Open AccessMAINTAINING THE GOOD IMAGE OF A PUBLIC FIGURE THROUGH THE USE OF REPUTATION MARKETING
Author(s) -
Anathasia Citra
Publication year - 2018
Publication title -
expose
Language(s) - English
Resource type - Journals
eISSN - 2621-0304
pISSN - 2620-8105
DOI - 10.33021/exp.v1i1.365
Subject(s) - reputation , entertainment , entertainment industry , subject (documents) , advertising , marketing , sociology , business , public relations , political science , social science , computer science , law , library science
. This study aims to look at the application of the application of Reputation Marketing by a Public Figure in maintaining a good image. How does the use of Reputation Marketing in the entertainment industry can affect the continuity of the career of a Public Figure. The careers of a Public Figure who work in the entertainment industry is very vulnerable, if marketing strategies and maintain a good self image are not implemented. This study takes Hilbram Dunar as the subject. He works as a television host, radio host,MC, entertainer and author who began his career in 1996, while maintaining good image to date. With the concept of Reputation Marketing, author examined his personal branding, personal and social life to his choice of words and topics in social media. This research will contribute ideas to the study of communication with the subject about the image, personal branding, reputation marketing and reputation marketing in the era of internet, and provide practical ideas for public figures who work in the entertainment industry. This research is a descriptive study with a qualitative approach. The results of this study found that the application of Reputation Marketing is very appropriate to maintain a good image of a Public Figure who works in the entertainment industry. With the development of technology, especially the new media such as the various social media such as twitter and path, a public figure must have his own positioning of the image that he wants to convey to the public and must maintain consistency. In addition, there are things that must be avoided in order to maintain reputation. Reputation is important for the career of a Public Figure and good image is not easy to maintain. The application of Reputation Marketing for Public Figure has the same function like a product, which is for generating profit. A good image of a Public Figure becomes a commodity which will have an impact on the sustainability of his career.