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"Kampanye #OnMyMind yang diinisiasi oleh BTS bersama UNICEF menyoroti isu kesehatan mental dan perjuangan sehari-hari, yang berhasil menciptakan dominasi sentimen positif di kalangan audiens. Penelitian ini bertujuan untuk mengevaluasi efektivitas kampanye tersebut dalam membangun citra merek (brand image) BTS melalui pendekatan marketing public relations (MPR). Dengan menggunakan metode kualitatif dengan analisis konten, data dikumpulkan dari total 580 konten yang sudah diseleksi menjadi 29 konten, dari berbagai platform media sosial, seperti Twitter, Instagram, TikTok, dan YouTube, serta artikel berita untuk menganalisis respons audiens terhadap kampanye ini. Analisis sentimen menunjukkan bahwa tidak ada respons negatif, melainkan dominasi sentimen positif yang mencerminkan apresiasi audiens terhadap pesan kampanye yang autentik dan relevan secara emosional. Hasil penelitian menunjukkan bahwa isu kesehatan mental sebagai topik universal berkontribusi signifikan dalam membangun hubungan emosional yang kuat antara BTS dan audiensnya. Selain itu, kolaborasi strategis dengan UNICEF memperkuat kredibilitas kampanye sekaligus memperluas dampaknya di tingkat global. Kesimpulannya, kampanye ini tidak hanya berhasil meningkatkan kesadaran tentang kesehatan mental tetapi juga memperkuat citra BTS sebagai figur publik yang peduli terhadap isu-isu sosial. Penelitian ini memberikan wawasan penting bagi praktisi komunikasi dalam merancang kampanye sosial yang berdampak dan berkelanjutan.

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The #OnMyMind campaign initiated by BTS in collaboration with UNICEF highlights mental health issues and daily struggles, successfully creating a dominance of positive sentiments among the audience. This study aims to evaluate the effectiveness of the campaign in building BTS’s brand image through the marketing public relations (MPR) approach. Using a qualitative method with content analysis, data was collected from a total of 580 pieces of content, which were narrowed down to 29 selected pieces from various social media platforms, such as Twitter, Instagram, TikTok, and YouTube, as well as news articles, to analyze audience responses to this campaign. Sentiment analysis revealed no negative responses; instead, there was a dominance of positive sentiments, reflecting the audience's appreciation for the campaign's authentic and emotionally relevant messages. The findings indicate that mental health as a universal topic significantly contributes to building strong emotional connections between BTS and their audience. Furthermore, the strategic collaboration with UNICEF enhanced the campaign's credibility while extending its global impact. In conclusion, the campaign not only succeeded in raising awareness about mental health but also strengthened BTS's image as public figures committed to social issues. This study provides valuable insights for communication practitioners in designing impactful and sustainable social campaigns."

"Brand adalah representasi dari kepribadian produk yang dapat meningkatkan pemasaran produk. Oleh karena itu, banyak perusahaan yang bersedia untuk menghabiskan banyak anggaran untuk membangun brand image yang positif. Salah satu cara untuk membangun brand image adalah menggunakan strategi marketing public relations. PT. Unilever Indonesia Tbk merupakan perusahaan yang menggunakan strategi ini untuk membangun brand image salah satu produknya, Dove dengan membuat program "Dove The Real Beauty".Seperti halnya tulisan ini adalah untuk mengetahui dan menganalisis strategi marketing public relations yang dilakukan pada program Dove. Program "Dove The Real Beauty" menggunakan strategi marketing public relations seperti pull, push dan pass kegiatan yang dilakukan yaitu publikasi, event, dan kegiatan pelayanan publik. strategi marketing public relations memiliki peran yang besar dalam membangun brand image positif Dove diantara persaingan produk kosmetik.

