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- W3009772335 abstract "Indonesia has now entered an era of rapid technological and internet development, which also requires the financial services industry to be able to follow it. This is indicated by the intense competition between banks in Indonesia that have started to develop their services in the form of digital banking. To overcome this problem, the thing done by Praxis as the PR Agency of Bank DBS Indonesia is to build an image as a bank that is not complicated in banking activities through a mission that is also a key message Live more, Bank less. In this case, the effort made by Praxis is to implement a media relations strategy to gain mass media publicity. The main theoretical of this research uses media relations theory, specifically regarding to the concept of media relations strategy by Yosal Iriantara (2011). This research uses a qualitative approach with a descriptive-study case method. The results of this research reveal that the media relations strategy implemented by Praxis are manage good relations with the media, develop strategies that produce general principles in doing media relations, and also develop a wider job network. Indonesia kini telah memasuki era perkembangan teknologi dan internet yang begitu pesat, dimana mengharuskan juga industri jasa dibidang keuangan untuk dapat mengikutinya. Hal ini ditandai dari ketatnya persaingan antar bank di Indonesia yang sudah mulai mengembangkan layanan mereka ke dalam bentuk digital banking. Untuk mengatasi permasalahan tersebut, upaya yang dilakukan oleh Praxis sebagai PR Agency dari Bank DBS Indonesia adalah dengan membangun citra sebagai bank yang tidak ribet dalam urusan perbankan melalui misi yang sekaligus merupakan pesan kunci “Live more, Bank less” kepada publik. Dalam hal ini, upaya yang dilakukan oleh Praxis adalah dengan melaksanakan strategi media relations guna meraih publisitas media massa. Landasan teori utama penelitian ini menggunakan teori media relations, khususnya mengenai konsep strategi media relations oleh Yosal Iriantara (2011). Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus-deskriptif. Hasil temuan penelitian ini mengemukakan bahwa strategi media relations yang diterapkan Praxis adalah dengan mengelola relasi yang baik dengan media, mengembangkan strategi yang melahirkan prinsip umum dalam melaksanakan media relations, serta yang terakhir adalah mengembangkan jaringan pekerjaan yang lebih luas." @default.
- W3009772335 created "2020-03-13" @default.
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- W3009772335 date "2019-12-21" @default.
- W3009772335 modified "2023-09-26" @default.
- W3009772335 title "Strategi Media Relations Praxis dalam Membangun Corporate Image Bank DBS Indonesia" @default.
- W3009772335 doi "https://doi.org/10.24912/pr.v3i2.6390" @default.
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