Strategi Media Relation Humas PT. Surya Citra Televisi (SCTV) Bengkulu Dalam Meningkatkan Citra Positif Perusahaan

Abstract

The purpose of this study was to determine the media relations strategy of SCTV's Bengkulu Branch public relations in enhancing the company's positive image. If the company wants to get a good reputation in the eyes of the public, then the company must have public relations that can improve the positive image of the company, because the company will have a good image if the public relations media strategy is also good. The method used in this research is descriptive qualitative, namely by conducting in-depth interviews to obtain data by conducting in-depth questions and answers with primary data sources, namely competent parties at SCTV Bengkulu Branch and secondary data sources, namely people who watch SCTV Bengkulu Branch programs. Based on the results of the study, it shows that the media relations strategy of the Public Relations of the Bengkulu Branch of SCTV is considered quite good in improving the positive image of the company. Although there are still low employee loyalty, ineffective staffing management policies of SCTV Bengkulu Branch, poor operational cooperation with local parties that should be able to improve the positive image of SCTV Bengkulu Branch in the eyes of the community, resulting in the lack of local broadcast programs that should be a means of promotion for Bengkulu's economic development. Media relations is considered important for an organization in order to achieve the desired goals. In the implementation of media relations activities, the media campaigner strategy of SCTV Bengkulu Branch Public Relations has carried out media relations activities in improving the positive image of the company so that the objectives to be achieved can be met, including press conferences, press briefings, media gatherings, press releases, press tours, special events, and press interviews in improving the positive image of the company in the eyes of the people of Bengkulu city.