{"id":9492,"date":"2022-04-12T11:49:00","date_gmt":"2022-04-12T04:49:00","guid":{"rendered":"https:\/\/mediabuffet.co\/?p=9492"},"modified":"2023-03-28T12:23:32","modified_gmt":"2023-03-28T05:23:32","slug":"community-relations","status":"publish","type":"post","link":"https:\/\/mediabuffet.co\/id\/education\/community-relations\/","title":{"rendered":"Impact PR >< Community Relations bagi Paxel"},"content":{"rendered":"<p id=\"viewer-4vbqu\">Community relations bukanlah barang baru dalam kegiatan PR. Di beberapa perusahaan, community relations diartikan sebagai cara untuk mengimplementasikan <em>Corporate Social Responsibility<\/em> (CSR). Padahal, keduanya memiliki arti yang berbeda. Jika <em>community relations<\/em> adalah hubungan\/komunikasi antara suatu organisasi dengan komunitas\/masyarakat, sedangkan <em>Corporate Social Responsibility<\/em> adalah tanggung jawab sosial perusahaan kepada masyarakat. Di Media Buffet PR, <em>community relations<\/em> menjadi salah satu cara untuk membantu klien mencapai hasil yang lebih dari sekedar publisitas, seperti yang kami lakukan terhadap Paxel.<\/p>\n\n\n\n<p id=\"viewer-dvht0\">Paxel adalah salah satu contoh startup yang merasakan <em>impact <\/em>dari strategi komunikasi digital PR &gt;&lt; <em>community relations<\/em>. Setelah dibantu oleh Media Buffet PR pada tahun 2019-2020 lewat campaign Public Relations &gt;&lt; Community, pertumbuhan pengguna Paxel melonjak hingga 650% dalam satu tahun.<\/p>\n\n\n\n<p id=\"viewer-aj48k\">Baca juga: <a href=\"https:\/\/mediabuffet.co\/id\/post\/seo-dan-public-relations-membawa-website-korporasi-from-zero-to-hero\/\" target=\"_blank\" rel=\"noreferrer noopener\"><u>SEO dan Public Relations, Membawa Website Korporasi From Zero To Hero<\/u><\/a><\/p>\n\n\n\n<p id=\"viewer-4fb6p\">Menjadi <em>late-comer<\/em> dalam industri logistik yang sudah menjamur di Indonesia tentu bukan hal yang mudah dan menjadi tantangan tersendiri bagi Paxel. Padahal, layanan yang ditawarkan Paxel terbilang inovatif, dengan menawarkan layanan antar <em>same-day delivery<\/em> antar kota antar provinsi. yang mana layanan ini tidak ditawarkan perusahaan logistik lain. Namun, produk saja belum cukup kuat bagi Paxel untuk bisa bersaing dengan kompetitor di industri logistik. Dimana sebagian kompetitor adalah pemain lama, besar dan bisa mengembangkan bisnis sesuai target yang diinginkan. Diperlukan strategi komunikasi yang kuat, terarah dan terukur agar Paxel bisa menembus pasar logistik.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"viewer-3kcsk\">Bagaimana Cara Mengawinkan PR &amp; Community Relations?<\/h2>\n\n\n\n<p id=\"viewer-d1fkg\">Sebelum Paxel datang ke Media Buffet, mereka sebenarnya sudah melakukan berbagai aktivitas PR dan marketing. Story pitch ke media, menyebarkan press release, hingga bekerja sama dengan blogger sudah mereka lakukan, namun <em>scattered<\/em> atau tidak terarah dan inconsistent sehingga Paxel merasa <em>impact<\/em>nya belum cukup kuat untuk bisnis mereka.