STRATEGI KOMUNIKASI RADIO REPUBLIK INDONESIA MANADO DALAM MENJAGA EKSISTENSI PADA ERA DIGITAL

Abstract

Rapid advances in digital media and changing audience behavior, particularly among younger generations, require public broadcasting institutions such as RRI to adapt in order to remain relevant. This study examines the communication strategy implemented by RRI Manado to maintain its existence in the digital era. Using a descriptive qualitative approach based on John Middleton's communication strategy theory, data were collected through in-depth interviews, observation, and documentation involving five key informants. The findings reveal that RRI Manado applies a systematic communication strategy consisting of four stages: identifying audience needs through research, segmenting conventional and digital audiences, integrating radio broadcasting with digital platforms such as RRI Play Go, YouTube, Instagram, and TikTok, and developing credible, educational, and culturally relevant messages. The study concludes that RRI Manado's sustainability depends on its ability to embrace digital transformation while preserving its role and values as a public broadcasting institution.