Established for 12 years, Jakarta Fashion Week whichwas commencedby Femina Group is acclaimed to be the biggest fashion event in South East Asia and the pioneer of fashion week in Indonesia. In the past few years, similar event has sprung up,namely Indonesia Fashion Week, Plaza Indonesia Fashion Week, Jakarta Modest Fashion Week, etc. As Jakarta Fashion Week has separated from Femina Group in 2019,this research was conducted to examinethestrategies that were carried out by the Jakarta Fashion Week’s Public Relation, aimstomaintainitsreputation as the most definitive fashion event in Southeast Asia using the concept of Public Relations 'PENCILS' by Thomas L Harris. The study used qualitative methodscollecting data through in-depth interviews. The study found that in order to maintain its reputation, Jakarta Fashion Weekpivot its strategy which is nowmore keen on youth empowerment instead of women empowermentwhich isFemina’s identity by carrying out the 7 public relations strategy that includes publication, event, news, community involvement, inform of image, lobbying and negotiation,andsocial responsibilitywith eventdan newsas the most influential strategies
Keywords: communicationstrategy, public relations,reputation