Strategi Digital Public Relations Surabaya Suites Hotel Dalam Memperbaiki Citra Pasca Adanya Isu Hotel Angker. (Surabaya Suites Hotel's Digital Public Relations Strategy in Improving Its Image After the Haunted Hotel Issue).

Polman, Angelica Putri Hendrik (2024) Strategi Digital Public Relations Surabaya Suites Hotel Dalam Memperbaiki Citra Pasca Adanya Isu Hotel Angker. (Surabaya Suites Hotel's Digital Public Relations Strategy in Improving Its Image After the Haunted Hotel Issue). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Public relations is something important and crucial in a company or organization because it is a bridge between the company and its public. The existence of new media can encourage public relations professionals to always follow the latest trends and use social media to reach all audiences efficiently while carrying out their activities. This is called a digital public relations strategy the actions taken by public relations professionals while carrying out their work and responsibilities on digital platform. This research discusses digital public relations strategies Surabaya Suites Hotel in image restoration after the haunted hotel issue. The Surabaya Suites Hotel was founded in 1993. This hotel is a four-star hotel and has a very strategic location surrounded by several shopping centers, such as Plaza Surabaya, Grand City, and WTC. In this research, the author used descriptive qualitative research with a case study approach. The resource person in this research is public relations and marketing communications from the Surabaya Suites Hotel. The author collected data through interviews, observations, and documentation. The author uses the public relations management process strategy according to Cutlip, Center, and Broom, namely finding facts, planning, action, and evaluation. The theory used by the author in this research is image restoration theory. In implementing the image restoration theory, this theory evaluates the strategy implemented by the Surabaya Suites Hotel. The result of this research show that the Surabaya Suites Hotel uses a digital platform to carry out its activities to help restore its image after the issue of haunted hotels.

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