Strategi Komunikasi Public Relations Dalam Membangun Brand Awareness Program Internasional

Abstract

Terdapat berbagai strategi komunikasi public relations yang dapat digunakan dalam membangun brand awareness. Dalam kondisi pandemi, sistem pembelajaran di Indonesia diubah dari yang biasanya pembelajaran secara tatap muka atau face to face menjadi online. Penelitian ini ingin melihat bagaimana public relations (PR) Biro Kerjasama dan Hubungan Internasional (BKHI) Universitas Kristen Satya Wacana (UKSW) dalam membangun brand awareness program internasional dengan menggunakan konsep PDCA (Plan, Do, Check, Act) dan P.E.N.C.I.L.S (Publication, Event, News, Community Involvement, Inform or Image, Lobbying and Negotiation, Social Responsibility) strategy sebagai alat ukurnya. Teknik penelitian ini menggunakan penelitian deskriptif kualitatif dengan metode penelitian studi kasus yang akan dilihat PR BKHI UKSW. Pengumpulan data dilakukan dengan cara melakukan wawancara secara mendalam, melakukan observasi serta mengumpulkan dokumentasi kegiatan. Hasil dari penelitian ini menunjukkan bahwa dengan strategi komunikasi public relations yang dilakukan oleh PR BKHI UKSW melalui PDCA dan P.E.N.C.I.L.S strategy dalam membangun brand awareness program internasional pada mahasiswa UKSW telah mencapai posisi brand recognition dimana mereka dapat mengetahui program internasional BKHI UKSW dengan bantuan alat bantu seperti menunjukkan logo program internasional.

There are various public relations communication strategies that can be used to build brand awareness. In this pandemic, the learning system in Indonesia was changed from what is usually face-to-face learning to online. This study wanted to see how the public relations (PR) of the Universitas Kristen Satya Wacana(UKSW) International Cooperation and Relations Bureau (BKHI) in building brand awareness for international programs using the PDCA (Plan, Do, Check, Act) and P.E.N.C.I.L.S (Publication, Event) concepts. , News, Community Involvement, Inform or Image, Lobbying and Negotiation, Social Responsibility) strategy as a measuring tool. This research technique uses descriptive qualitative research with a case study research method that will be seen by the PR BKHI UKSW. Data was collected by conducting in-depth interviews, observing and collecting activity documentation. The results of this study indicate that with the public relations communication strategy carried out by the PR BKHI UKSW through PDCA and the P.E.N.C.I.L.S strategy in building brand awareness for international programs at UKSW students, they have achieved a brand recognition position where they can find out about the BKHI UKSW international program with the help of tools.