2
TABLE OF CONTENT
COVER............................................................................................................................. 1
TABLE OF CONTENT ................................................................................................... 2
ACKNOWLEDGEMENTS ............................................................................................. 4
CHAPTER 1..................................................................................................................... 5
1.1 Background........................................................................................................ 5
1.2 Internship Planning............................................................................................ 7
1.3 Internship Objectives ......................................................................................... 8
12. Success Indicators.............................................................................................. 8
13. Internship Benefit .............................................................................................. 8
CHAPTER 2................................................................................................................... 10
2.1 Communication..................................................................................................... 10
2.1.1 Definition of Communication ........................................................................ 10
2.1.2 Function of Communication........................................................................... 10
2.1.3 Benefit of Communication............................................................................. 11
2.1.4 Purpose of Communication............................................................................ 11
2.2 Organizational Communication............................................................................ 12
2.3 Review of Public Relations................................................................................... 12
2.3.1 Definition of Public Relations........................................................................ 15
2.3.2 Function of Public Relations.......................................................................... 15
2.4 Branding................................................................................................................ 17
2.4.1 Concept Branding........................................................................................... 19
2.4.2 Characteristic Brand....................................................................................... 20

3
2.4.3 Branding Principle.......................................................................................... 21
2.4.4 Branding Function.......................................................................................... 24
2.4.5 Branding Communication .............................................................................. 25
CHAPTER 3................................................................................................................... 29
3.1 Company Overview .............................................................................................. 29
3.1.1 Profile............................................................................................................. 29
3.1.2 Symbol ........................................................................................................... 30
3.1.3 Vision & Mission ........................................................................................... 31
3.1.4 Work Ethics.................................................................................................... 31
3.1.5 Main Value..................................................................................................... 32
3.1.6 Product ........................................................................................................... 33
3.1.7 Grid.ID Network ............................................................................................ 38
3.1.8 Organizational Structur............................................................................. 49
Bibliography................................................................................................................... 50

4
ACKNOWLEDGEMENTS
The realisation of this intership report would not have been possible without the
collaboration and support of a number of people and institutions, to who I would like to
thank sincerely. First of all I would like to thank to the institutions, without which I
would not be able to complete this study: The Faculty of Communications Universitas
Mercu Buana and Kompas Gramedia Group Of Magazine (Gramedia Majalah).
I would like also to take the opportunity to offer my deepest thanks to:
1. My Internship Major lecturers Mrs. Ida Anggraeni Ananda, Dra. M.Si. & Mrs.
Anindita, S.Pd, M.Ikom, for the help and guidance I received from their
throughout during my studies.
2. My internship supervisor, Mrs. Marti Karina P.S as Brand Communication
Manager Gramedia Majalah, for the tutor and guidance during my internship
journey in three months.
I would like to express my gratitude to:
1. Mr. Giovanni Pattisina as Brand Communication Manager Gramedia Majalah,
to support me to be part of Gramedia Majalah also for all the lessons and
suggestions of this internship.
2. Mr. Heri as HR Business Partner Department of GRID Network Gramedia
Majalah, to accept me to be part of Gramedia Majalah.
3. Herian Restu Adi, Ex-intership Marcomm in Gramedia Majalah who invited me
to join the company.
I could not have completed this report without the constant support and friendship of
my direct colleagues at Kompas Gramedia Group of Magazine (Gramedia Majalah);
therefore I would like to express my sincere thanks to all of them.
I would like to express my heartfelt gratitude to my family, my best friends and my
boyfriend. Their warm, wise and optimistic support has been an inspiration which has
contributed in many ways to my achievements.
A big thank you to all communities and friends who have not only encouraged me
during my Internship, but have also been very patient and understanding when I was not
able to make time for them as often as we would have liked.
Thank you, to all of you!

5
CHAPTER 1
INTRODUCTION
1.1 Background
Kompas Gramedia Group of Magazines (Gramedia Majalah) is one of
Indonesia's leading integrated media company with some of the most valuable brand
names in media. Home to over 1000 employees, Gramedia Majalah is part of Kompas
Gramedia, a privately held company headquartered in Jakarta, Indonesia.
The evolution of communications technology along with changes in print
technique is creating demands in creativity and innovation that are increasingly diverse.
Started from a pocket magazine called Intisari in1963, Gramedia Majalah have now
morphed into Southeast Asia's leading integrated media company.
Gramedia Majalah have published over 1.100 titles across 50 brands, making us the
fastest growing and the largest media company in the nation and in Southeast Asia. For
over 45 years, Gramedia Majalah lived our passion in delivering provocative, inspiring
and targeted content that attracts enthusiastic readers and enlightening people across
segments, across platform and across boundaries on a daily basis.
The writer sees the opportunity to be part of Gramedia Majalah. Thru Internship
lines, Universitas Mercu Buana is a university that has a mission, one of them is to
implement effective and efficient higher education management and develop a network
of cooperation with industry and sustainable partnerships in response to changes in flow
and global competitiveness, and produce professionals and graduates who meet the
standards quality of work required.
To support this, Universitas Mercu Buana Faculty of Communication majoring in
Public Relations in the Internship course aims as a means to practice developing and
applying the knowledge acquired in college. Students are expected to understand the
various problems that exist in the world of work by being actively involved in activities
Communication activities. Especially in the field of Public Relations or Public Relations
in the selected company or agency.

6
Public Relations (PR) is a management function that builds and maintains good and
beneficial relationships between organizations and the public that affect the success or
failure of the organization. Public Relations in a company is currently very developed,
especially in Brand Communication division of Gramedia Majalah. The message of
reciprocal communication in a company has now become a matter of great concern. The
message is usually left to the public relations and parties, which makes public relations
carry out its functions and duties in communicating with the public.
In a world of global competition that we are living nowadays, brands are each time
more used by companies as a strategy to create value and differentiation and this way to
be one step ahead of their rivals. A "brand" is the result of the recognition and the
personal attachment that forms in the hearts and minds of the customers through their
accumulated experience with that ―brand‖. These experiences contribute to increased
consumer trust and loyalty and allow building strong relationships with the ―brand‖.
By this way, ―brands‖ promote the increase of shareholder value and establish a
long-term advantage in the marketplace for organisations. Gramedia Majalah recognised
that strong brands are and have been historically associated with accelerated revenue
growth and improved returns to shareholders. That is why, each time Gramedia Majalah
focus their strategies on building powerful brands as they represent competitive
advantage and they are a key success factor in creating value to the customer and at the
same time value to the company.
The writer sees leading brands in Gramedia Majalah, such us:
1. Hai, one of favorited magazines for teens
2. Bobo, child magazine with tagline ―teman bermain dan belajar‖ (Play and
studies’ friend)
3. National Geographic Indonesia, licenced magazine around the globe
4. Nova, young mom and inspirational woman in business and career tabloid
And the others media united in Grid.ID Network which have market millions people
combined. Of course it needs more Brand Comm to have partnership with lot of events.

