STRATEGI KAMPANYE PUBLIC RELATIONS BERBASIS MEDIA SOSIAL DALAM MEMBANGUN BRAND AWARENESS PADA MASYARAKAT DIGITAL

Anggun Larasati; Nuri Anjani; Muhammad Irfan; Sepvi Ananda; Sri Hertimi

doi:10.52802/hjh.v10i1.2124

Anggun Larasati Universitas Islam Negeri Raden Fatah Palembang
Nuri Anjani Universitas Islam Negeri Raden Fatah Palembang
Muhammad Irfan Universitas Islam Negeri Raden Fatah Palembang
Sepvi Ananda Universitas Islam Negeri Raden Fatah Palembang
Sri Hertimi Universitas Islam Negeri Raden Fatah Palembang

DOI: https://doi.org/10.52802/hjh.v10i1.2124

Keywords: Brand Awareness, Digital Society, Public Relations Campaign, Social Media, Systematic Literature Review

Abstract

The communication paradigm shift in the digital society era demands a reconstruction of the strategic function of Public Relations (PR) from conventional one-way models to an interactive digital ecosystem. A deep investigation into the effectiveness of cross-platform PR campaigns in building brand awareness remains crucial amidst the information overload phenomenon. This study aims to analyze and synthesize social media-based PR campaign strategies in building brand awareness within the digital society. The research method applied is a literature review adopting the Systematic Literature Review (SLR) approach through the PRISMA protocol on 6 reputable scientific articles published between 2016 and 2026. The findings reveal three main pillars for successful digital PR campaigns: (1) the optimization of transmedia storytelling based on interactive visual content; (2) adaptive multi-platform integration tailored to the technical architecture of each media (Instagram, TikTok, and X) to implement symmetrical two-way communication (PR 2.0); and (3) strategic collaboration with digital influencers (particularly micro-influencers) acting as public trust brokers. This study contributes theoretically to the enrichment of cyber PR models and practically provides a strategic framework for practitioners in designing dialogic digital campaigns rooted in the sociological characteristics of contemporary cyber communities.

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