Mutiara, Freddy (2005) Strategi komunikasi eksternal sebagai sumber keunggulan bersaing harian Jawa Pos. Masters thesis, Widya Mandala Catholic University Surabaya.
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Abstract
The purpose of this research at PT Jawa Pos, publisher of Jawa Pos dailynews is to define external corporate communication strategy to maintain customer and to gain new customer after intensity of newspaper industry's competition raise. Jawa Pos expands its market to Jakarta and establishes Indo Pos, Jawa Pos edition for Jakarta. As Kompas expands its market seriously outside Jakarta, especially to East Java. Intensity of competition raise as national company in weekly magazine and television entering newspaper industry. They publish Koran Tempo and Seputar Indonesia dailynews. Research method of this thesis is descriptive methodology using interview and obervation to collect data. Premier data of this thesis comes from five professionals at public relation agency and marketing communication department which communicate their corporate client image to newspapers and magazines. The result of this research shows PT Jawa Pos external communication strategy has created building block image credibility of Jawa Pos as a popular newspaper. For East Java market, popular newspaper create sustaining competitive advantage, as Kompas which expand its market to East Java still has strong image as quality and serious newspaper -although Kompas know it then try to reduce this image. An external communication strategy should be based on three principal components: organization, the constituents, and message or image.
| Item Type: | Thesis (Masters) |
|---|---|
| Department: | ["eprint_fieldopt_department_Graduate School" not defined] |
| Uncontrolled Keywords: | Communication strategy, competitive advantage, organization, constituent, message, image |
| Subjects: | Business Business > Strategic Management |
| Divisions: | Graduate School > Master Program in Management |
| Depositing User: | Sri Kusuma Dewi |
| Date Deposited: | 26 Jun 2015 08:03 |
| Last Modified: | 26 Jun 2015 08:03 |
| URI: | http://repository.ukwms.ac.id/id/eprint/2605 |
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