Case Study of the “Stay Safe Near SUTT Tower” Campaign in Increasing Public Trust

Public infrastructure development in Indonesia, particularly in electricity transmission systems, frequently encounters social challenges in the form of community resistance. Such resistance is commonly driven by the spread of misinformation, perceived safety risks, and relatively low levels of trust in implementing institutions. This study aims to examine how applied communication strategies can enhance public understanding, trust, and acceptance of infrastructure projects.This research adopts an embedded case study approach supported by quantitative evidence, focusing on the public communication campaign “Stay Safe Near SUTT Transmission Towers” implemented by PT PLN (State Electricity Company), Central Java Development Unit. The analytical framework integrates Integrated Marketing Communication (IMC) and Communication Accommodation Theory (CAT) to explain the relationship between communication practices, perceived accommodation, trust formation, and public acceptance.The findings indicate that a well-coordinated communication strategy delivered through multiple channels (PESO: Paid, Earned, Shared, and Owned Media), combined with communication approaches that are sensitive to the linguistic and cultural context of the community, significantly expanded audience reach to millions of individuals, improved engagement levels, and enhanced public understanding of transmission safety. Effective communication accommodation generated favorable perceptions, which in turn fostered trust and ultimately strengthened public acceptance of the project.This study underscores that communication, when designed in an integrated and contextually responsive manner, functions not merely as a means of information dissemination but as a strategic instrument for building trust and ensuring the successful implementation of public infrastructure projects.