STRATEGI PUBLIC RELATIONS DALAM MEMBANGUN CITRA PT KEWPIE INDONESIA MELALUI FACTORY VISIT

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.