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All Journal Ultimacomm: Jurnal Ilmu Komunikasi International Journal of Social Science
Alexander Mamby Aruan
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences Other

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Special Events Fashion Show Collaboration in Socializing Spongebobgold to Support Brand Awareness Alexander Mamby Aruan; Henri Putra Jaya; Adela Setiawan; Felicia Hanslim
Ultimacomm: Jurnal Ilmu Komunikasi Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2151.814 KB) | DOI: 10.31937/ultimacomm.v11i2.1108

Abstract

MNC Licensing International sees the opportunity of expanding the target market of their brand animation SpongeBob. In its current state, SpongeBob has reached the maturity stage. SpongeBob feels the importance to extend the target market to millennials. Regarding this, SpongeBob created a global campaign called SpongeBob Gold. SpongeBob Gold's global campaign is a marketing public relations activity created through nine steps of strategic public relations planning to support brand awareness. This campaign uses a fashion show collaboration strategy that collaborates with the local designers from every country. For Indonesia, SpongeBob Gold collaborate with Indonesian local designer Tities Sapoetra. This fashion show collaboration gives the experience to the fans and uses an influencer to deliver its message. This research uses communication theory, marketing public relations, special event and nine steps of strategic public relations planning in analyzing the implementation of SpongeBob Gold. The methodology that is being used in this research is called qualitative methods by conducting in-depth interviews. The results show that the implementation has had a good outcome. Using the nine steps of strategic public relations planning, the author can understand the implementation of a good strategy in establishing the increasing awareness of the SpongeBob Gold that has resulted in the increasing demand of the licensed of SpongeBob. Keywords: marketing public relations, brand repositioning, special event, brand awareness, fashion show collaboration
DIGITAL STORYTELLING AS A MEDIUM OF DIALOGIC COMMUNICATION IN PUBLIC RELATIONS LEARNING IN DISTANCE EDUCATION Alexander Mamby Aruan; Mirza Ronda; Dewi Widowati
International Journal of Social Science Vol. 5 No. 5 (2026): February 2026
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/ijss.v5i5.12527

Abstract

This study aims to examine and analyze differences in employee performance The development of digital technology has brought significant changes to learning processes in higher education, particularly within distance education systems. Although digital-based learning facilitates easier access to information, online learning practices often remain one-directional and provide limited opportunities for dialogue between lecturers and students. This study aims to analyze the role of the digital storytelling method in fostering dialogic communication in Public Relations learning within a distance education system. This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews, observations of the learning process, and document analysis of students’ digital storytelling projects. The findings indicate that the implementation of digital storytelling enhances student engagement in the learning process, encourages reflective dialogue between lecturers and students, and develops students’ creative communication skills. This method also provides opportunities for students to express their experiences and critical perspectives through digital narratives. The findings suggest that digital storytelling can serve as an effective pedagogical strategy in fostering dialogic communication in distance learning within the field of Public Relations. Therefore, the integration of digital storytelling methods into digital learning environments can support the creation of a more participatory, reflective, and meaningful educational process.
Co-Authors Adela Setiawan Dewi Widowati Felicia Hanslim Henri Putra Jaya Ronda, Mirza