INTEGRATED COMMUNICATIONS STRATEGY TO COUNTER NEGATIVE CAMPAIGNS AGAINST PALM OIL

Abstract

Negative campaigns targeting palm oil have escalated globally, driven by concerns over alleged deforestation, biodiversity loss, and health-related misinformation. These narratives have not only shaped public perception but also influenced international trade policies and consumer behavior. In response, a growing body of literature has emerged exploring strategic communication approaches to counter these campaigns effectively. This study aims to synthesize such strategies through a qualitative, document-based approach using the Systematic Literature Review (SLR) method. The research employed the PRISMA protocol to systematically identify, screen, and analyze 35 peer-reviewed articles published between 2021 and 2025, sourced from the ScienceDirect database. Data collection involved keyword refinement and the application of inclusion criteria based on thematic relevance, publication recency, and open-access availability. Thematic content analysis was conducted to extract, categorize, and interpret patterns across diverse communication strategies. Findings reveal five dominant components of effective integrated communication strategies: consistent cross-stakeholder messaging, platform-specific content adaptation, audience segmentation, proactive management of misinformation, and the use of credible third-party voices, such as scientists and smallholders. Variations in strategy effectiveness were noted across geopolitical regions and digital platforms, highlighting the importance of contextual and cultural alignment in message framing. This study concludes that integrated communication is not merely tactical, but a strategic necessity for reshaping the global discourse on palm oil. Future research is recommended to explore the longitudinal impacts of such strategies and investigate how emerging technologies, including AI-driven media analytics, can enhance narrative resilience.

DOI: https://doi.org/10.56238/sevened2026.008-069