Jakarta Day” in Enhancing Indonesia’s Tourism Appeal to New Yorkers Michelle Naomi Kerenhapukh Sidabutar Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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This study examines the public relations strategies implemented by the Consulate General of the Republic of Indonesia (KJRI) in New York in organizing the special event titled Indonesian Street Festival: Jakarta Day. The main objective of the event is to enhance Indonesia’s tourism appeal among New Yorkers through cultural diplomacy. This research applies a descriptive qualitative approach using a case study method and is guided by Ronald D. Smith’s four-phase public relations model: Formative Research, Strategy, Tactics, and Evaluation. In addition, Donald Getz’s Event Management concept is applied as a supporting framework, particularly in analyzing aspects of pre-event, main event, and post-event management. Data collection techniques include in-depth interviews, a Focus Group Discussion (FGD), and documentation. The findings show that KJRI NY successfully built a positive image through collaborative approaches and culturally engaging content, particularly through culinary elements. However, challenges remain in audience segmentation, sustaining communication beyond the event, and strengthening tourism-focused messaging targeted at non-Indonesian local audiences. This study offers strategic insight into how special events can function as public relations tools within the framework of public diplomacy and international tourism promotion. Keywords: Public Relations Strategy, Special Event, Tourism Promotion, Indonesian Street Festival, KJRI New York Public Relations & Digital Communication 2025 Emilya Setyaningtyas, M.I.Kom. Skripsi-Kualitatif Michelle Naomi Kerenhapukh Sidabutar NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.PRDC.095.25 S103082SP Hanya Tersedia Softcopy S1.PRDC.095.25 sampul_skripsi.jpeg.jpeg 9964 2026-01-05 14:59:57 2026-01-07 10:23:17 machine generated