ANALISIS STRATEGI PUBLIC RELATIONS PT. DAYACIPTA KEMASINDO DALAM MEMBANGUN CITRA PERUSAHAAN

Oktriawaty, Intan (2023) ANALISIS STRATEGI PUBLIC RELATIONS PT. DAYACIPTA KEMASINDO DALAM MEMBANGUN CITRA PERUSAHAAN. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Public Relations (PR) has a role to build a balanced relationship and establish two-way communication, in which there is feedback between agencies and their publics, both inside and outside the organization that aims to provide information. To respond to issues that exist in PT. Dayacipta Kemasindo, the company needs a Public Relations strategy in building the image it previously had. Therefore researchers are interested in discussing the analysis of the Public Relations strategy of PT. Daya Cipta Kemasindo in building a brand image or corporate image. Researchers used descriptive qualitative research with data collection techniques through observation, interviews, and documentation. Public Relations strategy in building a brand image at PT. Daya Cipta Kemasindo is analyzed using Public Relations theory formulated by Cutlip-Center-Broom including situation analysis (defining the problem), planning (planning), action/action of communication (taking action and communicating), and evaluating (evaluating the program). Based on this theory, the results of PR strategy research in building brand image at PT. Dayacipta Kemasindo, namely through improving services, building collaboration with stakeholders internally and externally, conducting direct socialization to customers and internal companies, as well as indirect communication through socialization on social media Instagram and the company's website.

Keywords: Cutlip-Center-Broom public relations analysis, Image, and Public Relations Strategy

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