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STRATEGI MARKETING PUBLIC RELATIONS MAJALAH HAI.

ABSTRACT

Azzana Karbala Amalia, 210110090102, Public Relation Major, Faculty
of Communication Science, UniversitasPadjadjaran, “HAI Magazine’s Marketing
Public Relations strategy through HAI DAY program”, supervised by Dr. Hj.
Susanne Dida, M.M, as prime supervisor and LilisPuspitasari, S.Sos., M.I.Kom as
vice supervisor.
The aim of this research is to find out the strategy form of HAI
Magazine’s Marketing Public Relations strategy to improve the company image.
The method used in this research is descriptive qualitative. Data collectionis done
by observing HAI magazine office, interviewing four trusted sources in HAI DAY
program, library researching and documenting. This research is conducted at
Kompas Gramedia Group (KKG) office, Panjang street No. 8A 6th floor, West
Jakarta.
This research shows that in order to develop the development of
marketing public relation to improve the company image, HAI Magazine runs
HAI DAY program which adopts marketing public relations (pull strategy, push
strategy, and pass strategy), by referring to four pillars of HAI Magazine which
are art, school life, entrepreneurship and entertainment.
The result of this research is that the HAI DAY program has surpassed the
expectation of audience target. Using marketing strategic relations, HAI could

accomplish event which one of its goals is to improve the company image.
Suggestion to improve the company performance and continuance is HAI
magazine maintains and improves the company image by creating marketing
public relations strategy as HAI Magazine’s intention.

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