Abstract The development of new media cause the information can be quickly and easily accessed by anyone, anytime and anywhere. As one of many platforms which had introduced the phenomenon of the citizen journalism, blog is still growing by now. As the independence attached to the blog user (bloggers) in reviewing the information not only affects the society, but also the field of public relations which practice closely in disseminating information to the public. Focussing on bloggers involvement in public relations campaign, this case study research describes the implemention of bloggers gathering activity hosted by Alchemy Creative Communications. There are 4 (four) stages of public relations management by Cutlip et al (Broom and Sha, 2013: 268) which became the instrument of this research in order to determine each actions of Alchemy Creative Communications when implementing the activity of bloggers gathering. As related to data sources, the researcher acquared it all through the activities of interview, observation and documentation. The interviewees are Mitra Vinda as a Director, Emiria Shafiananda as a Manager of PR Division and Ludyana Savitri as a PR Consultant. There are two significant results of this research, namely messages and indicators of success for bloggers gathering implementation. The types of message used in this activity is emphasizing exeperience-sharing to the bloggers. The message is delivering through personal approach not only to establish the engagement, but also to overcome the independence of bloggers. Keywords: Public Relations, New Media, Bloggers, Agency.

Kata Kunci : Hubungan Masyarakat; Public Relations