KAMPANYE PUBLIC RELATIONS “LANGKAH LESTARI” CORPORATE SOCIAL RESPONSIBILITY (CSR) BANK JATENG SEBAGAI CREATIVE DIRECTOR DAN DATA EXECUTIVE

Abstract

This fieldwork explores the roles of Creative Director and Data Executive in the “Langkah Lestari” public relations campaign, a collaboration between Communication Science students of Diponegoro University and Bank Jateng aimed at strengthening the company’s image through Corporate Social Responsibility (CSR). The author was responsible for visual content production and evaluation data management involving two CSR beneficiary groups. The campaign applied the Elaboration Likelihood Model through a central route of training and mentoring in the Ruang Karya and Warung Bumi programs, and a peripheral route via Instagram (@langkahlestari.smg) and an aftermovie published on Bank Jateng’s official YouTube channel @bank_jateng. Evaluation based on Key Performance Indicators (KPI) showed an increase in positive perception of Bank Jateng’s CSR involvement from 27.8% to 54%, along with improved understanding and skills among beneficiaries. These findings confirm the effectiveness of a participatory and strategically communicated approach in strengthening corporate image and promoting sustainable community empowerment.