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Brand is a representation of a product personality that can improve product marketing. Therefore, many companies are willing to spend alot of money to build a positive brand image. One way to build a brand image is using public relations marketing strategy. PT. Unilever Indonesia Tbk is a company that use this strategy to build the brand image of one of its products, Dove by making campaign Dove "Real Beauty The Dove".As it does this paper is to investigate and analyze strategic marketing public relations conducted in Real Beauty The Dove campaign. The program Dove Real Beauty use marketing public relations strategy such as pull, push and pass strategy consisting consist of publication activities, events, and public-service activities. Marketing public relations strategy can play a major role in building Dove positive brand image among the cosmetic products competition."

"Saat ini, banyak perusahaan atau brand yang menggunakan brand ambassador sebagai bagian dari strateginya, salah satunya menjadikan artis asal Korea Selatan, seperti aktor dan idol group sebagai brand ambassador dari produk nya. Penelitian ini menganalisis strategi penggunaan S.Coups, Wonwoo, dan Vernon Seventeen sebagai Brand Ambassador dalam kampanye Lead The Wave Chitato berdasarkan fungsi Publicity, strategi Three Ways Strategy, dan manfaat brand ambassador. Dan, melalui metode penelitian desk study. Hasil analisis menunjukkan bahwa penggunaan brand ambassador mampu menciptakan sentimen positif melalui kesamaan nilai antara Chitato dan Seventeen, yaitu self-producing dan autentisitas. Strategi Three Ways yang diterapkan meliputi push strategy melalui promosi langsung di media sosial dan iklan; pull strategy melalui konten tantangan interaktif yang mendorong partisipasi audiens; serta pass strategy yang memanfaatkan komunitas penggemar untuk memperluas pesan melalui word-of-mouth. Selain itu, manfaat brand ambassador mencakup peningkatan visibilitas merek, perluasan jangkauan audiens terutama generasi muda, dan penguatan identitas kampanye. Kesimpulan penelitian ini menegaskan bahwa kolaborasi dengan idol K-Pop sebagai brand ambassador efektif dalam meningkatkan kesadaran merek, menciptakan keterhubungan emosional dengan audiens, dan mengikuti tren pemasaran global yang relevan.

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Many companies or brands use brand ambassadors as part of their strategies, including selecting South Korea artists, such as actors and idol groups as their brand ambassadors. This research analyzes the strategy of using S.Coups, Wonwoo, and Vernon Seventeen as Brand Ambassadors in Chitato's Lead The Wave campaign based on the publicity function, Three Ways Strategy, and brand ambassador benefits. And through the desk study as a research method in this article. The results of the analysis show that the use of brand ambassador is able to create positive sentiment through the similarity of values between Chitato and Seventeen, namely self-producing and authenticity. The Three Ways Strategy applied includes push strategy through direct promotion on social media and advertisements; pull strategy through interactive challenge content that encourages audience participation; and pass strategy that utilizes the fan community to expand the message through word-of-mouth. In addition, brand ambassador benefits include increased brand visibility, expanded audience reach especially the younger generation, and strengthened campaign identity. The conclusion of this study confirms that collaboration with K-Pop idols as brand ambassador is effective in increasing brand awareness, creating an emotional connection with the audience, and keeping up with relevant global marketing trends."

"Penulisan jurnal makalah ini ditujukan untuk memperoleh informasi lebih dalam mengenai upaya memperkuat brand image dengan strategi marketing public relations (MPR). Brand image adalah persepsi di benak konsumen terkait suatu merek yang dapat membangun hubungan emosional sehingga berpengaruh terhadap loyalitas dan keputusan pembelian. Dalam hal ini, Wardah berupaya memperkuat citra halal untuk dapat bertahan di tengah persaingan industri kosmetik yang kompetitif. Jurnal makalah ini menggunakan pendekatan kualitatif dengan metode studi dokumen terhadap materi yang dipublikasikan pada media sosial resmi Wardah serta jurnal penelitian terdahulu yang relevan. Hasil analisis mengungkapkan bahwa implementasi tujuh elemen strategi MPR yang dilakukan Wardah mampu memperkuat brand image sebagai produk kosmetik halal. Integrasi elemen-elemen MPR dengan komunikasi yang konsisten dan relevan menciptakan citra positif yang mendukung loyalitas pelanggan.

