This study explores into Communication Strategy in Increasing Cultural Sustainability Awareness through the Revitalization of Pura Mangkunegaran. This study aims to identify the cultural sustainability awareness within the local community and the obstacles in the communication strategy. Qualitative research approach was used, whereby data was obtained using literature studies, documentation, and interviews with internal, external, and expert sources. The study use the 7C’s public relations communication strategies by Cutlip, Center, and Broom, which are reinforced by the Asset-Based Community Development (ABCD) model by John McKnight. The results shows that Pura Mangkunegaran has established communication strategies focused in cultural and community-based approaches, particularly through events and activities that involve the local community and to increase cultural identity. These efforts, is clear, trustworthy, and culturally relevant, in line with the 7C theory and ABCD model. The status of Pura Mangkunegaran is cultural heritage, thus, credibility is highly dominant in this research. A significant finding, though, is how limited they make use of social media platform as their communication channel, which is a shortcoming in their communication strategy. In spite of this, communities' general awareness of cultural sustainability is already present.


Keywords: Public Relations Communication Strategy, 7Cs Public Relations, Asset-Based Community Development, Cultural Sustainability, Cultural Heritage, Community Development.