Penerapan 12 stages of Planning Oleh Divisi Public Relations IMOGEN Pada Program Media Briefing Road To Kedokteran 2019 ILUNI FK UI = The implementations of 12 stages of planning by Imogen public relations division in media briefing program ‘road to kedokteran 2019’ iluni FK UI

Maldiva, Daffa (2020) Penerapan 12 stages of Planning Oleh Divisi Public Relations IMOGEN Pada Program Media Briefing Road To Kedokteran 2019 ILUNI FK UI = The implementations of 12 stages of planning by Imogen public relations division in media briefing program ‘road to kedokteran 2019’ iluni FK UI. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi dan era keterbukaan informasi membuat setiap orang dapat mengakses informasi tanpa terbatas oleh ruang dan waktu. Hal tersebut berdampak pada reputasi organisasi karena tingkat kognitif publik mengenai kegiatan serta isu mengenai organisasi dan tingkat ekspektasi publik terhadap kinerja organisasi juga semakin meningkat. Saat ini semua organisasi saling berlomba untuk memenuhi setiap ekspektasi dari pemangku kepentingan guna meraih reputasi positif. Dalam membentuk dan mempertahankan reputasi, diperlukan upaya-upaya komunikasi yang berkelanjutan dengan para pemangku kepentingan melalui strategic public relations plan guna mempengaruhi atau mengubah persepsi serta perilaku publik, dan meningkatkan kesadaran serta membentuk reputasi yang positif Dalam membuat strategic public relations plan diperlukan suatu konsep bernama 12 stages of planning agar organisasi membuat suatu kampanye atau program yang efektif. Implementasi dari konsep tersebut dijalankan oleh ILUNI FK UI dengan bantuan konsultan public relations IMOGEN PR dalam program media briefing “Road to KedokteRAN 2019” yang bertujuan untuk meningkatkan kesadaran dan mengubah perilaku dari publik mengenai resiko kesehatan dalam ajang olahraga lari sekaligus mengenalkan event “KedokteRAN 2019”, sebuah ajang Fun Run yang diadakan pada tanggal 17 November 2019. / The development of technology and the era of disclosure enable everyone to access information without being limited by time and space. This has an impact on the organization's reputation because the level of public cognitive regarding activities and issues of the organization and the level of public expectations towards organizational performance is also increasing. Nowadays all organizations are competing against each other to meet the expectations of stakeholders in order to gain a positive reputation. In forming and maintaining reputation, continuous communication efforts are needed with stakeholders through a strategic public relations plan to influence or change public perceptions, behavior, increase awareness and form a positive reputation. In making a strategic public relations plan a concept called 12 stages of planning is needed so that the organization makes an effective campaign or program. Implementation of the concept was carried out by ILUNI FK UI with the help of public relations consultant IMOGEN PR in the media briefing program "Road to KedokteRAN 2019" which aims to increase awareness and change the behavior of the public regarding health risks in running sports as well as introducing the "KedokteRAN 2019" event , a Fun Run event held on November 17, 2019.

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