7
Grid.ID Network (GIN) is an information portal for education, life style and
entertainment. GIN is the fastest growing entertainment portal in Indonesia which is
part of Gramedia Majalah. The reason of writer chose the field work practice in Public
Relations because the writer wanted to know how the work done by Public Relations
especially in build branding communication activities of Grid.ID Network in Gramedia
Majalah. The writer is interested in being part of Public Relations at Gramedia Majalah,
Grid.ID Network.
As long as the writer conducts apprenticeship activities, the author finds problems
that exist in the Gramedia Majalah branding communication.
1) Lack of contributors in writing articles in the media. As a result of this, several of
BrandComm's collaborations were reduced
2) Lack of HR in managing Grid.ID Network. It can be proven that one person can
collaborate with 14 media simultaneously. Its advantages have a high level of
productivity, but the drawback is that no one can focus fully on the task at hand.
3) There is no special PR division, PR is incorporated in marcomm so there is a PR
function that is missed like writing a press release on the company's website.
During the writer conducts with internship activities, the author gets a lot of input
and experience on how the work system and implementation as a Public Relations.
Even the authors are included on several occasions to become media coordinators and
media delegation to some big events.
1.2 Internship Planning
a. Place of Execution : Kompas Gramedia Group of Magazines
b. Address : Jalan Panjang No 8A, Kebon Jeruk, Jakarta Barat
c. Date of Execution : August 1st
2018 – Nov 1st
2018
d. Period of Intership : 3 Months
e. Division : Business Director – Marcomm – Brandcomm
f. Type activities : Branding Communication

8
1.3 Internship Objectives
1. Media monitoring: Create competitors analysis objective, upgrade client data
outside the company.
2. Doing media partners and campaign.
3. Making reports paper.
4. Telemarketing: make a script, voice call, asking for the data.
5. Content witer: writing a letter, an invitation and rate card.
6. Assist the planning of Grid.ID Networks event.
7. Publish a partnership content on social media.
8. Monitoring coverage: Coordinate with the editor, conduct an MoU, check the
press release and report the results to the client.
9. Attending partnership invitation.
10. Coordinating partnership events.
11. Dealing and negotiation with clients.
12. Success Indicators
1. Collaborate with 100 stakeholder of Grid.ID Networks.
2. Create achievements of barter values.
3. Contribute ideas to company.
13. Internship Benefit
1. Improved public relations competencies.
2. Having a wide relation network.
3. Gain valuable work experience by developing and refining skills

9
4. Explore a career path
5. Receive financial compensation
6. Fulfill the duties of an internship course.

10
CHAPTER 2
LITERATURE REVIEW
2.1 Communication
2.1.1 Definition of Communication
The word communication comes from Latin communication which means
'notification' or 'exchange of thoughts'. So, in general, in a process of
communication must have elements of similarity in the meaning that there is an
exchange of thoughts and understanding between communicators (messenger) and
communicant (the recipient of the message).
Communication is a process whereby two or more persons exchange
information and form such information in such a way that in the end there creates
a deep sense of mutual understanding (Everett M. Rogers & Lawrence Cincaid,
1981).1
In this case, public relations acts as a communicator for corporate
stakeholders who deliver messages in various forms, whether press conferences or
other publicity activities. On the other hand, public relations also serves as the
communicant of the board of directors to understand clearly what the purpose and
direction of the company's activities. Therefore communication becomes very
substantial in public relations activities.
2.1.2 Function of Communication
Once the importance of communication in human life, then Rudolph F.
Verderber suggests that communication has 2 functions, which is:
a) Social function, for the purpose of pleasure, to show bond with others,
build and maintain relationships.
b) Function decision making, which is decided to do or not to do
something at a certain time.
1
Mulyana, Deddy. 2001. Ilmu Komunikasi: Suatu Pengantar. Bandung: Rosda.

11
Decisions are emotional, and partly through careful consideration. Unless
the decision usually involves information processing, information sharing, and in
many cases, persuasion, because we not only need to obtain data, but often to gain
support for our decisions.2
2.1.3 Benefit of Communication
The important benefits of communication according to Rudolph F. Verderber,
which is:
1. To Inform: Convey information to the public that done by the communicator
to make audiences or public or communicant to be more know
1. To Educate: Delivering new knowledge to the public or public so that the
public becomes more intelligent.
2. To Influence: Influence audiences in the sense komunikator want listeners
(communicant) to believe that the facts or information submitted accurately
and deserve to be known.
3. To Entertain: Communicators provide entertainment to audiences or public or
communicant.3
2.1.4 Purpose of Communication
1. To convey the communicator can be understood by the communicant. In
order to be understood by the communicant communicator need to explain
the main message with as clearly and as detailed as possible.
2. To be able to understand others. By doing communication, each individual
can understand another individual with the ability to hear what others are
talking about.
3. So that our opinions are accepted by others. Communication and persuasive
approach is a step so that our ideas are accepted by others.
2
(Communication networks: toward a new paradigm for research, Rudolph F. Verderber, 1981)
Mulyana, Deddy. 2001. Ilmu Komunikasi: Suatu Pengantar. Bandung: Rosda
3
Communication networks: toward a new paradigm for research, Rudolph F. Verderber, 1981
Mulyana, Deddy. 2001. Ilmu Komunikasi: Suatu Pengantar. Bandung: Rosda

12
4. Moving others to do something. Communication and persuasive approach we
can build common perception with people then move it according to our
wishes
2.2 Organizational Communication
Redding and Sanborn said that communication is the delivery and delivery of
information in complex organizations. Included in this field are internal communication,
human relations, manager unity relationships, downward communication or
communication from superiors to subordinates, upward communication or
communication from subordinates to superiors, horizontal communication or
communication from people of the same level / level in organization, the program
communicates and speaks, listens, writes and communicates.
Katz and Kahn said that organizational communication is information flow,
information exchange and transfer of meaning within the organization. The organization
used is the energy used for the environment and environment of the system and
services. this service to the environment.
Although many are different from the players inside but from all that there are some
common things that can be censored, namely:
a. Organizational communication occurs in an independent system that is
environmentally by its own environment both internal and external.
b. Organizational communication includes messages and flows, goals, directions and
media.
c. Organizational communication includes people and their attitudes, feelings,
privacy and skills.
2.3 Review of Public Relations
The history of PR dates back to a time when Public relations made an entry with
the growth and development of various forms of mass media. With the arrival of the
20th century, a slow but steady public dissent stirred up against the ruling powerful

13
monopolies and affluent industrialists by the so called "muckraking" journalists. Earlier
public relations agencies combated the bad press by creating positive stories about their
clients in several newspapers.
Now known as the father of Public Relations all over the world, Ivy Lee, a
Former journalist, used the first press releases to give away newspapers "the facts"
about his misinterpreted clients, namely the railroad and tobacco industries, and J.D.
Rockefeller's Standard Oil in front of public and the media.4
Lee and company became a marvelous example of whitewashing even the
darkest corporate sins so much so that Public Relations professionals earned the image
as "spin doctors."
A lot of time has passed away since the days of Lee but now to label today's
professionals in this field as dishonest or dubious individuals would mean to ignore
how pervasive and integral their work has become to people and organizations of all
types and sizes. In today`s context, not just profit earning big business and government
but even upcoming artists, small business ventures, activists, authors, politicians, non-
profit organizations and even places come under the circle of public relations. As
rightly said by Daniel J. Boorstin:
“Some are born great, some achieve greatness, and some hire public relations
officers.”
The media industry just like any other sector works as a whole component
which involves Journalism, Public Relations, Advertising and Audio Visual Creations.
No component can solely flourish on its own. The major task that is to be done by
Public Relations professional is to carefully select the component that he or she can use
to bring the maximum positive output for the client. This specifically goes for dealing
with journalists. As one of the key work to obtain free publicity for the client is to draft
press releases and send it to newspaper agencies for publishing it. He or she has to
formulate a story angle which innovative and fresh in idea and still compelling enough
4
Frank Jefkins. Public Relations. Fifth edition , Jakarta: Erlangga, 2004.

