Strategic Use of English in Public Relations: A Case Study of PT. NGW Global
Keywords:
corporate communication, English communication, global strategy, public relationsAbstract
This research examines the strategic role of English as a key element in the public relations (PR) strategy of PT. NGW Global. As the company engages with international stakeholders and audiences, English functions not only as a communication tool but also as a bridge for building trust and promoting the company’s global reputation. The study aims to examine how English is applied in press releases, digital platforms, media interactions, and internal communication to strengthen the company’s professional presence. Using a qualitative approach, data were gathered through interviews and document analysis. Findings indicate that English is used to ensure clarity in media messaging, build audience trust across cultural boundaries, and enhance collaboration with global partners. Specifically, PR staff emphasized the importance of adapting tone and terminology to suit international audiences and reported that proficiency in English enhances not only message delivery but also intercultural negotiation and brand positioning. Challenges such as inconsistent fluency were addressed through targeted language training and collaborative content development. The study concludes that English proficiency and cultural competence are central to executing effective PR strategies in a globalized business environment.
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