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
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Ratna Sufiatin |
| Date Deposited: | 17 Oct 2016 07:24 |
| Last Modified: | 17 Oct 2016 07:24 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7739 |
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