PUBLIC RELATIONS STRATEGIES FOR INCLUSIVE EMPLOYMENT A CASE STUDY OF THE DIFABIS COFFEE AND TEA PROGRAM BY BAZNAS BAZIS JAKARTA

This study examines public relations strategies for inclusive employment through a case study of the Difabis Coffee and Tea Program implemented by BAZNAS BAZIS Jakarta. Using a qualitative case study approach grounded in the constructivist paradigm, the research analyzes how inclusive employment is designed, communicated, and evaluated within a service-sector setting. Data were collected through in-depth interviews with organizational stakeholders, deaf baristas, and non-disabled customers, complemented by participant observation and document analysis. The analysis applies the Research-Action-Communication-Evaluation (RACE) framework to systematically examine public relations practices across program stages. The findings reveal that inclusive employment is most effective when public relations functions extend beyond promotional activities to encompass social listening, participatory action, and dialogic communication. The use of Indonesian Sign Language (BISINDO), visual communication tools, and narrative storytelling enabled meaningful interaction between employees with disabilities and customers, transforming routine service encounters into inclusive social experiences.Moreover, participatory evaluation practices strengthened organizational learning and reinforced stakeholder trust. The study contributes to public relations and inclusive employment literature by demonstrating how strategic communication can support disability-inclusive workplaces,particularly within nonprofit and faith-based organizations. The findings highlight the potential of public relations as a mechanism for social transformation that integrates economic empowerment, communication practices, and values of equality in everyday organizational life.