Implementasi strategi kampanye #peaceispossible junior chamber international = #peaceispossible strategic campaign implementation of junior chamber international

Anzela, Reighita lawrence (2018) Implementasi strategi kampanye #peaceispossible junior chamber international = #peaceispossible strategic campaign implementation of junior chamber international. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini setiap organisasi baik profit atau non profit yang akan melakukan kampanye harus memiliki strategi kampanye Public Relations yang tepat agar tujuan dari kampanye dapat tercapai. Pada era digital saat ini, salah satu strategi yang banyak digunakan adalah dengan media sosial. Salah satu organisasi non profit yang menggunakan media sosial adalah Junior Chamber International (JCI), merupakan organisasi yang mengadvokasikan perdamaian dengan kampanye #PeaceIsPossible. Penelitian ini menggunakan jenis penelitian kualitatif deskriptif yang menekankan pada Strategi Kampanye Public Relations, Media Baru, dan Konstruktivisme Sosial. Hasil penelitiannya adalah strategi kampanye PR yang dilakukan oleh JCI dalam menyebarkan kampanye #PeaceIsPossible dilakukan dengan media baru seperti media sosial Instagram dan website karena dianggap sebagai strategi yang paling efektif, dibandingkan dengan menyebarkan kampanye secara konvensional. Hal ini dikarenakan tingkat penggunaan media sosial di masyarakat tergolong tinggi serta dalam sekejap dapat dilihat oleh masyarakat luas dimanapun oleh karena itu penyebaran kampanye akan lebih efektif dan efisien. / Organizations at the present either profit or nonprofit that will conduct a campaign must have the right Strategic Public Relations Campaign so that the objectives of the campaign can be achieved. In this current digital era, one of the most widely used strategy is social media. One of the nonprofit organization that uses social media is Junior Chamber International (JCI), an organization that advocates peace through the #PeaceIsPossible campaign. This research uses qualitative descriptive research that emphasizes the Strategic PR Campaign, New Media, and Social Constructivism. The result of this research is that JCI uses Strategic PR Campaign through the new media, such as social media Instagram and website to promote the #PeaceIsPossible campaign because it is considered the most effective strategy, compared with promoting the campaign conventionally. This is because of the usage level of social media in the community is classified as high and it can be accessed anytime and anywhere, therefore the spread of the campaign will be more effective and efficient.

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