Manajemen Media Relations Hotel the Rinra dalam Meningkatkan Citra di Kota Makassar

Abstract

The era of globalization opens up significant opportunities in the rapidly growing hospitality industry and contributes to the country's foreign exchange. Hotel The Rinra Makassar, a four-star hotel with unique Pinisi-style architecture and premium amenities, faces intense competition in the tourism sector. To maintain a positive image and reputation, the hotel implements an integrated marketing communications strategy, emphasizing media relations as a means of strengthening brand exposure and building good relationships with the public through mass and digital media. This research used a qualitative descriptive method with a case study approach at Hotel The Rinra Makassar. Data were obtained through in-depth interviews with Marketing Communication staff, direct observation of promotional and media relations activities, and documentation in the form of press releases, advertisements, and media publications. The data analysis technique consisted of data reduction, data presentation, and conclusion drawing and verification. Validity was maintained through triangulation of sources, techniques, and member checks. The Rinra Hotel implements an integrated marketing communications strategy that includes advertising, sales promotion, public relations, personal selling, and direct marketing. Advertising is conducted through print, online, and Instagram media to strengthen brand awareness. Sales promotions in the form of discounts and bundling packages successfully increased reservations. Public relations is a key pillar, marked by positive coverage in Tribun Timur, Fajar, Herald Sulsel, and collaboration with influencers. Personal selling is carried out with corporate clients, event organizers, and prospective brides and grooms, while direct marketing utilizes social media and online travel agents. A personal, warm, and collaborative media relations strategy has proven to enhance The Rinra's image as a premium, modern, and socially conscious hotel. The Rinra Hotel's media relations management plays a significant role in improving its image in Makassar City. The implemented integrated marketing communications strategy is able to strengthen awareness, customer loyalty, and hotel occupancy. Positive media coverage and collaboration with influencers further strengthen the hotel's reputation as a premium hospitality institution that is adaptive, modern, and cares about the community.