Promotional and Media Relations Activities of Public Relations at The Alana Hotel and Convention Center Yogyakarta
ABRAHAM HARIO LANANG, Nur Endah Nugraheni, S.S, M.A
2016 | Tugas Akhir | D3 BAHASA INGGRIS SVTujuan dari penulisan tugas akhir ini adalah untuk membahas The Alana Hotel and Convention Center Yogyakarta (The Alana Yogyakarta) yang meliputi profil serta kegiatan dari Public Relations di The Alana Yogyakarta. Metode yang digunakan untuk menulis tugas akhir ini adalah dengan melakukan observasi selama tiga bulan saat magang sebagai Public Relations Officer, dan dengan melakukan wawancara dengan sejumlah staff yang bekerja di The Alana Yogyakarta. The Alana Yogyakarta memberikan fasilitas lengkap bagi para tamu seperti kamar, ruang meeting, ballroom, kolam renang, dan restoran. The Alana Yogyakarta adalah hotel berbintang empat yang berlokasi di komplek Mataram City. Berdasarkan observasi yang dilakukan, kegiatan dari Public Relations terdiri dari dua kelompok yaitu promosi dan media relations. Untuk kelompok promosi, kegiatan yang dilakukan oleh Public Relations meliputi advertising, direct marketing, interactive/internet marketing, sales promotion, publicity, dan personal selling. Sedangkan untuk kegiatan media relations yang dilakukan adalah berupa press conference, press briefing, press tour, press release, special event, press luncheon, interview, serta kunjungan media. Public Relations dari The Alana Yogyakarta mengaplikasikan semua kegiatan promosi dan media relations dalam menjalankan tugasnya. Penerapan kegiatan promosi dan media relations tersebut dibahas didalam tugas akhir ini. Kesimpulan yang diperoleh berupa tugas utama dari Public Relations dalam sebuah hotel adalah sebagai penghubung antara perusahaan dan publik, perusahaan dan media, serta sebagai tim khusus untuk membentuk dan menjaga citra dari perusahaan.
The purpose of this graduating paper is to discuss The Alana Hotel and Convention Center Yogyakarta (The Alana Yogyakarta) which covers the profile and the activity of Public Relations (PR) at The Alana Yogyakarta. Methods that are used to write this graduating paper are by doing a participant observation during the internship from February to May as Public Relations Officer (PRO) and interviewed some employees that work at The Alana Yogyakarta. The Alana Yogyakarta provides a complete facilities for guests such as rooms, meeting rooms, ballroom, swimming pool, and restaurant. The Alana Yogyakarta is a four-star hotel that located in Mataram City Blok. Based on the participant observation, the activities of PR is categorized into two different types which are promotion and media relations. The promotional activities by PR include advertising, direct marketing, interactive/internet marketing, sales promotion, publicity, and personal selling. The media relations activities by PR are press conference, press briefing, press tour, press release, special event, press luncheon, interview, and also media visit. Public Relations at The Alana Yogyakarta applied these promotional and media relations activities in doing its job. The practice of those activities are examined in this graduating paper. The obtained result is the main job of Public Relations in a hotel business are as the communicator between the company and public, as the communicator between the company and press, and as the specific team to create and manage the brand image.
Kata Kunci : Public Relations, Promotion and Media Relations Activities, The Alana Hotel & Convention Center Yogyakarta
