STRATEGI MARKETING PUBLIC RELATIONS PADA EVENT JAKCLOTH 2014
Kata Kunci:
Strategi marketing, Event JakClothAbstrak
Keberhasilan kegiatan komunikasi secara efektif banyak ditentukan oleh penentuan strategi komunikasi. Di lain pihak jika tidak ada strategi komunikasi yang baik efek dari proses komunikasi bukan tidak mungkin akan menimbulkan pengaruh negatif. Strategi komunikasi yang baik juga harus meramalkan efek yang diinginkan. Strategi Marketing Public Relations menjadi bagian yang penting dalam proses pelaksanaan event JakCloth. Sebelum menentukan strategi yang akan digunakan, MIPRO melakukan analisa SWOT dan melakukan empat tahapan manajemen Public Relations, sehingga memutuskan menggunakan trilogi strategi MPR ( Pull, Push, Pass Strategy ) dalam tahapan aksi dan komunikasinya. Berdasarkan hasil analisis, strategi MPR yang digunakan oleh MPR didasari oleh analisis stakeholder, analisis publik dan analisis isu. Kendala muncul pada kelemahan dan ancaman yang dirasakan oleh MIPRO. Namun kelemahan dan ancaman tersebut dijadikan tantangan dan motivasi bagi MIPRO, sehingga bisa menyelenggarakan event JakCloth dengan baik dan hasil evaluasi digunakan untuk perbaikan event JakCloth yang selanjutnya.
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