PUBLIC RELATIONS STRATEGY IN IMPROVING BROADCAST QUALITY AT LPP RRI MADYA DENPASAR BRANCH

Abstract

In the ever-growing digital era, traditional broadcast media such as radio face significant challenges. Technological changes have changed the way people consume media, with more and more audiences turning to digital platforms and social media for information. This research aims to identify and analyze the public relations strategies implemented by RRI Madya-Denpasar Branch in improving broadcast quality and to find out what obstacles are faced by public relations in improving broadcast quality at RRI Madya-Denpasar branch. It is hoped that the findings from this research will be useful for academics who deepen the role of Public Relations in broadcast media. The research design used is qualitative descriptive. Research data was collected through interview techniques, literature study and documentation. Data analysis is based on descriptive explanation. The author's steps in analyzing the data obtained are through the stages of data collection, systematic data presentation, discussion and conclusions. The research results show that internal and external Public Relations strategies are the key to maintaining and improving broadcast quality. In responding to the obstacles that arise, LPP RRI Madya-Denpasar Branch uses stages such as fact finding, planning, action and communication, and evaluation to solve problems effectively.