Innovative Public Relations Strategy “Mal m” in Building a Positive Image During New Normal

  • Citra Apriani Gunadarma University, Master of Communication Science, Depok. West Java
  • Edy Prihantoro Gunadarma University, Master of Communication Science, Depok. West Java
  • Noviawan Rasyid Ohorella Gunadarma University, Master of Communication Science, Depok. West Java
Keywords: Innovative Strategy, Public Relations, Building, Positive Image, New Normal


With the implementation of the new normal, many malls are reopening according to health protocol standards. New normal is a change in behavior to continue to do activities as usual by implementing health protocols in the midst of the Covid-19 pandemic. Enforcement of new habits is not easy, because there are still many people who are afraid to come to visit the mall. At times like this, Public Relations has a role, to respond to this in restoring public confidence to visit again, by implementing standard health protocols. This study uses a qualitative approach. The method used in this research is a case study which aims to find out, investigate and understand an event or problem that has occurred by collecting various kinds of information which is then processed to obtain a solution so that the problems revealed can be resolved. The results showed that the innovative strategy carried out by Public Relations "Mal M" in building a positive image during the Covid-19 Pandemic was successfully implemented and received a positive response from the community. Innovative strategy carried out by PR "Mal M" by holding several events/activities, CSR, News (positive news involving the media), Publications, and Lobbying and Negotiation Techniques, with the aim of being able to build trust and a positive image of the company in the New Normal period this.


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How to Cite
Citra Apriani, Edy Prihantoro, & Noviawan Rasyid Ohorella. (2021). Innovative Public Relations Strategy “Mal m” in Building a Positive Image During New Normal. International Journal of Sciences: Basic and Applied Research (IJSBAR), 60(3), 262-270. Retrieved from