ROLE AND FUNCTION OF PUBLIC RELATIONS IN THE STARBUCKS COMPANY
As a worldwide company, Starbucks is a strong company in the eyes of customers because it has been established for a long time and has entered the top of mind stage. Innovation in order to remain the main choice of customers is by the element of renewal that continues to be done. One way is by re-branding the logo, and making the layout design according to the anniversary on the Starbucks Cup. In addition to maintaining Starbucks customers, creating outlets in several places provides a place with a comfortable atmosphere and a wider drinking room. Besides the Starbucks membership card program was also launched, this trick is intended for office customers and employees. Starbucks also released platform applications on iOS and Android, the goal being to get closer to buyers. In addition, the role of social media is also utilized by using the twoways communications strategy by being present in the digital realm to embrace millennial consumers who are already active in the use of applications. Usually consumers will post lots and feedback from posts uploaded by fans pages belonging to Starbucks Indonesia and @SbuxIndonesia accounts. Building a brand like Starbucks is not easy, but even more difficult is to keep the brand top of mind. Activities to introduce a brand can not be separated from the role of Public Relations (PR), not only pay attention to the packaging side but also to build the company’s reputation. At present coffee has become a lifestyle in Indonesia, therefore Starbucks is trying to do branding so that consumers increasingly feel that the service is getting better, but also to increase customer confidence. This is done by Starbucks Indonesia, this is part of the brand stage to be able to top mind. To build a Starbucks image is not a short-term job, it takes 10-20 years to do it. As for the role of the media, that the company’s goals for the products produced must be adjusted to the branding campaign that will be carried out. Meanwhile, the use of momentum to gain consumer appreciation and awareness is also part of Starbucks strategy. Even to get closer to consumers, Strabucks Indonesia always routinely issues Starbucks Cards with certain designs and themes in accordance with events that occur, for example Christmas Day, Valentine days, Batik Day, Jakarta Birthday, etc. – other. The designs are decorated with icons depicting events that are happening, these elements become strong evidence of the celebration of the event. Starbucks has a mission in their sales, namely: • Creating a work environment that supports and treats one another with respect. • Recognition of diversity is a core component of the way we treat this business. • Set the highest standards for the perfection of our purchases, roasting and serving our coffees. • Continue to increase customer satisfaction and enthusiasm. • Make a positive contribution to the community and the environment. • Recognizing profitability is the essence of our future success. The mission outlined above shows the consistency of the company. In addition to having a mission, Starbucks also has a strategic plan, which is: • Be sensitive to environmental issues and share information with our partners. • Building innovative and flexible solutions to make changes, • Trying to buy, sell, and use environmentally friendly products. • Recognize that fiscal responsibility is very important for the future of our environment. • Making environmental responsibility a corporate value. • Measure and monitor the progress of each project. • Moving all partners to participate in our mission. Based on the mission statement and strategic plan or commitment of Starbucks Coffee that conclusions Starbucks uses the Management by Objectives (MBO) planning model which is a method in which managers and employees determine goals for each department, project, and person and use them to monitor performance achievements. Meanwhile, the steps in MBO, namely: • Determine the objectives; • Building action plans; • Evaluation of progress; and • Overall performance assessment.