (CRT) as an analytical framework, this research explores structural barriers that impact career advancement for PR professionals of color and evaluates whether existing diversity, equity, and inclusion (DEI) efforts effectively challenge systemic inequities. Through a qualitative analysis of a focus group discussion with influential affinity group, senior-level PR practitioners, this study uncovers key themes, including the role of leadership in fostering DEI, client-driven diversity demands, and the necessity for accountability measures. Findings reveal that while DEI efforts have gained momentum, structural barriers remain pervasive, limiting true progress. This study offers strategic recommendations for PR firms, corporate communication teams, and industry organizations to enhance accountability, create sustainable DEI frameworks, and drive equitable representation across all levels of leadership.

This article, which is methodological in nature, draws on a materialistic approach to the development of family relations in society, assuming that these relations depend on the socio-economic conditions of people's lives. The article examines the main social aspects of people's lives, conditioned by the division of society into separate families. Based on ethnographic data and research, a general description of the evolution of family relations is provided, beginning with the tribal period of human development. The changing social role of women both within families and in public life is analyzed, with the emergence of patriarchy and the evolution of human civilization. The social essence of the process of women's emancipation in the modern historical era and the role of feminist ideology in this process are demonstrated. The modern nuclear family is considered both in terms of its inherent social relations and the contradictions generated by these relations, and in terms of the influence of family relations on the development of society. The issue of homosexuality is addressed in terms of its impact on public life and family relations. Finally, the prospects for the further evolution of the monogamous family. All aspects of this article's topic are examined primarily in relation to the populations of democratic countries undergoing the transition from industrial to post-industrial societies.

ABSTRACT Strategic communication is increasingly conceptualized as an integrative governance function through which organizations coordinate communication processes, align stakeholder relationships, and sustain legitimacy. Despite this development, strategic communication scholarship remains theoretically fragmented across public relations (PR), organizational communication (OC), and corporate communication (CC), which have evolved as distinct yet interrelated research traditions. This study addresses this fragmentation by theorizing strategic communication as an organizational-level governance system grounded in the integration of PR, OC, and CC. Drawing on a bibliometric review of 316 articles indexed in the Web of Science between 2000 and 2025, the study maps the intellectual structure and thematic evolution of these domains and examines their convergence within strategic communication research. The findings reveal a clear shift toward integrated perspectives that combine relational management, internal meaning-making, and corporate-level identity and reputation concerns. Building on these insights, the study proposes an Integrated PR-OC-CC Model that conceptualizes strategic communication as a multi-level, constitutive, and relational governance function. The model advances strategic communication theory by offering a coherent framework that integrates disciplinary perspectives and supports cumulative theory-building.

ABSTRACT Drawing on the three dimensions of social capital (bonding, bridging, and linking), this study examines how food sharing in the workplace facilitates intercultural engagement among employees from diverse cultural backgrounds. Based on interviews with public relations practitioners representing a range of ages, positions, and levels of professional experience, the findings indicate that food inclusivity fosters workplace relationships, supports the accommodation of dietary restrictions, and serves as a medium for conveying cultural knowledge that enhances intercultural interactions beyond the workplace. Collectively, these findings offer meaningful contributions to professional practice.

The confidence trap: A conceptual framework for understanding the gendered leadership gap in public relations

The temporal dynamics of public attention to aviation safety events.

Meta-research on crisis communication: 24 years of research in Public Relations Review (2000–2023)

Alcohol industry arguments about mandatory pregnancy warning labels: A qualitative analysis of industry submissions in Australia and New Zealand.

