Implementasi Strategi Public Relations dalam Communication and Campaign Mangement Telkom Witel Jakarta Centrum

Abstract

Transformation is a strategic step for companies to become more developed. Increasingly complex customer needs have led to significant technological changes through innovation and adaptation by companies. Telkom Indonesia, as the parent company of Telkom Group, through its Witel (Telecommunications Region) business unit, has undergone a change in its business model strategy from B2C (business to consumer) to B2B (business to business) in order to expand its market reach and promote a new brand awareness to the public. This study aims to analyze the implementation of public relations strategies in communication and campaign management at Telkom Witel Jakarta Centrum. This study uses a descriptive qualitative method to describe experiences and interviews. The results show that Telkom Indonesia's public relations department has taken various steps in conducting campaigns, particularly the public relations department of Telkom Witel Jakarta Centrum. The strategy implemented by Witel Jakarta Centrum's public relations uses John Marston's RACE strategy, starting from the company research stage (Research), program/action (Action), communication (Communication), and evaluation (Evaluation). The campaign includes creating internal articles for the Telkom Group portal, external articles, collaborating with media partners as publication partners, and hosting the Indibiz Jakarta Centrum podcast and live Instagram. Based on the research, it was concluded that the Jakarta Centrum Witel public relations department has implemented the RACE public relations strategy (Research, Action, Communication, Evaluation), but needs to optimize article production management, the quality and quantity of media partnerships, and utilize supporting tools to produce articles comprehensively.