Strategi Public Relations Dalam Membangun Brand Awareness Pada Metropole Coffee Jakarta Barat

Abstract

This Research aims to the Public Relations Strategy of Metropole Coffee in building a Brand Awareness. The focus of this research is to see how the Public Relations Strategy of Metropole Coffee in a builds Brand Awareness. The researcher used the concept of mixed Public Relations PENCILS from Thomas L. Harris. The subject of the research is Public Relations, the subject itself consists of key informants and informants. The object of the research is the Public Relations Strategy of Metropole Coffee in building a Brand Awareness. The data collecting was obtained through non-participant observation, in-depth interviews, and obtaining data from literature and qualitative studies. The results of the research shows that the Metropole Coffee Strategy in building Brand Awareness which focuses on the Public Relations section has successfully implemented activities in building Brand Awareness meanwhile not yet finishing implementing all the mixed PENCILS which are publications, events, news, community involvement, inform / image, lobbying and negotiating, and social responsibility.