STRATEGI PUBLIC RELATIONS DALAM MEMPERTAHANKAN CITRA PERUSAHAAN PT SUMBER ALFARIA TRIJAYA TBK (ALFAMART)

(ALFAMART)

Abstract

Public Relations Strategy is the plan of the program that was created by the public relations profession. Team Public Relations have an important role in maintaining the corporate image that has been earned by Alfamart. This is make researcher interested to make it a research. Therefore, this research aims to find out and gain an overview in description about what of strategies conducted by Team Public Relations in maintaining the corporate’s image Alfamart. In this research, researcher used the concept of mixed public relations strategy (PR Mix), namely PENCILS, developed by Thomas. L. Harris and Image Theory expressed by Bill Canton. The concept and theory describes the linkages between Public Relations Strategy and Corporate Image. This research used the qualitative approach with qualitative descriptive methods. Data collection techniques on this research uses interviews semi structured and observation non participate by some interviewees as well as through the study of librarianship and other data sources. The results of this research indicate that Team Public Relations based on the concept of mixed public relations strategy (PR Mix) in maintaining the corporate’s image Alfamart. About the corporate image that has been achieved, Team Public Relations and other management always make an effort to be able to maintain and develop the achievements and awards that has been earned by Alfamart.