Digital Public Relations and Social Sustainability: A Case of Le Minerale’s Disposable Gallons

Abstract

Le Minerale’s production of disposable water gallons has generated news in the national online media, strengthening public opinion about Le Minerale products polluting the environment. As Indonesian people are very concerned about environmental issues, Le Minerale responds to this situation immediately and appropriately. This study aims to analyze the case on how Le Minerale's public relations strategy is implemented in digital media platforms to respond the social sustainability issue of disposable gallons. To meet the aim of this case study, relevant texts or documentary sources were analyzed from Le Minerale's official website and social media which can be publicly accessed. In addition, the researchers gathered articles about Le Minerale and also online petitions. The collected data is then analyzed using the data analysis procedure proposed by Daymon and Holloway. Findings of this research found that Le Minerale has been successfully addressed the issue by implementing the PR strategy model framework from Ronald D. Smith's. This company proves himself as a competitive brand by using proactive strategy to build positive opinion with a coalition approach, activism, and philanthropy. Smith’s PR strategy model has also been used in Le Minerale’s communication strategy that focuses on publicity, spreading newsworthy information, and implementing communication transparency throughout digital media. Therefore, Le Minerale has successfully maintained the company’s image through the effective digital public relations strategy they do in addressing the issue and promote their commitment to social sustainability.