PERANAN HUMAS ANDAF CORPORATION DALAM PENGELOLAAN DIGITAL PR UNTUK MEMPERTAHANKAN CITRA

RAMADHANI, AMALIA (2022) PERANAN HUMAS ANDAF CORPORATION DALAM PENGELOLAAN DIGITAL PR UNTUK MEMPERTAHANKAN CITRA. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Peran seorang humas dalam sebuah perusahaan menjadi sangat penting, karena seorang humas mampu untuk mengembangkan berbagai strategi untuk memperoleh citra positif baik terhadap publik internal maupun eksternal. Dalam upaya membentuk, meningkatkan, dan menjaga citra perusahaan maka dari itu seorang humas harus dapat menempatkan dirinya pada posisinya sebagai fasilitator diantara perusahaan dan publik. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif, penelitian ini memberikan gambaran-gambaran yang deatil mengenai gejala atau fenomena. Teknik pengumpulan data dalam penelitian ini didapatkan melalui data primer yaitu dengankan melaku wawancara dan observasi. Hasil penelitian ini membahas mengenai bagaimana peranan humas yang dilakukan oleh Andaf Corporation dalam mempertahankan citra. Berdasarkan hasil penelitian ini dapat diketahui strategi humas yang dilakukan oleh Andaf Corporation guna untuk mempertahan citra nya di jaman yang serba digital seperti sekarang ini. Kata Kunci: Andaf Corporation, Humas, Citra ABSTRACK The role of a public relations officer in a company becomes very important, because a public relations officer is able to develop various strategies to obtain a positive image for both internal and external publics. In an effort to form, improve, and maintain the company's image, therefore a public relations officer must be able to put himself in his position as a facilitator between the company and the public. This research is a descriptive study with a qualitative approach, this research provides detailed descriptions of the symptoms or phenomena. Data collection techniques in this study were obtained through primary data, namely by conducting interviews and observations. The results of this study discuss the role of public relations performed by Andaf Corporation in maintaining its image. Based on the results of this study, it can be seen that the PR strategy carried out by Andaf Corporation is to maintain its image in today's digital era. Keywords: Andaf Corporation, Public Relations, Image

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