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) |
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| Subjects: | 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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