PUBLIC RELATIONS STRATEGY OF WEBER SHANDWICK INDONESIA IN MAINTAINING THE BRAND IMAGE OF VESPA

Abstract

Weber Shandwick Indonesia as a public relations consultant for PT Piaggio Indonesia has shown that by having good media relations, it can help the company to maintain the brand image of Vespa and ensure the public to know that Vespa still exist among the market. Vespa has received favorable impressions from public since it was displayed for the first time and it eventually generated a good image to the public’s memory. The good image of Vespa still remains among the public until now. It makes the researcher interested to know how Weber Shandwick implements the public relations strategy that can maintain the image of Vespa through media relations. This is a qualitative research employing case study approach. In collecting the data, the researcher used in-depth interview as the primary data and collecting the relevant documents from news articles as the secondary data. The author finds out what are the phases that planners passed through in implementing public relations strategy after conducting this research. The planners of public relations strategy started by doing formative research, setting the plan of the strategy, choosing the communication tactics, and finally evaluating the strategy by conducting media monitoring.