Public Relations Strategy Analysis PT. Pertamina (Persero) MOR III in Improving Brand Awareness Product Bright Gas 5,5 Kg

Handy Martinus, Dinda Angelina

Abstract


The purpose of this research was to know the strategies that were used by public relations of PT PERTAMINA (Persero) MOR III to improve brand awareness of 5,5 Kg Bright Gas product, which was new. The research method used qualitative descriptive by case studies, which had restricted clearly through the existing focus research. The technique of data collection also acquired through a semi-structured interview, observation, documentation, and research reference. This research would respond to the strategy of public relations of PT PERTAMINA (Persero) MOR III to improve brand awareness of 5,5 Kg Bright Gas product. Attainment from this research told that public relations of PT PERTAMINA (Persero) MOR III have done PENCILS strategy to improve brand awareness of 5,5 Kg Bright Gas product. It concludes that public relations have done all of PENCILS strategy, however, the implementation of the strategy which is done by public relations of PT PERTAMINA (Persero) MOR III not yet fully maximum work. There are still many things that need to be considered related to planning strategy which is more complete and ready.


Keywords


public relations, public relations strategy, brand awareness

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DOI: https://doi.org/10.21512/humaniora.v9i3.4736

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