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Journal articles on the topic 'Marketing and public relations'
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Ristino, Robert J. "Public relations marketing." Health Care Management Review 14, no. 2 (1989): 79–86. http://dx.doi.org/10.1097/00004010-198921000-00010.
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Ristino, Robert J. "Public relations marketing: Applying public relations techniques to the marketing mix." Health Care Management Review 14, no. 2 (1989): 79–85. http://dx.doi.org/10.1097/00004010-198901420-00010.
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Savage, Daniel D. "Public relations and marketing." New Directions for Community Colleges 1987, no. 60 (1987): 75–81. http://dx.doi.org/10.1002/cc.36819876010.
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Charmaine Scriven, Charmaine Scriven. "Marketing public relations {MPR)." Communicare: Journal for Communication Studies in Africa 21, no. 2 (October 31, 2022): 29–41. http://dx.doi.org/10.36615/jcsa.v21i2.1820.
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This article addresses the Marketing Public Relations (MPR) concept, whose emergencecan partly be ascribed to the continuous debate regarding the respective boundariesof both the fields of public relations and marketing. The article first explains thenature of the debate and then explores the emergence and some theory of MPR. It alsoargues the position of MPR in the organisation and finally contemplates its future.This article in particular debates the current apprehension that MPR is merely productpublicity or mostly adds credibility to an organisation's product advertising efforts. Itargues that MPR can achieve much more in the organisation than scholars and theoristscurrently address, especially with regard to the establishment of long-term customerrelationships and trust.
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Yurita, Ayu Puspa, and Anwar Sani. "Karakteristik Public Relation pada Departemen Marketing Public Relations CNN Indonesia TV." Jurnal Ilmiah Komunikasi Makna 7, no. 2 (August 31, 2019): 37. http://dx.doi.org/10.30659/jikm.7.2.37-47.
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Banyaknya penggunaan nama pada divisi atau departemen public relations memberikan kesan bahwa tugas dan fungsi divisi atau departemen public relation di sebuah perusahaan kemudian berbeda dengan perusahaan lain. Perbedaan pada fungsi, tugas, peran, dan kegiatan yang dilakukan oleh divisi atau departemen public relations itu dapat menentukan karakteristik public relations pada perusahaan. Tujuan penelitian ini untuk mengetahui tujuan, fungsi, peran, juga aktivitas departemen marketing public relations di CNN Indonesia TV. Metode penelitian yang digunakan adalah deskriptif kualitatif. Hasil penelitian menjelaskan bahwa perbedaan tujuan, fungsi, dan peran tergantung dari kebijakan perusahaan masing- masing. CNN Indonesia TV melakukan efisiensi pada tujuan dan fungsi perusahaan, sedangkan peran departemen marketing public relations-nya sejalan dengan misi PR perusahaan yaitu ikut berkontribusi langsung dalam revenue perusahaan. Sedangkan aktivitas yang diinisiasi oleh CNN Indonesia ada 3, yaitu Dialog, Monolog, dan Meet Up. Dari 3 poin pada pembahasaan tersebut akhirnya dapat diketahui seperti apa karakteristik public relations pada departemen marketing public relations CNN Indonesia TV.�Kata Kunci: Media Massa; Karakteristik; Public Relations; Marketing Public Relations; Fungsi��ABSTRACTThe many uses of names in the division or department of public relations that give the impression that the tasks and functions of the division or department are not the same as at first. Differences in functions, tasks, roles, and activities carried out by the division or public relations department can determine public relations in company. This� the background of the writer will describe characteristics of public relations in the public relations marketing departement CNN Indonesia TV. The purpose of this study was to determine the objectives, functions, roles, and also the marketing business relations department at CNN Indonesia TV. The research method is descriptive qualitative. The results of the study explain that the number of goals, functions, and roles depends on each company. CNN Indonesia TV transfers the functions and functions of the company, while the marketing office relations of public relations are within the mission of the company's public relations incorporated in the company's revenue. While the activities initiated by CNN Indonesia are 3, namely Dialogue, Monologue, and Meet Up. Of the 3 points in the discussion, it can finally be seen as what public relations in the CNN Indonesia TV marketing public relations department.
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Goodrich, Bernard A. "Public relations: a marketing tool*." Information Services & Use 11, no. 3 (May 1, 1991): 137–40. http://dx.doi.org/10.3233/isu-1991-11305.
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GÜREL, EMET. "PUBLIC RELATIONS IN SERVICE MARKETING." Journal of International Social Research 9, no. 45 (August 30, 2016): 803. http://dx.doi.org/10.17719/jisr.20164520656.
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Kitchen, Philip J., and Jon White. "Public Relations – Developments." Marketing Intelligence & Planning 10, no. 2 (February 1992): 14–17. http://dx.doi.org/10.1108/02634509210012087.
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Nuseir, Mohammed T., Ahmad Ibrahim Aljumah, and Ghaleb A. El-Refae. "Digital marketing and public relations: A way to promote public relations value." International Journal of Data and Network Science 6, no. 4 (2022): 1331–40. http://dx.doi.org/10.5267/j.ijdns.2022.6.002.
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The objective of this study is to determine the relationship of digital marketing as a wide emerging marketing tool, in developing public relation values for modern business in the globalized competitive era of mature markets. For this study, the cross-sectional data were collected by 450 respondents including the people as customers, and the managerial staff of the different well-reputed organizations in the United Arab Emirates (UAE). The findings of this study highlight that there is a clear and strong relationship between digital marketing in developing public relations values, and modern businesses need this technique to develop equity and provide a distinct message about the vision and mission of the organization in the target market. The significance of this study is it addresses the theoretical gap in the literature, and the practical gap in business practices by providing the insight to utilize digital marketing not only for the promotion of products and services but could be used to promote public relation values.
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Wiwitan, Tresna. "SYMBOLIC INTERACTION: MARKETING PUBLIC RELATIONS IN PRIVATE ISLAMIC UNIVERSITY." Amwaluna: Jurnal Ekonomi dan Keuangan Syariah 5, no. 2 (July 31, 2021): 244–54. http://dx.doi.org/10.29313/amwaluna.v5i2.7824.
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Marketing Public Relations (Marketing PR) activities, this includes universities Marketing PR is a synergy between marketing activities and public relation strategy. This concept does not only market or sell product/service but also create, nurture and maintain the institution’s positive image. Bandung Islamic University (Unisba) is one of the private islamic universities implementing Marketing PR activities. The objective of this research is to acknowledge and to analyze: 1) The meaning of Marketing PR to Public Relations and Promotional Team, 2) The experience of Public Relations and Promotional Team in conducting the Marketing PR activities. This research uses qualitative research, constructivist paradigm with a phenomenology approach. The theory used is the symbolic interaction, sampling technique is conducted purposively. The result of this research explains that; based on the experience, Public Relations and promotional team must have managerial, public speaking and public relations capabilities in educating High School students.
