Public Relations Strategy in Improving Reputation of Crystal Hotel
Article Sidebar
Main Article Content
Abstract
The hospitality industry, including Crystal Hotel, faced significant challenges during the COVID-19 pandemic. Public Relations (PR) strategies play a crucial role in maintaining and improving the reputation of businesses in such adverse conditions. This study explores the PR strategies applied by Crystal Hotel to enhance its reputation in the highly competitive South Jakarta market. The study utilized qualitative methods, including interviews and observations, focusing on key informants such as the hotel's Public Relations team, front office management, and loyal guests. The results highlight the significance of implementing a SWOT analysis and using the POAC framework (Planning, Organizing, Actuating, Controlling) to guide the hotel's public relations activities. This approach has contributed to the hotel's increased visibility and customer loyalty, ultimately improving its reputation.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
B. W. Respati, M. Ihwanudin, and M. Kurniawati, “Pengaruh Kualitas Kehidupan Kerja dan Keseimbangan Kehidupan Kerja Terhadap Performa Karyawan: Peran Mediasi Kepuasan Kerja,” J. Manajerial, vol. 10, no. 02, p. 179, 2023, doi: 10.30587/jurnalmanajerial.v10i02.5363.
P. A. Found, D. Mogale, Z. Xu, and J. Yang, “Food supply chain resilience in major disruptions,” J. Manuf. Technol. Manag., 2024, doi: 10.1108/JMTM-02-2022-0081.
T. T. Le, “How do food supply chain performance measures contribute to sustainable corporate performance during disruptions from the COVID-19 pandemic emergency?,” Int. J. Qual. Reliab. Manag., vol. 40, no. 5, pp. 1233–1258, 2023, doi: 10.1108/IJQRM-03-2022-0089.
N. R. Monika and T. Kusumawardhani, “Peran Komunikasi Organisasi Dalam Meningkatkan Kinerja Karyawan Pt. Keihin Indonesia,” Interpret. Commun. Public Relations, vol. 3, no. 1, pp. 21–29, 2022.
O. Birgisson, M. Hysing, H. R. Eriksen, E. Johannsson, and S. Gestsdottir, “The relationship between online communication and adolescents’ mental health: Long-term evaluation between genders,” Scand. J. Public Health, p. 14034948231161382, 2023.
F. Fusté-Forné and N. Filimon, “Using Social Media to Preserve Consumers’ Awareness on Food Identity in Times of Crisis: The Case of Bakeries,” International Journal of Environmental Research and Public Health, vol. 18, no. 12. 2021. doi: 10.3390/ijerph18126251.
J. Etikan, “Corporate Social Responsibility (CSR) and its Influence on Organizational Reputation,” J. Public Relations, vol. 2, pp. 1–12, Feb. 2024, doi: 10.47941/jpr.1694.
F. Oktaviani and S. D. D. Septiani, “Aktivitas Komunikasi Public Relations dalam Menjaga Reputasi Perusahaan,” J. Signal, vol. 8, no. 1, pp. 15–29, 2020.
P. Kotler, K. L. Keller, D. Manceau, and B. Dubois, “Marketing Management, 15e édition,” New Jersy Pearson Educ., 2016.
S. Kothari, “Online Reputation Management Strategies in Hospitality Industry: A Cross-Sectional Study,” PsychologyandEducation, vol. 55, no. 1, pp. 725–733, 2023, doi: 10.48047/pne.2018.55.1.88.
F. David and F. R. David, Strategic management: A competitive advantage approach, concepts and cases. Pearson–Prentice Hall Florence, 2016.
M. Phiri, “Exploring digital marketing resources, capabilities and market performance of small to medium agro-processors. A conceptual model,” J. Bus. Retail Manag. Res., vol. 14, no. 2, 2020.
Apprilisda Ranica Putri, Devi Maria Saadah, Iis Nurkamillah, Silven Yonathan, Sucya Sri Yuliana, and Ricky Firmansyah, “Peran E-commerce Sebagai Media Komunikasi Bisnis Dalam Peningkatan Penjualan UMKM Salaut Di Universitas Teknologi Digital,” J. Kaji. dan Penelit. Umum, vol. 1, no. 3 SE-Articles, pp. 1–16, May 2023, doi: 10.47861/jkpu-nalanda.v1i3.181.
A. Hasya, “Business Mentoring Contribution, Market Adaptability, and Social Media Engagement on Entrepreneurial Growth in Indonesia,” Int. J. Innov. Res. Eng. Manag., vol. 11, no. 3, pp. 103–111, 2024.