From Strategy to Synergy: Evaluating the Evolution of Pertamina’s Digital Crisis Communication in the Pertamax Adulteration Case

Sri Rizki, Sri Hastjarjo, Eka Nada Shofa Alkhajar

Sebelas Maret University, Indonesia

This study explores the evolution of digital crisis communication strategies employed by Pertamina during the 2025 Pertamax adulteration crisis. Previous studies using Image Repair Theory (IRT) revealed Pertamina’s heavy reliance on the bolstering strategy to defend its reputation. Further investigation using a hybrid strategy approach identified twelve patterns of strategy combination, with bolstering + corrective action as the most dominant. This article synthesizes findings from both studies, based on the same dataset of 474 Instagram posts across six official Pertamina accounts, to argue that Pertamina’s communication approach reflects a strategic shift: from using singular, defensive tactics to adopting synergistic, multi-strategy responses. Using a conceptual comparative method, this paper demonstrates that in the digital media environment, organizations are more likely to blend IRT strategies with elements of Situational Crisis Communication Theory (SCCT) to build credibility, maintain public trust, and reduce reputational threats. The study contributes to the theoretical development of IRT by proposing a framework of synergistic image repair, and to practical crisis communication by highlighting the importance of adaptability and strategic integration in public sector digital communication.

Article link: https://www.asianinstituteofresearch.org/JSParchives/from-strategy-to-synergy%3A-evaluating-the-evolution-of-pertamina’s-digital-crisis-communication-in-the-pertamax-adulteration-case