Abstract
This study aims to analyze the role of public relations (PR) communication in building a positive image of marriage among Generation Z in Bekasi City through social media, as a response to the growing marriage is scary phenomenon. This study employs a qualitative approach using a case study method and is grounded in the interpretive paradigm, Symbolic Interactionism theory, and the Two-Way Symmetrical Communication model. Data were collected through in-depth interviews with seven informants consisting of Generation Z individuals and public relations practitioners from the Bekasi City Government and the West Bekasi Office of Religious Affairs (Kantor Urusan Agama/KUA). The data were supported by non-participant observation of TikTok content and documentation and were validated through source, technique, and time triangulation. The findings indicate that Generation Z does not necessarily reject marriage but rather interprets it as a major decision requiring mental, emotional, financial, and communication readiness. The marriage is scary phenomenon primarily reflects concerns and caution regarding the realities and responsibilities of married life. TikTok serves as a space that presents diverse representations of marriage, ranging from marital conflicts and problems, concerns about marriage, to positive and realistic narratives regarding preparation for married life. In this context, PR plays a strategic role as a communicator, educator, and dialogue facilitator through the dissemination of information, the development of relevant narratives, and two-way communication via social media. This study concludes that a positive image of marriage is not built by concealing the challenges of married life but through authentic, educational, realistic, and balanced narratives that emphasize readiness, communication, commitment, equality, and responsibility.