Strategi Public Relations dalam Melakukan Branding Melalui Instagram Warta Bogasari

Abstract

Currently technology is growing and changing from time to time, including the internet. With the internet, many Public Relations activities use internet based media. Public Relations can use the internet to build relationships with the public and maintain their corporate image through internet media such as social media. Bogasari uses Instagram Warta Bogasari as a means of publicizing about its company, and branding by conveying information about various company activity programs and its employees to the public. This study discusses the strategy efforts carried out by Public Relations Bogasari branding the company and employees on the social media Instagram Warta Bogasari. This research uses a qualitative approach with a case study method. The theories used are Public Relations, Branding, and Social Media. The results of this study indicate that the Public Relations Bogasari uses a Public Relations strategy in the form of publications, news, inform or image, social responsibility, event, community involvement, and lobbying and negotiation. These seven public relations strategies are considered quite successful in branding the company and its employees through Warta Bogasari's Instagram social media.

Saat ini teknologi sudah semakin berkembang dan berubah dari waktu ke waktu, termasuk internet. Dengan adanya internet, kegiatan public relations banyak menggunakan media berbasis internet. Public relations dapat memanfaatkan internet untuk membangun relasi dengan masyarakat dan mempertahankan citra perusahaannya melalui media internet seperti media sosial. Bogasari memakai Instagram Warta Bogasari sebagai sarana mempublikasikan seputar perusahaannya, dan melakukan branding dengan menyampaikan informasi mengenai berbagai program aktivitas perusahaan dan karyawannya kepada publik. Penelitian ini membahas mengenai upaya strategi yang dilakukan public relations Bogasari melakukan branding perusahaannya dan karyawannya di media sosial Instagram Warta Bogasari. Penelitian ini memakai pendekatan kualitatif dengan metode studi kasus. Teori yang dipakai yaitu Public Relations, Branding, dan Media Sosial. Hasil penelitian ini menunjukkan bahwa public relations Bogasari menggunakan strategi public relations berupa publications, news, inform or image, social responsibility, event, community involvement, dan lobbying and negotiation. Ketujuh hal strategi public relations tersebut dinilai cukup berhasil untuk melakukan branding perusahaan dan karyawannya melalui media sosial Instagram Warta Bogasari.