Communication Strategies for Maintaining Reputation of Brunsj Cafe
Main Article Content
Vibri Indah Lisyah
Pinky Avisa Ratri
Bryan Permana Putra
This study analyzes the communication strategies implemented by the Public Relations team of Brunsj Cafe in addressing an issue of unprofessional customer service that triggered negative perceptions on social media. Using a descriptive qualitative method and the RACE framework (Research, Action, Communication, Evaluation), this research identifies the steps taken by Brunsj to respond to the issue while strengthening its digital reputation. The findings reveal that Brunsj followed a systematic issue-resolution process through problem identification, strategic planning, service improvement, and evaluative monitoring of public responses. The PR efforts focused on enhancing staff–customer interactions, reinforcing service SOPs, ensuring transparent communication, and providing prompt responses to customer complaints. Continuous evaluation indicates that reputation recovery cannot be achieved in a short time but requires consistent two-way communication and ongoing digital monitoring. This study emphasizes the importance of balancing service quality, employee behavior, and digital communication strategies in maintaining a company’s reputation in the social media era
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