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Wiguna, Nathasya Wiguna, and Nathasya Wiguna Dang Eif Dono Darsono. "Marketing Public Relations Melalui Instagram Screamous." Reputation: Jurnal Hubungan Masyarakat 2, no. 4 (July 9, 2020): 361–80. http://dx.doi.org/10.15575/reputation.v2i4.652.
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ABSTRAK
Nathasya Wiguna, Marketing Public Relations Melalui Instagram Screamous (Analisis Deskriptif pada Instagram @Screamous_55)
Media sosial Instagram media dan seiring dengan berkembangnya zaman, Instagram menjadi salah satu media sosial yang cukup diminati untuk kepentingan komunikasi pemasaran, dengan ciri khasnya mengedepankan pesan visual dan audio visual dengan interaktivitas yang tinggi. Marketing Public Relations Instagram Screamous menjadikan instagram sebagai media atau saluran dalam berbisnis salah satunya di bidang fashion. Screamous dalam hal ini memiliki peran aktif dalam mengelola dan menginformasikan sebuah produk melalui media online.
Penelitian ini bertujuan untuk meraih penyampaian informasi, mengenalkan brand dan produk serta menerapkan bangga akan produk lokal dengan menciptakan opini yang menguntungkan dan berhasilnya pemasaran. Selain itu bertujuan untuk mengetahui pull strategi dalam menarik minat konsumen terhadap konsumen, dengan push strategi yang mendorong berhasilnya pemasaran dan menggunakan pass strategi dalam memberikan opini yang menguntungkan.
Metode yang digunakan dalam penelitian ini adalah Kualitatif dengan pendekatan analisis desktiptif dan menerapkan paradigma konstruktivisme, kemudian teknik yang di gunakan pada penelitian ini adalah teknik pengumpulan data, observasi partisipatori pasif, wawancara mendalam dan studi dokumen. Penelitian ini dilakukan melalui langkah-langkah : menentukan lokasi penelitian, menentukan metode penelitian, menentukan pemilihan informan, menentukan sumber dan jenis data, menentukan teknik pengumpulan data serta mengolah dan menganalisis data.
Hasil penelitian ini menunjukan bahwa dalam mengenalkan dan mempertahankan brand lokal, dalam menunjang berhasilnya pemasaran. Screamous mengajak kepada para konsumen menyatukan suatu pemahaman bahwa sebagai warga negara yang baik, harus bangga akan produk lokal atau produk dalam negeri. Marketing Public Relations Melalui Instagram Screamous dalam mempromosikan suatu produk terdiri dari Pull Strategy dalam menarik minat melalui campaign di produk atau barang Screamous dan melakukan kegiatan promosi melalui media online, dan media sosial. Push Strategy Screamous melalui spesial event, seperti kickfest, expo dalam mendorong berhasilnya pemasaran. Pass Strategy Screamous dalam menciptakan opini yang menguntungkan melalui kegiatan sponsorship seperti acara seminar, edukasi, acara musik dalam menjalin kerjasama dan membantu generasi bangsa dalam berkarya.
Kata Kunci :Pemasaran, Instagram, dan Screamous
ABSTRACT
Nathasya Wiguna, Marketing Public Relations Through Instagram Screamous (Deskriptive analysis on Instagram @Screamous_55)
Instagram media social media and along with the times, Instagram has become one of the social media that is in great demand for marketing communication purposes, with its trademark promoting visual and audio visual messages with high interactivity. Marketing Public Relations Instagram Screamous makes Instagram as a media or channel in doing business, one of them is in the fashion sector. Screamous in this case has an active role in managing and informing a product through online media.
This study aims to achieve information delivery, introduce brands and products and apply pride in local products by creating favorable opinions and marketing success. In addition, it aims to find out the pull strategies in attracting consumer interest to consumers, with push strategies that encourage successful marketing and use pass strategies in providing favorable opinions.
The method used in this study is qualitative with descriptive analysis approach and applying the constructivism paradigm, then the techniques used in this study are data collection techniques, passive participatory observation, in-depth interviews and document studies. This research was carried out through steps: determining the location of the study, determining the research method, determining the selection of informants, determining the source and type of data, determining the data collection techniques and processing and analyzing data.
The results of this study indicate that in introducing and maintaining a local brand, in supporting the success of marketing. Screamous invites consumers to unite an understanding that as a good citizen, they must be proud of local products or domestic products. Marketing Public Relations Through Instagram Screamous in promoting a product consists of Pull Strategy in attracting interest through campaigns on Screamous products or goods and conducting promotional activities through online media, and social media. Push Strategy Screamous through special events, such as kickfest, expo in encouraging marketing success. Strategy Screamous Pass in creating favorable opinions through sponsorship activities such as seminars, education, music events in collaborating and helping the nation's generation in work.
Keywords: Marketing, Instagram, and Screamous
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Nur Ilham, Muhammad, and Maya Amalia Oesman Palapah. "Strategi Marketing Public Relations X Motorcycle." Jurnal Riset Public Relations 1, no. 2 (February 7, 2022): 156–61. http://dx.doi.org/10.29313/jrpr.v1i2.501.
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Abstract. A company really needs the role of Marketing Public Relations to compete with its competitors. One of them is a business company in the field of fashion, namely CV. Bi-Ensi Fashionindo. In introducing one of its brands, namely FMC SpeedSupply, Marketing Public Relations conducted a program by participating in automotive events in the country and abroad. The event organized by FMC SpeedSupply is a national BBQ Ride event. With this event, Public Relations FMC SpeedSupply has a goal, namely to build Brand Awareness in the eyes of consumers. The purpose of this research is to find out how the strategies, barriers and evaluation of Marketing Public Relations through the “BBQ Ride” event conducted by FMC SpeedSupply in building Brand Awareness. The theory used in this study is three ways, namely pull, push, and pass. This research was structured using qualitative methods with a case study. While the data collection techniques were conducted by interview, observation, literature study and documentation. The results of this study found that in organizing the "BBQ Ride" event, there were several points that were explained, namely planning a strategy to determine goals, time of activities carried out, then determining the target public, then collaborating with several international and local brands. strategies to attract consumer interest and the results of the “BBQ Ride” event. There is a media optimization used by FMC SpeedSupply, namely FMC SpeedSupply using baligho media installed in several corners of the city of Bandung and using Instagram social media where Instagram has the Instagram business feature, feeds and stories to maximize its promotion. As for the obstacles and how FMC SpeedSupply overcomes them and the evaluation of FMC SpeedSupply in organizing this “BBQ Ride” event. Meanwhile, the reason why FMC SpeedSupply chose to hold the “BBQ Ride” event was to introduce this brand to the public and build brand awareness.