<\/p>\n\n\n\n<p id=\"viewer-bmvd8\">Pada saat itulah Paxel datang ke Media Buffet untuk membantu mereka dengan strategi komunikasi yang lebih solid. Langkah awal yang dilakukan Media Buffet adalah mendefinisikan ulang <em>brand positioning<\/em> dari Paxel dengan merancang strategi diferensiasi antara Paxel dengan para pemain lama sehingga masyarakat paham bedanya Paxel vs layanan logistik lain. Dengan mengubah <em>brand positioning<\/em> Paxel, Media Buffet melihat pada <em>potential <a href=\"https:\/\/mediabuffet.co\/id\/education\/audience-behavior-digital-pr\/\">target audience<\/a><\/em> dan memutuskan untuk fokus pada segmentasi tertentu yang menjadi bagian dari strategi komunikasi, yaitu UKM makanan. Sejalan dengan hal tersebut, maka <em>approach<\/em> yang dilakukan oleh Media Buffet tidak hanya melalui media, tapi juga menyasar komunitas UKM makanan.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.wixstatic.com\/media\/d4c2d8_99b80d91caf948ecbe7621a641817934~mv2.jpg\/v1\/fill\/w_540,h_360,al_c,q_80,usm_0.66_1.00_0.01,enc_auto\/d4c2d8_99b80d91caf948ecbe7621a641817934~mv2.jpg\" alt=\"Paxel Media Buffet PR Agency Jakarta\"\/><\/figure>\n\n\n\n<p id=\"viewer-cvt9o\">Selama satu tahun <em>campaign<\/em>, Paxel mengadakan <em>community event <\/em>berseri <a href=\"https:\/\/www.old.mediabuffet.co\/blog\/hashtags\/PaxelNGopi\">#PaxelNGopi<\/a> di sejulah kota di pulau Jawa, mengundang beberapa komunitas UKM makanan dan juga media massa. Dengan melibatkan beberapa mitra Paxel seperti Bu Nanik dari Pisang Goreng Bu Nanik, Gudeg Legendaris Yu Djum, dan Warung Pintar, Paxel sebagai sebuah brand memilih ke audiens mana mereka akan mengakrabkan diri.<\/p>\n\n\n\n<p id=\"viewer-ffp23\">Implementasi <em>community relations<\/em> yang digabung dengan membangun brand positioning Paxel sebagai startup logistik bagi UKM makanan dengan layanan <em>same-day delivery<\/em> lewat media massa membuayt Paxel mampu meraih business growth yang exponensial. Pengiriman menembus lebih dari 2,6 juta pengiriman yang semula hanya sekitar 572k pengiriman dalam satu tahun, seiring dengan lonjakan pengguna Paxel dari hanya 270k pengguna menjadi 1,2 juta pengguna dalam kurun waktu satu tahun. Keberhasilan ini bukan hanya semata-mata faktor perubahan strategi komunikasi namun juga ada faktor dibaliknya yaitu kualitas layanan yang menjadi pelopor pengiriman <em>same-day<\/em> di Indonesia.<\/p>\n\n\n\n<p id=\"viewer-athre\">Dari kasus di atas kita dapat belajar bahwa campaign <em>Public Relations<\/em> tidak bisa menjadi <em>single fighter<\/em> dalam membangun <em>brand positioning<\/em>. Integrasi <em>Public Relations<\/em> dengan <em>community relations<\/em> sangat mungkin dilakukan untuk mencapai <em>impact<\/em> yang lebih besar. Jika brand kamu mengalami kesulitan yang sama dalam membangun <em>brand positioning<\/em>, Media Buffet PR terbuka untuk berdiskusi langkah yang tepat agar strategi komunikasi dapat menghasilkan <em>impact<\/em> dalam keberlangsungan bisnis.<\/p>","protected":false},"excerpt":{"rendered":"<p>Di beberapa perusahaan, community relations diartikan sebagai cara untuk mengimplementasikan Corporate Social Responsibility (CSR). <\/p>","protected":false},"author":1,"featured_media":9493,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[117],"tags":[250,355,365,232,267,122,342],"class_list":["post-9492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","tag-community-engagement","tag-community-event","tag-community-relations","tag-paxel","tag-pr-agency","tag-public-relations","tag-study-case"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Impact PR &gt;&lt; 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