“Strategi Public Relations Business Unit Mall @ Alam Sutera Dalam Meningkatkan Citra Mall”

Abstract

This study aims to determine the strategy of Public Relations Business Unit mall @ alam sutera
in improving the image of the mall. The formulation of the problem of this research is how the
strategy of the Public Relations Business Unit mall @ alam sutera in improving the image of the mall?
The approach of this research is a qualitative approach. The method of this research is qualitative
descriptive. The researcher used the PENCILS theory from Thomas L. Harris. The subject of this study
is the Public Relations Business Unit mall @ alam sutera, the object of the research is the strategy of
the Public Relations Business Unit mall @ alam sutera in improving the image of the mall. Data
collection is obtained through nonparticipant observation, semi structural interviews and library
studies in Business Unit mall @ alam sutera and obtaining data from library studies and
documentation about research objects. The results obtained that the strategy of the Public Relations
Business Unit mall @ alam sutera in improving the image of the mall has applied the PENCILS theory,
namely: Publication, Events, News, Community involvement, Inform or Image, Lobbying and
Negotiating, Social Responsibility. The conclusion of this study is the Public Relations Business Unit
mall @ alam sutera has applied the PENCILS theory to improve the image of the mall. Theoretical
advice is that researchers expect that this research can contribute to the development of the science
of public relations communication. While practically the researchers hope that this research will be
an input and consideration for the strategy of Public Relations Business Unit mall @ alam sutera in
improving the image of the mall.