STRATEGI MARKETING PUBLIC RELATIONS PT ISS INDONESIA DALAM MEMPERKUAT CITRA PERUSAHAAN

Abstract

Companies that want to succeed, grow and develop must have a positive image. This is necessary so that the company can attract public attention to the company's products and services offered. However, PT ISS Indonesia's business journey does not always go well, because it is faced with the character of potential customers and customers who are quite diverse. And it can affect the company's image. This study aims to determine the marketing public relations (MPR) strategy of ISSin strengthening the company's image, with the research method used is qualitative descriptive. Researchers use Thomas L. Harris' Three Ways Strategy Theory and Frank Jefkins' Image Theory. Data were collected from non-participant observations, semistructured interviews, and literature studies at PT ISS Indonesia. The results showed that PT ISS Indonesia's MPR strategy succeeded in strengthening the company's image by using the Three Ways Strategy, namely Push Strategy, such as participating in exhibitions, seminars, and publicity through events. Then Pull Strategy (interesting strategy) in the form of making souvenirs, printing brochures, company profiles, flyers, publications through websites, social media, trainings, holding Customer Gathering activities, Global Heart Award Award, ISS Innovation Expo, while for Pass Strategy (persuading strategy) with social activities such as blood donation activities, breaking the fast, giving compensation to orphans, slaughtering sacrificial animals during the celebration of Eid al-Adha and inviting to guard environment for more clean and healthy living.