Rahman, Fikri (2018) MEDIA RELATIONS ACTIVITIES OF SYARIAH HOTEL SOLO IN IMPROVING CORPORATE IMAGE. D4 Diploma thesis, University of Darussalam Gontor.

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Abstract

Media relations is the attempt to achieve a maximum publication or broadcasting in order to create people awareness to the company. The success of public relations to build image can be obtained from the harmonious relations with the media relations. The same challenges are also faced by PR of hotels in Solo, one of tourist destinations in Central Java. The growing numbers of hotel encourages higher level of competition in hospitality industry, Syariah Hotel Solo presents a new brand identity which is easily recognized by its preferences to use the ornamental pattern which is rooted in Islamic tradition so but was able to compete in news coverage in the media. Public relations of Syariah Hotel Solo also organize media relations activities. This research aims to know media relations activities and the challenges conducted by Syariah Hotel Solo in order to improve the company’s image. The method used is descriptive qualitative techniques of data collection through interviews, observation and documentation. From the results of research show that media relations activities performed by Syariah Hotel Solo in order to improve corporate image are: Press Conference, Press Brefing, Press Tour, Press Release, Press Luncheon, Press Interview, Media Visit, Greeting Media Partner’s Anniversary. All the activities are organized regularly and has been deemed efficient. Some of the activities implemented formally when it is attended by the General Manager and informal when it is only attended by public relations. All the activites aims to build personal relationships with journalists. Constraints in the conducting Press conference, Press Brefing, Press Tour and Press Luncheon activities at Syariah Hotel Solo are in determination of dates to adjust internal hotel activities with media’s schedule. Public relations tries to overcome it by doing intense communication in whatsapp group with media. As for the press release, usually the obstacle is competition with another hotel’s news. The competitor has higher access in media, which gives them higher priority in lpublications of news than public relations of Syariah Hotel Solo Keyword: Media Relations, Public Relations, Image

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