14
for the journalist to make it clear why his clients service or product or even personal
history for that matter is important to be read by the readers. Be it newspaper, radio
stations or Television, stories that consists of a ―human interest‖ angle in them always
have an edge over a normal release. One should always remember that PR is an unpaid
form of creating publicity. So, if the journalists are not paid for writing or publishing
stories that will add to the goodwill of our clients, why will they ever publish one? The
answer lays in this that PR professionals spend a lot of time cultivating relationships
with journalists of newspaper agencies, radio and television for this purpose. One way
to do this is by researching which journalists writes on which beat. What they know
about the client's industry or personal interests. A PR professional may contact the
journalist to find out more information about the kinds of stories or articles he or she
looks for and how he or she likes to receive a story pitch. A journalist will be much
more willing to read a press release that has something new to offer, is timely, is from a
recognizable source and targeted specifically to his or her field interests.
Another main job of a public relations person is to draft a press kit. The
importance of a press kit or media kit can be estimated from this that journalists
generally ask for this after a press release is issued in which everything that the
journalist needs to understand about the client`s work and profile is mentioned. People
working in the Public Relations field are regarded as the experts in the subject of media
relations. They're often invited to train employees on how to effectively communicate
with the media, specifically during print or Television interviews.
It is the duty of the public relations department to organize and hold press
conference for the client, when appropriate. The motive of the press conference should
be to attract journalists to showcase some unique features, experience, exciting events
and important officials on time during the entire function. A press conference is the key
for the professional to open up new avenues, media contacts and build long-term
relations with journalists for its clients. This relationship building effort promises the
increased scope of journalists to write feature articles or stories including your client.

15
One more integral part of Public Relations is how quickly and effectively one
can handle a crisis and lower the damage it brings to the client. Crisis Management
thus is an inevitable part of the PR industry. There can be various causes why a crisis
can occur. It may be due to some natural disasters, a technical failure within the
company, some human error or a wrongdoing of the Executive and any legal issues
that the company faces. It is during this time that the need for an official spokesperson
of the company is felt the most. Instead of showing a rude, insensitive or an
unfavorable behavior it is wise to ask for a public apology which will take a company
long way to heal wounds of its damaged reputation. It is also during this time that the
relations developed by the PR professional with the press walk on a litmus test.
2.3.1 Definition of Public Relations
The definition of public relations is a deliberately planned effort
intentionally, in order to establish and maintain mutual understanding between the
organization and its people. This opinion indicates that public relations is
considered a process or activity that aims to establish communication between
organizations and parties outside the organization5
.
Understanding public relations is: Interaction and create public opinion as
a favorable input for both parties, and is a professional profession in the field
because it is a very important factor in the achievement of organizational goals
with a precise and with a continuous karenapublic relation is the survival of the
organization concerned6
.
2.3.2 Function of Public Relations
Public Relations (PR) is about reputation - the result of what you do, what you
say and what others say about you. Public Relations is the discipline which looks after
reputation, with the aim of earning understanding and support and influencing opinion
and behavior. It is the planned and sustained effort to establish and maintain goodwill
and mutual understanding between an organization and its publics.
5
(Coulsin-Thomas, 2002) Ardianto, Elvinaro. 2004. Public Relations Suatu Pendekatan Praktis.
Bandung: Pustaka Bani Quraisy. P.6
6
(Maria, 2002) Ardianto, Elvinaro. 2004. Public Relations Suatu Pendekatan Praktis. Bandung: Pustaka
Bani Quraisy. p.7

16
In the present day media-saturated culture, effective PR plays a vital role in any
public undertaking. Image and public opinion means everything, especially due to the
increasingly influential realm of media and communication. To win the trust of the
people, one has to survive and win in the stiffly competitive media race.
Public relations, is basically the art and science of presenting the best possible
image of people, governments and organizations. Working behind the scenes PR
professionals, send press releases, court journalists, research on public interest and
analyze their opinion to position their clients as influential role models, ethical
businessmen, duty bound public officials, or at the very least, not criminals. It is
sometimes difficult to judge public relations apart from advertising. Public Relations
focuses on building an image and advertisers strive to sell a product or service.
Marketing and PR are comparatively more related. Marketing uses research and targeted
communication message and medium to achieve a desired action while professionals
working in the field of public relations make continuous efforts to gain unpaid publicity
by writing newspaper articles or through TV news segments. A basic definition of
public relations is to shape and sustain the reputation of a firm, institution or an
individual in front of the client's various "publics." Now, the question arises of what is a
"public"? A public is someone who ever had or ever will form an opinion in the future
about the client and his product or service offerings.
PR specialists and firms use a number of tools and techniques to boost their
clients’ public image and help them form a meaningful relationship with the target
audience. To achieve that, they use tools such as news releases and statements for
media, newsletters, organisation and participation at public events conferences,
conventions, awards, etc. PR specialists of course also utilise the Internet tools such as
social media networks and blogs. Through the mentioned tools, PR specialists give the
target audience a better insight into their clients’ activities and products/services as well
as increase publicity.

17
2.4 Branding
The area of branding has emerged to a top priority for management in the last 20
years. In fact, brands are one of the most valuable intangible assets within a firm (Keller
and Lehmann, 2006). The brand name encompasses the years of advertising, good will,
quality evaluation, product experience and other beneficial attributes the market
associates with the product. Customers everywhere respond to images myths, and
metaphors that help them define their personal and national identities within context of
world culture and product benefits. Strong global brands play an important role in that
process. In fact one authority speculates that brands are so valuable that companies will
soon include a statement of value addendum to their balance sheets to include
intangibles such as the value of their brands.
The concept of the brand can be traced back to product marketing, where the
role of branding and brand management has been primarily to create differentiation and
preference for a product or service in the mind of the customer (Knox and Bickerton,
2003). For Strizhakova and Price (2008), Srivastava and Gregory (2010) and Kapferer
(2008) branding strategies are developed by the organisation, for the product, in order to
position and identify the brand with positive product benefits to attract potential
customers, create brand awareness and to increase profitability. Knox and Bickerton
(2003) continue, ―The development of product branding over the past 30 years is
characterised by layers of added value built around the core functionality of the product
or service to create and maintain distinction in a particular market.‖
In simple terms, brands are used as the communication between a product or
service and its existing and prospective customers, Biel (1997) continues this with the
statement "as well as speaking directly to the consumer, it has also been said that brands
are self-expressive."
De Chernatony and McDonald (2003) support the fact that both product
attributes and brand trust can simultaneously be achieved when "viewed from a
consumer perspective, branding at its most simplistic can be used to convey a product's