A mixed-method approach to understanding employee passion at work: Definitions, outcomes, and public relations implications

This study aims to analyze the integration of digital marketing as a managerial strategy in strengthening institutional branding at Madrasah Ibtidaiyah Nurul Mun’im. A qualitative descriptive approach was employed through interviews, observations, and documentation involving public relations teams, teachers, students, and parents. The findings reveal that the utilization of digital platforms such as Instagram, YouTube, TikTok, Facebook, and WhatsApp has formed a structured, consistent, and participatory communication ecosystem. The “one day, one upload” strategy enhances institutional visibility while shaping a positive public perception. Importantly, digital marketing functions not only as a promotional tool but also as a strategic instrument for constructing institutional identity, enhancing students’ self-awareness, and strengthening social relationships between the school and parents. The role of public relations as strategic communication managers is crucial in maintaining message consistency and institutional values. This study highlights that digital marketing contributes multidimensionally to institutional reputation, credibility, and organizational culture in educational settings.

ABSTRACT This study extends Excellence Theory by examining how five of its core principles are enacted by public relations professionals in Kenya’s county governments and, for comparison, in corporate and agency sectors. Drawing on 38 in-depth interviews, findings reveal sectoral contrasts shaped by political and economic contexts. County practitioners reported exclusion from strategy, limited support, and politicized hiring, while private-sector counterparts aligned strongly with Excellence principles. The study’s inductive design allowed principles to emerge organically, reinforcing their empirical relevance. Findings call for a more pluralistic, context-sensitive understanding of excellence and offer insights for strengthening public relations in Kenya and similar systems.

This study aims to analyze the implementation of differentiated instruction based on students’ learning style profiles in Indonesian language learning for Class XI E at SMAN 1 Gerung and to identify the challenges faced by teachers in its implementation. This research employed a descriptive qualitative approach to provide an in-depth description of differentiated instruction in classroom learning. The subjects consisted of 35 students, one Indonesian language teacher, and the vice principal for public relations. Data were collected through observation, semi-structured interviews, and questionnaires. Data validity was ensured through source and technique triangulation. Data analysis used the Miles and Huberman model through data reduction, data display, and conclusion drawing. The findings indicate that differentiated instruction has been implemented through preparation, implementation, and evaluation stages; however, its implementation has not been optimal. Teachers conducted diagnostic assessments, but the mapping of students’ learning styles was still not comprehensive. Differentiation in content, process, product, and learning environment tended to be uniform and had not fully accommodated students’ diverse learning needs. Evaluation was conducted through formative and summative assessment, although feedback had not been provided evenly to all students. The main challenges faced by teachers include limited time, facilities, learning media variation, and difficulties in designing learning activities and assessment instruments. Therefore, continuous teacher training and institutional support are needed to optimize differentiated instruction.

This study analyzes how marketing communication strategies build customer brand loyalty at Berseri Spa Family Massage in Bekasi City. Using a qualitative case study design, data were collected through semi-structured interviews with the owner, public relations officer, social media specialist, and receptionist. The data were managed and analyzed with NVivo through data condensation, coding, categorization, theme development, and conclusion drawing. The findings show that loyalty is formed through the integration of brand messages, digital media, customer interaction, reputation management, and service experience. Berseri Spa communicates values of comfort, safety, cleanliness, quality, and professionalism through Instagram, WhatsApp, Google Reviews, testimonials, educational content, and interpersonal service. Responsive communication and consistent service experiences strengthen customer trust, emotional closeness, satisfaction, repeat visits, positive reviews, and word-of-mouth recommendations. The study concludes that customer brand loyalty in family spa services emerges over time from alignment between communicated brand promises and customers' actual service experiences in practice.

