STRATEGI PUBLIC RELATIONS DALAM MENGKOMUNIKASIKAN BRAND IMAGE BANK BPD DIY SEBAGAI BANK BERBASIS TEKNOLOGI DIGITAL

Bank BPD DIY is a regional bank and the majority of its shares are owned by the government in the Special Region of Yogyakarta. Bank BPD DIY has an image as a less modern bank because the majority of its customers are civil servants whose average age is above 30 years. Bank BPD DIY seeks to change this image into a digital technology-based bank. BPD DIY uses various strategies to communicate the new BPD DIY brand image. This research use qualitative descriptive by data collection through interviews, literature studies, documentation and other supporting data. The concept of strategy to communicate a new brand image and the concept of communication through social media. The results of this study showed that the efforts of BPD DIY in changing the image of BPD DIY into a digital technology-based bank are supported by digital innovations carried out by the management of BPD DIY. . This innovation is also supported by a long-term plan aimed at developing the digitization of BPD DIY. The strategy used to communicate the new brand image of BPD DIY is to collaborate with existing mass media, hold digital-based events and the main thing is to use social media of BPD DIY. Social media is the main strategy of BPD DIY in communicating a new brand image, this strategy is considered very effective with BPD DIY's target audience who are millennials. The use of the type of social media used and the selection of the right content will make the process of communicating the new brand image run well.