Strategi Public Relations Dalam Membangun Brand Awareness Fourhoms Design

Abstract

Public Relations Strategy are program plans or steps created by the public relations
profession to support company goal. Public relations profession has an important role in building
brand awareness of Fourhoms Design. Fourhoms Design is one of the works of the young generation
that engaged in the creative industry, precisely in the sub-section of architecture, that has been
established since 2016 with 21 project that have been finished. This is the reason makes researchers
interested in making it as study. Therefore, this study aims to find out and obtain a descriptive
description of what strategies are carried out by public relations in building brand awareness of
Fourhoms Design. This study uses the concept of public relations mix strategy from the result of the
development by Thomas L.Harris, which is public relations mix strategy are consist by PENCILS
component. This study uses the post-positivism paradigm and through a qualitative approach with
qualitative descriptive research methods. Data collection techniques in this study were in-depth
interviews, non-participant observation, library studies, documentation, and other data sources. The
result of this study indicate that Fourhoms Design has succeeded in implementing this PENCILS
strategy and has a positive feedback from their public, but has not been maximal in news and social
responsibility strategies.