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This journal article aims to gain deeper insights into efforts to strengthen brand image through marketing public relations (MPR) strategies. Brand image refers to the perception in consumer’s minds regarding a brand, which fosters emotional connections and influences loyalty and purchasing decisions. In this case, Wardah seeks to strengthen its halal image to remain competitive in the highly dynamic cosmetics industry. This journal article adopts a qualitative approach using document analysis methods on materials published on Wardah’s official social media platforms and relevant previous research studies. The analysis reveals that Wardah’s implementation of the seven MPR strategy elements successfully strengthens its brand image as a halal cosmetic product. The integration of MPR elements with consistent and relevant communication creates a positive image that supports customer loyalty."

"Peran kehumasan menjadi fungsi penting dalam berbagai brand perusahaan, tak terkecuali perusahaan fast moving consumer goods (FMCG). Praktisi public relations dapat meningkatkan citra dan kesadaran publik terhadap brand dan pesan di dalamnya, salah satunya melalui kampanye dengan metode storytelling terkait komunikasi lingkungan. Danone-AQUA, brand air minum dalam kemasan (AMDK) menjadi salah satu brand yang menggunakan praktek public relations dalam menjalankan kampanye ramah lingkungan melalui gerakan #BijakBerplastik. Penelitian kualitatif yang dilakukan dengan metode studi analisis dokumen melalui website, media sosial, dan kampanye Danone-AQUA ini bertujuan untuk mendeskripsikan bentuk kampanye untuk brand image perusahaan. Data yang dipilih adalah unggahan sorotan dari Instagram AQUA @sehataqua. Analisis dilakukan dengan mengkaji kampanye gerakan #BijakBerplastik yang sarat akan komunikasi lingkungan, yaitu isu sampah plastik, isu daur ulang, dan isu keberlanjutan. Pesan kampanye public relations gerakan #BijakBerplastik berhasil meraih berbagai penghargaan dan sukses menanamkan brand image Danone-AQUA sebagai perusahaan berkelanjutan.

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Public relations is an important function in various corporate brands, including fast- moving consumer goods (FMCG) companies. Public relations practitioners can increase public image and awareness of the brand and its messages through storytelling campaigns related to environmental communication. Danone-AQUA, a brand of bottled drinking water (AMDK), is one of the brands that use public relations practitioners in carrying out environmentally friendly campaigns through the #BijakBerplastik movement. Qualitative research conducted using document analysis study method through websites, social media, and the Danone-AQUA campaign aims to descriptively elaborate the type of campaigns on the company's brand image. Collected data are highlights from AQUA’S Instagram @sehataqua. The analysis was carried out by examining the #BijakBerplastik movement campaign, full of environmental communication, which were discussing plastic waste, recycling, and sustainability. The message of the public relations campaign for the #BijakBerplastik movement has won various awards and has succeeded in instilling the Danone-AQUA brand image as a sustainable company."

"Aespa merupakan girl group K-Pop dibawah naungan SM Entertainment sebagai agensi hiburan Korea Selatan, yang menggunakan konsep unik yaitu konsep futuristik. Penulisan makalah ini bertujuan untuk menggambarkan terkait strategi marketing public relations yang dilakukan SM Entertainment dalam membentuk brand image aespa sebagai girl group K-Pop futuristik dengan menerapkan push and pull strategy. Dalam konteks industry K-Pop yang sangat kompetitif, SM Entertainment berupaya membentuk brand image aespa yang unik, untuk menciptakan daya tarik yang membedakan aespa dari grup-grup K-Pop lainnya dan meningkatkan daya tarik di mata audiens. Push and pull strategy yang dilakukan oleh SM Entertainment menggunakan beberapa tools marketing public relations untuk mendapat hasil maksimal, yaitu publikasi, special events, dan identitas media. Penggabungan tools marketing public relations dalam penerapan push and pull strategy merupakan upaya untuk meningkatkan brand image aespa yang lebih kuat.

