ABSTRAK

Helda Leni Aprilia, 1710414120012, 2022. Strategi Media Relations Hotel Grand Dafam Q Banjarbaru dalam Mempertahankan Citra pada Masa Pandemi Covid-19 (Studi Deskriptif Kualitatif tentang Strategi Media Relations Hotel Grand Dafam Q Banjarbaru dalam Mempertahankan Citra ada Masa Pandemi Covid-19). Dibawah bimbingan Sarwani.

Tujuan dari penelitian ini untuk memahami tidak lain dari strategi media relations yang dilakukan oleh Hotel Grand Dafam Q Banjarbaru dalam mempertahankan citra pada masa pandemi Covid-19. Menggunakan teori Excellence dan teori Citra, penelitian ini membahas mengenai strategi media relations yang menggunakan prinsip-prinsip media relations.

Penelitian ini menggunakan pendekatan kualitatif denga tipe penelitian deskriptif. Pengumpulan data dilakukan dengan observasi, wawancara dan dokumentasi serta menggunakan teknik analisis data model interaktif.

Hasil penelitian menunjukkan bahwa hotel Grand Dafam Q Banjarbaru mampu membangun hubungan dengan media adalah dengan menjalankan prinsip-prinsip ; 1)Melayani pihak media (by servicing the media), melalui meng-entertaint pihak media saat berkunjung, memberikan berbagai jenis potongan harga, memfasilitasi kegiatan para awak media, melakukan media visit, hingga memberi hadiah kejutan serta ucapan  pada hari besar media partner. 2)Mempertahankan nama baik demi kepercayaan (by stablishing a reputation for reliability) melalui cara mengemas informasi mengenai hotel baik dalam bentuk video maupun artikel. 3)Menyuplai naskah yang berkualitas (by supplying good copy) dengan konsisten dalam membuat dan menyerahkan rilis nya kepada awak media untuk dimuat media. 4) Kooperatif dalam penyediaan informasi (by cooperation in providing material) melalui disiplin dalam pembuatan rilis dan memudahkan jalan kawan media untuk mendapatkan informasi dari hotel termasuk dari petinggi-petinggi hotel. 5)Menyediakan fasilitas yang layak (by providing verification facilities) dengan mempersilahkan kawan media memakai fasilitas apapun yang ada dihotel hingga mem-back up kebutuhan awak media dalam hal peralatannya. 6) Menjalin hubungan secara individu dengan kawan media (by building personal relationship with the media) dengan melakukan pertemanan dan percakapan di aplikasi media sosial Whatsapp. 

Kata Kunci: Strategi Hubungan Media, Hotel, Excellence 

ABSTRACT

Helda Leni Aprilia, 1710414120012, 2022. Media Relations Strategy of Grand Dafam Q Banjarbaru Hotel to Maintain an Image During The Covid-19 Pandemic. Under the guidance of  Sarwani.

The purpose of this study is to find out how the media relations strategy is conducted by the grand dafam q new flood in maintaining image at the time of the covid-19 pandemic. Using the Excellence and Image theories, this study discusses about a media relations strategy that uses the principles of media relations.

This research uses a qualitative approach and  with a descriptive  research type. The data’s collected by observation, interviews, and documentatiton, and using interactive model data analysis techniques.

The result showed that Grand Dafam Q Hotel Banjarbaru was capable of building a relationship with the media by living principles; 1)Providing service to the media (by servicing the media) by entertaining the media during the visit, offering various types of discounts, facilitating the activities of the media crew, doing media visit, to reward surprise and greeting the big day of the media partners. 2)Establishing a reputation for trustworthiness (by stablishing a reputation for reliability) by packing information about hotels in the form of videos and articles. 3)Supply good information manuscripts (by supplying good copy) consistently in making and handing over his release to the media crew for media printing. 4)To provide information by cooperation in materials (by cooperation in providing material) by discipline of release and to make it easier for press buddies to obtain information from hotels as well as from hotel high society. 5)Provide adequate facilities (by providing verification facilities) by enabling the media friend to use whatever facilities are available in the hotel to backup the media crew needs in their equipment. 6)Building a personal relationship with the media (by building personal relationship with the media) by engaging in friendship and conversation on the whatsapp social media application.

 Keyword: media relations strategy, hotel, excellence