Public Relations Strategy of PT Kereta Api Indonesia (Persero) in Building Popularity Across Print and Online Media: A Content Analysis of Media Coverage

Abstract

This study aims to analyze the public relations strategy of PT Kereta Api Indonesia (Persero) in building media exposure and corporate reputation through online media coverage. This research employed a descriptive qualitative approach using qualitative content analysis. The research data consisted of 20 news articles from national online media published between 2023 and 2026. The analysis was conducted by identifying news themes, news sentiment, and public relations strategies reflected in the news texts. The findings show that PT KAI’s media coverage was categorized into five main themes: public service and service performance, CSR/TJSL and community relations, media relations and corporate reputation, digital transformation and customer communication, and crisis management. The sentiment of the coverage was dominated by positive sentiment, with 18 articles or 90%, while 2 articles or 10% were categorized as neutral toward positive. These findings indicate that PT KAI’s media exposure was built through an integrated public relations strategy, including public information, media relations, digital public relations, CSR communication, stakeholder relations, and crisis communication. This study confirms that PT KAI’s media popularity is not only formed by the volume of coverage but also by the consistency of positive narratives that portray the company as an active, innovative, responsive, and socially concerned public transportation provider.

Keywords: public relations; media exposure; media relations; corporate reputation; digital communication