STRATEGI KOMUNIKASI MEDIA RELATIONS QUEST HOTEL SURABAYA by ASTON DALAM MENINGKATKAN CITRA POSITIF (Deskriptif Kualitatif Strategi Komunikasi Media Relations Quest Hotel Surabaya by Aston dalam meningkatkan Citra Positif)

BENATI ARDILARAS, COMMUNICATION STRATEGY QUEST HOTEL MEDIA RELATIONS SURABAYA by ASTON IN IMPROVING POSITIVE IMAGE Media Relations is one of the external public relations activities that aims to build and develop relationships with the media to reach the public in order to improve the imaging, trust, and achievement of the goals of the organization or company. The formulation of the problem in this research is to know how the communication strategy media relations Quest Hotel Surabaya by Aston in improving the positive image of the company The method used in this research is qualitative descriptive with the theory of Uses and Gratification, which states how public relations can utilize media as a potential means in terms of improving positive image. . The method used in this research is in depth interview. Informants in this study are those who understand about Media Communication Strategy Relations Quest Hotel Surabaya From the results of this study can be seen that the Communication Strategy used by Public Relations Quest Hotel Surabaya is through CSR activities and published by using media facilities and good relationship with the media through Press Release, Media Visit, and Media Birthday Kata Kunci :Strategy , Media Relations, Uses and Gratificatio