Promotional activities at a corporate will progress if they have various innovative ideas in promoting products. In this case, not only through advertisements or offers or sponsorships and brochures, but it is necessary to add the latest ideas or breakthroughs in promotion to create a corporate brand. There are many things that companies can do to carry out promotions, one of which is to hold an event with Integrated Marketing Communication to increase pranding in institutions. This paper is an important conceptual framework in analyzing the urgency of envent as an institutional branding medium using the concept of Integrated Marketing Communication theory with management, communication and marketing approaches.Events as institutional branding media can be analyzed pre-designing strategies using three marketing conceptions, namely segmenting, targeting and positioning. The next stage is to understand the pattern of marketing communication strategies at institutions. This pattern is a combination of three disciplines, marketing, communication and strategic management which then results. The final step is the implementation of sponsorship events as a form of integrated marketing communication tools, the implementation of this process is described in a planning framework in achieving the institutional vision.Keywords: Event, Media & Branding

This research is motivated by a phenomenon that occurred in early March 2020, the Indonesian people were shocked by the Corona pandemic outbreak, this outbreak originating from China, finally infecting Indonesian society. Broadcast media, both television and radio, are competing to broadcast the Corona outbreak. Indonesian Broadcasting Commission (KPID) East Java as an independent state institution participates in overcoming panic and efforts to prevent the Corona outbreak. The purpose of this study is to describe and find out the communication strategy of the KPID East Java in preventing the spread of the Corona outbreak. The theory used is the analysis of The Pervasive Presence. The method used is qualitative using a phenomenological approach. The results of this study found that the communication strategy of the KPID East Java in dealing with the spread of the Corona outbreak consisted of three strategies, namely by live talk shows on television and radio, distributing circulars to radio and television broadcasting institutions throughout East Java via email and WhatsApp, and publication of information through social media and public sphere, namely the KPID East Java Instagram. These three communication strategies are part of the task of the KPID East Java in supervising broadcasting institutions and media literacy to the public.

The Covid-19 pandemic continues to this day. Information broadcasts in various mass media are still busy discussing the corona virus, including the Kediri City mass media. The amount of information scattered in the mass media does not fully guarantee valid news. The Department of Communications and Informatics as a government agency in charge of managing information, should have taken a preventive step to deal with the occurrence of disinformation in the mass media of Kediri City. With valid information, it is easier for people to receive real information and regardless of being skeptical of information in the mass media. This research is a qualitative research, using a phenomenological approach with the social construction theory of Peter L. Berger and Thomas Luckmann. The results of the research, crisis communication strategies, namely: (1) Establishing a Covid-19 Task Force Team for the City of Kediri, (2) Creating a special channel/social media about information on handling Covid-19 in the City of Kediri, (3) Every day the Kominfo Service will update data on online media, waiting for data from the Health Office, (4) Disseminating large-scale billboards/banners, (5) Cooperating with various institutions and local residents. In collaboration with the press agency (print media) of the City of Kediri.