Strategi Public Relations dalam Mempromosikan Perusahaan Asuransi Sinar Mas

Abstract

This research is entitled public relations strategy in promoting Sinar Mas insurance company. The purpose of this study is to find out the strategies used by Asuransi Sinar Mas in promoting and to find out whether these strategies are successful in maintaining or improving the corporate image. The theory that is considered relevant or used in this research is the theory of public relations or public relations and marketing communication theory. This research is a research with a qualitative approach and data collection techniques are carried out by means of observation and interviews. This study has three informants including two informants who are Sinar Mas insurance customers and one research informant is a Sinar Mas insurance public relations officer. The results of this study are where the two informants say that what is a supporter or step in maintaining and improving the company's image is the service provided by Sinar Mas insurance, as well as treatment or maintaining good relations with each customer is also a form of maintaining and improving the company's good image. While the research results based on data from Sinar Mas insurance employee informants, the company conducts and maintains good relations with each customer as a form of care and service to customers. Second, using social media as one of the intermediary media to promote and reach potential customers or customers more broadly. Thus, it can be concluded that communication is important in maintaining or improving a good image for the company and also marketing communications (promotions) can increase the chances of increasing customers.