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Aespa is a K-pop girl group under the management of SM Entertainment, a South Korean entertainment agency, known for its unique futuristic concept. This paper aims to illustrate the marketing public relations strategies employed by SM Entertainment in shaping aespa’s brand image as a futuristic K-pop girl group through the implementation of push and pull strategies. Within the highly competitive K-pop industry, SM Entertainment strives to establish aespa’s unique brand image to create an appeal that distinguishes them from other K-pop groups and enhances their attractiveness to the audience. The push and pull strategies implemented by SM Entertainment utilize several marketing public relations tools to achieve optimal results, including publications, special events, and media identity. The integration of these marketing public relations tools in the application of push and pull strategies reflects a concerted effort to strengthen aespa’s brand image further. "

"ABSTRAKAnalisis Situasi: 1. Party Partner merupakan salah satu brand penyedia barang dan jasa perlengkapan pesta yang baru dirintis selama kurang lebih dua tahun berjalan. 2. Party Partner memiliki harga yang relatif terjangkau, varian produk yang beragam, akses keterjangkauan mudah, dan pelayanan ramah bila dibandingkan dengan pesaing. Namun sayang, Party Partner masih terbilang lambat dalam merespon chat pelanggan di social media dan belum memiliki jasa pesan antar/delivery. 3. Kesadaran khalayak akan brand Party Partner masih berada pada tingkat Unaware of Brand sebab Party Partner kurang melakukan kegiatan promosi yang mampu menyasar langsung ke target sasaran. 4. Peluang yang dimiliki Party Partner untuk meningkatkan kesadaran brandnya di benak khalayak pada dasarnya terbilang cukup besar, namun belum mampu dimaksimalkan. 5. Banyaknya brand pesaing yang mulai bermunculan, harga penjualan online yang mematikan, dan berita mengenai bahaya penggunaan balon gas menjadi potensi ancaman yang harus dihadapi Party Partner. Pernyataan Masalah: Rendahnya pengetahuan khalayak sasaran akan keberadaan Party Partner sebagai salah satu brand penyedia barang dan jasa perlengkapan pesta di wilayah Kab. Bandung menyebabkan pentingnya perencanaan strategi yang tepat, yakni Strategi Marketing Public Relations yang bertujuan untuk meningkatkan kesadaran brandnya di benak khalayak. Solusi: 1. Menyelenggarakan Program Special Event "Sayembara Desain Logo dalam Rangka Memperingati Anniversary Party Partner yang Ke-3". 2. Melakukan Publikasi dan Publisitas dengan Menggunakan Peran Influencer di Media Sosial. 3. Melakukan Program Kerjasama Pemberian Sponsor Dekorasi pada Acara-acara Tertentu. Tujuan Program: 1. Memperkuat kesadaran brand brand awareness konsumen terhadap Party Partner guna mampu bersaing secara kompetitif di tengah ketatnya persaingan bisnis saat ini. 2. Mencapai kesadaran brand brand awareness konsumen pada tingkat Top of Mind puncak pikiran, dimana Party Partner sebagai salah satu brand penyedia barang dan jasa perlengkapan pesta di wilayah Kab. Bandung, mampu menjadi brand yang disebutkan pertama kali oleh konsumen/yang pertama kali muncul dalam benak konsumen. Khalayak Sasaran: 1. Secara Geografis Khalayak yang bertempat tinggal di sekitar wilayah Kabupaten Bandung, Jawa Barat. 2. Secara Demografis- Laki-laki dan Perempuan- Pelajar SD, SMP, dan SMA di wilayah Kabupaten Bandung- Mahasiswa Perguruan Tinggi di wilayah Kabupaten Bandung- SES : A dan B3. Secara Psikografis Pelajar dan mahasiswa yang menyukai trend perayaan pesta dan trend sharing moments di media sosial Instagram.

