Optimalisasi Tayangan sebagai Alat Public Relations untuk Membangun Citra Merek iNews TV
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Abstract
This study aims to explore iNews TV's Public Relations (PR) efforts in building a brand image through quality broadcasts. Amidst the increasingly fierce competition in the Indonesian television industry, PR plays an important role in strengthening the relationship between organizations and audiences, as well as building a credible image in the eyes of the public. Since its establishment in 2013 under the auspices of the MNC Group, iNews TV has prioritized informative and up-to-date news programs, which have succeeded in gaining high public trust. To achieve this goal, this study uses a qualitative approach involving interviews and observations of the iNews Publicity team. The results of the study show that iNews TV has succeeded in strengthening its brand image through high-quality broadcasts, innovation in branding, and responsive communication management to negative issues that may arise. In addition, diversifying digital platforms is also a key strategy to reach young audiences. Therefore, the role of PR at iNews TV is crucial in building a positive reputation and increasing audience loyalty.
Penelitian ini bertujuan untuk mengeksplorasi upaya Public Relations (PR) iNews TV dalam membangun citra merek melalui tayangan berkualitas. Di tengah persaingan ketat yang semakin meningkat di industri televisi Indonesia, PR memegang peranan penting dalam memperkuat hubungan antara organisasi dan audiens, serta membangun citra yang kredibel di mata publik. Sejak didirikan pada tahun 2013 di bawah naungan MNC Group, iNews TV telah mengedepankan program-program berita yang informatif dan aktual, yang berhasil memperoleh kepercayaan publik yang tinggi. Untuk mencapai tujuan ini, penelitian ini menggunakan pendekatan kualitatif yang melibatkan wawancara dan observasi terhadap tim Publicity iNews. Hasil penelitian menunjukkan bahwa iNews TV berhasil memperkuat citra mereknya melalui kualitas tayangan yang tinggi, inovasi dalam branding, dan pengelolaan komunikasi yang responsif terhadap isu-isu negatif yang mungkin muncul. Selain itu, diversifikasi platform digital juga menjadi strategi utama untuk menjangkau audiens muda. Oleh karena itu, peran PR di iNews TV sangat krusial dalam membangun reputasi positif dan meningkatkan loyalitas audiens.
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