INTEGRATED COMMUNICATION STRATEGIES FOR PALM OIL ADVOCACY AGAINST NEGATIVE CAMPAIGNS: A REVIEW ON UNIFIED NARRATIVE AND ALL STAKEHOLDERS COOPETITION

The global palm oil industry continues to face intense scrutiny and negative campaigns related to environmental degradation, deforestation, and social injustice. These narratives, often amplified by international media and advocacy groups, have significantly influenced public perception and policy discourse, particularly in key import markets. In response, stakeholders from producing countries have increasingly recognized the urgency of adopting integrated communication strategies to defend the industry’s legitimacy. This review explores the strategic potential of a unified narrative and stakeholder coopetition—an approach that blends collaboration and competition—to strengthen palm oil advocacy. Drawing on diverse literature across communication, environmental policy, and agribusiness, the study identifies critical gaps in narrative consistency, misalignment of stakeholder messaging, and the fragmented nature of advocacy efforts. The findings highlight the importance of narrative framing, multi-platform messaging, and the active involvement of government, private sector, academia, and civil society in coordinated advocacy. By consolidating voices and building shared values, the palm oil sector can reposition itself within global sustainability dialogues. This paper contributes a conceptual framework for understanding how stakeholder coopetition and integrated communication can reshape advocacy strategies amid growing environmental pressures.