ABSTRAK
Natasha Jessica (210110110478) tahun 2015, mahasiswa Program Studi Hubungan
Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjajaran dengan Pembimbing
utama yaitu Dr. Hj. Lukiati Komala Erdinaya, M.Si dan Pembimbing Pendamping
yaitu Lilis Puspitasari, S.Sos., M.I.Kom
. Penelitian ini berjudul “
Pembentukan
Personal Branding Nathalia Sunaidi melalui Aktivitas Media Relations.
”
.
Penelitian ini bertujuan untuk mengetahui perencanaan, pelaksanaan serta evaluasi
dari pembentukan personal branding Nathalia Sunaidi yang dilakukan oleh Imogen
PR melalui Aktivitas Media Relations. Pendekatan yang digunakan dalam penelitian
ini adalah metode penelitian kualitatif dan metode deskriptif. Pengumpulan data
dilakukan dengan wawancara, observasi dan studi dokumentasi. Subjek penelitian
adalah Nathalia Sunaidi, konsultan PR dari Imogen PR, perwakilan media serta
perwakilan target market dari Nathalia Sunaidi sedangkan objek penelitiannya adalah
aktivitas
media relations yang dilakukan dalam proses pembentukan
Personal
Branding Nathalia Sunaidi.
ABSTRACT
Natasha Jessica (210110110478) year of 2015, Department of Public Relations,
Faculty of Communication, University of Padjajaran. Supervised by Dr. Hj. Lukiati
Komala Erdinaya, M.Si and Lilis Puspitasari, S.Sos., M.I.Kom.
The study is titled “
Personal Branding Development of Nathalia Sunaidi Through Media Relations
Activity”
This study aims to determine the planning, the communicating and the
evaluation of personal branding development through media relations activities. This
research conducted a qualitative approach using a descriptive method. The data
collection was done by applying three techniques, namely: (1) intensive interview, (2)
observation, and (3) documentaries study.
The primary data sources were the words
of the research subjects or the key informants, they were
Nathalia Sunaidi, PR
Consultant of Imogen PR, the representatives from press and one of the Nathalia
Sunaidi’s target
market. The object of this research is the media relations activities
conducted in the process of the Personal Branding Nathalia Sunaidi.
The results showed that there are three important process that had been
conducted in this research. First of all is the planning of Personal Branding
Development of Nathalia Sunaidi is done through media relations activities. Second
is the communicating of media relations activities to build credibility of Nathalia
Sunaidi as developer property.
Third is the evaluation of personal branding
development of Nathalia Sunaidi through media relations activities. Based on these
results it is suggested that Nathalia Sunaidi have to make a relationship with the
community and related property associations also being a speaker at the event
representing the property industry as well as the continuing process of personal
brandingas property developers and open a property & investment consultation
through media rubric for the public.
