Strategi Public Relations Dalam Membangun Brand Awarness Pada Kopi Praja Di Bintaro Jakarta Selatan

Abstract

This study aims to determine the Public Relations Strategy in Building Brand Awarness in Praja Coffee in Bintaro, South Jakarta. The formulation of the problem of this study is how is the Coffee Public Relations Strategy in Building a Brand Awarness? The researcher used the PENCILS concept. His research subject was the Public Relations Strategy, the subject consisted of Key informants and informants. The object of his research was the Coffee Public Relations Strategy in Building a Awarness Brand at Prja Coffee in Bintaro. Data collection was obtained through nonparticipant observation, semistructured interviews and obtaining data from literature and qualitative studies. The research results obtained that the public relations strategy that focuses on Stratgei Public Relations has succeeded in carrying out activities to build Brand Awarness by using the Public Relations mix with 7 components namely Publications, Events, News, Community, Identity, Lobby & Negotiation, Social where in the seven components Praja Coffee have not done with a maximum of seven components, it is necessary to have discussion and evaluation so that the seven components can be implemented properly.