STRATEGI KAMPANYE PERSATUAN RADIO SIARAN SWASTA NASIONAL INDONESIA (PRSSNI) DALAM MEMPERKUAT POSITIONING RADIO (Studi Kasus Pada Kampanye PRSSNI bertajuk “Siaran Terakhir”)

Abstract

In today’s digital era, public attention has shifted into digital media in their activities. Digital era has made most of the industries being disrupted, without exception the mass media industries, not only print, but also radio and television.  Many advertisers or brands look at digital channels to campaign and leave conventional channels such as radio and print media as the media. Based on these conditions, radio needs to make a positioning strategy. The importance of positioning strategies brings developments for radio stations that are trying to increase their positions in the market with their listeners. The Indonesian National Private Broadcast Radio Association (PRSSNI) which accommodates all private radios in Indonesia, especially DKI Jakarta, organizes a Public Relations campaign titled "Siaran Terakhir" on the Radio Day activities series with Hastag #Radioguemati. The method used in this study is a case study method that is a research method that uses various data sources used to examine, describe and explain comprehensively the various aspects of individuals, groups, programs, organizations or events systematically. The conclusion shows that the campaign strategy of the Indonesian National Private Broadcast Radio Association (PRSSNI) through a campaign with hastag #radioguemati proved to be able to strengthen the radio positioning, so that the radio stations still have a wide area in the hearts of their listeners.