KAMPANYE PUBLIC RELATIONS “LANGKAH LESTARI” CORPORATE SOCIAL RESPONSIBILITY (CSR) BANK JATENG SEBAGAI MEDIA PLANNER, SOCIAL MEDIA SPECIALIST, DAN KAMERAMEN

Abstract

This field of work discusses the role of Media Planner, Social Media Specialist, and Cameraman in public relations campaign “Langkah Lestari", a collaborative project to enhance Bank Jateng’s active involvement in implementing a participatory Corporate Social Responsibility (CSR) programs. As a Media Planner, the author developed a targeted media strategy. Meanwhile, as a Social Media Specialist, the author managed social media content, and as cameraman, documented campaign activities. This campaign applied the Elaboration Likelihood Model (ELM) as a communication strategy foundation, utilizing both central and peripheral routes through various channels. Results showed an increase in the CSR partners' positive perception of Bank Jateng’s active role in CSR, with perception scores rising from 27.8% to 54%, proving the campaign's effectiveness in strengthening Bank Jateng's image as an institution committed to social and economic sustainability.