SOVIA, DHEA AYU (2012) ANALISIS STRATEGI EVENT CAMPAIGN CORPORATE PUBLIC RELATIONS PT MUSTIKA RATU TBK DALAM PEMILIHAN PUTERI INDONESIA 2011. Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
ABSTRAK
Penelitian ini berjudul “ Strategi
Event Campaign Corporate Public Relations
PT
Mustika Ratu Tbk dalam Pemilihan Puteri Indonesia 2011 ”. Tujuan penelitian untuk
mengetahui serta mengidentifikasi dengan jelas Strategi event campaign (kampanye kegiatan)
yang diterapkan
Corporate Public Relations
PT Mustika Ratu Tbk dalam Pemilihan
Puteri
Indonesia 2011.
Jenis penelitian yang digunakan yaitu penelitian deksriptif kualitatif yang artinya
memaparkan hasil penelitian yang tidak mencari atau menjelaskan hubungan serta tidak
menguji hipotesis atau membuat prediksi. Data diperoleh dari wa
wancara, observasi
langsung, serta studi pustaka. Data tersebut dianalisis secara kualitatif, dalam bentuk uraian
yang disusun secara mendetail dan sistematis. Strategi yang diterapkan
Corporate Public
Relations
PT Mustika Ratu Tbk dalam Pemilihan Puteri I
ndone
sia 2011 yaitu,
media
relations
berupa kerjasama
official media partner
,
community
relations
meliputi kegiatan
sosial kunjungan museum Ahmad Yani Jakarta dan penanaman
mangrove
, Sedangkan
marketing tools
terdiri dari leaflet, poster, formulir, spanduk
, umbul
-
umbul, buku acara
,
roadshow
Pemilihan Puteri Indonesia Daerah 2011.
Berdasarkan hasil penelitian yang dan analisis data yang dilakukan, dapat diketahui
bahwa strategi kampanya
Corporate Public Relations
PT Mustika Ratu Tbk dalam Pemilihan
Puteri I
ndonesia cukup efektif. Hal ini terlihat dari
Pemberitaan media mengenai kesuksesan
Penyelenggaraan Pemilihan Puteri Indonesia 2011 menjadi
headline news
khususnya pada
official media partner.
Disamping memiliki strategi yang kuat dan handal,
Corporate
Public Relations
PT
Mustika Ratu Tbk juga memiliki kelemahan yang berarti, sepertinya kurang jumlah
public
relations officer
di dalam
Corporate Public Relations
, sehingga pada saat penyelenggaraan
kegiatan perusahaan, public relations officer harus bekerja
keras menangani kegiatan tersebut.
Selain itu, perbedaan pendapat yang sering terjadi antara public relations officer satu dengan
yang lain, sehingga dirasakan kinerja dalam suatu kegiatan menjadi kurang maksimal.
ABSTRACT
This
research
entitled "
Strategy of event campaign
Public Relations
coorporate of
PT
Mustika Ratu Tbk in Indonesia beauty contest 2011". The purpose of research to find and
identify a clear strategy campaign event (campaign activities) implemented Corporate Public
Rel
ations PT Mustika Ratu Tbk Indonesia beauty contest in 2011.
R
esearch
type used descriptive qualitative study that is explain result of which don’t
look for or explaini the relations and also don’t the test hypothesis or make the prediction.
Data obtained
by passing
interviews, direct observation, and literature.
The data analused
qualitative, in the from of decription compiled by detailed and systematic.
Event campaign strategy used by public relations coorporate of PT Mustika Ratu tbk in
beauty contest
2011 are, media relation example relationship with official media partner,
community relations
activities include social visits Ahmad Yani Jakarta museum and
mangrove planting,
And
marketing tools consisting of leaflets, posters, forms, banners, book
event
s, roadshows
Indonesia Beauty contest local election 201
1.
Based on the results of research and data analysis, it is known the
event
campaign
strategy of Public Relations
Corporate of
PT Mustika Ratu Tbk in Indonesia beauty contest
effectively enough. Th
is is apparent from media coverage about the success of
Indonesia
beauty contest 2011
became headline news, especially in the official media partner.
Besides having a strong and reliable strategy, Public Relations
Corporate of
PT
Mustika Ratu Tbk also hav
e significant drawbacks, it seems less the amount of public
relations officer in the Corporate Public Relations, so that at the time of execution of the
company, public relations officer should
hardwork
handle these activities. In addition, the
frequent di
sagreements between th
e public relations officer to
another
one
, so t
hat the
perceived performance
an activity to be less than the maximum.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HE Transportation and Communications |
| Depositing User: | Muji Isambina |
| Date Deposited: | 25 May 2016 03:30 |
| Last Modified: | 25 May 2016 03:30 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/2409 |
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