T1 Abstract Institutional Repository | Satya Wacana Christian University: Analisis Strategi Marketing Public Relations dalam Corporate Image TRANS TV

Analisis Strategi Marketing Public Relations Dalam Mempertahankan Corporate
Image TRANS TV
1)
Maria Zen Budiati, 2)George Nicholas Huwae
Program Studi S1 Public Relations
Fakultas Teknologi Informasi
Universitas Kristen Satya Wacana
Jl. Diponegoro 52-60, Salatiga 50711, Indonesia
Email : 1) 602012009@student.uksw.edu, 2) nicholas.huwae@staff.uksw.edu
Abstract
The process of building the company's reputation as a good company is a sustainable activity that
results from the corporate's image. Maintaining a good reputation is an important long term program for
the company. The reputation of the public against interpretation describes the company's image and longterm existence of the investment company. The management and maintenance of a reputation require
interactions between employees and the company maintained, consumers, community groups and related
parties.
TRANS TV rated being able to show the consistency of maintaining a good image in the eyes of
the public. It is obtained through a survey of independent measurements of corporate image index score
performed by the Frontier Consulting Group. TRANS TV grab Corporate Image Award in a row
beginning in 2011 to 2015.
The Division of Marketing Public Relations has the task to analyze, create, draw up a long-term
Public Relations strategies and short term that includes Marketing Public Relations and Marketing Off

the water, as well as supporting and implementing company policy related areas of Marketing and Public
Relations in order to have an impact on the successful achievement of the vision and mission of the
company.
Keywords: Marketing Public Relations Strategy, Corporate Image.

Abstrak
Proses dalam membangun reputasi perusahaan sebagai perusahaan baik merupakan kegiatan yang
berkelanjutan hasil dari citra perusahaan. Mempertahankan reputasi baik adalah program jangka panjang
yang penting bagi perusahaan. Reputasi menggambarkan intepretasi publik terhadap citra perusahaan dan
investasi eksistensi jangka panjang perusahaan. Pengelolaan dan pemeliharaan reputasi mengharuskan
adanya interaksi yang terjaga antara karyawan dan perusahaan, konsumen, kelompok-kelompok
masyarakat (komunitas) dan pihak-pihak terkait.
Trans TV dinilai mampu menunjukan konsistensinya mempertahankan citra yang baik di mata
publik. Hal tersebut didapatkan melalui sebuah survei independen pengukuran corporate image index
score yang dilakukan oleh Frontier Consulting Group. Trans TV meraih Corporate Image Award berturutturut mulai tahun 2011 sampai dengan 2015.
Divisi Marketing Public Relations memiliki tugas menganalisis, membuat, menyusun strategi
Public Relations jangka panjang dan jangka pendek yang mencakup Marketing Public Relations dan
Marketing Off Air , serta mendukung dan melaksanakan kebijakan perusahaan terkait area Marketing dan
Public Relations agar berdampak pada keberhasilan pencapaian visi dan misi perusahaan.
Kata Kunci : Strategi Marketing Public Relations, Corporate Image

1)

Mahasiswa Program Studi Public Relations Fakultas Teknologi Informasi Universitas Kristen Satya Wacana
Salatiga.
2)
Staff Pengajar Public Relations Fakultas Teknologi Informasi Universitas Kristen Satya Wacana Salatiga.