Strategi Cyber Public Relations dalam Krisis Reputasi: Studi Kasus BYD Auto Brasil

Nurul Annisa Yumna, Rahmi Surya Dewi

Abstract


This study examines the crisis communication strategy implemented by the global automotive company Build Your Dreams (BYD) in response to allegations of forced labor during the construction of its factory in Brazil in late 2024. The research aims to analyze the effectiveness of BYD’s cyber public relations (cyber PR) strategy in maintaining its global brand reputation amid increasing public scrutiny over human rights issues in the digital era. A qualitative case study approach was employed, utilizing documentation and digital discourse analysis of media reports and official corporate communication across online platforms. The findings indicate that BYD’s digital communication during the crisis was limited, lacked transparency, and showed minimal public engagement. As a result, it failed to reflect key principles of cyber PR, including openness, responsiveness, empathy, and participation. Within the framework of Situational Crisis Communication Theory (SCCT), BYD’s response tended to rely on symbolic actions rather than substantive crisis management strategies. These results highlight the importance of optimizing digital public relations as a strategic tool to build trust, manage public perception, and sustain corporate reputation in real-time communication environments


Keywords


Reputation Crisis; Cyber PR; Digital Communication; SCCT; BYD

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DOI: https://doi.org/10.32509/cyberpr.v6i1.5684

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