FAKTOR-FAKTOR PENDUKUNG DALAM PENERAPAN STRATEGI MARKETING PUBLIC RELATIONS PADA INSTAGRAM

Abstract

Marketing public relations strategies have a significant role since their proper implementation can significantly impact the success of public relations communications. This study examines the factors contributing to the implementation of public relations strategies by PT Jasamarga Solo Ngawi in promoting road safety messages on Instagram. The data sources were public relations staff at PT Jasamarga Solo Ngawi and the Instagram account @officialjasamargasolongawi. The data were interview results with public relations staff at PT Jasamarga Solo Ngawi and screenshots from the official Instagram account of PT Jasamarga Solo Ngawi. The results shows that three types of strategies were implemented in promoting road safety messages, namely pull strategy, push strategy, and pass strategy. The push strategy is the most dominant strategy, while the pass strategy is the least dominant. The success of implementing the MPR strategy is determined by the accuracy of the target audience selection; the message conveyed raised public awareness; and the message's ability to influence public opinion and convince the public.

Keywords: Strategy, Public Relations, Marketing Public Relations, Jasamarga