Asbtrak. Suatu Perusahaan sangatlah membutuhkan peran Marketing Public Relations untuk bersaing dengan kompetitornya. Salah satunya adalah perusahaan bisnis di bidang fashion, yaitu CV. Bi-Ensi Fesyenindo. Dalam memperkenalkan salah satu brandnya yaitu FMC SpeedSupply, Marketing Public Relations melakukan program dengan mengikuti event-event otomotif yang ada didalam negeri maupun luar negeri. Event yang diselenggarakan FMC SpeedSupply adalah event nasional BBQ Ride. Dengan adanya event tersebut, Public Relations FMC SpeedSupply memiliki tujuan yaitu membangun Brand Awareness di mata konsumen. Tujuan adanya penelitian ini untuk mengetahui bagaimana strategi, hambatan dan evaluasi dari Marketing Public Relations melalui event BBQ Ride yang dilakukan oleh FMC SpeedSupply dalam membangun Brand Awareness. Teori yang digunakan dalam penelitian ini yaitu Three ways yaitu pull, push, and pass. Penelitian ini disusun menggunakan metode kualitatif dengan pendekatan studi kasus. Sedangkan teknik pengumpulan data dilakukan dengan wawancara, observasi, studi pustaka dan dokumentasi. Hasil dari penelitian ini ditemukan bahwa dalam menyelenggarakan event “BBQ Ride” tersebut ada beberapa poin yang dijelaskan yaitu merencakakan strategi menentukan tujuan, waktu & kegiatan yang dilakukan, lalu menentukan publik sasarannya, lalu bekerjasama dengan beberapa brand internasional maupun lokal, strategi menarik minat konsumen dan hasil dari event “BBQ Ride”. Terdapat optimalisasi media yang dimanfaatkan FMC SpeedSupply yaitu FMC SpeedSupply menggukan media baligho yang dipasang dibeberapa sudut kota Bandung dan menggunakan media sosial Instagram dimana Instagram memiliki fitur Instagram business, feeds dan story untuk memaksimalkan promosinya. Adapun hambatan dan bagaimana FMC SpeedSupply menanggulanginya serta Evaluasi FMC SpeedSupply dalam menyelenggarakan event “BBQ Ride” ini. Sedangkan alasan FMC SpeedSupply memilih menyelenggarakan event “BBQ Ride” untuk memperkenalkan brand ini kepada masyarakat dan membangun brand awareness.
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Sundstrom, Beth. "Integrating Public Relations and Social Marketing." Social Marketing Quarterly 18, no. 2 (June 2012): 135–51. http://dx.doi.org/10.1177/1524500412450489.
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This study examined the relationship between public relations and social marketing in a nonprofit health organization. A case study was conducted, in which internal and external organizational documents, archival records, and artifacts were analyzed and four in-depth interviews were completed. Evidence showed that public relations and social marketing were integrated into the organization’s communication function. Findings provided evidence for a tactical paradigm of public relations, which emphasizes publicity and promotion, as well as a situational approach to messaging and communication functions. The organization engaged the new two-way model of symmetry through cultivating relationships and two-way dialogue. These findings suggest the importance of social marketing approaches to behavior change and relationship cultivation strategies. This case study highlights the success of social marketing initiatives, and the opportunity for social marketing and public relations to evolve together in a new media context.
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Rothgeb, Harold L. "Public relations in the marketing mix." Public Relations Review 24, no. 2 (June 1998): 250–51. http://dx.doi.org/10.1016/s0363-8111(99)80055-1.
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Van Leuven, Jim. "Public relations and marketing: An overview." Public Relations Review 17, no. 3 (September 1991): 215–17. http://dx.doi.org/10.1016/0363-8111(91)90017-f.
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Prihandini, Florensia, and A. Sigit Pramono Hadi. "Pengaruh Marketing Public Relations terhadap Loyalitas Pelanggan." Jurnal Riset Public Relations 1, no. 1 (July 13, 2021): 57–70. http://dx.doi.org/10.29313/jrpr.v1i1.114.
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Abstract. The high public interest in cake and bakery products has made many people join online baking classes. Some of them enrolled on Titan Baking Course. To build and maintain customer loyalty, and to prevent customers from switching to another course, Titan Baking Course conducted Marketing Public Relation activities in the form of free online baking demo. This study aims to measure the impact of the Marketing Public Relations on customer loyalty in Titan Baking Course. By using a quantitative approach, this study aims to find out how the causality relationship between the independent variable (X) is the Marketing Public Relations with the dependent variable (Y), namely Customer Loyalty. Respondents were selected using probability sampling technique, namely simple random sampling. From the results of the study, it was found that the Marketing Public Relations of the Titan Baking Course had a positive impact on Customer Loyalty and had an influence strength of 38%. Thus an understanding that customer loyalty in Titan Baking Couse is influenced by the Marketing Public Relations by 38%. While the other 62% is determined by other factors not included in this study.
Abstrak. Tingginya minat masyarakat terhadap produk kue dan roti membuat banyak orang mengikuti kelas pelatihan membuat kue secara daring, salah satunya di Titan Baking Course. Untuk membentuk dan mempertahankan loyalitas pelanggan, serta mencegah agar pelanggan tidak beralih ke tempat kursus lainnya, banyak cara yang dilakukan oleh Titan Baking Course. Salah satunya dengan melakukan kegiatan Marketing Public Relations berupa baking demo online tak berbayar. Penelitian yang dilakukan ini bertujuan untuk mengetahui seberapa besar pengaruh pelaksanaan Marketing Public Relations terhadap loyalitas pelanggan pada Titan Baking Course. Dengan pendekatan yang bersifat kuantitatif, penelitian ini dilakukan untuk mengetahui bagaimana hubungan sebab akibat antara variabel independen (X) yaitu Marketing Public Relations dengan variabel dependen (Y) yaitu loyalitas pelanggan. Responden dipilih dengan menggunakan metode probability sampling berupa simple random sampling. Hasil penelitian ini mengungkapkan, terdapat fakta bahwa Marketing Public Relations Titan Baking Course berdampak positif terhadap Loyalitas Pelanggan dan memiliki kekuatan pengaruh sebesar 38%. Sedangkan 62% lainnya ditentukan oleh faktor-faktor lain yang tidak termasuk dalam kajian penelitian ini.
