Strategi promosi public relations Siloam Hospitals Head Office dalam mensosialisasikan acara semarak jantung sehat 2013 kepada masyarakat Indonesia = Public relations promotion strategy of Siloam Hospitals Head Office in socializing semarak jantung sehat 2013 to Indonesian public

Micheline, Micheline (2014) Strategi promosi public relations Siloam Hospitals Head Office dalam mensosialisasikan acara semarak jantung sehat 2013 kepada masyarakat Indonesia = Public relations promotion strategy of Siloam Hospitals Head Office in socializing semarak jantung sehat 2013 to Indonesian public. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada tahun 2013, Siloam Hospitals untuk pertama kalinya ingin mengadakan sebuah acara besar yang bernama Semarak Jantung Sehat 2013. Acara ini bertujuan untuk meningkatkan kepedulian masyarakat Indonesia dalam menjaga kesehatan terutama kesehatan jantung. Di samping itu, acara ini juga berjalan seiring dengan terbentuknya pusat jantung nasional Siloam Heart Institute yang telah dimiliki oleh Siloam Hospitals Group. Acara ini memiliki serangkaian kegiatan seperti fun walk, photo contest, lomba memasak dan talk show. Demi tercapainya target partisipan yang telah ditetapkan Siloam Hospitals, Siloam Hospitals Head Office harus mengatur strategi promosi dalam rangka mensosialisasikan acara Semarak Jantung Sehat 2013. Penelitian ini dilakukan untuk mengetahui bagaimana strategi promosi yang dilakukan oleh Public Relations Siloam Hospitals Head Office dalam mensosialisasikan acara Semarak Jantung Sehat 2013. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam, observasi non-partisipan, studi kepustakaan dan dokumentasi. Pembahasan pada penelitian ini menggunakan konsep POAC untuk menjabarkan strategi promosi yang digunakan oleh Siloam Hospitals Head Office. Hasil dari penelitian ini menjelaskan bahwa strategi promosi yang digunakan antara lain media cetak koran, poster dan flyer, Fanpage Facebook Semarak Jantung Sehat, Facebook Ads, Twitter, Public Relations, Broadcast Message, bekerjasama dengan BeritaSatu, Hypermart dan Bank NOBU. Strategi promosi tersebut dipilih berdasarkan pertimbangan tertentu yang dibahas secara lengkap pada penelitian ini/In 2013, for the first time Siloam Hospitals are going to to hold a big event called Semarak Jantung Sehat 2013. The event aims to increase public awareness to maintain their health, especially the heart. In addition, this event also goes hand in hand with the establishment of a national heart center called Siloam Heart Institute which has been owned by Siloam Hospitals Group. This event features a series of activities such as fun walk, photo contest, cooking contest and talk show. To reach the target market that has been already settled by Siloam Hospitals, they should organize some promotional strategies in order to socialize Semarak Jantung Sehat 2013. This research was conducted to determine how the strategy of the campaign carried out by the Public Relations of Siloam Hospitals Head Office in socializing Semarak Jantung Sehat 2013. This research uses descriptive qualitative approach with the case study method. Data was collected through in-depth interview, non-participant observation, library research and documentation. The discussion in this study using the concept of POAC to describe the promotional strategies used by Siloam Hospitals Head Office. Results of this study explain that the promotional strategies include newspapers, poster and flyer, Semarak Jantung Sehat Facebook Fanpage, Facebook Ads, Twitter, Public Relations, Broadcast Message, in collaboration with BeritaSatu, Hypermart and NOBU Bank. Promotion strategies are chosen based on certain considerations are discussed in detail in this research.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Micheline, MichelineUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuratmo, L.Y.JokoUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: promotion strategy ; Public Relations ; socialization ; public ; Indonesian
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Tina Fori Desiani M.
Date Deposited: 16 Oct 2018 07:49
Last Modified: 11 Jan 2019 02:07
URI: http://repository.uph.edu/id/eprint/1538

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