Strategi Manajemen Radio Sindo Trijaya Fm Bandung Dalam Meningkatkan Kinerja Kualitas Penyiar Untuk Menjaga Eksistensi Radio

Abstract

Communication strategy is a planning of an organization management in order to reach the goals that have been organized. A mass medium, like a radio, has management structure, that is the management of announcing medium. Nowadays, the medium, like a radio, is getting rubbed down by other dominated media. Therefore, to maintain the total listeners, it needs the existence of management strategy, e. g. to sharpen the ability continuously and to increase the announcers’ quality. The subjects of this research were all persons who were involved in the ways of announcing process, starting from the top structure position of Sindo Trijaya FM Bandung, that was the manager station, traffic or someone who was responsible with the announcing process, the producer who monitored and prepared the materials during the announcing, up to the announcers who announced the information which had been prepared. This research used the method of qualitative descriptive study. The descriptive study was used to deepen more the information of the subject studied. From this research, it was resulted that the communication strategy carried out by the management of Sindo Trijaya FM Bandung and the announcers was by approaching himself to the announcers and continuously giving directives of the announcing techniques as a routine in order that the output quality of the announcers was always maintained.