Strategi Kampanye Public Relations Dewan Energi Nasional dalam Edukasi Energi Terbarukan di Kampus

Abstract

This study analyzes the public relations campaign strategy of the National Energy Council in renewable energy education on campus through the DEN Goes To Campus program. The study aims to examine educational-based public communication practices that enhance renewable energy literacy while fostering sustainable relationships between government institutions and university students. A descriptive qualitative approach was employed, collecting data through in-depth interviews, participant observation, and documentation. Data analysis was guided by Relationship Management Theory emphasizing trust, commitment, satisfaction, and shared control. The findings show the campaign builds trust through credible information, strengthens commitment through program consistency, increases satisfaction through interactive communication, and encourages active student participation. The novelty of this study lies in its integration of educational public relations campaigns with Relationship Management Theory to explain how government communication initiatives in higher education settings can simultaneously strengthen energy literacy and develop sustainable organization–public relationships. The study concludes that educational public relations campaigns on campus play a strategic role in supporting development communication, strengthening government–youth relationships, and advancing national sustainable energy transition agendas. These results contribute theoretically to communication studies and practically inform the design of participatory, dialogic, and context-sensitive government campaigns aligned with student engagement.