This research, "Urban Movement Culture Meets Strategic Public Relations – A Case Study of Parkour Jakarta," explores how urban grassroots communities can utilize strategic public relations (PR) to build legitimacy, shape public opinion, and promote digital and offline participation. Grounded in the qualitative case study approach and supported by Dialogic Public Relations Theory, Social Identity Theory, and Subcultural Studies, the study explores Parkour Jakarta's branding strategies and communication practices as Indonesia's leading parkour community. Triangulation of data was achieved through in-depth interviews with community leaders, PR officers, and expert practitioners, including PR expert Yudy Rizard Hakim. Results show that Parkour Jakarta's PR practice relies heavily on authentic storytelling, user-generated content (UGC), and ritualized community building, such as routine training sessions and media sharing. Visual identification, narrative coherence, and tactical engagement in social media platforms such as Instagram were found to enhance public visibility and in-group solidarity. Despite public misconceptions and limited resources, the community persists in its values of resilience, creativity, and collaboration. The study further establishes that grassroots PR success is based on a balance between professionalism and authenticity, and frequently requires strategic partnerships, sponsorship communication, and internal capacity building. Expert commentary identifies that urban movement subcultures like parkour require contextualized PR models divergent from mainstream commercial ones. This thesis establishes that strategic PR—when adapted to urban culture contexts—can catapult marginalized groups into visible, legitimate, and sustainable public organizations.


Keywords: Strategic Public Relations, Urban Movement Culture, Parkour Jakarta, Community Building, Grassroots