Abstract:
This research took on a case study related to public relations strategy
in order to build a corporate images through factory visit activities.
Factory visit is an activity conducted by a company, by providing chance
to public to visit and observe the work process of the company directly.
So as the factory visit in PT Kewpie Indonesia, the purpose is to build
the desired corporate images in the society.With theories of public
relations strategies, corporate images, factory visit and with qualitative
description approach, researcher was able to actually describe the
result of the research, which shows that there is a number of activity
lists included in the factory visit program, such as presentation of the
company culture, company identity (history, philosophy, principles, guidelines), providing an interesting experience to the participants to
observe the production of mayonnaise sauce and other things that
are educating.
The result is, the strategy used by the company managed to fit the
theory which described how a public relations strategy should be
created and implemented, what kind of corporate image accepted
in society, and how the factory visit activities should run. Then, this
strategy managed to help the company to build the desired images of
PT Kewpie Indonesia as a hygienic company, produce nutritious and
high quality products.
