Promosi Program Pelatihan Kewirausahaan di LKP Berlian Melalui Strategi Humas IMC

Abstract

The Entrepreneurship Skills Program (PKW) is one of the superior programs that provides free training and business capital to empower the community. However, the main challenge for LKP is attracting public interest in participating in the program. So the role of Public Relations is crucial in promoting this program. Through an Integrated Marketing Communication strategy, which involves advertising, direct marketing, social media, public relations, and Word of Mouth (WOM), it can be an effective solution to increase community participation. This research uses a qualitative method with a case study approach to analyze how the PR strategy at LKP Berlian utilizes the marketing communication mix. The research results show that this strategy is effective in increasing community participation, with an increase in the number of PKW program registrants and participants from 2023 to 2024. Social media, public relations, and WOM are the most influential elements in this promotional effort. Good PR strategies and the use of promotional mix elements have helped LKP Berlian achieve their goals, increase program awareness, and support the institution's sustainability and growth.