Strategi Public Relation dalam Membangun Brand Image (Studi Kasus: #Antarkankebaikan oleh Paxel)

Musyaffa Rachman, Aufa (2021) Strategi Public Relation dalam Membangun Brand Image (Studi Kasus: #Antarkankebaikan oleh Paxel). Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

PT PAXEL ALGORITMA UNGGUL adalah perusahaan logistic berbasis digital, perusahaan ini rutin menjalankan kegiatan Public Relations nya yang bernama #AntarkanKebaikan. Penelitian ini bertujuan untuk mengetahui proses perancangan strategi public relations yang dilakukan mengacu pada social judgement theory dengan konsep strategic public relations. Penelitian menggunakan metode penelitian kualitatif dengan pendekatan studi kasus. Hasil temuan penelitian menunjukkan bahwa PAXEL melakukan perancangan sesuai dengan nine step of public relations planning oleh Ronald D.Smith. PAXEL berhasil dalam membangun pesan persuasive untuk membangun brand image nya melalui kampanye #AntarkanKebaikan, namun PAXELmemiliki kekurangan yaitu tidak memiliki objective terukur sebagai bahan evaluasi rancangan public relations berkelanjutan nya dan minim nya taktik eksekusi penyebaran pesan nya.

Item Type:	Thesis (Bachelor Thesis)
Creators:	Musyaffa Rachman, Aufa (00000017549)
Contributors:	Sri Eko Murtiningsih, Bherta
Keywords:	Social Judgement Theory, Public Relations,Strategi Public Relations, Nine Step of Public Relations, Brand Image
Subjects:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication 600 Technology (Applied Sciences) > 650 Management and Public Relations
Sustainable Development Goals:	Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Communication > Strategic Communication
Date Deposited:	24 Aug 2021 16:03
URI:	https://kc.umn.ac.id/id/eprint/16262

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