Public Relations Activities of Jasa Raharja South Sumatra in Improving Image Through Partnership Programs
DOI:
https://doi.org/10.36668/qak2e384Abstract
This study discusses the public relations activities of PT Jasa Raharja (Persero) South Sumatra Branch in improving the company’s image through partnership programs. This research uses a descriptive qualitative method with observation, interviews, and documentation as data collection techniques. The study applies Organizational Information Theory (OIT) by Karl Weick. The results show that public relations activities are carried out through partnership programs, cross-institutional collaboration, social activities, and social media publications. Supporting factors include management support, internal coordination, external collaboration, and the use of digital media. The partnership program has succeeded in strengthening the company’s positive image in the public eye
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