Maisaroh, Monica (2025) Strategi Komunikasi Radio RRI Pro2 Pekanbaru Dalam Menarik Perhatian Pendengar Millennial di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze how the communication strategy of Radio Republik Indonesia (RRI) Pro 2 Pekanbaru in attracting the attention of young listeners in the city of Pekanbaru. The theory used is the communication strategy of Umar (2001). This study uses a qualitative approach. In this study, the subjects numbered 5 people. The data collection techniques used were interviews, observation and documentation. The results of the study showed that the first audience introduction strategy, the audience who became radio listeners were millennial listeners. Radio was introduced to millennial listeners by collaborating with schools and campuses to cover their events so that many other millennials knew that there were events at the school or campus. The broadcast time of Radio RRI Pro 2 Pekanbaru can be heard from 04.55 - 00.00 WIB. The percentage of millennial listeners on RRI Pro 2 radio is 45%. The second strategy of message preparation, In the preparation of the communication message of Radio Republik Indonesia (RRI) Pro 2 Pekanbaru is a program on RRI Pro 2 radio presented by the announcer under the direction of the chief announcer who has conducted an evaluation meeting with his superiors. The resource persons invited to the RRI Pro 2 program are young entrepreneurs and children who have positive talents. The announcer has created effective communication by listening and providing solutions to millennial listeners during the broadcast so that they are happy. The third strategy of the message delivery method, conveying the message so that millennial listeners listen, then conveying the message in a better language and not getting angry. The message conveyed is a message that provides educational information, information related to entrepreneurship and so on to be used as motivation and learning for millennial listeners. The fourth media selection strategy, Radio RRI Pro 2 Pekanbaru broadcasts On Air from 5 am to 12 midnight alternating the themes raised. Radio RRI Pro 2 Pekanbaru can be listened to by Millennial Listeners in Pekanbaru City can be heard on the Radio Pro 2 Frequency, namely 88.4 FM. In addition, it can be heard everywhere in Indonesia. Radio RRI PRO 2 Pekanbaru promotes it to all Millennial Listeners in Pekanbaru City through existing groups from schools and students.

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