Strategies for Corporate Image Communications and Public Relations of the Office of the NBTC in New Media Landscape

Abstract

This article investigates the strategies for corporate image communications and public relations of the Office of the NBTC in the evolving new media landscape. This study employs a qualitative research approach through documentary research examining the NBTC Strategic Plan Volume 3, a comprehensive research report on awareness and understanding of general public and related persons on roles and image of the Office of the NBTC, as well as research reports, academic articles, and relevant documents on image communications and public relations. The finding reveals that the strategies of the Office of the NBTC in the new media landscape has prioritized connecting with target audiences through various communication channels, such as social media or special activities. The Office of the NBTC employs a variety of content formats - text, content, images, links, short videos, and interactive content - to enhance its corporate image and ensure audience recognition. In terms of public relations, proactive public relations strategies were adopted with emphasis on two-way communications via social media to create awareness of the organization’s mission and foster good understanding between the organization and internal and external stakeholders. Furthermore, the Office of the NBTC emphasizes integrated strategic communications, structural communications, and more qualitative communications over quantitative measures.