BibTex Citation Data :
@article{Interaksi5407, author = {Kheyene Boer}, title = {Manajemen Krisis di Balik Iklan-Iklan Kontroversial Milik Benetton}, journal = {Interaksi: Jurnal Ilmu Komunikasi}, volume = {2}, number = {1}, year = {2013}, keywords = {}, abstract = { Abstract : Every company has problems of internal and external reputation or credibility level. Beneton as one of the world’s largest retail company, in early 2012 ago issued an UnHate campaign by publish of world leader figure that is considered with different viewpoint were kissing action one picture Obama kidding Chinese President, Hu Jintao. This ad sparked questions about issues of racism, gender and religion. Issues, Beneton not pay attention to ethics in campaigning and considered ignoring the cultural values are upheld in every state. In the world of public relations. Social campaign goal is to trransform the understanding and behaviour. This paper is the shutter literature, which analyzes conducted Benetton campaign strategy, crisis management when the decline of public confidence in the company after the tragedy. Keywords: management krisis, public relation campaign Abstraksi : Setiap perusahaan memiliki permasalah internal dan eksternal yang menyangkut reputasi atau tingkat kredibilitas. Beneton sebagai salah satu perusahaan ritel terbesar dunia, awal 2011 lalu mengeluarkan kampanye anti kebencian (UnHate Campaign) dengan mengeluarkan billboard berisi foto tokoh tokoh dunia yang selama ini dianggap tak sefaham sedang melakukan aksi berciuman, salah satunya foto Obama berciuman dengan Presiden Cina, Hu Jintao. Iklan ini menimbulkan protes yang memicu pertanyaan seputar isu isu rasisme,gender dan agama. Permasalahan yang ada, Beneton tidak memperhatikan etika dalam berkampanye dan dianggap mengabaikan nilai nilai budaya yang dijunjung tinggi disetiap negara. Dalam dunia public relation, tujuan kampanye sosial adalah untuk merubah pemahaman dan perilaku masyarakat. Tulisan ini berada dalam rana kajian literatur, yaitu menganalisis strategi kampanye yang dilakukan Benetton, pengelolaan manejemen krisis ketika turunnya kepercayaan publik terhadap perusahaan pasca tragedi tersebut. Kata Kunci: manajemen krisis, kampanye public relations }, issn = {2548-4907}, pages = {94--103} doi = {10.14710/interaksi.2.1.94-103}, url = {https://ejournal.undip.ac.id/index.php/interaksi/article/view/5407} }
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Abstract :
Every company has problems of internal and external reputation or credibility level. Beneton as one of the world’s largest retail company, in early 2012 ago issued an UnHate campaign by publish of world leader figure that is considered with different viewpoint were kissing action one picture Obama kidding Chinese President, Hu Jintao. This ad sparked questions about issues of racism, gender and religion. Issues, Beneton not pay attention to ethics in campaigning and considered ignoring the cultural values are upheld in every state. In the world of public relations. Social campaign goal is to trransform the understanding and behaviour. This paper is the shutter literature, which analyzes conducted Benetton campaign strategy, crisis management when the decline of public confidence in the company after the tragedy.
Keywords: management krisis, public relation campaign
Abstraksi :
Setiap perusahaan memiliki permasalah internal dan eksternal yang menyangkut reputasi atau tingkat kredibilitas. Beneton sebagai salah satu perusahaan ritel terbesar dunia, awal 2011 lalu mengeluarkan kampanye anti kebencian (UnHate Campaign) dengan mengeluarkan billboard berisi foto tokoh tokoh dunia yang selama ini dianggap tak sefaham sedang melakukan aksi berciuman, salah satunya foto Obama berciuman dengan Presiden Cina, Hu Jintao. Iklan ini menimbulkan protes yang memicu pertanyaan seputar isu isu rasisme,gender dan agama. Permasalahan yang ada, Beneton tidak memperhatikan etika dalam berkampanye dan dianggap mengabaikan nilai nilai budaya yang dijunjung tinggi disetiap negara. Dalam dunia public relation, tujuan kampanye sosial adalah untuk merubah pemahaman dan perilaku masyarakat. Tulisan ini berada dalam rana kajian literatur, yaitu menganalisis strategi kampanye yang dilakukan Benetton, pengelolaan manejemen krisis ketika turunnya kepercayaan publik terhadap perusahaan pasca tragedi tersebut.
Kata Kunci: manajemen krisis, kampanye public relations
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