Strategi dan Implementasi Public Relations dalam Startup Digital Indonesia (Studi Kasus pada PT Nasco International)

Abstract

This research is entitled Public Relations Strategy and Implementation in Indonesian Digital Startups (Case Study at PT Nasco International). This research aims to examine and examine what strategies and how the implementation of public relations implemented by PT Nasco International. The data that has been collected will be analyzed using data reduction techniques, data presentation, and conclusion drawing. This research uses a qualitative approach with a case study method that examines a program (public relations), event, activity, process or individual, or group in more depth. The data collection method used in this research is collected directly from in-depth interviews and non-participant observation. The results of this study show the public relations strategy implemented by PT Nasco International. Of the seven PENCILS mix strategies, it was found that the public relations strategy at PT Nasco International was implemented in the internal and external scope of the company. The results of this study also show that the company is supported by several factors in implementing its strategy, namely the use of social media and the internet as well as an open communication process in the company and there are several inhibiting factors such as lack of budget in creating content, PR staff skills, and quantity of PR staff