Peran Public Relations dalam Memperkuat Citra Brand Saluran Televisi Berbayar Vision+ : Studi Deskriptif Kualitatif di Marketing Communications MNC Channels

Silvana Septi Libriyanti; Tria Patrianti

doi:10.62383/komunikasi.v3i2.993

Peran Public Relations dalam Memperkuat Citra Brand Saluran Televisi Berbayar Vision+

Studi Deskriptif Kualitatif di Marketing Communications MNC Channels

Authors

Silvana Septi Libriyanti Universitas Muhammadiyah Jakarta
Tria Patrianti Universitas Muhammadiyah Jakarta

DOI:

https://doi.org/10.62383/komunikasi.v3i2.993

Keywords:

Brand Image, Communication Strategy, Marketing Communication, Public Relations, Qualitative Research

Abstract

Vision+ pay television. This study uses a descriptive qualitative approach to gain an in-depth understanding of Public Relations practices at MNC Channels. Data collection techniques were carried out through observation, in-depth interviews, and documentation. Data analysis used the Miles and Huberman interactive model which includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that the role of Public Relations is not yet fully optimized, especially in the strategic decision-making process. Public Relations functions more as a technical implementer of communication rather than as a management advisor. This condition has an impact on the less than optimal efforts to strengthen the Vision+ brand image. Therefore, it is necessary to strengthen the role of Public Relations as an expert prescriber, communication facilitator, problem-solving facilitator, and communication technician to support the company's communication strategy and improve brand image. In addition, this study also found that internal coordination, utilization of digital media, and consistency of communication messages are important factors in building positive public perception. The lack of integration between the Public Relations function and strategic management causes the messages delivered to be not fully aligned with brand positioning

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Published

2026-04-30

How to Cite

Silvana Septi Libriyanti, & Tria Patrianti. (2026). Peran Public Relations dalam Memperkuat Citra Brand Saluran Televisi Berbayar Vision+ : Studi Deskriptif Kualitatif di Marketing Communications MNC Channels. Jurnal Ilmu Komunikasi, Administrasi Publik Dan Kebijakan Negara, 3(2), 98–109. https://doi.org/10.62383/komunikasi.v3i2.993