Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)

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Challenges of Sustainability in Radio Broadcasting Towards a Media Convergence Era by Marketing Public Relations Activities to Create Awareness of Prambors Radio in Indonesia

Authors
Eka Wulan Sari, Rahmat Edi Irawan, Johana Brigitha Mone, Muhamad Aras
Corresponding Author
Eka Wulan Sari
Available Online 8 March 2021.
DOI
10.2991/aebmr.k.210305.031How to use a DOI?
Keywords
Digital Technology, Media Convergence, Radio, Marketing Communications, Brand Awareness, Image
Abstract

This research aims to examine the challenges of sustainability in radio broadcasting of Prambors radio toward media convergence by marketing communication activities to create awareness. The research uses a case study method. The data was obtained through open interviews, non-participant observations, and public documentation such as the company profile, the company website, and social media. The data analysis used a coding concept consisting of open coding, axial coding, and selective coding. The research results indicate that Prambors radio realized that to be able to endure in this media convergence era nowadays, it needs marketing communications activities like events and publications, sponsorships, speeches, news creations, community service, and media identity to create awareness to stay in the public’s mind and always listen. These are also marketing communication activities by Prambors radio to make it stay in the public’s mind to be a top hits music station.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
8 March 2021
ISBN
10.2991/aebmr.k.210305.031
ISSN
2352-5428
DOI
10.2991/aebmr.k.210305.031How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Eka Wulan Sari
AU  - Rahmat Edi Irawan
AU  - Johana Brigitha Mone
AU  - Muhamad Aras
PY  - 2021
DA  - 2021/03/08
TI  - Challenges of Sustainability in Radio Broadcasting Towards a Media Convergence Era by Marketing Public Relations Activities to Create Awareness of Prambors Radio in Indonesia
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 166
EP  - 172
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.031
DO  - 10.2991/aebmr.k.210305.031
ID  - Sari2021
ER  -