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ABSTRACTSituation Analysis: 1. Party Partner is one of party goods and service provider that newly pioneered over the past two years. 2. Party Partner has a relatively affordable prices, diverse product variants, easy access, and friendly service compared to other competitors. But unfortunately, Party Partner is still somewhat slow in responding to chat customers in social media and doesn`t have delivery service yet. 3. Public awareness about Party Partner is still at the level of Unaware of Brand which means Party Partner is still less effort in conducting promotional activities that can be targeted directly to the target. 4. Opportunities owned by Partner Partner to increase brand awareness in the minds of the audience is quite large, but has not been able to be maximized. 5. The emergence of many competitors, deadly online sales price, and news about the danger of gas balloons usage become potential threat to be faced by Party Partner. Problem Statement: The low knowledge of target audiences about the existence of Party Partner as one of the party goods and service providers brand in Bandung area led to the importance of planning the right strategy, namely Marketing Public Relations Strategy which aims to increase brand awareness in the minds of the public. Solution: 1. Organizing a Special Event Program Logo Design Competition in Order to Commemorate the 3rd Anniversary of Party Partner. 2. Publication and Publicity using Social Media Influencer. 3. Conducting Cooperation Program as Sponsors Providers of Decorations in Certain Occasions. Program Objectives: 1. Strengthening brand awareness of consumer towards Party Partner in order to compete competitively in the middle of the tightness of business competition nowadays. 2. Achieving the Top of Mind level in consumer brand awareness, where Party Partner is one of the party goods and service provider brand in Bandung area, is able to become the first brand mentioned by consumer which first appeared in the minds of consumers. Target Audience: 1. Geographically People residing in Bandung Area, West Java. 2. Demographically Men and Women Students of elementary, junior high and high school in Bandung area College students in Bandung area SES A and B3. Psychographically Students who like the trend of party celebration and sharing moments in their Instagram."

"Penelitian ini menganalisis strategi Marketing Public Relations (MPR) yang diterapkan oleh Summarecon Mall Kelapa Gading dalam memperkuat citra merek (brand image) sebagai ‘Your Family Mall’. Jurnal makalah ini menggunakan metode kualitatif dengan pendekatan deskriptif, dimana data dikumpulkan melalui wawancara langsung. Hasil penelitian menunjukkan bahwa Summarecon Mall Kelapa Gading memanfaatkan tiga strategi utama marketing public relations, yaitu push, pull, dan pass, yang diterapkan melalui kegiatan promosi, event interaktif, dan kontribusi sosial. Strategi pull melibatkan penyelenggaraan acara rutin tahunan, berbagai kegiatan menarik seperti workshop, dan penggunaan media dalam melakukan publisitas. Sedangkan strategi push mengandalkan program loyalitas dan kolaborasi dengan brand ambassador. Strategi pass dilaksanakan melalui program sosial melalui Summarecon Peduli dan celengan kasih. Penggabungan tools marketing public relations yang diterapkan melalui strategi push, pull, dan pass merupakan upaya untuk meningkatkan dan memperkuat brand image Summarecon Mall Kelapa Gading. Meskipun strategi ini efektif dalam menciptakan hubungan emosional dengan pengunjung, penelitian menemukan bahwa kesadaran terhadap tagline ‘Your Family Mall’ masih memerlukan penguatan melalui komunikasi yang lebih luas dan konsisten.

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This study examines the Marketing Public Relations (MPR) strategies implemented by Summarecon Mall Kelapa Gading to strengthen its brand image as 'Your Family Mall.' The paper uses a qualitative approach with a descriptive design, where data was collected through direct interviews. The findings indicate that Summarecon Mall Kelapa Gading employs three main MPR strategies: push, pull, and pass, which are executed through promotional activities, interactive events, and social contributions. The pull strategy involves organizing annual routine events, engaging activities such as workshops, and utilizing media for publicity. The push strategy relies on loyalty programs and collaborations with brand ambassadors. The pass strategy is implemented through social programs like Summarecon Peduli and Celengan Kasih. The integration of these MPR tools through push, pull, and pass strategies aims to enhance and strengthen the brand image of Summarecon Mall Kelapa Gading. Although these strategies are effective in building emotional connections with visitors, the study finds that awareness of the 'Your Family Mall' tagline still requires strengthening through broader and more consistent communication."

