STRATEGI PUBLIC RELATIONS VENUS LIVE SEBAGAI KONSULTAN PR DALAM MENDUKUNG PENINGKATAN BRAND AWARENESS INDOEXIM.ID

AISY, RIFDA RIHADATUL (2023) STRATEGI PUBLIC RELATIONS VENUS LIVE SEBAGAI KONSULTAN PR DALAM MENDUKUNG PENINGKATAN BRAND AWARENESS INDOEXIM.ID. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Peran Public Relations (PR) dalam menjaga eksistensi bisnis sangat penting di lingkungan bisnis yang kompetitif saat ini. Namun, masih ada perusahaan yang tidak memiliki divisi PR internal, yang umumnya karena adanya keterbatasan biaya dan SDM. Untuk mengatasi hal ini, mereka dapat menggunakan jasa konsultan PR. Venus Live (PT Sinergi Komunikasi Global) menjadi salah satu konsultan PR yang telah membantu banyak perusahaan lintas industri di Indonesia dalam mengatasi masalah komunikasi, salah satunya Indoexim.id. Penelitian ini bertujuan untuk memahami strategi PR yang digunakan oleh Venus Live dalam mendukung peningkatan brand awareness klien mereka, Indoexim.id, melalui metode studi kasus dengan pendekatan kualitatif. Adapun teori / konsep yang digunakan sebagai acuan pada penelitian ini, antara lain komunikasi organisasi, public relations, strategi, strategi public relations, manajemen public relations, digital public relations, konsultan public relations, jasa konsultan PR, brand, dan brand awareness. Hasil penelitian menemukan bahwa hal yang dipertimbangkan oleh Venus Live dalam mendukung peningkatan brand awareness Indoexim.id adalah SWOT. Kemudian, mereka mengelola unsur-unsur brand awareness Indoexim.id dengan fokus pada pengenalan merek, kesadaran masyarakat akan layanan yang ditawarkan, dan pemahaman masyarakat terhadap nilai yang dimiliki oleh brand. Menonjolkan harga yang bersaing dan menciptakan eksposur yang tinggi di media digital menjadi aspek penting bagi Venus Live. Terakhir, untuk memenuhi unsurunsur tersebut, Venus Live menjalankan strategi PR yang mencakup empat tahap, yakni defining the problem (or opportunity), planning and programming, taking action and communicating, dan evaluating. The role of Public Relations (PR) in maintaining business existence is very important in today's competitive business environment. However, there are still companies that do not have an internal PR division, which is generally due to limited costs and human resources. To overcome this, they can use the services of a PR consultant. Venus Live (PT Sinergi Komunikasi Global) is one of the PR consultants that has helped many companies across industries in Indonesia in overcoming communication problems, one of which is Indoexim.id. This research aims to understand the PR strategy used by Venus Live in supporting the increase in brand awareness of their client, Indoexim.id, through a case study method with a qualitative approach. The theories/concepts used as references in this research include organizational communication, public relations, strategy, public relations strategy, public relations management, digital public relations, public relations consultant, PR consulting services, brand, and brand awareness. The results found that what Venus Live considers in supporting the increase in Indoexim.id brand awareness is SWOT. Then, they manage the elements of Indoexim.id brand awareness by focusing on brand recognition, public awareness of the services offered, and public understanding of the value of the brand. Highlighting competitive pricing and creating high exposure in digital media are important aspects for Venus Live. Finally, to fulfill these elements, Venus Live carries out a PR strategy that includes four stages, namely defining the problem (or opportunity), planning and programming, taking action and communicating, and evaluating.

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