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Grunig, James E. "Forholdet mellem public relations og marketing som ledelsesfunktioner." MedieKultur: Journal of media and communication research 9, no. 20 (September 1, 1993): 9. http://dx.doi.org/10.7146/mediekultur.v9i20.962.
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I forsommeren 1993 tildelte Dansk Public Relations Forening årets PR- pris til mesterkommunikatøren Lars Larsen, Jysk Sengetøjslager/Larsen Rejser. I motiveringen hedder det, at Lars Larsen hædres for "en prisvær- dig Public Relations indsats, der kan motivere til en øget anvendelse af Public Relations i den danske forretningsverden". Blandt PR-foreningens medlemmer vakte pristildelingen en vis furore; et indlæg i foreningens blad PRspektiv invendte, at Lars Larsen driver "publicity" (dvs. et reklame- værktøj) - "Præcis den slags PR, som vi i mange år har arbejdet på at distancere Public Relation-begrebet fra". Lars Larsen selv sagde, at han slet ikke skelner mellem Public Relations, PR og markedsføring. Et andet indlæg i bladet argumenterede for, at det ikke længere giver mening at adskille begreberne Public Relations og markedsføring, fordi grænsen mellem det offentlige og det private ude i virkeligheden er mere og mere flydende. James Grunigs artikel, der søger at afklare forholdet mellem PR og marketing teoretisk og praktisk, er derfor brændende aktuelt, ikke mindst for PR-fagets bestræbelser på at blive anerkendt som en respek- tabel profession. Den blev præsenteret som foredrag under Grunigs Dan- marksbesøg i marts 1993, er redigeret af Kim Schrøder og oversat fra engelsk af Kenja Henriksen.
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Lages, Carmen, and Lyndon Simkin. "The dynamics of public relations." European Journal of Marketing 37, no. 1/2 (February 2003): 298–328. http://dx.doi.org/10.1108/03090560310453325.
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Royan, Dhea Salsabila. "Strategi Marketing Public Relations Grab Melalui Pembayaran OVO." Reputation: Jurnal Hubungan Masyarakat 4, no. 1 (August 14, 2021): 13–32. http://dx.doi.org/10.15575/reputation.v4i1.2095.
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ABSTRAK
Dhea Salsabila Royan. Strategi Marketing Public Relations Grab dalam Pembayaran Melalui OVO.
Strategi Marketing Public Relations di dalam sebuah perusahaan adalah aspek yang sangat penting yang harus ada dalam suatu perusahaan untuk menjadikan perusahaan tersebut berkembang dan dapat bersaing dengan kompetitor perusahaan lainnya. PT Grab Teknologi Indonesia merupakan sebuah perusahaan yang berkecimpung di dunia teknologi dengan memasarkan jasa-jasa perjalanan berupa ojek online, jasa antar barang dan makanan dan berbagai jenis jasa lainnya yang disajikan berupa sebuah aplikasi yang bisa diunduh di hampir semua smartphone dengan mengandalkan jaringan ionternet sebagai alat media untuk mengakses Grab.
Penelitian ini bertujuan untuk mengetahui bagaimana Strategi Marketing Public Relations dalam menarik perhatian costumer dalam pembayarannya menggunakan OVO, mengetahui bagaimana Strategi Marketing Public Relations dalam mendorong minat costumer dalam pembayarannya menggunakan OVO, serta untuk mengetahui bagaimana Strategi Marketing Public Relations dalam menggiring opini publik yang beredar di masyarakat.
Metode yang digunakan dalam penelitian ini adalah studi kasus kualitatif dengfan teknik pengumpulan data melalui wawancara mendalam kepada staf Grab yang bekerja dalam bidang Business Development dan Driver Grab sebagai informan. Pengumpulan data juga dikumpulkan melalui observasi partisipator pasif.
Penelitian ini menggunakan konsep Three Ways Strategy ysng digagas oleh Phillip Kotler yaitu Push, Pull and Pass Strategy dengan hasil penelitian menunjukkan bahwa kegiatan yang dilakukan Marketing Public Relations Grab dalam menarik perhatian pengguna Grab yaitu dengan mengadakan event, memberikan potongan harga, kupon dan koin menarik yang bisa didapatkan setelah menggunakan Grab, dalam mendorong minat pennguna Grab yaitu dengan memasang iklan di media sosial, menggandeng public figure, dan memasang google adsense Youtube. Kegiatan yang dilakukan Marketing Public Relations Grab untuk menggiring opini publik yaitu dengan memberikan informasi yang benar terkait jasa yang Grab tawarkan di berbagai media sosial.
Kata Kunci : Strategi Marketing Public Relations, Push, Pull and Pass Strategy.
ABSTRACT
Dhea Salsabila Royan. Strategy Of Marketing Public Relations Grab in payer
an use OVO.
Strategyn of Marketing Public Relations in a company is a very important aspect that must exist in a company to make the company grow and be able to compete with other company competitors. PT Grab Teknologi Indonesia is a company engaged in the world of technology by marketing travel services in the form of an online motorcycle taxi, service between goods and food and various other types of services that are presented in the form of an application that can be downloaded on almost all smartphones by relying on the internet network as a tool media to access Grab.
This study aims to find out how Public Relations Marketing Strategies in attracting the attention of customers in payments using OVO, knowing how Public Relations Marketing Strategies in encouraging customer interest in payments using OVO, and to find out how Public Relations Marketing Strategies in lead public opinion that develops in society..
The method used in this research is a qualitative case study with data collection techniques through in-depth interviews with Grab staff working in the field of Business Development and Driver Grab as informants. Data collection is also collected through passive participatory observation.
This study uses the concept of Three Ways Strategy which was initiated by Phillip Kotler namely Push, Pull and Pass Strategy with the results of the study showing that the activities carried out by Grab for Pull Strategy are by holding events, providing various attractive promos and discounts that generate rewards and points After using OVO, the Push Strategy conducted by Grab is to promote Grab through social media such as Instagram, Twitter and Youtube. Grab's Pass Strategy is to lead public opinion by providing true information related to the services Grab offers on various social media as a means of disseminating information.
Keywords: Strategy of Marketing Public Relations, Push, Pull and Pass Strategy.
