Public Relations Strategies for Building Community Brand Awareness at Erionspace Kuningan

This study explores the identification and utilization of local resources and organizational assets to enhance the productivity and sustainability of KWT Gemas Implantan. The background highlights the challenges faced by community-based agricultural groups in optimizing land, institutional capacity, and market engagement to generate sustainable income and improve members' well-being. The study aims to assess the community's existing assets, institutional structures, and operational practices to formulate strategies for effective program planning and capacity building. A qualitative approach was employed, combining interviews, direct observation, and group discussions to systematically map social, economic, and environmental assets. Validation was conducted through cross-checking among members and participatory meetings. The results indicate that KWT Gemas Implantan possesses significant potential, including 2 hectares of cultivable land, an officially structured organization, extensive marketing networks, educational partnerships, and prior experience from training and coaching activities. These assets have contributed to consistent productivity, enhanced member skills, and relative organizational independence, though administrative systems remain largely manual. The discussion emphasizes the importance of participatory assessment, systematic data management, and external collaboration to strengthen community-based initiatives. In conclusion, strategic utilization of identified assets can sustainably improve income generation, organizational effectiveness, and long-term development for KWT members.