IMPLEMENTASI RANCANGAN PESAN KAMPANYE KEHUMASAN: ANALISIS TAGAR #IndonesiaBicaraBaik melalui INSTAGRAM @perhumas_indonesia

Abstract

The rise of digital technology and social media has drastically transformed public communication patterns, bringing challenges such as hoaxes, hate speech, and opinion polarization. These issues demand the strategic role of public relations practitioners in delivering constructive messages. The #IndonesiaBicaraBaik campaign, initiated by Perhumas, is a collective effort to build a positive narrative about Indonesia across online and offline platforms. This study aims to analyze the message design process based on Message Design Logic theory (O’Keefe, 1988) and its implementation using the ROSTIR model (Luttrell, 2018). Employing a descriptive qualitative method, data were collected through in-depth interviews, a Focus Group Discussion (FGD), documentation, and observation of social media content. The findings reveal that rhetorical logic dominates the campaign’s messaging emphasizing collective narratives and social appeals although expressive and conventional elements also appear. The ROSTIR model was applied systematically, particularly in the strategy and tactics phases. However, aspects of research, evaluation, public engagement, and emotional-interactive content still need improvement. This study offers recommendations for developing more strategic, emotional, and participatory public relations messages in digital spaces