STRATEGIC PUBLIC RELATIONS FOR ENHANCING CORPORATE IMAGE AND TRUST IN THE DIGITAL ERA

ABSTRACT This study explores how strategic public relations (PR) contributes to enhancing corporate image and building stakeholder trust in the digital era. It investigates the communication strategies organizations adopt to shape public perception, foster credibility, and manage reputation in the face of increasing digital engagement. Utilizing a survey research design, data were gathered from 370 respondents to evaluate the effectiveness of PR in projecting a positive corporate identity, navigating digital and social media platforms, and responding to reputational challenges. The results show that strategic PR plays a pivotal role in reinforcing corporate image through deliberate messaging, stakeholder engagement, and proactive crisis response. The study also reveals that while digital media provides platforms for greater visibility and engagement, it also exposes organizations to risks such as misinformation and reputational threats. Key PR strategies identified include corporate social responsibility (CSR), media relations, and integrated digital communication, which collectively support trust-building and brand resilience. The study recommends that organizations adopt a hybrid PR model that combines traditional and digital tools to sustain a credible and trustworthy corporate presence in an increasingly connected world.