KAMPANYE PUBLIC RELATIONS “LANGKAH LESTARI” CORPORATE SOCIAL RESPONSIBILITY (CSR) BANK JATENG SEBAGAI ACCOUNT EXECUTIVE, EVENT COORDINATOR, DAN CREATIVE STAFF

Abstract

This project discusses a public relations campaign initiated by Communication Science students to strengthen the corporate image of Bank Jateng as a financial institution that contributes to regional development and public welfare through its Corporate Social Responsibility (CSR) programs. The strategy adopts a participatory approach, guided by the Elaboration Likelihood Model (ELM), utilizing both central and peripheral routes of communication. The campaign was implemented with two CSR partners, Svarnaloka and SMP Negeri 22 Semarang, through skill building workshops, mentorship programs, product activation, and digital content distribution. A pre and post survey revealed an increase in positive perception of Bank Jateng's active role, rising from 27.8 percent to 54 percent. These findings highlight the effectiveness of participatory communication strategies in enhancing corporate image and reinforcing the long-term impact of CSR initiatives.