Launched in 2012, Lazada is the number one online shopping and selling destination in Southeast Asia. As an E-Commerce company that has a dynamic work culture, the circulation of information flows both inside and outside the company occurs very quickly. Thus causing Lazada to need the role of public relations to support the company’s performance and activities, especially in media relations activities which are useful for conveying information to all Lazada public who are heterogeneous. One of them was the press conference launching LazMall, the largest “Online Mall” in Southeast Asia. This study aims to determine the stages of PR carried out by Lazada Indonesia in order to hold a press conference for the launch of LazMall.
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