Strategi Layanan dan Pengembangan Usaha RRI Medan Dalam Meningkatkan Citra Lembaga Penyiaran Publik

Abstract

The title of this research is RRI Medan's Service and Business Development Strategy (LPU) in improving the image of the institution. This research is based on the existence of RRI Medan Service and Business Development Sector as a Public Relations executive who has an important role in improving the image of the institution. The image of LPP RRI Medan is shaded by the public communication section. Some activities carried out by the LRI RRI Medan in improving the image of the institution but competition and technological advancements, the program content also has a greater contribution as a supporting factor to improve the image of the institution, which is unfortunate is the lack of human resources capabilities of the LRI RRI Medan to improve the image of LPP RRI Medan. The purpose of this study is to describe the RRI Medan LPU strategy in improving the RRI Medan LPP image and the supporting and inhibiting factors in improving the RRI Medan LPP image. The method used is using a qualitative research methodology approach with interviews as a data collection technique and using triangulation of data source triangulation. The results of this study are based on the concept of the Public Relations mix proposed by Rosady Ruslan, LPU RRI Medan to do publications, events, social responsibility, and community care and products / content to support improving the image while HR is the obstacle. This research also uses image type theory according to Frank where the reflection of RRI Medan's image can be seen from the enthusiasm of the community towards RRI Medan during the event in the middle of the community.