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.