Managing Corporate Reputation Through Media Relations Amid Environmental Issues: The Case of PT Arara Abadi
Keywords:
Corporate Reputation, Media Relations, Environmental Communication, Issue Management, Public Relations StrategyAbstract
This study aims to analyze the promotional communication strategies implemented by PT. Asia Wisata Mandiri is promoting the Asia Heritage tourist destination in Pekanbaru. As a rapidly growing artificial attraction, Asia Heritage requires effective promotional strategies to enhance visitor interest and influence travel decisions. This research employs a descriptive qualitative method with data collected through in-depth interviews, field observation, and documentation. The informants consist of the Human Resource Manager, the Head of Marketing, and two visitors as supporting data sources. The findings reveal that PT. Asia Wisata Mandiri applies an Integrated Marketing Communication (IMC) strategy, including advertising on social media, sales promotions through thematic events, public relations through positive publications, personal selling through direct services, and direct marketing via digital platforms. These efforts successfully increase brand awareness and strengthen the destination’s image, although challenges remain, such as limited human resources and suboptimal digital content. Overall, the communication strategy is effective but requires continuous innovation.
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Copyright (c) 2025 Raja Widya Novchi, Khusnul Hanafi, Aidil Haris, Sharifah Azura binti Tuan Zaki
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