Wahyuni, Sri (2022) Proses PR dalam Mengkampanyekan Program BESTARI pada LAZNAS Yatim Mandiri Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Yatim Mandiri sebagai lembaga sosial, turut serta membangun kemajuan pendidikan melalui kampanye program Beasiswa Yatim Mandiri (BESTARI). Setiap kampanye tentunya memerlukan perencanaan dan konsep yang matang guna mendukung kelancaran seluruh proses kegiatan kampanye. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Teknik pengumpulan data melalui wawancara, observasi dan dokumentasi. Kampanye BESTARI bertujuan untuk meningkatkan awarness dan partisipasi masyarakat terhadap pendidikan anak-anak yatim dari keluarga pra sejahtera. Kampanye ini menggunakan strategi pesan dengan mengangkat personal story penerima manfaat. Media yang digunakan meliputi media luar ruang, print media, media digital/PDF dan juga optimalisasi melalui media sosial dan website. Segmentasi khalayak sasaran dibagi menjadi dua, yakni calon donatur dan calon penerima BESTARI. Pelaksana kampanye yakni, tim pendistribusian, tim retail fundraising, tim fundraising online. Tim pendistribusian mengkampanyekan program BESTARI melalui kegiatan penyaluran beasiswa dan ivent-ivent dengan tema pendidikan. Tim retail fundraising melakukan sosialisasi di lapangan secara mobile ke perorangan, kelompok arisan, komunitas, perusahaan/instansi. Tim fundraising online melakaksanakan dengan membagikan konten personal branding penerima manfaat, dokumentasi penyaluran berupa foto/video melalui media sosial masing-masing stafnya. Selain itu juga mengirim link artikel berita penyaluran BESTARI kepada donatur secara personal.Hasil penelitian ini menunjukan bahwa Yatim Mandiri dalam menkampanyekan BESTARI telah melakukan tahapan proses PR secara keseluruhan. Namun, karena belum adanya tenaga profesional (PR) sehingga dalam pelaksanaannya masih dilakukan oleh masing-masing staf divisi yang melakukan interaksi langsung dengan khalayak sasaran, baik secara face to fece maupun online. Sebaiknya Yatim Mandiri memiliki divisi/seorang PR yang kredibel dibidangnya, sehingga semua informasi baik dari internal maupun eksternal organisasi dapat terkomunikasikan dengan baik.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Pendidikan, Proses kampanye PR, Bestari |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151700176 Sri Wahyuni |
| Date Deposited: | 18 Mar 2022 01:55 |
| Last Modified: | 18 Mar 2022 01:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/13878 |
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