STRATEGI PUBLIC RELATIONS PT LIPUTAN ENAM DOT COM (LIPUTAN6.COM) DALAM MEMBANGUN CORPORATE BRANDING MELALUI KEGIATAN PARTNERSHIP DEBAT CALON PRESIDEN PUTARAN KEEMPAT TAHUN 2019

SARI, FITRIANA MONICA (2020) STRATEGI PUBLIC RELATIONS PT LIPUTAN ENAM DOT COM (LIPUTAN6.COM) DALAM MEMBANGUN CORPORATE BRANDING MELALUI KEGIATAN PARTNERSHIP DEBAT CALON PRESIDEN PUTARAN KEEMPAT TAHUN 2019. S1-Sarjana thesis, Universitas Mercu Buana Jatisampurna.

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Abstract

ABSTRAK Proses membangun atau mengelola citra merek di dalam perusahaan merupakan suatu hal yang penting karena citra merek memiliki kekuatan yang besar dalam menimbulkan reaksi yang positif dalam mempengaruhi keputusan seseorang untuk menggunakan atau memilih suatu produk ataupun jasa. Banyak cara yang bisa dilakukan perusahaan dalam membangun citra merek, salah satunya corporate branding. Sebagai salah satu media online yang cukup besar dan ternama di Indonesia, PT Liputan Enam Dot Com (Liputan6.com) membangun corporate branding melalui kegiatan partnership pada saat Debat Calon Presiden Putaran Keempat Tahun 2019. Penelitian ini menggunakan teori strategi Public Relations, yaitu fact finding, planning, communicating, dan evaluation. Tipe penelitian yang digunakan adalah penelitian kualitatif. Metode yang digunakan adalah deskriptifkualitatif dengan teknik pengumpulan datanya menggunakan wawancara dan observasi data melalui narasumber Vice President Marketing KLY, Marketing Communication KLY, Assistant Social Media Manager KLY, Wakil Pemimpin Redaksi Liputan6.com, Redaksi Liputan6.com Divisi Riset dan Monitoring, Chief Content Officer (COO) KLY, dan Kepala Bagian Hubungan Masyarakat KPU RI. Berdasarkan hasil dari penelitian menunjukan bahwa Liputan6.com pada tahapan fact finding memprioritaskan momen besar yang sedang terjadi, kemudian melakukan pencarian dan pengumpulan data untuk persiapan acara melalui evaluasi dari Debat-Debat sebelumnya. Pada tahapan planning, Liputan6.com membuat planning pelaksanaan live streaming Debat Calon Presiden Putaran Keempat Tahun 2019. Lalu pada tahapan communication, melakukan pembagian tim yang terlibat dalam kegiatan tersebut, yaitu Redaksi, Marketing Communication, dan Tim Social Media. Kemudian tiap divisi melakukan meeting internal. Setelah itu, mempromosikan dan menyebarluaskan live streaming ke publik melalui media sosial dan website. Pada tahapan ini juga dilakukan monitoring. Pada tahapan evaluation, pelaksanaan corporate branding Liputan6.com melalui kegiatan partnership Debat Calon Presiden Putaran Keempat Tahun 2019 yang dilakukan sudah cukup baik dan berhasil. Hal ini dapat dilihat dari kenaikan jumlah yang menonton live streaming, pageviews, user, dan kenaikan engagement di social media. Kata Kunci : Strategi Public Relations, Liputan6.com, Partnership, Corporate Branding, Debat Capres ABSTRACT The process of building or managing a brand image within a company is important because brand image has a great power in generating positive reactions in influencing someone's decision to use or choose a product or service. Many ways companies can do in building a brand image, one of which is corporate branding. As one of the biggest and most well-known online media in Indonesia, PT Liputan Enam Dot Com (Liputan6.com) built the corporate branding through partnership activities when the Debate Fourth Round 2019 of Presidential Candidate. This research uses the theory of Public Relations strategies, they are fact finding, planning, communication, and evaluation. The type of research used qualitative research and the method is descriptive-qualitative with data collection techniques using interviews and data observations through Vice President Marketing KLY, Marketing Communication KLY, Assistant Social Media Manager KLY, Deputy Editor in Chief Liputan6.com, Liputan6.com Editorial Division Research and Monitoring, Chief Content Officer (COO) KLY, and the Head of Public Relations Section of KPU RI. Based on the results of the study showed that Liputan6.com at the fact finding stage prioritized the big moments that occurred, then conducted a search and collected data for the preparation of the event through evaluation of previous debates. In the planning stage, Liputan6.com planning to live streaming the Debate Fourth Round 2019 of Presidential Candidate. In the communication stage, do the division of teams involved in this activity, named Editorial, Marketing Communication, and Social Media Teams. Then each division conducts an internal meeting. After that, promoting and disseminating live streaming to the public through social media and websites. At this stage monitoring is also carried out. In the evaluation phase, the application of the Liputan6.com corporate branding through the partnership activities Debate Fourth Round 2019 of Presidential Candidate has been quite good and successful. This can be seen from the increase in number watched live streaming, page views, users, and increased engagement on social media. Keywords: Public Relations Strategy, Liputan6.com, Partnership, Corporate Branding, Presidential Candidate Debate

Item Type: Thesis (S1-Sarjana)
Call Number CD: FK-PR 19 054
NIM: 44217310038
Uncontrolled Keywords: Strategi Public Relations, Liputan6.com, Partnership, Corporate Branding, Debat Capres
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Nasruddin Mansyur S.Hum
Date Deposited: 17 Mar 2020 10:31
Last Modified: 17 Mar 2020 10:31
URI: http://repository.mercubuana.ac.id/id/eprint/55633

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