PENGELOLAAN PROGRAM PR PT. CINEMAXX GLOBAL PASIFIK DALAM PROSES REBRANDING MENJADI CINEPOLIS

LEVINA, LIVYA (2020) PENGELOLAAN PROGRAM PR PT. CINEMAXX GLOBAL PASIFIK DALAM PROSES REBRANDING MENJADI CINEPOLIS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Public Relations has a role in every organization, both commercial and non- commercial organizations, as well as the management of the Public Relations program which is very important for companies that are going to rebrand, in order to get back the public's attention so that new brands become recognized by the community. or audiences. This study uses a theoretical basis according to the theory of Scott M Cutlip & Allen H. Center which explains that there are 4 foundations for implementing public relations work programs, such as Research-listening, Planning - Decision, Communication - Action, Evaluation. The research method used in this research is descriptive qualitative and data collection techniques are carried out through interviews with 4 sources (Public Relations, Social Media Specialist and 2 regular viewers) and in-depth observation. The paradigm used is post-positive, with a descriptive type of qualitative approach. The results of this study indicate that the management of the Public Relations program carried out by PT. Cinemaxx Global Pasifik during the Rebranding process to become Cinepolis is in accordance with the 4 main steps that are the basis for implementing the public relations work program according to Scott M. Cutlip & Allen H. Center. Keywords: Public Relations Program Management, PT.Cinemaxx Global Pasifik, Rebranding Public Relations memiliki peranan dalam setiap organisasi baik itu organisasi yang bersifat komersial maupun yang non-komersial, begitupula dengan pengelolaan program Public Relations yang sangat penting untuk dilaukan bagi perusahaan yang akan melakukan Rebranding, guna mendapatkan kembali perhatian masyarakat sehingga brand yang baru menjadi dikenali oleh masryarakat atau khalayak. Penelitian ini menggunakan landasan teori menurut teori Scott M Cutlip & Allen H. Center yang menjelaskan bahwa terdapat 4 landasan untuk pelaksanaan program kerja kehumasan yaitu Research-listening, Planning – Decision, Communication – Action, Evaluation. Metode penelitian yang digunakan dalam penelitian ini adalah Deskriptif Kualitatif dan Teknik Pengumpulan data dilakukan melalui wawancara dengan 4 narasumber (Public Relations, Social Media Specialist dan 2 orang Penonton Reguler) serta observasi mendalam. Paradigma yang digunakan adalah post postivistik, dengan pendekatan kualitatif tipe deksriptif. Hasil penelitian ini mendapatkan bahwa pengelolaan program Public Relations yang dilakukan oleh PT.Cinemaxx Global Pasifik selama proses Rebranding menjadi Cinepolis, sesuai dengan 4 langkah pokok yang menjadi landasan pelaksanaan program kerja kehumasan menurut Scott M. Cutlip & Allen H. Center. Kata Kunci: Pengelolaan Program Public Relations, PT.Cinemaxx Global Pasifik, Rebranding

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