Strategi PR Adaptif Humas LPP TVRI Bali melalui Storytelling Digital
DOI:
https://doi.org/10.54259/mukasi.v5i3.7303Keywords:
The Adaptive PR, Digital Storytelling, Local Public Broadcasting InstitutionAbstract
The development of digital technology has significantly transformed public relations practices in LPP TVRI Bali, particularly in creating some content more interactive, participatory, and data-driven communication patterns. This study aim to give some analyzes how the adaptive PR strategy implemented by public relations division through digital storytelling to build the reputation of the institutional image and engagement of audience in digitalization era. The research employs a qualitative descriptive method with an approach with a case study. Data were collected through in-depth interview, observation of digital communication activities, and documentation from Instagram content of @humastvribali. The findings reveal that digitalization in media transformation has shifted by the role of PR practitioners from delivering the merely disseminating information to manage the reputation also producing strategic content based on real-time. Implementation of digital storytelling through human-centered narratives, some content about behind the scenes some program in LPP TVRI Bali, adding creative visual elements, and the use of AI as supporting tool to build the creativeness of content production. Strategy evaluation is conducted based on engagement metrics such as likes, shares and growth’s follower. The strategy gain the support from the organizational through training and technological facilities for strengthening the effectiveness of the strategy.
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