"Industri air minum dalam kemasan (AMDK) di Indonesia mengalami pertumbuhan pesat yang didorong oleh preferensi konsumen terhadap kesehatan, kenyamanan, dan kualitas. Le Minerale berhasil menonjol melalui kampanye Asli Milik Indonesia yang mengintegrasikan strategi Marketing Public Relations (MPR) berdasarkan konsep Kotler dan Keller. Studi ini bertujuan menganalisis keberhasilan kampanye Le Minerale dalam membangun citra merek sebagai produk lokal yang bermutu, khususnya melalui tools MPR seperti publications, events, sponsorship, identity media, news, dan public services activities. Studi ini menggunakan metode kualitatif dengan literature review dan analisis konten pada media sosial. Hasil menunjukkan bahwa Le Minerale berhasil memperkuat posisinya sebagai produk lokal dengan menargetkan komunitas olahraga dan atlet melalui beberapa tools untuk meningkatkan kesadaran merek, serta mendukung nasionalisme dan gaya hidup sehat.

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The bottled drinking water (AMDK) industry in Indonesia has experienced rapid growth driven by consumer preferences for health, convenience, and quality. Le Minerale has succeeded in standing out through the Asli Milik Indonesia campaign which integrates Marketing Public Relations (MPR) strategies based on the Kotler and Keller concept. This study aims to analyze the success of the Le Minerale campaign in building a brand image as a quality local product, especially through MPR tools such as publications, events, sponsorship, identity media, news, and public services activities. This study uses a qualitative method with literature review and content analysis on social media. The results show that Le Minerale has succeeded in strengthening its position as a local product by targeting the sports community and athletes through several tools to increase brand awareness, as well as support nationalism and a healthy lifestyle."

"Indonesia memiliki potensi besar sebagai pusat ekonomi halal, termasuk dalam industri kosmetik halal yang terus berkembang pesat. Wardah, sebagai pelopor kosmetik halal di Indonesia, ingin mempertahankan citra halal melalui penerapan strategi Marketing Public Relations (MPR) yang mengintegrasikan nilai-nilai Islami dalam setiap aspek pemasarannya. Penelitian ini menganalisis penerapan tiga strategi utama MPR—Pull, Push, dan Pass—dalam membangun dan mempertahankan citra halal Wardah. Metode penelitian deskriptif kualitatif digunakan dengan literatur review dan analisis konten sebagai data pendukung. Hasil penelitian menunjukkan strategi Pull dilakukan melalui halal social media marketing dan event beauty class, Push melalui promosi dan kolaborasi dengan brand ambassador yang menghasilkan iklan, konten media sosial, dan activation. Terakhir strategi Pass dilakukan melalui program CSR dan sponsorship acara Islami.

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Indonesia holds significant potential as a hub for the halal economy, including the rapidly growing halal cosmetics industry. Wardah, as a pioneer of halal cosmetics in Indonesia, seeks to maintain its halal image through the implementation of Marketing Public Relations (MPR) strategies that integrate Islamic values into all aspects of its marketing efforts. This study analyzes the application of three main MPR strategies—Pull, Push, and Pass—in building and maintaining Wardah's halal image. A descriptive qualitative research method was employed, using literature reviews and content analysis as supporting data. The findings show that the Pull strategy is implemented through halal social media marketing and beauty class events, the Push strategy through promotions and collaborations with brand ambassadors resulting in advertisements, social media content, and activations, and the Pass strategy through CSR programs and sponsorship of Islamic events."