• Gita Wulandari
  • Eko Putra Boediman
Keywords: Strategy, Marketing, Journalism, Online, Kompas


This study aims to determine how the Marketing Public Relations Strategy of PT Kompas Media Nusantara in Introducing Paid Online Journalism Products Kompas.id. The strategic concept that researchers used in conducting this research used the concept of the PENCILS strategy which stands for Publications and Publicity, Events, News, Community Involvement, Identity (Corporate Identity), Lobbying and Negotiating, and Social Responsibility as a result of Philip Kotler's thoughts. This study uses a Post-Positivism paradigm and the approach of this research is qualitative using descriptive qualitative research methods. The technique of collecting data uses interviews, and observations and literature studies. The subjects of this research are key informants, namely Marketing Communications Manager of PT Kompas Media Nusantara and informants namely Brand Communications Support of PT Kompas Media Nusantara who are also one of the customers who use Kompas.id, and the object of this research is Kompas.id paid journalistic products. The results showed that PT Kompas Media Nusantara's Marketing Public Relations strategy in Introducing Paid Online Journalistic Products Kompas.id used PENCILS strategies such as Publications and Publicity, providing education to the public regarding Kompas.id in the launching of Kompas.id. Events, carry out internal and external events. Among others, Kompas Travel Fair, Java Jazz Festival, and Borobudur Marathon. News, holding promos such as big discounts and door prizes in events so that they are covered and made news. Community Involvement, has many communities, especially in the literary community, including the poetry, short story and Blogger communities. Identity, there is a dark blue “K” and “Kompas.id” logo on each of the Kompas.id attributes such as clothes, pens, notebooks and others. Lobbying and Negotiating, in collaboration with e-commerce including Shopee, Bukalapak and JD.ID. and Social Responsibility, has the Dana Kemanusiaan Kompas, which is funds given from the community to people affected by disasters or needing assistance. The conclusion of this study regarding the Marketing Public Relations Strategy of PT Kompas Media Nusantara in Introducing Kompas.id Paid Online Journalism Products through the application of PENCILS Theory, has been done well. The most successful is the Events Strategy. Internal and external events.

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