Strategi public relations the body shop dalam Meningkatkan citra perusahaan melalui kampanye protect the planet = The body shop’s public relations strategy in developing the company image through protect the planet campaign

Octaviani, Vania (2014) Strategi public relations the body shop dalam Meningkatkan citra perusahaan melalui kampanye protect the planet = The body shop’s public relations strategy in developing the company image through protect the planet campaign. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Yang menjadi rumusan masalah dalam penelitian ini adalah: Bagaimana strategi The Body Shop dalam meningkatkan citra perusahaan melalui kampanye “Protect The Planet” yang diterapkannya? Pengambilan data dilakukan dengan cara wawancara mendalam dan melakukan observasi, dengan pendekatan kualitatif deskriptif. The Body Shop melakukan kampanye-kampanye seperti daur ulang botol botol mereka untuk dipakai kembali, menggunakan plastik daur ulang, melakukan program earth hour, dan turut mengajak masyarakat untuk berpartisipasi dalam program yang dijalankan agar dapat berkontribusi dalam pelestarian lingkungan. Hasil menunjukan bahwa kampanye yang dilakukan oleh The Body Shop membuahkan nilai yang positif dan cukup baik. Banyak pujian yang didapat oleh The Body Shop dari para konsumennya yang mengatakan bahwa ide yang dikeluarkan sangat kreatif dan patut dicontoh oleh para kompetitornya. Hal ini menghasilkan citra yang positif bagi The Body Shop karena strategi yang digunakan berhasil menarik perhatian masyarakat, dan masyarakat mau terlibat dalam setiap kampanye yang ada. / The research question is: How’s The Body Shop strategy in developing the company image through its Protect The Planet campaign? The data sampling has been done with deep interview and doing an observation with qualitative descriptive approach. The Body Shop has done campaigns such as recycling bottles to be reused, using recycled plastics, doing the earth hour program, and involved in gaining public’s participation in a program that’s contribution in saving the environment. The result shows that The Body Shop’s campaign has created a positive value. Many compliments addressed to The Body Shop from its costumers saying that the idea was very creative and has to be taken as an example by its competitors. This creates a positive image for The Body Shop because its strategy has successfully attracted peoples’ attention and they also want to get involved in every other campaign.

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