MANAJEMEN PUBLIC RELATIONS ASIA PACIFIC RAYON DALAM MENGKOMUNIKASIKAN SUSTAINABLE FASHION

Bella, DONA (2023) MANAJEMEN PUBLIC RELATIONS ASIA PACIFIC RAYON DALAM MENGKOMUNIKASIKAN SUSTAINABLE FASHION. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui Manajemen Public Relations Asia Pacific Rayon dalam Mengkomunikasikan Sustainable Fashion Produk dengan fokus dan identifikasi permasalahan terkait Fact Finding, Planning, Communication and Evaluating. Penelitian ini menggunakan kualitatif deskriptif. dengan melakukan wawancara mendalam kepada enam narasumber. Berdasarkan hasil penelitian ini menunjukan bahwa proses pelaksanaan manajemen public relations asia pacific rayon dalam mengkomunikasikan sustainable fashion sesuai dengan fungsi-fungsi pada manajemen yaitu Fact Finding menemukan fokus masalah yaitu permasalahan lingkungan fenomena perubahan iklim bahwa industri fashion salah satu penyumbang limbah terbesar di dunia dan kurangnya awareness terhadap sustainability, Planning menyusun rencana program bersama Jakarta Fashion Hub (JFH) melalui kolaborasi, event, B2B, B2C, partnerthsip, sponsorship dan lainnya, Communication menyediakan collaborative space di Jakarta Fashion Hub (JFH) serta membuat konten di media offline dan online, terutama sosial media. Evaluating menilai banyaknya yang mengenal perusahaan, kolaborasi dan aktif sebagai member Jakarta Fashion Hub (JFH). Dari fungsi-fungsi manajemen tersebut dirasa mampu membuat program program untuk memperkenalkan sustainable fashion berjalan dengan efektif dan efisien. Kesimpulan dari penelitian ini adalah penerapan Manajemen Public Relations pada program ini tersusun, terencana dengan baik. Hal ini terlihat dari tanggapan baik dari visitor, peningkatan kolaborasi brand, banyaknya media organik dan antusias member Jakarta Fashion Hub (JFH) dalam ikut serta program, serta dukungan pemerintah yang ikut terkait dalam pelaksaannya berjalan dengan baik sehingga bisa meningkatkan citra organisasi dan kesadaran masyarakarat. Kata kunci: Manajemen Public Relations, Sustainable Fashion The purpose of this research is to find out the Asia Pacific Rayon Public Relations Management in Communicating Sustainable Fashion with the focus and the identification of problems related to Fact Finding, Planning, Communication and Evaluating. This research uses a descriptive qualitative approach by conducting in-depth interviews with six informants. Based on the results of this research, it shows that the process of implementing Asia Pacific Rayon Public Relations Management in Communicating Sustainable Fashion using the functions of the management, including Fact Finding, finding the focus of the problem is environmental problems, the phenomenon of climate change, that the fashion industry is one of the largest waste contributors in the world and the lack of awareness of sustainability, Planning to develop program plans with the Jakarta Fashion Hub (JFH) through collaboration, events, B2B, B2C, partnerthsip, sponsorship and others, Communication provides collaborative space at the Jakarta Fashion Hub (JFH) and creates content on offline media and online, especially social media. Evaluating assesses how many know the company, collaborate and are active as members of the Jakarta Fashion Hub (JFH). From these management functions it is felt to be able to make programs to introduce sustainable fashion run effectively and efficiently. The conclusion from this research is that the implementation of Public Relations Management in this program is well structured, planned, and measurable. This can be seen from the positive responses from visitors, increased brand collaboration, organic media and the enthusiasm of members of the Jakarta Fashion Hub (JFH) in participating in the program, as well as the support from the government who were involved in implementing it well so that it can improve organizational image and public awareness. Keywords: Public Relations Management, Sustainable Fashion

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