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Zavattaro, Staci M. "Municipalities as Public Relations and Marketing Firms." Administrative Theory & Praxis 32, no. 2 (June 2010): 191–211. http://dx.doi.org/10.2753/atp1084-1806320202.
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Torebek, Adilbek. "PUBLIC RELATIONS AS A PART MARKETING COMMUNICATIONS." BULLETIN 5, no. 393 (October 15, 2021): 6–11. http://dx.doi.org/10.32014/2021.2518-1467.161.
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Priyono, Agung, and Dadi Ahmadi. "Strategi Komunikasi Marketing Public Relations Barli Coffee." Jurnal Riset Public Relations 1, no. 1 (October 24, 2021): 90–95. http://dx.doi.org/10.29313/jrpr.v1i1.306.
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Abstract. Barli Coffee, one of the Coffee Shops in the city of Bandung, which is adjacent to the Art Museum, has a different concept from other Coffee Shop concepts. Entering the era of globalization, competition in various fields is getting real. The success of the performance of Public Relations as an important item of the organization or company tasked with creating and maintaining a positive value or image of the organization is getting higher. When viewed from the marketing mix carried out by Barli Coffee, there are several marketing mixes that are applied to the marketing strategy process at Barli Coffee, namely the initial marketing strategy, which was carried out in the first month by Barli, namely doing live music. The second marketing strategy, which Barli Coffee Shop does is to carry the concept of "Friday I'm In Love" this concept intends to hold a promo every Friday. The "Friday I'm In Love" promo was established since the PSBB was tightened and the concept of the promo is that every consumer who comes can pay sincerely. The third marketing strategy carried out by activities that can be carried out at Barli Coffee is such as podcasts and live concerts. The researcher wanted to find out more about Barli Coffee's marketing public relations communication strategy regarding the promotion of "Friday I'm In Love". The aim is to find out the process of marketing public relations communication strategy, the obstacles that occur during the marketing public relations communication strategy process, and the reasons why choosing social media as a promotional medium. The research methodology is a qualitative-descriptive method with a single holistic case study research approach. Data collection techniques are carried out by interview, observation, documentation, and literature study. The research subjects of key informants consist of internal parts sales & marketing, and barista Barli Coffee and supporting informants, owner of Barli Coffee. The result of the research is that the pull strategy applies tactics to promote "Friday I'm In Love" the tactic used is to hold the promotion every Friday. By holding this promo, which is to offer added value to consumers, as a stimulus to maximize sales. One of which is undertaken by Barli, namely by collaborating with several companies or brands. The obstacles are the lack of a graphic design team to focus on work on social media content and operating hours which have the effect of reducing the entry of Barli and this Health Protocol affecting places that are not allowed to be occupied due to regulations from the Government. The reason for using Instagram is because it can attract consumers widely, follow trends, and get positive feedback.
Abstrak. Barli Coffee salah satukCoffee Shop diokota Bandung yang berdampingan dengan Museum art ini memiliki konsep yang berbeda dengan konsep-konsep Coffee Shop lainnya. Memasuki era globalisasi, persaingan di berbagai bidang semakin nyata saja. Keberhasilan kinerja Public Relations sebagai item penting organisasi atau perusahaan yang bertugas menciptakan dan mempertahankan nilai atau image positif organisasi semakin tinggi. Jika dilihat dari bauran pemasaran yang dilakukan Barli Coffee ada beberapa bauran pemasaran yang diaplikasikan pada proses strategi marketing di Barli Coffee yaitu Strategi marketing awal, yang dilakukan di bulan pertama oleh Barli yaitu melakukan live music. Strategi marketing kedua, yang Barli Coffee Shop lakukan adalah mengusung konsep “Friday I’m In Love” konsep ini bermaksud mengadakan promo di setiap hari Jum’at. Promo “Friday I’m In Love” didirikan semenjak PSBB diperketat dan konsep dari promo tersebut yaitu setiap konsumen yang datang dapat membayar se-Ikhlasnya. Strategi marketing ketiga yang dilakukan kegiatan yang dapat dilakukan di Barli Coffee yaitu seperti Podcast, dan live concert. Peneliti ingin mengetahui lebih lanjut strategi komunikasi marketing public relations Barli Coffee mengenai promosi “Friday I’m In Love”. Tujuannya untuk mengetahui proses strategi komunikasi marketing public relations, hambatan-hambatan yang terjadi selama proses strategi komunikasi marketing public relations itu terjadi, dan alasannya kenapa memilih media sosial sebagai media promosi. Metodologi penelitiannya yaitu metode kualitatif-deskriptif dengan pendekatan penelitian studi kasus tunggal holistic. Teknik pengumpulan data yang dilakukan dengan wawancara, observasi, dokumentasi, dan studi pustaka. Subjek penelitian pada key informant terdiri bagian internal yaitu sales & marketing, dan barista Barli Coffe serta informan pendukungnya yaitu owner Barli Coffee. Hasil penelitiannya yaitu penerapan taktik untuk mempromosikan “Friday I’m In Love” dengan mengadakan promosinya pada setiap hari Jum’at. Dengan diadakan promo ini yaitu menawarkan nilai tambah kepada konsumen, sebagai suatu stimulus untuk mendorong penjualan dengan maksimal. Kemudian salah satu yang dijalani oleh Barli yitu dengan berkolaborasi dengan beberapa perusahaan atau brand. Hambatannya yaitu kurangnya tim design grafis untuk fokus kerja di konten media sosial dan jam operasional yang dampaknya mengurangi pemasukkan Barli dan Protokol Kesehatan ini mempengaruhi tempat-tempat yang tidak boleh ditempati karena adanya aturan dari Pemerintah. Alasan menggunakan media sosial Instagram karena dapat menarik konsumen secara luas, mengikuti trend, dan mendapatkan feedback positif.
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Rahmawati, Sri Ananda, Yanti Setianti, and Syauqy Lukman. "Strategi Marketing Public Relations Checo Café Resto." Jurnal Komunikatif 8, no. 1 (July 2019): 1–22. http://dx.doi.org/10.33508/jk.v8i1.1981.
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Nelson, Richard Alan. "Public Relations, Marketing, and International Promotional Issues." Journal of Promotion Management 8, no. 2 (July 2002): 1–2. http://dx.doi.org/10.1300/j057v08n02_01.
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Acklaw, John. "Marketing, Public Relations and Educational Psychology Services." Educational Psychology in Practice 6, no. 1 (April 1990): 13–18. http://dx.doi.org/10.1080/0266736900060103.
