COMMUNICATION STRATEGY OF "QUALITY EXHIBITION" AT PT TOYOTA MOTOR MANUFACTURING INDONESIA

Abstract

Employee is one of many important aspects in running a good company. Employees are the one who manage yet produce the company products or services. By having the best employees, the company will have a bigger chance in having the best quality of their product or services. However, the company often conducts special event in order to enhance the employee skills and behavior. In PT Toyota Motor Manufacturing Indonesia (TMMIN), they conduct an event named “Quality Exhibition” which aimed to level up the job of employee performance by giving awareness to the employee from the past learning experiences. Quality Exhibition is an annual event. This year the participant was unexpectedly decreased when compared to last year, even this year content is better. In this study researcher conducted a descriptive approach using qualitative method with in-depth interview. It focused on answering the research questions of what was the communication strategy used; how the committee implemented the communication strategy; and the evaluation of communication strategy through Quality Exhibition. The result showed that they used the four-step public relations process from Cutlip et al., (2006); the committees implement the whole four-step of public relations communication strategy; the planning process did not arrange completely, hence the process of disseminating the information did not run well. Furthermore, this research can give direct beneficial result through the case observed. In addition, this research can give a direct feedback about communication strategy that can be applied directly to the event observed.