scholarly journals Acculturation, Pluralism, and Digital Social Advocacy in Nonprofit Strategic Communications

2020 ◽  
Vol 4 (2) ◽  
pp. 5
Author(s):  
Melissa B Adams ◽  
Melissa A Johnson
Keyword(s):  
Public Relations ◽  
Marketing Communication ◽  
Immigrant Communities ◽  
Strategic Communications ◽  
Social Advocacy ◽  
The Public ◽  
Acculturation Theory ◽  
Digital Strategy ◽  
Website Content ◽  
Depth Interviews

This qualitative study investigates the use of acculturation-themed images in nonprofit strategic communications and digital advocacy efforts of 13 organizations serving Hispanic and Latinx immigrant communities in two U.S. states. The study analyzes data from 14 in-depth interviews with the public relations and marketing communication professionals responsible for the website content and digital strategy for the organizations. Based on study findings, the authors argue that these nonprofits are using their websites in soft advocacy efforts to promote positive prototypes of the populations they serve to majority audiences and leverage the flexibility of social media for most of their digital advocacy efforts. This analysis applies acculturation theory to a study of digital social advocacy and extends the literature on nonprofit public relations and public interest communications.  

scholarly journals Strategi Komunikasi Pemasaran dalam Mempertahankan Customer Loyalty pada Hotel Salak Bogor, Indonesia

2021 ◽  
Vol 11 (2) ◽  
pp. 52-66
Author(s):  
Farida Hariyati ◽  
Rina Sovianti
Keyword(s):  
Public Relations ◽  
Cultural Identity ◽  
Customer Loyalty ◽  
Communication Strategy ◽  
Marketing Communication ◽  
The Public ◽  
Use Of Technology ◽  
Tourism Sector ◽  
The City ◽  
Depth Interviews

Hospitality industry is an integral part of the tourism sector in Indonesia. This study aims to examine the marketing communication strategy of Hotel Salak The Heritage in maintaining customer loyalty in the city of Bogor, as one of the major tourism cities in Indonesia, amidst the presence of new hotels that have increased significantly. This study used a qualitative approach with descriptive methods. Data analysis was carried out with triangulation techniques to confirm the results of in-depth interviews related to findings in the field. The results of this study reveal that marketing communication strategies in maintaining customer loyalty are carried out in harmony with the cultural identity inherent in this hotel. HSTH was designated as a cultural preserve by the local government of Bogor. The use of technology becomes the concern for the public relations and marketing division of HSTH to design and process messages through various social media, non-media promotions, and artificial intelligent.

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kathy R. Fitzpatrick ◽  
Paula L. Weissman
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Media Analytics ◽  
Content Type ◽  
The Public ◽  
Management Function ◽  
Use Of Social Media ◽  
The Impact ◽  
Corporate Brands ◽  
Depth Interviews

PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.

scholarly journals The stakeholder-communication continuum: An alternate approach to internal and external communications

2020 ◽  
Vol 6 (1) ◽  
pp. 7-33
Author(s):  
Rita Chen
Keyword(s):  
Public Relations ◽  
Professional Communication ◽  
Professional Literature ◽  
The Public ◽  
Stakeholder Identification ◽  
Academic Scholarship ◽  
Changing Attitudes ◽  
External Communications ◽  
Stakeholder Communication ◽  
Depth Interviews

Academic scholarship and professional literature have defined communications as existing in two groups: internal and external/public relations. However, globalism, technology, evolving communication practices, and the maturation of the public relations field have evoked changing attitudes and perceptions regarding stakeholder identification, publics, and communications. This researcher sent a broad, representative survey to university alumni, conducted in-depth interviews with university staff, and performed a content analysis of alumni-facing communications, resulting in an alternate method of viewing internal and external communications. Dubbed the stakeholder-communication continuum, the theory places internal and external communications on either end of a spectrum, with stakeholder groups plotted along the continuum based on their relationship to the organization and each other. ©Journal of Professional Communication, all rights reserved.

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

2019 ◽  
Vol 1 (1) ◽  
pp. 61-73
Author(s):  
Dessy Kurniawanti ◽  
Bambang Hendrawan
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Community Relations ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Collection Data ◽  
Depth Interviews

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

scholarly journals Strategi Komunikasi Public Relations Aston Imperium Hotel dalam Mempertahankan Kearifan Lokal di Era 4.0

2021 ◽  
Vol 9 (1) ◽  
pp. 1
Author(s):  
Sefy Andhriany
Keyword(s):  
Public Relations ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Local Culture ◽  
Related Literature ◽  
The Public ◽  
Local Diversity ◽  
Digital Era ◽  
Food And Beverage ◽  
Depth Interviews

