Public Relations Communication Strategy in Public Image Restoration: A Case Study of BULOG's Digital Response to the “Rice Stone” Crisis In 2021

The development of digital technology has created both challenges and opportunities in public institution crisis communication. In this context, an organization’s reputation can be significantly threatened by the spread of negative information via online media and social platforms. This study examines the digital communication strategies employed by the Public Relations Division of Perum BULOG in responding to a public image crisis in 2021, following viral news coverage of low-quality rice aid during the PPKM program—often referred to as resembling stones. Using a qualitative case study design, data were collected through in-depth interviews with BULOG's PR team and documentation from official digital channels, and analyzed using William Benoit’s Image Repair Theory framework. The findings indicate that BULOG strategically implemented a combination of denial, corrective action, and institutional image enhancement approaches. These efforts were delivered through press releases, digital campaigns, and the use of social media platforms such as Instagram, YouTube, and Twitter to directly and transparently engage audiences. Prompt responses supported by message consistency and information openness significantly contributed to short-term public image recovery. This study contributes theoretically to the crisis communication literature in Indonesia and offers practical implications for public institutions in designing responsive, credible, and relevant digital communication strategies amid increasingly fragmented information dynamics. It also extends the application of image repair theory to the context of state-owned enterprises and enriches academic discourse on digital reputation crises in public institutions.