18
functional qualities and associated benefits, and to establish trust and confidence in the
product."
"Branding is a significant marketing tool and is used to differentiate an
organisation's product(s) in the marketplace." (Graham et al, 1994). This is in support of
Doyle (1989) who states that "a branded product distinguishes itself from the
competition, enabling it to be easily recognised by consumers."
Keller (2009) continues, ―The brand and what it represents is the most important
asset for many companies and is the basis for competitive advantage and profits‖. From
these opinions, it is clear to see the importance and benefits of owning a strong and
memorable brand. "Some feel that brands themselves are doomed because of years of
inconsistent advertising and agency management, generic marketing, look-alike
advertisements, un-distinctive products, and the proliferation of promotions." (Wentz,
1993) However, Wentz and Suchard (1993) disagree with this when they state "brands
and branding are not new ideas, and today firms are applying them to more diverse
settings where the role of branding is becoming increasingly important."
Graham et al (1994) is in support of Wentz and Suchard (1993) when he
illustrates "the successful application of branding can create distinctiveness and value
for the organisation, its product and the consumer." Graham et al (1994) is suggesting
that a strong brand not only benefits the firm and the product but offers benefits to the
customers also, for example, a strong brand name is usually associated with quality and
trust, and therefore, a customer will feel more comfortable buying the product. Keller
(2003) agrees when he states, "in essence, brand values provide a promise of sameness
and predictability." This type of emotional response is normal for humans and
"organisations seek ways to take full advantage of this human trait - thus the popularity
of branding." (Rooney, 1995).
The popularity of branding also plays an important role in the literature, as
Maklan and Knox (1997) state.
―Traditionally, branding has been concerned with enhancing companies'
products and services in the expectation that their investments in added functionality,
emotional value and service would create customer value and loyalty."

19
Dawar (2004) concludes that brands are an indispensable part of modern
business and he also states that for many companies, brands are their most valuable
assets. Kotler and Pfoertsch (2006) emphase the importance of brands, when saying that
brands, used as a holistic marketing strategy communication tool, can differentiate itself
by offering additional value, especially under severe competition in homogeneous
markets where globalisation has created price pressure.
2.4.1 Concept Branding
Brand equity, brand management, brand awareness, brand positioning, brand
culture, brand strategy, brand functions and brand environment are all conjugated of one
single noun: brand. The word ―brand‖ finds its origin in ancient times where livestock,
criminals or slaves got permanently marked with a branding iron to identify ownership.
(http://oxforddictionaries.com).
According to Ries and Ries (2000) a brand is a special word in the mind of
consumers: a noun, with the power to influence purchasing behaviour. In the same order
of identifying and possession, the American Marketing Association (AMA) defined a
brand as: "A name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors" (AMA, www.marketingpower.com). Keller (2008) takes a
wider perspective making a distinction between the brand definition as set by AMA and
the industry's concept of branding. Keller (2008) adds tangible and intangible brand
elements, rational and emotional brand elements, and symbolic brand elements which
differentiate and indentify a brand. Hence, Keller's definition is taken from a more
holistic point of view.
"A brand is therefore more than a product, because it can have dimensions that
differentiate it in some way from other products designed to satisfy the same needs"
(Keller, 2008).
Van Gelder (2003) recognises the managerial interdependencies and argues that
"a brand is the translation of the business strategy into a consumer experience that
brings about specific behaviour". For Kapferer (2008) the brand is a source of influence;
a system of interconnected mental associations (brand image) and relationships.

20
According to Kapferer (2008), a brand as such, exists when it has the power to influence
the market acquired by its sources of cumulative brand experience. The dynamics of
branding and the bi-directional contingencies between the brand and the market makes
the brand a living system build around three anchor points: (1) product and service, (2)
name and symbols, (3) concept.
Kotler and Pfoertsch (2006) adopted the holistic paradigm and argue next that a
brand is a promise to the consumer at which the brand has formed a set of perceptions
about a product, service or business. It holds therefore a distinctive influential position
in customer's mind where the brand represents a short-cut of attributes, benefits, beliefs
and values based on past experiences, associations and future expectations. Finally, it is
the brand that differentiates, reduces complexity, and simplifies the decision-making
process.
2.4.2 Characteristic Brand
Brands vary in power they exercise in the marketplace - because, ultimately,
their power resides in the minds of consumers (de Chernatony 2006; de Chernatony and
Dall’Olmo Riley 1998b; Kapferer 2008). Consumers are not passive recipients of
marketing activity, and branding is not done to consumers; rather, branding is
something that customers do things with. The power of a brand can thus be understood
in terms of its position in the minds of customers. At one extreme are brands that are
unknown to most buyers in the marketplace. Then, there are brands about which buyers
have a degree of awareness recall, and recognition. Beyond such awareness, there are
brands that have a degree of brand acceptability. Then, there are brands that enjoy a

21
degree of preference. Finally, there are brands that command a degree of brand loyalty
(de Chernatony 2006; Keller 2010; Kotler and Keller 2009).
As customers have become more experienced, de Chernatony and McDonald
(2003) have identified eight distinct functions of brands. These include brand as: (1) a
sign of ownership; (2) a differentiating device; (3) a communicator of functional
capability; (4) a device that enables buyers to express something about themselves; (5) a
risk-reducing device; (6) a shorthand communication device; (7) a legal device; and (8)
a strategic device.
More recently, de Chernatony (2006) has categorised these diverse functions
into three perspectives: (1) an input-based perspective (branding as a way of directing
resources to influence consumers and to achieve customer response); (2) an output-
based perspective (consumers’ interpretations of how brands enable them to achieve
more); and (3) a time based perspective (recognising brands as dynamic entities with an
evolutionary nature).
De Chernatony and Dall’Olmo Riley (1998a) identified twelve main elements
among the broad range of definitions of brand in the literature. These elements referred
to brands in terms of their role as: (1) legal instruments; (2) logos; (3) company; (4)
communication shorthand; (5) risk reducers; (6) identity systems, (7) images in
consumers’ minds; (8) value systems; (9) having personalities; (10) parties to a
relationship; (11) adding value; and (12) evolving entities. These twelve brand elements
include various aspects of the company’s activities and the consumers’ perceptions.
The brand exists by virtue of a continuous process whereby the values and
expectations imbued in the brand are set and enacted by the company and interpreted,
and then redefined by the consumers (de Chernatony 2006; de Chernatony and
Dall’Olmo Riley 1998a).
2.4.3 Branding Principle
Brand procedures and branding principles are a necessity to establish an
effective brand campaign. Kotler and Pfoertsch (2006) argue that successful branding

22
relies on the utmost importance of five branding principles, namely: Consistency: This
is one of the most important branding principles for any organisation. To become
consistent organisations should leverage this with a holistic approach, far beyond the
product or brand. It affects each and every single contact point between the organisation
and her stakeholders. Clarity: Clarity makes the brand more tangible and
understandable. Clarity is based on the vision, mission, core values and core
competencies of the organisation. These should be easy to communicate and understand
in such a way, that it enables stakeholders to position the brand relevance in their mind.
Continuity: Stakeholders (people) trust the brand that it will deliver whatever it
promised based on past experience, they know what to expect. Hence, continuity is an
important principle to develop brand equity and trust on the long term. Visibility: Brand
visibility is all about increasing brand exposure and developing brand awareness.
Authenticity: Brand authenticity is the undisputed origin of behaviourism of all
organisational members with the objective of creating the feeling for the customer to
own, use or direct a unique valuable product or service. Brand building requires a long
term vision and planning, supported by top management and executed thoroughly
across all managerial processes. To embed brand consistency and brand clarity in the
strategy process Kotler and Pfoertsch (2006) argue to follow a fivestep brand building
process: (1) brand planning, (2) brand analysis, (3) brand strategy, (4) brand building,
and (5) brand audit.
To develop the brand onto brand leadership and gain sustainable market share,
organisations need to manage the brand carefully in the appropriate direction. For this
reason Kapferer (2008) stated that the brand must be: (1) embodied in products, services
and places; (2) put into practice by people at contact points; (3) activated by needs and
behaviours; (4) communicated; (5) distributed. The principles of strong brands are
captured in the brand report card of Keller (2000). After Keller identified ten
characteristics that the world’s strongest brands share, he constructed a systematic and
uniform manner of valuing brand performance. Although it is developed as audit tool,
the characteristics can be seen as a set of branding principles which should be in place.
The brand report card is helpful to monitor the brand performance and brand