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Kitchen, Philip J., and Danny Moss. "Marketing and public relations: the relationship revisited." Journal of Marketing Communications 1, no. 2 (June 1995): 105–6. http://dx.doi.org/10.1080/13527269500000012.
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Anggriani, Irien Violinda. "PERANAN CORPORATE PUBLIC RELATIONS (CPR) DAN MARKETING PUBLIC RELATIONS (MPR) DALAM MENINGKATKAN CITRA PERUSAHAAN." JURNAL AL-IQTISHAD 11, no. 2 (April 12, 2017): 117. http://dx.doi.org/10.24014/jiq.v11i2.3341.
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Komunikasi tidak secara langsung menimbulkan perilaku tertentu, tetapi cenderung mempengaruhi cara kita mengorganisasikan citra kita tentang lingkungan. Public Relations digambarkan sebagai input-output, proses intern dalam model ini adalah pembentukan citra, sedangkan input adalah stimulus yang diberikan dan output adalah tanggapan atau perilaku tertentu. Konsep Corporate Public Relations (CPR) merupakan konsep Public Relations (PR) dalam suatu organisasi namun, seiring dengan perkembangan baru sosialisasi PR dan pemasaran, PR kemudian ditempatkan dibagian Marketing, sedangkan CPR masuk kedalam bagian perusahaan secara umum. Fungsi dan peran CPR dan Marketing Public Relations (MPR) jelas berbeda dan memiliki tujuan tidak hanya sekedar untuk meningkatkan penjualan semata tetapi lebih jauh dari itu yakni berusaha memberikan gambaran yang utuh tentang produk maupun corporate kepada stakeholder-nya, sehingga mampu memberikan image yang positif mengenai produk maupun perusahaan.
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Mohd Thas Thaker, Mohamed Asmy Bin, Hassanudin Bin Mohd Thas Thaker, and Anwar Bin Allah Pitchay. "Public relation activities in Islamic banking industry." Journal of Islamic Marketing 9, no. 2 (June 11, 2018): 283–95. http://dx.doi.org/10.1108/jima-06-2016-0047.
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Purpose This paper aims to examine the role of religion in influencing the public relations activity of Islamic banking institutions in Malaysia by adopting circuit of culture (COC) model as theoretical framework. Design/methodology/approach A narrative analysis is used in this study. This analysis has basically involved the application of symbolic interactionist tenets to respective websites and relevant documents of Islamic banks in Malaysia. Findings The paper has identified six Islamic value orientations elements, especially respect for religious authority, affinity with the past, fatalism, communal kinship, attachment to the eternal life and spirituality and idealism relative to public relations practice among the Islamic banks in Malaysia. The study finds that the respective banks are embedded with Islamic values in their communication tools that reflect public relations activity. Research limitations/implications The theme of value orientations that have been generated and used in this study are constantly in flux. There are some other orientations that might be affecting the cultural value of public relations activities of Islamic banking in Malaysia. Furthermore, these value orientations are less effective in identifying dominating cultural factors that can be amended with situational flexibility, as the current study focuses on Malaysian context. Future research is required by incorporating a quantitative means of testing and measuring the effectiveness of website by using cultural-economic model for building. Practical implications The study suggests that public relations researchers should not ignore the vital relationship between religion and public relations activity. The findings of this paper provide Islamic banking institutions to improve and enhance their public relations activity. Originality/value This paper offers an additional literature related to public relations activity by using cultural-economic model. While previous studies have focused on product, brand matters and organization behavior to define cultural and public relation, very little research has been focused on the role of religion in determining public relations activity and cultural pattern. Indeed, no study has been focused explicitly on public relations activity of Islamic banks in Malaysia using COC.
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M Fadil Ramadhan and M. Subur Drajat. "Kegiatan Marketing Pr Label Musik Digital Audio Tape Bandung." Jurnal Riset Public Relations 1, no. 1 (July 6, 2021): 33–38. http://dx.doi.org/10.29313/jrpr.v1i1.80.
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Abstract. Music labels Digital Audio Tape having the marketing public relations that his services can be used by audience. The marketing public relations label was set up by Trizha Harun as public relations at the music labels Digital Audio Tape. ( ruslan 2008: 249 ), Public relations serves to communicate both sides between the company with public internal and external relationships and mutual with the audience be considered important by label. Activity public relations is held mutual communication between institution with public intended to create mutual understanding and support for the achievement of a a particular purpose, policy, production activities the progress of institution or a positive image of institutions concerned. The public function of relations at the labels music Digital Audio Tape to increase the consumers which will perform recording on music label Digital Audio Tape. The purpose of this research that is to know the marketing public relations done by music labels Digital Audio Tape. The methodology qualitative perspective case study by Robert K. Yin more trying to map technique single case analysis in the analysis the marketing public relations done by music labels Digital Audio Tape. The research music label the concept of representatives using three with the creation event showcase cover tune in instagram, created an impromptu event or shocking venues, combining vocal technique of various genre of music becomes hip hop.
Abstrak. Label music Digital Audio Tape memiliki kegiatan marketing Public Relations agar jasanya dapat digunakan oleh khalayak. Kegiatan marketing Public Relations label tersebut dibuat oleh Trizha Harun selaku Public Relations pada label musik Digital Audio Tape. (Ruslan 2008 :249), Public Relations berfungsi untuk menjalin komunikasi dua arah antara perusahaan dengan publik internal dan eksternal serta membina hubungan yang saling menguntungkan dengan khalayak atau pihak yang dianggap penting oleh label. Aktivitas Public Relations adalah menyelenggarakan komunikasi timbal balik antara lembaga dengan publik yang bertujuan untuk menciptakan saling pengertian dan dukungan bagi tercapainya suatu tujuan tertentu, kebijakan, kegiatan produksi demi kemajuan lembaga atau citra positif lembaga bersangkutan. Fungsi Public Relations pada label musik Digital Audio Tape untuk meningkatkan pelaku konsumen yang akan melakukan rekaman di label musik Digital Audio Tape. Tujuan penelitian ini yaitu untuk mengetahui kegiatan marketing public relations yang dilakukan oleh label musik Digital Audio Tape. Metode penelitian kualitatif dengan perspektif studi kasus Robert K. Yin yang lebih berupaya memetakan teknik single case analysis pada analisis kegiatan marketing public relations yang dilakukan oleh label musik Digital Audio Tape. Dari hasil penelitian label musik menggunakan tiga konsep MPR dengan cara menciptakan event showcase cover lagu di instagram, menciptakan mengadakan event dadakan atau (shocking venue), menggabungkan teknik vocal dari berbagai genre musik menjadi hip hop.
