Hapsari, Denisa Putri Kencana. 2024. The Role of Public Relations in Content Writing and Copywriting at Lorin Solo Hotel. English Diploma Program, Vocational School, Universitas Sebelas Maret.
This internship report was written based on the internship program conducted at
Lorin Solo Hotel, which started from January 25 to April 25, 2024. This final report aims
to describe the internship activities as Public Relations at Lorin Solo Hotel, especially in
content writing and copywriting for social media. The objective of content writing is to
create informative content with the intention of increasing audience engagement.
Meanwhile, copywriting is defined as persuasive commercial writing that is designed to
increase sales. During my internship in Public Relations, I gained precious experiences
in writing. The Lorin Solo Hotel adheres to an international resort concept and exudes an
elegant character. Consequently, I encountered difficulties in creating content in English
and in attracting readers. For example, I had to create copywriting that can influence
potential customers' interest in the products or services offered. I used the AIDA
technique from St. Elmo Lewis (1898) in my copywriting process. AIDA, which is an
abbreviation of the terms awareness, interest, desire, and action, is a model that is
frequently utilized in the field of marketing to illustrate the sequential stages of consumer
behavior. These elements serve as a model for the marketing of products. AIDA has a
very effective function to attract the attention of potential customers, make them
interested, arouse their desire, and encourage purchase action. Furthermore, I encountered
challenges in crafting compelling social media captions that align with the Lorin Solo
Hotel brand identity. I integrated my creative concepts with existing keywords or
occasionally utilized pathos, a persuasive technique that appeals to the emotions of
readers, to develop engaging captions that capture attention and leave a lasting impression
on potential guests.
