KAMPANYE PUBLIC RELATIONS “LANGKAH LESTARI’ CORPORATE SOCIAL RESPONSIBILITY (CSR) BANK JATENG SEBAGAI PROJECT MANAGER, STRATEGIST, COPYWRITER, DAN EDITOR AFTERMOVIE

Abstract

This field of work discusses the roles of Project Manager, Strategist, Copywriter, and Aftermovie Editor in the public relations campaign Langkah Lestari as a communication strategy to strengthen the image of Bank Jateng through a participatory-based Corporate Social Responsibility (CSR) program. The campaign integrates skills training and mentoring, partner product activation, and social media activation using the Elaboration Likelihood Model (ELM) approach. The Project Manager is responsible for managing the entire campaign, the Strategist who designs the campaign strategy based on ELM, the Copywriter develops the communication narrative; and the Aftermovie Editor crafts the visual representation of the campaign in a communicative manner. The campaign includes three training sessions, two pop-up booths, and the distribution of 27 digital content pieces over 55 days. Evaluation results show an increase in positive perception of Bank Jateng’s CSR role from 27.8% to 54%, with a total of 247 participants involved. This campaign has proven effective in shaping the image of Bank Jateng as a financial institution that contributes to regional development and community welfare, and it holds potential as a model for sustainable CSR implementation in the future.