Pelni as the biggestshipping company in Indonesia was commissioned by government to executethe sea toll program. The Sea Toll is a maritime logistics transportation conceptthat aims to connect huge ports within the archipelago.In its implementation, the sea toll program headed some obstacles,so that the results of this program were considered to be less effective. The uneffectivenessof this programs are caused by various factors, such as lack of infrastructure and publications.This study aims to find out how Pelni's public relations department conducts the communication strategy for the seatoll program. Researcher uses Persuasive Theory and The 9 Steps of Public RelationsPlanning by Ronald Smith. The method used is a qualitative research method with in-depth interview techniques and document analysis.As a result, Pelni has done a good communication strategy, but it has not been optimal. Some factors that makethe less ofsea toll publications among others, there are no issue mapping, determination of key publics, selection of media channels, the position of public relations that not strategic and program evaluations that haven’t been maximized.