Strategi Humas Sekolah Alam Purwakarta dalam Membangun Brand Awareness - Az Zahra, Luthfika (Reputation: Jurnal Ilmu Hubungan Masyarakat, 2021)
Penelitian ini bertujuan untuk mendeskripsikan bagaimana strategi humas Sekolah Alam Purwakarta dalam membangun brand awareness melalui metode kualitatif dengan analisis deskriptif berdasarkan konsep the nine step of strategic public relations yang digagas oleh Ronald D. Smith yang memuat empat hal yakni bagaimana tahap riset formatif, tahap strategi, tahap taktik, dan tahap evaluasi. Hasil penelitian ini menunjukan bahwa pelaksanaan strategi humas Sekolah Alam Purwakarta dalam membangun brand awareness melalui empat fase berdasarkan konsep the nine step of strategic public relations. Fase pertama yakni melakukan tahap analisis situasi, tahap analisis organisasi, dan tahap analisis publik. Fase kedua yakni tahap penentuan tujuan dan sasaran, tahap formulasi aksi dan tahap komunikasi efektif. Fase ketiga yakni tahap taktik komunikasi dan tahap implementasi rencana strategis. Fase keempat yakni tahap evaluasi. Kata Kunci : Strategi Humas; Brand Awareness. ABSTRACT This study aims to describe how the public relations strategy of Sekolah Alam Purwakarta in building brand awareness through qualitative methods with descriptive analysis based on the concept of the nine steps of strategic public relations initiated by Ronald D. Smith which contains four things, namely how the formative research stage, the strategy stage, tactical stage, and evaluation stage. The results of this study indicate that the implementation of the public relations strategy of Sekolah Alam Purwakarta in building brand awareness through four phases based on the concept of the nine steps of strategic public relations. The first phase is to carry out a situation analysis phase, an organizational analysis phase, and a public analysis phase. The second phase is the stage of determining goals and objectives, the stage of action formulation and the stage of effective communication. The third phase is the stage of communication tactics and the stage of implementing the strategic plan. The fourth phase is the evaluation phase. Keywords : Public Relations Strategic, Brand Awareness.