Strategi Public Relations Program Paket Vaksin dan Peduli  Pariwisata  Untuk Meningkatkan Citra Positif Hotel The Square Surabaya

Farikha Rachmawati; Alma Andriyani; Tanisya Farah; Syalomita Nadia Putri; Daniel Anugerah; Nadifa Aprilia

doi:10.59581/harmoni-widyakarya.v1i2.346

Authors

Farikha Rachmawati UPN Veteran Jawa Timur
Alma Andriyani UPN Veteran Jawa Timur
Tanisya Farah UPN Veteran Jawa Timur
Syalomita Nadia Putri UPN Veteran Jawa Timur
Daniel Anugerah UPN Veteran Jawa Timur
Nadifa Aprilia UPN Veteran Jawa Timur

DOI:

https://doi.org/10.59581/harmoni-widyakarya.v1i2.346

Keywords:

public relations, communication strategy, public relations audit research, the square hotel

Abstract

During the Covid-19 pandemic, almost all sectors were affected by the pandemic. Companies need strategies to be able to survive in the pandemic era. Public Relations is an important element in an institution and company, one of which is playing an important role in enhancing the company's positive image. This study aims to analyze and evaluate programs carried out by public relations at The Square Hotel in improving the company's good image in the pandemic era.Hotel The Square Surabaya is working with the Ministry of Tourism and Creative Economy (Kemenparekraf) to carry out a vaccine package program and also a care tourism program. The purpose of this study is to analyze the two programs being undertaken by Hotel The Square Surabaya. The method used in this research is to use a qualitative descriptive method. Data collection techniques were carried out by in-depth interviews.The results of the study show that the tourism care program and the vaccine package program are active strategies and apply stakeholder theory as a form of enhancing the company's positive image. Hotel The Square is also trying to carry out these activities in accordance with the program planning that has been done.

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