Preserving local culture by reflecting it in every organization's activities becomes a challenge for Public Relations in the digital era 4.0. This is due to a shift in local culture which was replaced by foreign cultures that entered Indonesia. Various kinds of communication strategies are carried out, one of them is by the Public Relations of Aston Imperium Purwokerto hotel which maintains the local cultural specialties at the hotel. This study aims to analyze the communication strategy carried out by Aston Imperium Hotel Public Relations in maintaining local diversity in the 4.0 era. This study uses qualitative research methods with data collection techniques through in-depth interviews, observation, and related literature studies. The results of this study indicate that the Aston Imperium Hotel Public Relations communication strategy is implemented internally and externally. Internally, local culture is included in the forms of food and beverage, Banyumas regional specialties, hotel interiors and rooms by displaying puppet decorations and Banyumas batik motifs, employees inserting Banyumas local language in greeting guests, providing clothing counters and batik decorations in the hotel. Externally, Aston hotel PR cooperates with the local government and tourism office to support maintaining local wisdom.��

scholarly journals Marketing Communication in Increasing Room Occupancy at Reddoorsz Hotels During the Covid -19 Pandemic

2021 ◽  
Vol 9 (2) ◽  
pp. 7-13
Author(s):  
Ainur Rochmaniah ◽  
Adella Eka Ridwanti ◽  
Asiyatul Ulfiyah ◽  
Rachma Sari Octaviani ◽  
Ayu Diah Oktaviana
Keyword(s):  
Public Relations ◽  
Sampling Technique ◽  
Local Scale ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Observation Data ◽  
Marketing Communication ◽  
The Public ◽  
Service Staff ◽  
Hotel Managers

The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.

scholarly journals PEMANFAATAN FACEBOOK MARKETING UNTUK MENINGKATKAN OMSET PENJUALAN UMKM TEMBILAHAN

2021 ◽  
Vol 7 (2) ◽  
pp. 103-111
Author(s):  
Dwi Yuli Prasetyo ◽  
Fitri Yunita ◽  
Abdul Muni
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Consumer Data ◽  
To Come ◽  
Main Components ◽  
Depth Interviews ◽  
Facebook Marketing

At present marketing and sales of UMKM products in Tembilahan are still done by manually or through broadcast messages and waiting for visitors to come to the store. This method is not optimal in delivering information because the promotion does not reach people who are far from the location of the store. Today's social media is a very popular tool and is in demand by UMKM players, one of which is Facebook in which there is a marketplace feature that can reach promotions and sales that do not know space and time. This study aims to find out and analyze the Facebook marketing communication strategy used by Gadisty Screen Printing Tembilahan includes planning and the results of its implementation in increasing sales in each branch. The method used is observation, in-depth interviews and documentation. Research was carried out in Tembilahan, data was analyzed using Miles & Huberman models. The results showed Facebook accommodated the components that existed in marketing communication strategies such as providing consumer data to validate segmentation, targeting, and positioning as well as research material in determining the production of Facebook marketing content. Marketing strategies are executed on Facebook FanPage, Personal and Group accounts. The three main components of Facebook marketing running marketing mixes such as advertising, sales promotions, private sales, direct marketing, public relations and publicity. Popular marketing content on Facebook is the characteristics of Cover / Soft Selling and Video.

scholarly journals Aktivitas Public Relations Pengelola Situs Pariwisata Tanjung Lesung Untuk Meningkatkan Jumlah Wisatawan

2018 ◽  
Vol 7 (1) ◽  
pp. 42-52
Author(s):  
Ayu Wahyuni Solihah ◽  
I Nyoman Musiasa ◽  
Mohammad Shihab
Keyword(s):  
Strategic Planning ◽  
Public Relations ◽  
Tourism Development ◽  
Special Economic Zone ◽  
Public Relation ◽  
Key Informants ◽  
The Public ◽  
Tourism Sector ◽  
Strategic Public Relations ◽  
Depth Interviews

The tourism sector is one of the sectors to increase the economy of the state. Banten is one of the province in Indonesia that has the potential to develop the tourism sector since Banten has Tanjung Lesung as Special Economic  Zone. PT Banten West Java Tourism Development (BWJTD) as a developer of Tanjung Lesung has to manage various strategies to increase the number of tourists. This study explained the public relation strategies of PT BWJTD to increase the number of tourists to Tanjung Lesung. It used a model of strategic planning for public relations from Ronald D. Smith for analysis, known as The Nine Steps of Strategic Public Relations.  The model includes research formative, strategy, tactics, and evaluation. The data were collected using in-depth interviews with three key informants, observation on tactics, and documentation related to Tanjung Lesung. Based on the findings, it can be concluded that the public relation strategies used by PT BWJTD are the proactive strategies. Keywords: Tourism, Tanjung Lesung, Strategic Planning, Public Relations

The New Horizon of Public Relations

2020 ◽  
pp. 208-222
Author(s):  
Zeynep Genel
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Decision Process ◽  
Purchase Decision ◽  
Strong Impact ◽  
Marketing Communication ◽  
The Public ◽  
Selection Decisions ◽  
Communication Interaction ◽  
Online Reputation

Consumers pay attention to other consumers' comments, advice, and interactions during the purchase decision process. Besides having a strong impact on consumers' brand decisions, these user-driven contents have an important effect on brand's online reputation, which is very important area for consumers to follow the information about the brand. Therefore, some of the public relations practices will be forced to change by this new communication eco-system. The increasing power of consumer-driven content could lead to the evolution of traditional public relations and marketing communication. Interaction and participation would be the main concepts in the coming future of public relations. Therefore, this chapter aims to explain the effect of consumers' interactions on brand's social media accounts that would lead to their brand selection decisions.

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