STRATEGI MANAJEMEN PUBLIC RELATIONS RADIO PRAMBORS 102,2 FM DALAM MEMPERTAHANKAN LOYALITAS PENDENGAR

Abstract

Currently the existence of radio is almost eliminated with the new media. Radio Prambors Jakarta has done a lot to keep listeners loyal and stay at the center of trends in radio broadcasting. This study aims to analyze the Public Relations Management Strategy of Radio Prambors 102.2 Fm in Maintaining Listener Loyalty. The theory used is the Four Steps of Public Relations Cultip and Center Paradigm post-positivism and the research method used is descriptive qualitative. The research subjects are Assistant Marketing Manager, Program Director. Data collection using in- depth interviews. The object of this research is the Public Relations Management Strategy of Radio Prambors 102.2 Fm in maintaining listener loyalty. The results of the study stated that the Public Relations Management Strategy carried out by Prambors Jakarta radio was to conduct research on what listeners wanted and needed by utilizing social media as a forum for conducting surveys. The next stage is the planning of programs and events that will be implemented. In attracting listeners' attention to radio programs and programs, three main weapons are used, namely on air, off air, and digital. To determine the success or failure of a program that has been implemented, evaluations are carried out regularly every week by Prambors radio.