ii ABSTRACT
Azzana Karbala Amalia, 210110090102, Public Relation Major, Faculty of Communication Science, UniversitasPadjadjaran, “HAI Magazine’s Marketing Public Relations strategy through HAI DAY program”, supervised by Dr. Hj. Susanne Dida, M.M, as prime supervisor and LilisPuspitasari, S.Sos., M.I.Kom as vice supervisor.
The aim of this research is to find out the strategy form of HAI
Magazine’s Marketing Public Relations strategy to improve the company image.
The method used in this research is descriptive qualitative. Data collectionis done by observing HAI magazine office, interviewing four trusted sources in HAI DAY program, library researching and documenting. This research is conducted at Kompas Gramedia Group (KKG) office, Panjang street No. 8A 6th floor, West Jakarta.
This research shows that in order to develop the development of marketing public relation to improve the company image, HAI Magazine runs HAI DAY program which adopts marketing public relations (pull strategy, push strategy, and pass strategy), by referring to four pillars of HAI Magazine which are art, school life, entrepreneurship and entertainment.
The result of this research is that the HAI DAY program has surpassed the expectation of audience target. Using marketing strategic relations, HAI could accomplish event which one of its goals is to improve the company image.
