PERENCANAAN DALAM PEMBENTUKAN PROGRAM CITY BRANDING KOTA SEMARANG “ VARIETY OF CULTURE ”

Abstract

Starting from the City branding done by Semarang city repeatedly failed. It felt a waste, this time Semarang city again brings city branding titled "Variety of Culture". Reflecting from the previous failure then it’s required an evaluation of the implementation of city branding conducted by Semarang city this time. Based on those problem, researcher want to do research on Public Relations Planning in City Branding of Semarang City “Variety of Culture”. The concept used in this research is the planning concept. The method used in this research is descriptive qualitative, data source obtained from primary and secondary data. The data retrieval techniques used is indepth interview with ask questions through media interview guide to research team members and technical team from City Branding Semarang City establishment. Based on research result Public Relations Planning in City Branding of Semarang City it used some indicators, it is stage of determining goals and objectives, the stage of choosing the key public, the stage of determining the policy, and the stage of determining the strategy. At the stage of determining goals and objectives Regional Planning and Development Agencies of Semarang City determine the intended target is investment, trade, and tourism. And then on the stage of choosing the key public, Regional Planning and Development Agencies of Semarang City determine the target according to the target and also the existing stakeholders. The next stage is determining the policy, on this stage Regional Planning and Development Agencies of Semarang City using laws and regulations on branding and city branding as well as the basic selection of pillars of city branding to be used. And on the stage of determining the strategy Regional Planning and Development Agencies of Semarang City using branding strategies with the techniques specified. The result of city branding’s planning that done by Regional Planning and Development Agencies of Semarang City is the formed of new city branding of semarang city it is variet of culture.