MARANG, LUCIANNE THEODORA (2023) PENGELOLAAN PUBLIC RELATION PT ARVENTIS MEGA INDONESIA DALAM MEMBANGUN CITRA PERUSAHAAN DI MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Every company needs public relations to be able to create good communication with internal and external parties. Communication with the public can be through various media, one of which is social media. Management of social media by public relations can help achieve the goals of the company, because the role and function of public relations isimportant in creating, building, and maintaining the image that has been formed withinthe company. This study aims to determine the public relations management of PT Arventis Mega Indonesia in building corporate image on social media Instagram. This study uses a postpositivism paradigm. The method used is descriptive qualitative, with data collection using primary data, namely interviews, and secondary data, namely library documentation. Interviews were conducted with one key informant, namely Public Relations of PT Arventis Mega Indonesia¸ and four other informants consisting of Videographers of PT Arventis Mega Indonesia, Admin Sales Staff of PT Arventis Mega Indonesia, Followers of the Instagram account @Arventis Mega Indonesia. The results of the study show that in managing Instagram social media carried out by PT Arventis Mega Indonesia Public Relations requires a strategy, namely the four steps of the Public relations process, first Fact finding which is carried out through theuse of Instagram features, such as QnA in Snap Stories, comments column, and DM Second, planning is done by analyzing content, finding reference sources, creating content, and reviewing content. Third, Action & Communication uses pillar content that is informative, educative, entertainment and up to date. Fourth, Evaluation based on insight, engagement, and impressions on Instagram. From Instagram management, PT Arventis Mega Indonesia succeeded in building a physical visual identity image of the company. Keywords: Public relations, Strategy, Image, Identity, Instagram Setiap perusahaan membutuhkan Public relation untuk dapat menciptakan komunikasi yang baik dengan pihak internal maupun eksternal. Komunikasi yang terjalin dengan publik dapat melalui berbagai media, salah satunya yaitu media sosial. Pengelolaan media sosial oleh Public relation dapat membantu mencapai tujuan dari perusahaan, sebab peran dan fungsi Public relations penting dalam menciptakan, membangun, sampai mempertahankan citra yang sudah terbentuk di dalam perusahaan. Penelitian ini bertujuan untuk mengetahui pengelolaan Public relation PT Arventis Mega Indonesia dalam membangun citra perusahaan di media sosial Instagram. Penelitian ini menggunakan paradigma post-positivisme. Metode yang digunakan ialah deskriptif kualitatif, dengan pengumpulan data menggunakan data primer yaitu wawancara, dan data sekunder yaitu dokumentasi kepustakaan. Wawancara yang dilakukan kepada satu informan kunci (key informan) yaitu Public Relation PT Arventis Mega Indonesia¸ dan empat informan lainnya yang terdiri dari Videographer PT Arventis Mega Indonesia, Staff Admin Sales PT Arventis Mega Indonesia, Pengikut akunInstagram @Arventis Mega Indonesia. Hasil penelitian menunjukan bahwa dalam pengelolaan media sosial Instagram yang dilakukan oleh Public relation PT Arventis Mega Indonesia membutuhkan strategi, yakni empat langkah proses Public relations, pertama Fact finding yang dilakukan melalui penggunaan fitur-fitur Instagram, seperti QnA dalam Snap Stories, kolom komentar, dan DM. Kedua, Planning yang dilakukan menganalisis konten, mencari sumber referensi, pembuatan konten, dan peninjauan konten. Ketiga, Action &Communication menggunakan konten pilar yang berisi informatif, edukatif, hiburan, dan terkini. Keempat, Evaluation berdasarkan insight, engagement, dan impression di Instagram. Dari pengelolaan Instagram PT Arventis Mega Indonesia berhasil membanguncitra identitas fisik visual perusahaan. Kata Kunci: Public relations, Strategi, Citra, Identitas, Instagram
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