23
comparison (Keller, 2000). The ten characteristics are stated in the imperative mood and
need to be rated between 1- (extremely poor) and 10- (extremely good), the original
characteristics are 1-on-1 copied (Keller, 2000):
1) ―The brand excels at delivering the benefits customers truly desire.
2) The brand stays relevant.
3) The pricing strategy is based on customers’ perceptions of value.
4) The brand is properly positioned.
5) The brand is consistent.
6) The brand portfolio and hierarchy make sense.
7) The brand makes use of and coordinates a full repertoire of marketing activities to
build equity.
8) The brand’s managers understand what the brand means to consumers.
9) The brand is given proper support, and that is sustained over the long run.
10) The company monitors sources of brand equity. ―
As Keller admits it is tremendously difficult to maximise all ten characteristics, still
it is of vital importance to balance all ten. Due to the synergistic effect, excelling at one
characteristic makes it less difficult to excel as well on others (Keller, 2000).

24
2.4.4 Branding Function
Kapferer (2008) mentions that before the 1980’s there was a different approach
towards brands. ―Companies wished to buy a producer of chocolate or pasta: after 1980,
they wanted to buy KitKat or Buitoni. This distinction is very important; in the first case
firms wish to buy production capacity and in the second they want to buy a place in the
mind of the consumer‖ (Kapferer, 2008). In other words, the shift in focus towards
brands began when it was understood that they were something more than mere
identifiers.
Allocation of organisational resources to release brand potential plays an
important factor to establish a brand leadership position. Building a strong sustainable
brand can lever long term business development tremendously. From a brand function
perspective Kotler and Pfoertsch (2006) have outlined eight different roles of the brands
to conquer a unique position in the mind of stakeholders.
The eight brand roles are situated in the outer circle of the brand functions. The
core represents the functions and value for the consumer where the outer circle the value
a brand represents to the company. The roles are linked to each other; developing one
will leverage the others. Effective differentiated marketing strategies will create specific
brand preferences and brand image by delivering what is promised. For that the brand
will differentiate itself on the market and develop brand loyalty. The brand has enabled
itself to command a premium market price with high margins. As a result of that and

25
loyalty to the brand, it will secure future business and increase brand equity in a
sustainable manner (Kotler and Pfoertsch, 2006).
2.4.5 Branding Communication
Brand communication programmes make part of the marketing communication
strategy of the organisation. Marketing communication is an important tool by which
organisations inform, teach, persuade and remind consumers about their products and
brands that they sell. Marketing communications represent the ―voice‖ of the brand and
are one way to establish a dialogue and build relationships with consumers (Kotler and
Keller, 2007).
Marketing communication explains to customers what the company and its
brand stand for, it is a way to link brands to other people, places, events, brands,
experiences, feelings, and things. Thus, it is vital for companies to communicate with
present and potential stakeholders and the general public. According to Kotler and
Keller (2007), marketing communication is a way to build brand equity. 7
They suggest the following marketing communications mix, which consists of six
major modes of communication
1. Advertising: Any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor.
2. Sales promotion: Short-term incentives to encourage trial or purchase of a
product or service.
3. Events and experiences: These are company-sponsored activities and programs
designed to create brand-related interactions.
4. Public relations and publicity: Programs promoting or protecting company or
product image.
7
Daniela Yasenova Baeva, How Brand Strategy and Brand Communication Contribute to Build Brand
Equity, (thesis: 2011)

26
5. Direct marketing: Use of mail, telephone, fax, e-mail, or Internet to
communicate directly with specific customers and prospects.
6. Personal selling: Face-to-face interaction with prospective purchasers for the
purpose of making presentations, answering questions, and procuring orders.
To achieve effective communication of their products and brand values, organisations
should very carefully determine the communication objectives and select the exact
communications channels and decide on the marketing mix.
Rossiter and Percy (1997) identify four possible objectives for marketing
communications, as follows:
1. Category need
Establishing a product or service category as necessary to remove or satisfy a perceived
discrepancy between a current motivational state and a desired emotional state.
2. Brand awareness
Ability to recognise or recall the brand within the category in sufficient detail to make a
purchase. Recognition is easier to achieve than recall, but recall is important outside the

27
store, whereas brand recognition is important inside the store. Brand awareness provides
a foundation for brand equity.
3. Brand attitude
Evaluation of the brand’s perceived ability to meet a currently relevant need. Relevant
brand needs may be negatively oriented (problem removal, problem avoidance,
incomplete satisfaction, normal depletion) or positively oriented (sensory gratification,
intellectual stimulation, or social approval).
4. Brand purchase intention
Self-instructions to purchase the brand or to take purchase related action.
Another important step in marketing communication is to select the
communication channels. There are two kinds of communication channels: personal and
non-personal. Personal communications channels involve two or more persons
communicating directly face-to-face, person-to-audience, over the telephone, or through
e-mail. Instant messaging and independent sites to collect consumer reviews are another
means of growing importance in recent years. These channels derive their effectiveness
through individualised presentation and feedback. For instance, there are companies
which do not advertise or create exciting packaging; instead, it gives away free samples
to anyone entering its stores, encouraging widespread word-of-mouth and positive
publicity. (Eder, 2001; Thompson, 2004).
According to Dye (2000), in many cases, world of mouth (―buzz‖) is managed.
Non-personal channels are communications directed to more than one person and
include media (newspapers, magazines, radio, and television), sales promotions
(samples, coupons, and premiums), event and experiences (sports, arts, and
entertainment), public relations and publicity. Besides determining the objectives and
selecting the communication channels, companies must also allocate the marketing
communications budget over the six major modes of communication - advertising, sales
promotion, public relations and publicity, events and experiences, sales force, and direct
marketing. Within the same industry, companies can differ considerably in their media

28
and channel choices (Kotler and Keller, 2007). However, each communication tool has
its own unique characteristics and costs. Advertising Advertising can be used to create a
long-term image for a product (f.ex. Coca Cola ads) or generate quick sales.

29
CHAPTER 3
INTERNSHIP REPORT
3.1 Company Overview
3.1.1 Profile
The presence of Kompas Gramedia in Indonesia cannot be separated from a
long history in order to achieve noble ideals: to educate the life of the nation. Starting
from the publication of Intisari magazine on August 17, 1963, then followed by Kompas
Daily on June 28, 1965, Kompas Gramedia continued to develop its business units
engaged in the information media, to this day.
Covering 22,000 employees throughout Indonesia, Kompas Gramedia not only
exists as a business entity, but also contributes directly to building the character of
human beings, both those who work as employees and the wider community who are
always accompanied by Kompas Gramedia products and services.
During 53 years of traveling to accompany various generations of the nation,
Kompas Gramedia has a myriad of ideals. Gramedia Majalah is part of Kompas
Gramedia, a privately held company headquartered in Jakarta, Indonesia. Together with
all components of the nation, Kompas Gramedia continues to move forward, move
dynamically and enlighten people, enlightening people.
Kompas Gramedia Group of magazines (Gramedia Majalah) have published
over 1.100 titles across 50 brands, making us the fastest growing and the largest media
company in the nation and in Southeast Asia. For over 45 years, Gramedia Majalah
lived their passion in delivering provocative, inspiring and targeted content that attracts
enthusiastic readers and enlightening people across segments, across platform and
across boundaries on a daily basis.
Together with all components of society, Kompas Gramedia will continue to be
eager to spread positive spirit for the nation and state, Indonesia.

