Peran strategis public relations dalam membangun reputasi perbankan di era digital

Abstract

Public Relations (PR) is a strategic communication process that aims to build mutually beneficial relationships between organizations and the public. In the banking context, PR focuses on building a positive image, increasing trust, managing reputation, and strengthening relationships with customers. A bank's reputation, which is a reflection of the public's perception of a bank's performance and ethics, is very important for building trust, increasing customer loyalty, attracting investors, and strengthening its position in the market. With the advent of the digital era, banks face new challenges that require them to adapt. In an environment dominated by digital technology, PR has an important role in building bank trust and credibility through consistent and transparent communication. Apart from that, PR is also responsible for crisis management, engagement with stakeholders, and the use of technology to create effective communication strategies. Through developing positive narratives and adapting to changes in the media, banks can strengthen their reputation in the eyes of the public. Thus, PR becomes a key element for banks to compete and develop in an increasingly complex and competitive market.