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Economic growth and the rapid development of cities in Indonesia have made the property industry grow. Consumers will carefully decide which property to choose and buy. Sinar Mas Land is a property industry that has caught the media and public’s attention and introduces its company by conducting a branding process through public relations (PR). A positive brand image is essential for every company to strive as consumer awareness and loyalty can be built through this process. This study aims to determine the public relations strategy of Sinar Mas Land in developing its brand image and that the research results can be an indicator of success for business people in similar industries. This research uses the postpositivism paradigm, qualitative approach, and descriptive research type. Data collection techniques are obtained through in-depth interviews, observation, literature study, and document study. The results of this study indicate that Sinar Mas Land has successfully used the PR strategy by conducting research, brainstorming, SWOT analysis, determining key publics in the formative research phase. In the strategy phase, Sinar Mas Land determines program goals and objectives, carries out publicity actions through events and corporate joint venture actions. At the tactical stage, Sinar Mas Land carried out journalist bonding, public approach, monitoring media content, and preparing new media. The final stage is carried out by conducting preevaluation, internal evaluation, and external evaluation in the evaluative research phase.

Strategi public relations Sinar Mas Land dalam membangun brand image perusahaan