30
3.1.2 Symbol
3.1.2.1 Logo
The logo on Kompas Gramedia's corporate identity uses a circle symbol that symbolizes
the globe with KG letters as the initials of 'Kompas Gramedia'.
The initial design of KG which covers the circle represents information paths that reach
various parts of the world through various media (multimedia). The initials KG itself is
specifically designed to provide an element of dynamism from the company and
illustrates the rapid movement of information flow.
3.1.2.2 Typography
The font on the Kompas Gramedia logo has a dynamic character, but remains strong
and solid, and is able to display modern and up-to-date elements of professionalism.
The initial letters in the words "Kompas" and "Gramedia" which are slightly enlarged
are also designed to help prepare for the introduction of corporate identity which in the
future will portray themselves as "KG".

31
3.1.2.3 Colors
The logo of "Kompas Gramedia" consists of two main colors that are characteristic,
namely:
1. Old Blue (Pantone 2955 C)
Trusted, Professional, Strong.
Three values that guide all elements in Kompas Gramedia in conducting business
processes and managing every insight / information to educate the people of Indonesia.
2. Young Blue (Pantone 311 C)
Life and Humanism / Humanity.
Two things that underlie and strengthen the character of Kompas Gramedia as a media
company that educates the nation and enlightens humans (KOMPAS GRAMEDIA,
"Enlightening People").
3.1.3 Vision & Mission
Be a large, best, integrated and dispersed company in Southeast Asia through
community-based efforts that create a community, enlighten, respect diversity and
fairness
3.1.4 Work Ethics
Indonesia, which consists of various ethnic groups, religions, and origins,
Kompas Gramedia is a mini Indonesia. Indonesia is called mini because Kompas
Gramedia is a place where people must respect pluralism. Not only employees, all
stakeholders who have a working relationship and partnership with this company will
be treated equally, regardless of their origin, ethnicity, religion, ancestry, and race.
At Kompas Gramedia, employees are valued as human beings. Employees are
not a factor at all. Humans become whole as humans because of their work and because
of what they do. People are valued because of the quality of the work and because of
what it does. Humans and human values are then the main values for all employees, and

32
are reflected in the work of Kompas Gramedia every day, whether in print, electronic,
or other products that contribute to the enlightenment of society. Enlightening because
the philosophy of their presence is entertaining the poor and reminiscent of the
established.
Even so, life must reach balance. A balance between the work that is reflective
and the reality of life that is more practical, between philosophy and something more
pragmatic. Therefore, also between what must be achieved as a job target and what must
be fulfilled by employees from the so-called value or value is included in each
employee performance appraisal that will be evaluated annually.
Besides humanity, at Kompas Gramedia we believe in integrity, which is simply
manifested in an honest manner. Anyone who manipulates, accepts bribes, "envelopes",
commissions, or misappropriates company money without seeing how much, must
leave the company.
Kompas Gramedia is really appreciate partnerships based on what should be
fulfilled. The quality of the partnership relationship is appreciated because Kompas
Gramedia and all its stakeholders must jointly look after it.
Simple Humanity, Integrity and Honesty. That's Kompas Gramedia.
3.1.5 Main Value
Consists of five properties known as 5C (Caring, Credible, Competent,
Competitive, Customer Delight) and determined as guidelines for employee behavior in
thinking, acting, and acting.
a. Caring
This value is based on the philosophy of Transcendental Humanism, meaning to carry
out humanity, based on the belief in the Almighty God, who organizes everything.
b. Credible

33
This value is based on the philosophy that human who always work have a social
dimension, demanding reciprocal interaction with their environment. By carrying out
his responsibilities sincerely, disciplined, consistent and professional, he will be trusted
and reliable by others.
c. Competent
This value is based on the philosophy that humans work must always develop and
develop themselves to provide the best results for themselves and their environment.
d. Competitive
This value is based on the philosophy that in the uncertain modern era what is needed is
courage to face challenges. Demonstrating mental intelligence (Adversity Quotient) that
turns threats into opportunities, to always develop and be oriented to competitiveness.
e. Customer Delight
This value is based on the principle of winning the hearts of customers by providing
services that exceed their expectations.
3.1.6 Product

34
3.1.6.1 Media
As part of an integrated communication media network, newspapers are the most
common form of media because they are able to absorb all types of news for the benefit
of its readers to other partners in need. No wonder Kompas Gramedia not only fulfills
the needs of national newspapers, but also local and regional newspapers, which are
believed to be able to empower readers and partners in the area of the publication of the
newspaper.

35
Pic 1 Opening the Horizon of Indonesian Society
3.1.6.2 Retail & Publishing
Gramedia makes changes in brand identity which means 'Innovation, Initiative,
Initiation'. Gramedia brings transformation to people's ideas. Gramedia is there for
anyone to find and develop ideas, ideas to start imagination, ideas that become
inspiration, and ideas to get to innovation. Gramedia is no longer just a place to interact,
but becomes the center of interaction.
Pic 2 Quality Product Sales Network
3.1.6.3 Hospotality
Hotels and resorts with a touch of Indonesian hospitality always improve professional
facilities and services for the convenience of their guests. The largest hotel and resort
network under Kompas Gramedia is the right choice for business and enjoying holidays
with family.

36
Pic 3 Hotels and Resorts with a Touch of Indonesian Hospitality
3.1.6.4 Manufactures
Manufacturing industry in Kompas Gramedia which produces printed and packaging
products (paper and flexible packaging). The products produced always prioritize
quality assurance and are in accordance with the established quality standards.
Pic 4 Prime Quality Guarantee for Indonesia

37
3.1.6.5 Event & Venue
The MICE industry in Indonesia shows a very rapid development and has become an
international industry. Indonesia began to be seen as an important destination for the
MICE tourism market as an attractive destination.
The MICE industry is a strong indicator of the development of a nation. Organizing
international events in harmony requires new innovations, skilled human resources, and
a first-class service mentality. Various supporting tools that are no less important are the
availability of an international class Convention & Exhibition Hall and a reliable
Professional Exhibition or Event Organizer.
Pic 5 Management of Events, Exhibitions and Professional Venues
3.1.6.6 Educations
The vehicle for education and expertise does not fall from the sky but must be achieved.
Sharpened and trained through an ongoing education program, tiered from an early age
to adulthood.
Kompas Gramedia seeks to create human resource excellence through skill education
forums, including: ELTI (English Language Training), Build Satya Wacana (BSW) as a
computer education institution, and Multimedia Nusantara University (UMN).
Pic 6 Print Superior Human Resources

