STRATEGI MEDIA RELATIONS CENTRO LIFE STYLE DEPARTMENT STORE DALAM MENGHADAPI PERSAINGAN (Studi Deskriptif dan Framing Strategi Media Relations Centro Life Style Department Store di Plaza Ambarukmo Yogyakarta)

ISTIYAN, APRILIA ROMADHANI (2015) STRATEGI MEDIA RELATIONS CENTRO LIFE STYLE DEPARTMENT STORE DALAM MENGHADAPI PERSAINGAN (Studi Deskriptif dan Framing Strategi Media Relations Centro Life Style Department Store di Plaza Ambarukmo Yogyakarta). Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

ABSTRAK Perkembangan ritail modern di Kota Yogyakarta sangat berkembang, terlihat dari bertambahnya mall dan department store baru. Salah satu ritail modern ternama di Yogyakarta yaitu Centro Life Style Department Store. Dalam menghadapi persaingan ritail modern saat ini, Centro Life Style Department Store menjalin hubungan dengan media agar meningkatkan citra positif melalui pemberitaan media dan agar tidak ditinggalkan customer. Hal ini Manager Centro Life Style Department Store harus menerapkan strategi komunikasi informasi yang tepat kepada publik. Media sering diartikan sebagai publikasi dan alat penyampaian informasi yang dipergunakan olehManager Centro Life Style Department Store sehingga sangat penting untuk menjaga hubungan yang baik dengan media. Penelitian Ini menggunakan Teori Konstruksi Realitas Media dan Framing model Zhongdang Pan Dan Gerald M. Kosicki. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi Media Relations Centro Life Style Department Store dalam menghadapi persaingan dan mengetahui bagaimana frame di media KR Online, Tribun Online dan Sindo Online terhadap perusahaan. Metode penelitian yang digunakan adalah penelitian kualitatif deskriptifdan Framing untuk mengetahui realitas kegiatan strategi media relations yang digunakan oleh Centro Life Style Department Store dan mengentahui frame pemberitaan di media. Penelitian ini menggunakan Framing model Zhongdang Pan Dan Gerald M. Kosicki serta teknik validitas data yang digunakan adalah dengan triangulasi sumber. Dapat disimpulkan berdasarkan hasil penelitian ini menunjukkan bahwa strategi Media Relations yang dilakukan dengan tiga cara yaitu mengelola relasi, mengembangkan strategi, mengembangkan jaringan di tiga media Online antara lain KR Online, Tribun Online dan Sindo Online.Serta bentuk hubungan dengan media yaitu press conferences, special event, undangan peliputan dan press relase. Kata Kunci: Strategi, Media Relations, Citra ABSTRACT The development of modern ritail in Yogyakarta highly developed, evident from the increase in new malls and department stores. One famous modern ritail in Yogyakarta, namely Centro Life Style Department Store. In the face of today's modern ritail competition, Centro Life Style Department Stores relationship with the media in order to enhance the positive image through the media and not to be left behind customer. This Manager Centro Life Style Department Store must implement communication strategies appropriate information to the public. The media is often defined as publications and information delivery tool used by Manager Centro Life Style Department Store so it is important to maintain a good relationship with the media. This study using the Theory of Reality Media and Framing Construction Zhongdang models Pan and Gerald M. Kosicki. The purpose of this study was to determine how the strategy Centro Life Style Media Relations Department Store in the face of competition and find out how the media frames KR Online, Online and Sindo Tribun Online on the company. The research method used is descriptive qualitative research and Framing to know the reality of media relations activities of the strategy used by Life Style Centro Department Store and i nvestagate frame media coverage. This study uses a model Framing Zhongdang Pan and Gerald M. Kosicki and technical validity of the data used to triangulate the source. It can be concluded based on the results of this study indicate that the strategy Media Relations done in three ways : managing relationships, develop a strategy, develop a network of three online media among others KR Online, Online and Sindo Tribune Online. And form a relationship with the media, namely press conferences, special events, invitations coverage and press relase. Keywords : Strategy, Media Relations, Image

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