Maximizing Media Relations Activity as Public Relations Strategy

Ami Kusuma Handayani, Effy Zalfiana Rusfian

Research output: Contribution to conferencePaper

Abstract

Media relations as a fundamental and important aspect of Public relations. Media relations activity as Public relations strategy to communicate messages and information about the organization activities need to be published in cooperation with the media to create publicity and positive image. The activities refer to how organization using media to affect their publics to reach organization goal in the era of new media technologies. Mass media usually be used by corporate to make corporate images, but it also needs to build images. Convergence does not only happen in the media, but in public relations field also experienced convergence since the change of technology. This research aims to determine media relations strategy to influence media relations activity that consists of credibility, professionalism and interpersonal relations in Obsession Media Group. This study uses case study research that includes observation and in-depth interview as its method of data collection. This result of this study shows that interpersonal relations are the most influential in order to maximize media relations activity and organization need to keep developing convergency media strategy to maintain their existency.
Original languageEnglish
Publication statusPublished - 2017
EventInternational Conference on Culture, Art, and Humanities - ID, Padang, Indonesia
Duration: 1 Jan 2017 → …

Conference

ConferenceInternational Conference on Culture, Art, and Humanities
CountryIndonesia
CityPadang
Period1/01/17 → …

Keywords

  • convergency media strategy, media relations activity, public relations

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    Handayani, A. K., & Rusfian, E. Z. (2017). Maximizing Media Relations Activity as Public Relations Strategy. Paper presented at International Conference on Culture, Art, and Humanities, Padang, Indonesia.