38
3.1.7 Grid.ID Network
Grid Network has so many entertaiment news platform, one of them is Grid.ID Network
(GIN). GIN is an information portal for education, life style and entertainment was
released in February 27th
2017. It is the fastest growing entertainment portal in
Indonesia which is part of Kompas Media Group of Magazine. According to
Alexa.com, Grid.ID has become the number two celebrity and entertainment portal in
Indonesia just ten months after its launch. There are some medias of Kompas Group
which included to Grid.ID Network.
3.1.7.1 Nova
Nova.grid.id presents information that is the needs and desires of Indonesian women.
Family, beauty, culinary, health, career, career, fashion rubrics will accompany you
every day, complete with all the problems and solutions. Nova.grid.id also presents the
latest news about celebrities, profiles of successful people, various interesting tips, and
various events that occur around us.
Surfing on Nova.grid.id will not be felt if there is no streaming video service that
presents the latest images and interviews about women and their activities. You will
watch a variety of interesting videos, such as cooking guides, talk shows, solid clothes,

39
interview celebrities, and so on. Also presented are various interactions and no less the
likes of quizzes, ideal weight, fertility footage, weekly menus, and others. We also
provide blogs and forums as a means of sharing stories.
3.1.7.2 Cewek Banget
Cewekbanget.Id was born from the phrase "CewekBanget" which opposes stereotypes
attached to girls. "GirlBanget" should not only be attached to the word; weak, feminine,
fashion, and so on. "CewekBanget" should also be attached to the word; strong, smart,
independent, confident, empowered, and so forth. There was a lot of anxiety that girls
felt when they were teenagers to their early twenties. Anxiety that is more than just,
maintaining the appearance, clothes and makeup what to wear.
Anxieties about body shape and reproductive system are changing, desires begin to
emerge and establish closer relationships with the opposite sex, determine the future
(school, college, work), to the demands for updates on various information from
entertainment to general knowledge.
Cewekbanget.Id appears to answer questions and typical anxiety of girls. So that
Cewekbanget.id is also a place for girls to voice and convey their attitude. From serious
to trivial matters. From the question of the importance of being aware of sexual violence
to fangirling. From the solid tips on clothes to the importance of having a positive body
image. From PDKT tips to guidelines to achieve your goals. Because life is a matter of
balance.
Ban Ki-moon, the UN Secretary-General once said, "There is more valuable investment
than in a girl's education."

40
3.1.7.3 Grid
Grid.ID presents "Celebrity Breaking News", telling the story of local and world
celebrities as soon as possible, not only when they run their profession, but when they
live their daily lives. They believe, this side is equally interesting, has high engagement,
and deserves to be shared as inspiration or simply information.
Appointed from the perspective of women and millennials, they wrap it through text,
photos, infographics and videos. Infographics and videos are presented in a vertical
format to improve user experience. As various data show, cellphones are friends and
cannot be separated from women and millennials.
Grid.ID is fully built with the principles of digital media and social media. Their focus
is: video, social media, performance and analytics, and creative content. It makes sense
that they don't limit themselves to celebrities.
Grid.ID also presents fashion, beauty, family, automotive, parenting, living and leisure.
These are lifestyle news portals and entertainment offerings from Kompas
Gramedia.Grid.ID was born on the foundation of Gramedia Majalah's expertise and
skills, an expertise that was born from a long journey since the birth of Intisari
Magazine (1963) until it became a market leader in almost all niche magazines and
tabloids .
3.1.7.4 Nakita

41
Nakita.id is a portal for moms who want to know all the information and about the latest
trends regarding lifestyle and parenting. Nakita.id realized that moms need more than
just information but also need entertainment and friends. Just like a versatile moms,
Nakita.id puts itself as a trusted friend who comes as an all-round guide for all
information needs.
The strength of Nakita.id which is a trusted source of information on pregnancy, baby
and child development and parenting, is now equipped with various articles to
accompany 24/7 moms activities, around the clock.
Nakita.id is here for moms and is supported by journalists from the Kompas Gramedia
Grid Network, who are experienced in the parenting world and the world of lifestyle
and entertainment. Nakita.id is one of the pillars of the Kompas Gramedia Grid
Network, in addition to the automotive and automotive news portal GridOto.com, the
sports and entertainment portal BolaSport.com, and the portal Celebrity and
Entertainment Grid.ID. Published at the end of February 2017, Grid.ID is currently one
of the largest celebrity and entertainment portals in Indonesia based on Alexa.com's
ranking.
Nakita.id will also provide practical guidance for moms in managing household life,
such as financial tips, reviews of products needed, and everything about the house to
make the house a comfortable home sweet home.
The form of information presented is not only in the form of friendly and informative
writing, but also through multi-platform graphics and information-rich and entertaining
videos.These news moms can enjoy through the Nakita.id portal, social media networks,
and video channels.
3.1.7.5 Stylo

42
Millennial women want to always look beautiful and catchy. For this reason, millennial
women dare to be creative, dare to explore models, materials, or prices. Carrying the
Beauty for Everyone tagline, Stylo.ID is ready to accompany the steps of modern
women who dare to be creative but still look catchy.
Stylo.ID believes, millennial women always want to look beautiful and fashionable but
in a practical way, not complicated, and at a reasonable price. Stylo.ID presents the
latest information and tips and tricks in the world of fashion and beauty that are nicely
packaged through text, photos, infographics and videos.
As a fashion and beauty website, Stylo.ID is close to the style expertise & style
influencers. Stylo.ID is a reference style of appearance for millennial women ranging
from fashion selection, hijab, accessories, cosmetics, skin care and hair to favorite
shopping places at affordable prices.
3.1.7.6 Sajian Sedap
Sajiansedap.grid.id comes with thousands of easy-to-understand recipes. Not only is the
method of making it easy, fast and practical, the results are delicious. There are also tips
on choosing anti-failure materials and tricks that are definitely useful. Making dishes
that your family likes is easier, from the provision of your child, breakfast, daily menus
to special weekends.
3.1.7.7 Nextren

43
Nextren has guidelines for "Integrated and Current Trends". Nextren as a guide in
providing solutions to problems faced by audiences in a practical and easy to follow
manner.
Nextren always updates on trends, presents new things to the audience, and invites the
audience to work and make things. Nextren is also always integrated, in providing
enlightenment, positive examples, activities, and new initiatives.
Nextren will always be up-to-date, in choosing material, themes, discussions, etc. that
are actual and close to the audience. He will always be technology-based as a means (or
tool) needed to provide convenience and enjoyment for everyday human life more
effective and efficient.
Because Nextren understands that technology has become a part of Pop Culture, hobby,
lifestyle, and for future guidance. Nextren will share dreams and dreams based on
technology and make it happen together to meet the future. Because Nextren's goal is to
help the audience or readers in making choices so that their lives become better through
technology.
Nextren - Our goals are to help humanity to prosper through technology and going
forward towards the future.
3.1.7.8 Intisari
Smart and Inspiring. That's the tagline. We make it happen in a commitment to always
present the latest information that inspires and enlightens. As well as reliable
information that can be a guide for a better life.
Intisari Online is present in a number of channels covering several areas of life issues.
From the latest news, health, finance, technology, to inspiring stories. All of these
canals are linked in one red thread, Smart and Inspiring.

