The Role of Public Relations in Targeting Market Consumers Using Audience Strategies by Wilcox: A Case Study of Rumah Pintar Juanda Cendekia
Keywords:
Rumah Pintar Juanda Cendikia, Quantitative, Target Market, Audience, Education PlaceAbstract
This study explores the role of public relations in targeting market consumers through audience strategies, with a specific focus on Rumah Pintar Juanda Cendekia, an educational and entertainment center in Sidoarjo, East Java. Originally established as a response to the 2004 Aceh tsunami to support affected children, the Rumah Pintar faced declining public interest by 2019 due to inadequate marketing efforts. Utilizing Wilcox's audience diversity theory, this research examines how strategic public relations interventions revitalized the institution's engagement with its diverse audience. The findings demonstrate the critical importance of tailored PR strategies in enhancing public interest and sustaining the relevance of educational institutions in a competitive landscape.
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