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Baglione, Stephen L. "Role-Playing a Public Relations Crisis." Journal of Promotion Management 12, no. 3-4 (September 2006): 47–61. http://dx.doi.org/10.1300/j057v12n03_05.
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Walle, Alf H. "Beyond Advertising and Public Relations:." Journal of Marketing for Higher Education 3, no. 1 (September 21, 1990): 1–4. http://dx.doi.org/10.1300/j050v03n01_01.
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Mayer, Thom A., Wayne Tilson, and John Hemingway. "Marketing and Public Relations in the Emergency Department." Emergency Medicine Clinics of North America 5, no. 1 (February 1987): 83–102. http://dx.doi.org/10.1016/s0733-8627(20)31074-9.
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Arceo Vacas, Alfredo. "Public Relations and marketing: criticism of Kotler's proposals." Questiones Publicitarias, no. 4 (July 31, 1995): 121. http://dx.doi.org/10.5565/rev/qp.225.
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Papasolomou, Ioanna, and Yioula Melanthiou. "Social Media: Marketing Public Relations’ New Best Friend." Journal of Promotion Management 18, no. 3 (July 2012): 319–28. http://dx.doi.org/10.1080/10496491.2012.696458.
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Kitchen, Philip J. "Towards the Integration of Marketing and Public Relations." Marketing Intelligence & Planning 11, no. 11 (November 1993): 15–21. http://dx.doi.org/10.1108/02634509310046115.
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Kitchen, Philip J., and Ioanna C. Papasolomou. "Marketing public relations: conceptual legitimacy or window dressing?" Marketing Intelligence & Planning 15, no. 2 (April 1997): 71–84. http://dx.doi.org/10.1108/02634509710165876.
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Papasolomou, Ioanna, Alkis Thrassou, Demetris Vrontis, and Majka Sabova. "Marketing public relations: A consumer-focused strategic perspective." Journal of Customer Behaviour 13, no. 1 (June 16, 2014): 5–24. http://dx.doi.org/10.1362/147539214x14024779343631.
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Newman, Bruce I. "The Merging of Public Relations and Political Marketing." Journal of Political Marketing 1, no. 2-3 (February 3, 2002): 1–7. http://dx.doi.org/10.1300/j199v01n02_01.
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Bowen, John T., and Richard Alan Nelson. "Image Communication: Integrating Hospitality Marketing and Public Relations." Hospitality Education and Research Journal 13, no. 3 (August 1989): 259–66. http://dx.doi.org/10.1177/109634808901300326.
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Kurbani, Adie. "Membangun Brand Perguruan Tinggi Melalui Marketing Public Relations." Jurnal Media Wahana Ekonomika 16, no. 2 (December 13, 2019): 119. http://dx.doi.org/10.31851/jmwe.v16i2.3412.
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Gabbott, Mark, and Gillian Hogg. "Purchasing public relations: The case of the public relations industry in Scotland." Journal of Marketing Management 12, no. 5 (July 1996): 437–53. http://dx.doi.org/10.1080/0267257x.1996.9964426.
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Pohl, Gayle M. "Organizational Public Relations in a Global Community." Journal of Promotion Management 8, no. 2 (July 2002): 89–96. http://dx.doi.org/10.1300/j057v08n02_07.
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Pohl, Gayle M. "Public Relations Adding to Businesses' Bottom Line." Journal of Promotion Management 14, no. 3-4 (February 26, 2009): 195–209. http://dx.doi.org/10.1080/10496490802620966.
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Ledingham, John A. "Cross-Cultural Public Relations: A Review of Existing Models With Suggestions for a Post-Industrial Public Relations Pyramid." Journal of Promotion Management 14, no. 3-4 (February 26, 2009): 225–41. http://dx.doi.org/10.1080/10496490802637853.
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Hallahan, Kirk. "Inactive publics: the forgotten publics in public relations ∗." Public Relations Review 26, no. 4 (2000): 499–515. http://dx.doi.org/10.1016/s0363-8111(00)00061-8.
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Arni, Neni Widhi. "Strategi Marketing Public Relations Radio Q Yogyakarta Menggunakan Program Off Air." Jurnal Ilmu Komunikasi 11, no. 2 (March 30, 2013): 152. http://dx.doi.org/10.31315/jik.v11i2.3797.
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Dalam menghadapi persaingan antar stasiun radio di Yogyakarta, Strategi Public Relation Public Relations merupakan faktor penting bagi sebuah stasiun radio. Strategi Public Relations Public Relations yang digunakan tidak hanya dapat dilakukan melalui kegiatan siaran udara, tetapi untuk mendukung stasiun radio agar tetap efektif dan aktif dalam dunia bisnis penyiaran radio, Strategi Public Relations Public Relations yang menggunakan program off air juga perlu dilakukan. Penelitian ini bertajuk Public Relations Public Relations Strategy of the Radio Q Yogyakarta dengan menggunakan Program Off Air. Penelitian ini bertujuan untuk menganalisis Strategi Public Relations Public Relations yang digunakan oleh Radio Q dan untuk menggambarkan kegiatan off air yang telah dilakukan oleh Radio Q Yogyakarta. Metode yang digunakan adalah metode kualitatif deskriptif. Teknik pengumpulan data telah dilakukan melalui wawancara langsung dengan informan, pengamatan langsung, dan mengumpulkan data yang dibutuhkan. Berdasarkan hasil penelitian ini, Public Relations Public Relations melalui rencana off air events yang diterapkan oleh Radio Q telah dilakukan dengan mengadakan pertemuan, menetapkan anggaran, dan menentukan tujuan dari kegiatan off air. Strategi Pemasaran Humas yang diadopsi oleh Radio Q dilakukan melalui beberapa pendekatan, termasuk publikasi media seperti brosur, papan reklame, spanduk, barang dagangan, seragam, kartu identitas, mobil kantor, dan surat kabar. Strategi Public Relations Humas Radio Q Public Relations telah dilakukan dengan baik. Hal ini terbukti dari banyaknya kegiatan off air yang dilakukan oleh Radio Q yang meningkat setiap tahunnya. Selain itu, pendapatan perusahaan dari acara off air pada tahun 2008 hingga 2011 (Januari-Mei) juga menunjukkan peningkatan. Jumlah kegiatan off air pada tahun 2008 sebanyak 9 event dengan total pendapatan 50 juta rupiah, pada tahun 2009 sebanyak 12 kegiatan off air dengan total pendapatan sebesar 65 juta rupiah, pada tahun 2010 jumlah kegiatan off air yang telah dibuat adalah 19 event dengan total pendapatan sebesar 80 juta rupiah dan juga 2011 dari periode Januari hingga Mei jumlah kegiatan off air diambil sebanyak 5 event dengan sementara pendapatan 13 juta rupiah.
