STRATEGI PUBLICITY DALAM MENINGKATKAN BRAND AWARENESS PERUSAHAAN JASA LOGISTIK (STUDI KASUS KOMUNIKASI KORPORASI DI PT.X)

YUSTIARTI, YUSTIARTI (2015) STRATEGI PUBLICITY DALAM MENINGKATKAN BRAND AWARENESS PERUSAHAAN JASA LOGISTIK (STUDI KASUS KOMUNIKASI KORPORASI DI PT.X). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

PT.X melayani kebutuhan Domestic maupun Internasional. Dalam melayani kebutuhan tersebut PT.X melalui fungsi Public Relations yang berada di bawah Marketing dan Communication deepartemen, memiliki tugas untuk mengkomunikasikan keunggulan yang dimiliki perusahaan kepada publik. Pentingnya komunikasi korporasi didalam perusahaan adalah untuk meningkatkan brand di mata publik. Media Relations atau hubungan media merupakan sebagai alat pendukung atau media kerja sama untuk strategi publikasi dan publisitas berbagai kegiatan program kerja atau untuk kelancaran aktivitas komunikasi Public Relations dengan publiknya. PT.X padahal perusahaan ini merupakan salah satu perusahaan penyedia jasa logistik terbesar di Indonesia. PT.X merupakan lincense Fed Ex di Indonesia. Teori yang mendukung dalam penelitian ini adalah teori brand awareness yang dikemukakan Aaker. Penelitian ini bersifat studi kasus dengan menggali informasi dari narasumber yang dianggap memiliki kredibilitas untuk menjawab permasalahan yang ada. Penelitian ini menjelaskan strategi komunikasi korporasi dan komunikasi pemasaran dalam meningkatkan brand awareness melalui kegiatan media relations. Media yang digunakan untuk meningkatkan brand awareness adalah publikasi. Perencanaan program Public Relations dalam meningkatkan Brand Awareness adalah Publikasi melalui pendekatan Media Relations. Fungsi Corporate Communication dalam peran membangun hubungan dengan media relations melalui kegiatan press conference, press release, press gathering dan wisata pers. Kontroling dan evaluasi hasil dari program Corporate Communications yaitu aktifitas media relations melalui kegiatan publikasi yang dilakukan mencapai publisitas maksimal tetapi belum memberikan pengaruh yang besar terhadap brand awareness dari public Kata Kunci : Corporate Communication, Brand Awareness, Publicity dan Media Relations. PT.X serving the needs of Domestic and International. In serving these needs PT.X through Public Relations function under deepartemen Marketing and Communication, has the duty to communicate the advantages of the company to the public. The importance of corporate communication within the company is to increase the brand in the public eye. Media Relations or media relations is as a support tool or media cooperation for publishing strategy and publicity activities under the program of work or to smooth communication events Public Relations with the public. PT.X whereas this company is one of the largest logistics service provider in Indonesia. PT.X is lincense Fed Ex in Indonesia. The theory behind this research is the theory put forward Aaker brand awareness. This research is a case study with information from sources that are considered to have the credibility to address the existing problems. This study describes the strategy of corporate communications and marketing communications in increasing brand awareness through media relations activities. Media used to increase brand awareness is the publication. Planning Public Relations program in increasing brand awareness is the publication through the approach of Media Relations. Corporate Communications function in the role of building relationships with media relations through press conferences, press releases, press gathering and tours of the press. Controlling and evaluating the results of the activity of the Corporate Communications media relations through publication activities conducted achieve maximum publicity but not yet a major impact on the brand awareness of the public Keywords: Corporate Communications, Brand Awareness, Publicity and Media Relations.

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