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