Strategi Public Relations Officer dalam Menjalankan Aktivitas Media Relations Terhadap Pihak Surat Kabar di Kota medan (Studi Deskriptif Kualitatif di Coca-Cola Amatil Indonesia Medan)

Abstract

Coca-Cola Amatil Indonesia (CCAI) Medan as one of the large companies to keep and increasing the company‟s image of course they do the activities of the publication through a Public Relations (PR). The newspaper is the mass media are most commonly used for publications because it‟s easier to publish and by using cheaper rates. The research was aimed to explain how the activities of the media relations and the strategy of a PR CCAI Medan to do the activity to the newspaper in Medan. The source of data in this research is PR CCAI Medan and three newspaper journalists who have fulfilled the criteria. The method of collecting data was done by interview, documentation and study the literature. From the result of the research gained that media relationss activities of PR CCAI Medan in the last 3 (three) years is press confrence, press reception, press calls, meeting with editor and press release. PR CCAI Medan gave priority of a harmonious and familiar relationsship with journalists as basic strategy for approaching the media. Harmonious relationsship with the media helped PR CCAI Medan to confirm the negative issue easily, and helpful for the media to access the reliable information from CCAI Medan as the need writing news