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Thendian, Nicholas, and Lusia Savitri Setyo Utami. "Analisa Kegiatan Marketing Public Relations Warung Wakaka untuk Menjalin Hubungan dengan Investor." Prologia 6, no. 2 (November 2, 2022): 234–39. http://dx.doi.org/10.24912/pr.v6i2.10490.
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The development of the food and beverage industry in Indonesia is growing from year to year, making the company's competitiveness even tighter. This makes many companies create new innovations in developing Food and Beverage. Warung Wakaka is one of the food and beverage companies in Indonesia. Warung Wakaka in running its business applies marketing public relations which functions to improve investor relations and increase consumer buying interest to come to Warung Wakaka. This research uses an approach approach with the method of interview, observation, and documentation. After conducting interviews, observations and documentation of the results obtained, Warung Wakaka runs 6 of 7 benchmarks for marketing public relations activities. Six ways to measure marketing public relations activities include Publications (Publications), Identity Media (Identity Media), Events (Events), News (News), Public service activities (Public Service Activities), Sponsorship (Sponsorship). The six ways to measure the marketing public relations activities were successfully carried out by Warung Wakaka. From the results of the study, it can be said that investors have the concept of Warung Wakaka, the service, and planning run by Warung Wakaka are considered attractive. Perkembangan industri makanan dan minuman di Indonesia yang semakin berkembang dari tahun ke tahun, membuat daya saing perusahaan semakin ketat. Hal ini membuat banyak perusahaan menciptakan inovasi baru dalam mengembangkan Food and Beverage. Warung Wakaka merupakan salah satu perusahaan makanan dan minuman yang ada di Indonesia. Warung Wakaka dalam menjalankan bisnisnya menerapkan marketing public relations yang berfungsi sebagai meningkatkan investor relations serta meningkatkan minat beli konsumen untuk datang ke Warung Wakaka. Penelitian ini menggunakan pendekatan kualitatif dengan metode wawancara, observasi, dan dokumentasi. Setelah melakukan wawancara, observasi dan dokumentasi hasil yang didapatkan yaitu Warung Wakaka menjalankan 6 dari 7 cara tolok ukur kegiatan marketing public relations. Enam cara tolak ukur kegiatan marketing public relations diantaranya Publications (Publikasi), Identity Media (Media Identitas), Event (Acara), News (Berita), public service activities (Kegiatan Pelayanan Publik), Sponsorship (Sponsor). Enam cara tolok ukur kegiatan marketing public relations tersebut berhasil dilakukan Warung Wakaka. Dari hasil penelitian dapat disimpulkan bahwa, investor bermitra dengan Warung Wakaka karena konsep, pelayanan, dan planning yang dijalankan Warung Wakaka dianggap menarik.
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White, Candace, and Joosuk Park. "Public perceptions of public relations." Public Relations Review 36, no. 4 (November 2010): 319–24. http://dx.doi.org/10.1016/j.pubrev.2010.09.002.
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Brunner, Brigitta R., and Amber M. K. Smallwood. "Prioritizing public interest in public relations: Public interest relations." Public Relations Inquiry 8, no. 3 (August 23, 2019): 245–64. http://dx.doi.org/10.1177/2046147x19870275.
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Though early public relations leaders set up serving the public interest as an unquestionable role for public relations, contemporary public relations practice and scholarship have focused on organizations’ goals and activities giving little attention to the public interest. We put forth Public Interest Relations (PIR), which resituates the public interest as central to the work in and scholarship of public relations. PIR recognizes public relations practitioners have a civic duty to create spaces for dialogue; encourage and listen to diverse viewpoints; offer honest analysis and synthesis toward recommendations that advocate for the public interest; and act in the public interest, while also advancing organizational goals. Because organizations may engage in PIR in different ways, a three-category PIR continuum is offered. When PIR is practiced, we propose trust will grow, community will be built, and goodwill will be fostered.
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Affiyandi, Muhamad Fakhri, Wiryo Setiana, and Lida Imelda Cholidah. "Marketing Public Relations Radio Ardan dalam Mempertahankan Minat Pendengar." Reputation: Jurnal Hubungan Masyarakat 2, no. 4 (July 9, 2020): 401–20. http://dx.doi.org/10.15575/reputation.v2i4.682.
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Tujuan penelitian ini adalah untuk mengetahui bagaimana Radio Ardan dalam melakukan kegiatan Marketing Public Relations berupa Pull Strategy, Push Strategy, Pass Startegy dalam mempertahankan minat pendengar. Metode yang digunakan dalam penelitian ini adalah studi kasus, untuk mengetahui aspek “how” dan “why” pada Marketing Public Relations yang dilakukan Radio Ardan dalam mempertahankan minat pendengar. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dan observasi partisipatori pasif. Hasil penelitian menunjukkan bahwa Marketing Public Relations yang dilakukan oleh Radio Ardan dalam mempertahankan minat pendengar dimulai dengan Pull Strategy dimana pada strategi tahapannya terdiri dari menggunakan media sosial, umbul-umbul, pemilihan cerita, dan penyajian cerita, selanjutnya pada Push Strategy dengan tahapan menjalin kerjasama, nightmare school, mengadakan kuis, dan merilis buku, dan terakhir adalah Pass Strategy, dimana hasil dari pada tahap ini dimulai dengan ritual, ekspedisi life, menjalin kerjasama dengan jurnalisa, dan sponsorship.
The purpose of this study was to find out how Radio Ardan in conducting Public Relations Marketing activities in the form of Pull Strategy, Push Strategy, Startegy Pass in maintaining the interest of listeners. The method used in this study is a case study, to find out the aspects of "how" and "why" in Marketing Public Relations conducted by Radio Ardan in maintaining the interest of listeners. Data collection techniques used were in-depth interviews and passive participatory observation. The results showed that Marketing Public Relations carried out by Radio Ardan in maintaining listeners' interest began with Pull Strategy where the stage strategy consisted of using social media, banners, story selection, and story presentation, then on Push Strategy with the stages of collaborating, nightmare school, holding quizzes, and releasing books, and finally the Pass Strategy, where the results at this stage begin with rituals, life expeditions, collaborating with journalism, and sponsorship.
Keywords : Marketing Public Relations; Listener Interest; Radio