Strategic Communication Audit of Public Relations in Tugu Malang Hotel as Developing Company Image as One of Cultural Heritage Destination in Malang
Keywords:Communication Audit, Cultural Heritage, Image, Public Relations, Strategy, Tourism destination
Tugu Malang Hotel is the only five-star boutique hotel in Malang. This boutique hotel has cultural heritage concept. The hotel with huge â€œhouseâ€ size concept has several problems such as misconception of their image. In this case, a public relation has an essential role to commit with public relationship, whether internal public or external company relationship. In addition, public relations as management also become one of strategy to develop company image. This research is addressed for knowing the strategy of public relation communication to create positive image of company as one of cultural heritage destination in Malang City through communication audit. The method that is being used in this research is public relation audit with qualitative descriptive through observation. The result and analysis that already have been done is offensive public relations communication strategy. Furthermore, the strongest communication strategy is using strategy of publicity and strategy of persuasion which really intense on public emotion with interest humanity value and heritage cultural concept. Based on strategy of publicity as one of strategy point as public relations, Indonesian Cultural Dining Series supported with Hotel Antique Tour as public facilities will be the main strategy product for developing hotel image. It was known as spooky image and serving pricey facilities, but now it become more positive. In conclusion, strategic communication audit of public relation at Hotel Tugu Malang showed weakness on their strategy and implementation, especially on message developing, messenger training, and partnership building. Improving those elements and Indonesian Cultural Dining Series program in publicity and quality would create the better image, especially as cultural heritage destination in Malang City for tourism and local citizen.
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