STRATEGI HUMAS PEMERINTAH KOTA BALIKPAPAN DALAM MENGEMBANGKAN CITY BRANDING DI KOTA BALIKPAPAN

The aim of this research is to identify how Balikpapan city government public relations develops city branding in Balikpapan city. Data collection was carried out using qualitative research methods. Data collection was carried out using interview and observation methods. The public relations strategy of the Balikpapan City Government in developing the city's brand image aims to strengthen the city's image, promote its potential and increase Balikpapan's attractiveness as a tourist, investment and residential destination. This strategy includes the use of social media, marketing campaigns, collaboration with stakeholders, and ongoing promotions to form a positive identity and strengthen Balikpapan City's position among other cities in Indonesia. By combining cultural, economic and environmental factors, this strategy aims to create a positive impression and present Balikpapan City as an attractive and competitive destination.