STRATEGI PUBLIC RELATIONS PT. MATA AER MAKMURINDO DALAM PENGELOLAAN EVENT PEKAN PENDIDIKAN TINGGI: INDONESIA CAMPUS UPDATE 2020 DI JAKARTA

Abstract

This study aims to determine how the Public Relations strategy of PT. Mata Aer Makmurindo in managing the Higher Education Week: Indonesia Campus Update 2020 event in Jakarta. The research question posed is how the Public Relations strategy of PT. Mata Aer Makmurindo in Management of the Higher Education Week Event: Indonesia Campus Update 2020 in Jakarta? Qualitative research approach with qualitative descriptive research methods. The subject of this research is the Public Relations of PT. Mata Aer Makmurindo. The object of this research is the Public Relations Strategy. Primary data obtained through in-depth interviews and non-participant observation. Secondary data is obtained through literature study and documentation from the company PT. Mata Aer Makmurindo. The results showed that the elements in the theory of 4 Steps of Public Relations Management Process, namely Research and Listening, Planning and Decision, Communication and Action, and Evaluation have been applied by the Public Relations of PT. Mata Aer Makmurindo. The conclusion of this research is PT. Mata Aer Makmurindo always conducts research before holding events for clients (research and listening), compiles plans and makes decisions (planning and decision), communicates and carries out events (communication and action), and evaluates after the event is held (evaluation). The theoretical suggestion of this research is that it is hoped that this research can contribute to the development of communication science, especially in the field of Public Relations. The practical suggestion of this research is that it is expected that the Public Relations of PT. Mata Aer Makmurindo can better build relationships with the public and develop Public Relations strategies, especially in event management to be able to manage events more attractively and successfully achieve targets.