The rapid growth of social media, particularly Instagram, has transformed Marketing Public Relations (MPR) strategies for small and medium-sized enterprises (SMEs) in Indonesia’s increasingly competitive digital landscape. However, Habibu Cake, a local artisan dessert SME based in Medan, North Sumatra, continues to face challenges in optimizing brand awareness despite its active use of Instagram, while scholarly attention to the role of MPR in building brand awareness among culinary SMEs in Medan remains limited. This study aims to analyze the MPR strategies implemented by Habibu Cake through Instagram and examine their role in strengthening brand awareness. A qualitative descriptive method with a single case study approach was employed. Data were collected through in-depth interviews with five consumers and active followers of the @habibu.cake Instagram account, non-participatory observation of the account from January to March 2024, and documentation analysis of published content from 2022 to 2024. The findings reveal three interconnected MPR pillars: structured and authentic content creation based on five content pillars, strategic endorsement involving 19 local micro-influencers across 28 campaigns, and consistent community engagement generating approximately 340 user-generated content items per month. These strategies contributed to substantial growth, including a 477% increase in followers, a 589% increase in average reach per post, a 124% increase in engagement rate reaching 4.7%, a 656% increase in monthly user-generated content, and a 797% increase in profile visits. The study concludes that a consistent, authentic, and community-driven MPR approach on Instagram is highly effective in progressively building brand awareness for local culinary SMEs. These findings contribute to digital marketing communication literature by offering a three-pillar MPR model and provide practical implications for local culinary SMEs in Indonesia to develop effective, adaptive, and sustainable Instagram-based brand communication strategies.

Purpose The purpose of this research was twofold: (1) to examine the unique value that senior communicators bring to their organizations and clients' adoption of generative artificial intelligence (GAI) and (2) to understand if and how GAI adoption is impacting public relations as a strategic management function. Design/methodology/approach Drawing from excellence theory and role theory, researchers conducted 30 elite interviews with U.S. senior communicators who had experience working with GAI or managing a team using GAI. Findings Participants indicated that GAI is elevating the strategic management role and responsibilities of senior communicators in organizations and with clients. Participants counseled senior management and teams about the impact of AI on work processes, organizational and client reputations, and business outcomes. They helped to maintain transparency and accountability, thereby building trust with stakeholders regarding the GAI processes and their impact. Communicators committed to self-learning and exploration to guide employees and teams through technological change. Communicators reinvested time and energy in fostering in-person relationships grounded in trust and authenticity. Originality/value Senior communicators' contributions to organizations' implementation of GAI introduce a new domain of strategic influence to excellence theory. Data ethics is a more pronounced priority in today's AI world. Moreover, communicators' efforts to make GAI processes transparent might be viewed as an extension of two-way symmetrical communication, another tenet of excellence theory. Finally, this research suggests how the public relations manager's role is evolving to include responsibilities in data ethics, training, and relationship building.

ABSTRACT Cultural entrepreneurship, defined as the creation and management of businesses rooted in cultural heritages, strives for economic growth while preserving heritage, strengthening communities, and promoting diversity. Despite its strong relational ontology, cultural startups remain underexplored from a public relations perspective. This study examines its role through 35 consecutive in-depth interviews with cultural entrepreneurs in ethnic Tibetan regions in Southwest China. Grounded in entrepreneurial public relations scholarship and relationship management paradigm, we introduce a Sentience-Oriented Approach of relationship cultivation informed by Tibetan language and relational practices. Through this approach, Tibetan entrepreneurs cultivate relationships with various stakeholders through three key relational practices, emotional consciousness, aspiration, and compassion, which serve as foundational mechanisms for their public relations practices. This study elevates non-Western public relations scholarship by extending the current relationship management paradigm and highlights the significance of human-centered and care-driven relationship cultivation in cultural entrepreneurship. It also further aligns with recent calls for care-based public relations by emphasizing emotional consciousness and compassion as central to stakeholder relationship management.

The article addresses specific issues related to the legal regulation of the institution of training and continuing professional education for em-ployees provided directly by their employers in the Republic of India. The author examines the regulatory framework governing this area of public relations and notes that Indian legislation has recently begun to place increased emphasis on supporting representatives of lower castes and tribal communities. This support includes additional measures from both the state and employers to ensure their right to on-the-job training is effectively implemented. The article concludes by identifying key challenges in the legal regulation of this institution in India. It is emphasized that, as in the Russian Federation, there is a need in India to coor-dinate the efforts of employees, employers, and the state in order to achieve opti-mal outcomes in the system of lifelong learning and professional development.