STRATEGI PUBLIC RELATIONS PT PERKEBUNAN NUSANTARA VIII DALAM MEMPERTAHANKAN CITRA PERUSAHAAN (Studi Deskriptif Kualitatif Pada Pengelolaan Krisis PTPN VIII dalam Sengketa Lahan dengan FPI)

This research is entitled "PT PERKEBUNAN NUSANTARA VIII'S PUBLIC RELATIONS STRATEGY IN MAINTAINING COMPANY IMAGE" (QUALITATIVE DESCRIPTIVE STUDY ON PTPN VIII'S LAND DISPUTE CRISIS MANAGEMENT WITH FPI). The purpose of this study is to determine the "PENCILS" strategy implemented by PTPN VIII's public relations, namely the strategy of publications, news, lobbying and negotiation, and social responsibility. The research method used in this study is a research method with a qualitative descriptive study approach. The theory used is the public relations mix strategy “PENCILS” Philip Kotler and Thomas L. Harris and Frank Jefkins' Image Theory. Image theory has four indicators to view images from an individual's point of view, namely perception, cognition, motivation, and attitude. Data collection techniques that researchers do are using observation techniques, interviews, and documentation. The results of this study indicate that PT Perkebunan Nusantara VIII's public relations has carried out the PENCILS public relations mix strategy: publications strategy through online media, News by making interesting news and about company innovation, Lobbying and negotiation with interested parties following the guidelines or rules of Holding PT Perkebunan Nusantara, Social Responsibility activities in the fields of education, environment, UMKM. Judging from the perceptions, cognition, motivation, and attitudes formed in the public, PT Perkebunan Nusantara VIII is able to maintain the company’s image. Keywords: public relations strategy, Image, PT Perkebunan Nusantara VII