BUILDING THE IMAGE OF A “CITRA ANAK BANGSA”: A RETROSPECTIVE STUDY OF PTDI N219’S PUBLIC RELATIONS MANAGEMENT
Keywords:
Public Relations Management, PT Dirgantara Indonesia, N219 Aircraft, Excellence Theory, Retrospective Study.Abstract
This study aims to retrospectively evaluate PT Dirgantara Indonesia’s (PTDI) public relations (PR) management in constructing the image of the N219 aircraft as a “Karya Anak Bangsa” during the initiation phase in 2019, as well as its impact on the product’s reputation in 2026. Using a qualitative approach with a single-case study method, this study examines the implementation of the Planning, Organizing, Actuating, and Controlling (POAC) management functions through in-depth interviews, observations, and document analysis. The findings reveal that despite inter-institutional coordination challenges and limited publication budgets, the PR role as an Expert Prescriber—prioritizing physical validation through aerospace exhibitions—proved pivotal in building long-term market trust. This study reveals the existence of an Efficiency Paradox, wherein cost-efficient digital channels are not always effective in mitigating socio-psychological skepticism toward domestic high-tech products when compared to direct physical interactions. Theoretically, this study contributes to the development of Excellence Theory by emphasizing the importance of validating communication in high-risk manufacturing industries. The research findings recommend the need for a single voice policy across institutions to strengthen public loyalty toward national strategic innovations.
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