T1 Abstract Institutional Repository | Satya Wacana Christian University: Strategi Komunikasi Pemasaran “Miss Black Café Semarang” dalam Meningkatkan Angka Penjualan

Analisis Strategi Marketing Public Relations Dalam Mempertahankan Corporate
Image TRANS TV
Maria Zen Budiati 1, George Nicholas Huwae, S.Pd., M.I.Kom. 2
Program Studi S1 Public Relations
Fakultas Teknologi Informasi
Universitas Kristen Satya Wacana
Jl. Diponegoro 52-60, Salatiga 50711, Indonesia
1
Email : 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 long-term existence of the investment company. The
management and maintenance of a reputation requires 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 pihakpihak 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 berturut-turut 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.