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DJalil, Elyamarisa (2008) STRATEGI PUBLIC RELATIONS DALAM MEMPERTAHANKAN CITRA PERUSAHAAN (Studi Pada Bagian Humas PT. Gudang Garam Tbk Kediri Jawa­Timur). Other thesis, University of Muhammadiyah Malang.


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This research is grounded by cigarette industry phenomenon, which reach its production top. PT Gudang Garam is one of the bigger cigarettes containing chopped cloves companies in Indonesia. It has 514 areas tobacco complex in Kediri, which is established in 1958. Even though, PT. Gudang Garam is classified into the company that have been founded quite long, but year by year, it have been gotten positive reliance level on its consumers, its worker, its distributor, its retailer, its shareholder and its surrounding community. In the middle of economy crisis, obviously three cigarette companies in Indonesia, one of it is PT. Gudang Garam Tbk, includes in 10 top companies from 200 top companies in Asia that assessed have first rate performance in 1999, 2000, and 2001. Therefore, the researcher is interesting to study about public relations strategy in maintaining company’s image done by Public Relation division of PT. Gudang Garam Tbk. Kediri. To be able to answer the formulated problems, hence there are five data analysis stages used. They are making field note, research note, data classification, interpretation, and conceptualization, concept drawing as research method. Data are collected by observation, interview and documentation to the data sources which are taken based on research criterion. Public relation strategy is the chosen optimum alternative to be done in order to reach the target of public relation for one public relations plan. Image is the main purpose and the same time is reputation and performance that will be reached for public relation worlds. There are three kinds of image, current image as the image or view followed by external party concerns to an organization. Wish image is an image wanted by management party. Corporate image is a thorough organization image, so it is merely image on product or services. Research result done by writer shows that from some activities conducted by PT. Gudang Garam, especially public relation party, strategy to maintain company’s image is packed in the form of publication, open house, religion leader meeting, sponsorship, company’s birthday commemoration, lebaran and Christmas gifts and contribution for community prosperity activities. Based on the analysis through definition and kinds of strategi, hence the strategy used in PT. Gudang Garam Kediri is more directing to social marketing strategy where it is more focused on the society interest in various things. The strategy implemented by PT. Gudang Garam party, especially its public relation, is assumed to be work or success, because it has applied three kinds of image mentioned above: current image, wish image and corporate image. The researcher expectation on this research result is it can be used as evaluation materials for PT. Gudang Garam Tbk that should keep paying attention on the institution’s image, which has been good, and give more attention to its worker.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science
Depositing User: Anggit Aldila
Date Deposited: 01 May 2012 07:59
Last Modified: 01 May 2012 07:59

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