Strategi PR dalam Membangun Citra Perusahaan Royal Enfield Indonesia melalui Event

Abstract

Abstract: Public Relations strategy used widely in building company’s image, and this study will describe and explain how Royal Enfield buiding their image through event Tour of Indonesia Royal Enfield 2020. This study using qualitative approach with decsriptive research and using in-depth interview. The informant in this study are participant of Tour Of Indonesia 2020 and employee of Royal Enfield which are The Rides and Training Manager and Public Relations Officer of Royal Enfield Indonesia. This study describe that informans thought or hope before the event is reached through the event and give them satisfaction. In short, through this study we can see that Public Relations strategy through event that designed and plan well (according to the objective) can shape the positive view in public’s mind and build good company’s image as they wish.

Keywords: Public Relations, Image, Event, Perceptions, Cognition, Attitude, Motivation

Abstrak: Penelitian ini hendak melihat bagaimana strategi Public Relations dalam membangun citra perusahaan melalui event tour of indonesia Royal Enfield 2020. Metode penelitian dilakukan dengan pendekatan kualitatif dengan jenis riset deskriptif, dan menggunakan metode riset wawancara mendalam. Informan pada penelitian ini adalah peserta tour of Indonesia 2020 dan internal Royal Enfield yaitu rides and training manager Royal Enfild Indonesia dan Public Relations Royal Enfield. Dalam penelitian ini tergambar bahwa pemikiran informan sebelum perjalanan Tour Of Indonesia terwujud dalam event dan memberikan kepuasan kepada mereka. Penelitian ini menghasilkan kesimpulan bahwa kegiatan Public Relations dengan strategi melalui event yang dirancang tepat membentuk pandangan positif di benak peserta  atau membentuk citra perusahaan yang baik  seperti yang diharapkan.

Kata Kunci: Public Relations, Citra, Event, Persepsi, Kognisi, Sikap, Motivasi