Kegiatan Public Relations B Radio 95.6 FM Dalam Menghadapi Tantangan Media di Era Digital

Abstract

The existence of the internet as a result of the technology and communication development has forced the change from analog systems to digital systems. Entering this digital era is a challenge for conventional radio stations, one of them is PT. Radio Swara Burinyay (B Radio). Even though it is under the renowned radio management such as Ardan Group, the obstacle in developing a business in this digital erais not easy. From the number of listeners that has not yet reached the target to the declining number of advertisers to the tight competition with competitors, both of other conventional and digital media. These situations require the management to make the right communication strategy to maintain B Radio's existence. Using qualitative research methods and descriptive approaches, a study was conducted to see how the management handled these situations. The results showed that through public relations activities in the Public Relations and Promotion division, B Radio managed to take a responsibility in promotionl and branding activities to reach the company’s goals. These promotion activities were carried out in collaboration with clients to be able to optimize the branding activities. B Radio also carried out the strategy of promoting in conventional media and digital media o increase tbrand awareness, for example in on-air, off-air and online broadcast programs. These activities have helped B Radio to survive for 15 years now. However, B Radio still has to optimize the use of social media so that it can always attract listeners using some up-to-date things.