KEGIATAN PUSH STRATEGY dan PULL STRATEGY BAGIAN HUMAS DAN PROTOKOL SETDA KOTA PEKALONGAN MELALUI MEDIA RELATIONS DALAM CITY BRANDING KOTA PEKALONGAN

Abstract

Regional autonomy requires region creativity development to gain Regional Income. To be able to compete with other region, Pekalongan Municipality Publicizes Pekalongan City Branding with Batik as the core icon. The aim of this reseach is to find out what strategy is used by Division of Public Relation and Protocol of Pekalongan Municipality in promoting Pekalongan City Branding by Relation Media. In the effort to deal with the problem of observation, the writer observes based on Kotler Theory (1993:355) that states “ keberhasilan bauran promosi dipengaruhi stategi apa yang digunakan oleh perusahaan/instansi yaitu dengan menggunakan stategi mendorong (push strategy) dan strategi menarik (pull strategy)”. The type of reseach is descriptive qualitative. For obtaining valid data and complete information from the head and staff of Public Relation and Protocol of Pekalongan Municipality as the spokespersons, the writer uses interview guide. Based on the observation, the writer found what stategy is used by this division in promoting Pekalongan City Branding by Relation Media. In fact, this division promotes it by these step : Determine the goals, decide the objects, supported program arrangement, building good relation with mass media, reduce obstruction. In carrying out its strategy, this division gives profound concern to mass media for it has an important role for succeeding Pekalongan City Branding Promotion by its broadcast. Besides that, mass media is an effective media to send out information to public, especially Pekalongan people. Further more, this division creates some other some other ways to build good relation with mass media, such as giving private room for journalists, press release, media clipping, gathering and press tour. In other side, this division also emphasizes large great scale exhibition by involving mosh of Pekalongan people so that mass media can expose it. The writer’s suggestions for Pekalongan Municipality Public Relation and Protocol Division are creating many more Batik-based activities/exhibition and preserving good relation with mass media to gain positive support in any announcement. Keywords : strategy of public relations, media relations