Annisa Ramadhalia Kusumanti Primary Author mixed material bibliography Jakarta LSPR 2019 en English

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The beauty industry in Indonesia has grown rapidly in recent years. Therefore, public relations strategies are very necessary to be run by a company to form a positive corporate image. Moreover, many beauty industries in Indonesia have begun to develop corporate social responsibility to improve the company's image. Usually, CSR programs are only known for their environmental concerns, but Wardah made a new thing by making education as the main focus of the pillar Wardah Inspiring Movement. The purpose of this study is to determine the public relations strategy of Wardah in enhancing corporate image through Wardah Inspiring Movement in Educational Pillar. This study uses the concept of four stages of the public relations strategy process according to Cutlip and Center. The method used in this research is descriptive method with a qualitative approach. The activities carried out in the research method are data collection based on reality in the field through interviews from the key informant and external informants as an expert in public relations. Based on the data obtained and being analyzed, the authors concluded Wardah’s public relations still need to improve their publication of the program through a social media platform, to catch the attention and awareness of their target audience more efficiently. According to the concept of four stages of public relations from Cutlip & Center Wardah’s public relations have followed the steps, however, they need to improve on the process of planning and programming thus, the program can broadly aware in the eyes of public and Wardah Inspiring Movement could create more effect towards the activities. Keywords: Public Relations Strategy, Wardah, Corporate Image, CSR program, Wardah Inspiring Movement, Educational Pillar. Public Relations 2019 skripsi Annisa Ramadhalia Kusumanti NONE Library LSPR Institute of Communication and Business Amani Library Management System S100186SP LSPR Sudirman Park sampul_skripsi.jpeg.jpeg 1839 2019-12-20 13:33:01 2020-12-18 14:29:12 machine generated