HYBRID EVENT PT.NESTLE INDONESIA PADA PROGRAM LAUNCHING NEW PRODUCT NESCAFE ALA CAFÉ DIMASA PANDEMI

Abstrak / Ringkasan

Launching New Products is an event or events that are often carried out by PT. Nestle Indonesia every time it launches a new product by presenting many participants. Unlike the new product launched by Nescafe Ala Café in 2021, this product was launched during the Covid-19 pandemic, so that the event or events held were different from usual, where the event called Music Night & Photo Competition Nescafe Ala Café " was held in a hybrid manner. It is hoped that this event can add to the introduction of new Nescafe Ala Café products in the communityThis study uses a qualitative approach. The research method used is descriptive qualitative by conducting interviews & direct observations to make observations. Data collection techniques using primary and secondary data techniques, techniques for checking the validity of data using source triangulation techniques. The results of this study discuss public relations activities in running a program. There are 4 public relations activities carried out namely Research, Planning (planning), Action and Communication (action and communication), Evaluation (evaluation).This study concludes that the public relations activities carried out by PT Nestle Indonesia in the 2021 Launching New Product Nescafe Ala Café Program are: Research conducting audience research, Planning activities, Action and communication (action and communication) effective communication and appropriate action target, Evaluation (evaluation) is to evaluate the program performance.
Key Words : public relations activities, public relations programs, organizational communication corporate social responsibility, public relations, Launching New Product

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