This study examines the Public Relations (PR) strategies of the National Narcotics Agency of Bogor Regency (BNNK Bogor) in implementing the Prevention, Eradication, Abuse and Illicit Trafficking of Narcotics Program (P4GN). The research was motivated by the high rate of drug abuse in Bogor Regency especially among the productive-age population, which requires effective and continuous public communication strategies. The main aim is to evaluate the application of PR strategies, focusing on the PENCILS model (Publicity, Events, News, Community Involvement, Inform to Image, Lobbying, Social Responsibility), and to identify the challenges faced as well as possible improvements.

A qualitative approach with a phenomenological paradigm was used based on observations, in-depth interviews with BNNK Bogor officials and PR staff and secondary data collection. The findings show that BNNK Bogor applies preventive measures (socialization, seminars, campaigns), repressive measures (raids, joint operations, law enforcement) and rehabilitative measures (medical-social rehabilitation, counseling, skills training). The PENCILS strategy has been effective in raising public awareness, strengthening the agency’s image and encouraging community participation through media publications, community-based activities, anti-drug task forces, and cross-sector collaborations.

However, several challenges remain such as limited budget, low public participation, coordination issues between institutions, lack of trained human resources and weak monitoring and evaluation. The study concludes that BNNK Bogor’s PR strategy is comprehensive and integrated, but needs optimization in resources, coordination, and digital communication innovation.

Kata Kunci: Public Relations, P4GN, PENCILS strategy, BNNK Bogor, public communication.