Asia TV Web Public Relations Strategy In Building Brand Image

Case Study of Megakiss Esports

DOI

10.2991/assehr.k.201209.054How to use a DOI?

Keywords

Brand Image, Public Relations Strategy, Esports

Abstract

Every human being has the drive to develop more. One of the needs developed is information technology. The sophistication of information technology has made it easier to access everything that can be seen through the internet. On the internet itself, there are social media that include YouTube. Web TV Asia is a Multi-Channel Network (MCN) company with direct certification from YouTube as a partner for managing, marketing, and monetizing YouTube channels. Web TV Asia has public relations to build YouTube channel brands under the auspices of Web TV Asia, and one of them is Megakiss esports. This study aims to discover how Web TV Asia’s public relations strategy in building the Megakiss brand image. This research uses a public relations strategy with four phases and several strategic tactics, namely PENCILS. The methodology in this research is qualitative, using the case study method. The subject of this research is Web TV Asia’s public relations, and the object is Web TV Asia’s public relations strategy in building the Megakiss brand image. Based on the results of this study, the strategy used by Web TV Asia public relations are the research phase, the strategy phase, the tactic phase in which there are publications and news, events, community involvement, lobbying and negotiation, the last is the evaluation phase to build Megakiss brand image.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Vony Vitality
AU  - Sisca Aulia
AU  - Yugih Setyanto
PY  - 2020
DA  - 2020/12/12
TI  - Asia TV Web Public Relations Strategy In Building Brand Image
BT  - Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
PB  - Atlantis Press
SP  - 362
EP  - 367
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201209.054
DO  - 10.2991/assehr.k.201209.054
ID  - Vitality2020
ER  -