Abstract :

This study investigates methods to improve Public Relations (PR) within Integrated Marketing Communication (IMC) for CRG Indonesia, paying attention to the key challenges encountered in media relations, event management, and community engagement/Corporate Social Responsibility (CSR). Through conducting qualitative analysis and interacting with stakeholders, the research has found that there is a requirement for content which can be tailored to specific locations, a more solid sustainability message, and enhanced digital interaction. The findings show that CRG’s current public relations strategies have to be better aligned with local sensitivities and company goals. The recommended enhancements involve establishing more robust media connections, implementing thorough event organization, and integrating corporate social responsibility initiatives to cultivate community confidence. The implementation plan utilizes digital platforms, establishes explicit CSR objectives, and adheres to a comprehensive timeline based on the AISAS (Attention, Interest, Search, Action, Share) model. This strategy ensures effective involvement and extensive understanding among all parties involved. By implementing such strategies, CRG Indonesia may enhance its prominence, convey its dedication to sustainability, and establish a robust public relations structure that aids both short-term and long-term business goals.

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Keywords :

AISAS model, Community Relations, Corporate Social Responsibility, Event Management, Integrated marketing communication, Media Relations, Public Relations, Stakeholder Engagement, Sustainability Messaging.

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References :

1. Kasmana, K. (2020). AISAS model: A framework for understanding consumer behavior in the digital age. Journal of Marketing and Consumer Research, 8(1), 45-56.
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4. Smith, R. D. (2017). Strategic planning for public relations (5th ed.). Routledge.