44
We hope that Smart and Inspiring is not just a slogan, but can manifest in the joints of
the lives of the Online Digest audience.
3.1.7.9 Hai
Hai first appeared as a magazine in 1977 as a media that became good friends of young
people aged 15-24 years. Hai always presents content and activities in the fields of
music, pop culture, self-development, and lifestyle. To be more familiar with the latest
generation of highly dynamic, since 2017 Hai has chosen to transform into a fully
digital world. Yes, its because believe youth always needs more space to speak louder.
Hai Onlline raised since 2000, Hai Online is Hai's main platform to greet audiences with
stories and information about music, pop culture, personal development, youth lifestyle,
and the latest news. The annual Hai Festival which presents music entertainment,
parades showcase school creativity, art exhibitions, and bazaars.
3.1.7.10 National Geographic Indonesia
1. About the National Geographic Indonesia (NGI) Online Site
NGI Online at http://nationalgeographic.co.id/ is a portal and communication media that
is presented not only for NGI magazine customers, but also for all internet users.
Through this site, visitors can get the latest information about current issues contained
in NGI magazine. This site also has various interactive features related to the stories in
our Main Feature.

45
Beyond that, the site also offers interactive media discussions as well as online
communities through the Fotokita Forum and site pages for photography lovers.
Through the Forum facility, visitors can discuss about the topics provided in the specific
channels we provide.
Especially for Fotokita sites, we will also equip it with various social networking
features to further strengthen the bonds and ties of communication and intimacy among
fellow members.
2. About National Geographic
The National Geographic Foundation was established in the United States on January
27, 1888 by 33 people who were interested in improving geography knowledge.
Gardiner Greene Hubbard became the first president and was later replaced by his son-
in-law Alexander Graham Bell. Aims to increase general knowledge about world
geography and eventually sponsor National Geographic monthly magazine publishing.
National Geographic is currently published in 60 countries in 30 languages with a total
of more than 9.5 million per month in the world.
3. About National Geographic Indonesia Magazine (NGI)
National Geographic Indonesia was inaugurated on March 28, 2005 by President Susilo
Bambang Yudhoyono, witnessed by the magazine's publisher, Jakob Oetama — the
leader of Kompas Gramedia. First published in April 2005 by Gramedia Majalah. Some
of the activities that have been carried out by NGI include:
a. Deep Sea Photography
Before it was officially launched, National Geographic Indonesia held a presentation
and discussion on Deep Sea Photography with Emory Kristof, National Geographic
photographer on January 24, 2005. Then it was followed by an exhibition of photo
series by Emory at the National Archives Building.
b. Archaeological Exhibition

46
After the inauguration at the National Archives Building, Jakarta, National Geographic
Indonesia Homo floresiensis) from Flores, East Nusa Tenggara by a team of researchers
from the National Archaeological Research Center and the Indonesian Archeology
Experts Association. held an Indonesian archaeological exhibition. The event, which
was held on March 29 to April 3, 2005, was topped up with presentations and
screenings of the film dwarf (Homo floresiensis).
c. Jatropha Expedition
An experimental activity to test the use of alternative jatropha oil (Jatropha curcas). The
expedition took the Atambua-Jakarta route.
d. Indonesia Reef
Efforts to conserve coral reefs as well as promote marine tourism at various diving
points of the archipelago, followed by dozens of diving volunteers.
On a regular basis, we also hold public discussion events with the theme of
photography, conservation, and others.
3.1.7.11 Foto Kita
Fotokita (http://fotokita.net) is a photogafi community site under National Geographic
Indonesia. This site is a place for professional photographers, amateur photographers, or
photography hobbyists who want to share their work and knowledge about the ins and
outs of photography, or just look at the beauty and experience the story contained in a
portrait. This site is also a medium of interaction for fellow visitors who have
enthusiasm for the world of photography.

47
Through this site, your photos can be criticized and assessed, and you can criticize or
judge yourself in terms of mutual learning. Fotokita.net also has a Blog feature that can
be filled by photographers undergoing assignments by NGI, or other visitors who wish
to share stories about the experience of photographing or using a camera.
For the sake of mutual order, every photo uploaded to Fotokita.net does not
automatically appear in the public gallery (a gallery that can be accessed by all users),
but must go through a moderation process by the editor.
Every month, two photos will be published in the Foto Kita National Geographic
Indonesia magazine section, while two selected travel themed photos are published in
National Geographic Traveler magazine. Photographers whose photos are successfully
loaded in the magazine will get interesting certificates and souvenirs.
Unlike other photography sites, the photo category in Fotokita.net does not include a
model and/or photographic category that has undergone too much manipulation because
it is not inherent in National Geographic's vision and mission, "Inspiring People to Care
about the Planet".
3.1.7.12 IDEA
A beautiful home increases productivity and creativity. Idea Online is here to provide
home decoration inspiration and tips and tricks in decorating the house to make it look
more beautiful and neat.

48
3.1.7.13 Info Komputer
InfoKomputer reviews the latest information from the computer industry, the results of
hardware and software testing, computer tips and tricks, tutorials, and provides specific
segments for small, medium-sized industries, to enterprises.
3.1.7.14 Bobo
BOBO.ID - Indonesian Children's Site Collection of Children's Stories and Tales,
General Knowledge, History and Culture Coinciding with the 44th Anniversary of Bobo
Magazine on April 14, 2017, Bobo Magazine has launched BOBO.ID - a site dedicated
to elementary school children.
Actually, this site is a refinement of the Kidnesia.com site which is an Indonesian
Children's Portal cared for by the child media editor in the Group of Magazine, Kompas
Gramedia. BOBO.ID consists of several channels which are expected to entertain,
educate, add general knowledge, and become a reference web for elementary school
children in seeking information for schoolwork.
BOBO.ID was launched to fully support the growth of Indonesian children's
intelligence and character. Like the belief of the Director of Media & Children's Media
Publisher, Group of Magazine, Kompas Gramedia, Devy O. Situmorang, "Children are
future owners. Bobo magazine believes that forming and organizing the future must be
done from now on, through our love for children. Enlightening love, affirming love and

49
affirming love. Love that is the provision for wing growth and the strength of their
roots. "
Because later, they will fly as high as possible with rich knowledge, fly as far as
possible accompanied by confidence and confidence, without forgetting the roots of
culture, the nobility of moral and religious values.
3.1.8 Organizational Structur
Group Director
Elwin Siregar
Group Deputy Director – Business
Elly Handojo
Group Deputy Director – Publishing
Dahlan Dahi
Group Business Director
Harry Kristianto
Group Sales & Marketing Director
Hendra Mulia
Group Operation Director
Ign Gatot Widhiyanto
Executive Director
Dahlan Dahi
Business Director
Adhi Quardianto S
Narulita Widyasari
Account Director
Rina Wijaya

50
Bibliography
Ardianto, Elvinaro. Public Relations Suatu Pendekatan Praktis. Bandung: Pustaka Bani
Quraisy, 2004.
Baeva, Daniela Yasenova. ―How Brand Strategy and Brand Communication Contribute
to Build Brand Equity.‖ Estudo Geral, 2011: 51.
Jefkins, Frank. Public Relations. Edisi kelima, Jakarta: Erlangga, 2004.
Mulyana, Dedy. Ilmu Komunikasi Suatu Pengantar. Bandung: PT. Remaja Rosdakarya,
2000.

Kompas Gramedia (Grid Network) Internship Report

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Kompas Gramedia (Grid Network) Internship Report

Similar to Kompas Gramedia (Grid Network) Internship Report (20)

More from Lisa Ramadhanty

More from Lisa Ramadhanty (20)

Recently uploaded

Recently uploaded (20)

Kompas Gramedia (Grid Network) Internship Report