Strategi Komunikasi Public Relations RRI Mataram dalam Mensosialisasikan Transformasi Digital di Era Konvergensi Media

This research aims to examine the communication strategy applied by Public Relations of RRI Mataram in socialising digital transformation in the era of media convergence. This transformation involves a shift from conventional broadcasting to the utilisation of digital platforms, which demands an adaptive, innovative and responsive communication approach to technological developments. The method used is descriptive qualitative with data collection techniques through in-depth interviews, participatory observation, and documentation. The analysis used media convergence theory, which explains the integration between old and new media in delivering communication messages effectively to increasingly diverse audiences. The results showed that RRI Mataram's Public Relations strategy includes publishing information through social media, organising events such as the launch of a new logo, disseminating the latest news through radio broadcasts and digital channels, and community involvement through cooperation with government agencies, educational institutions, and broadcasting public service advertisements and commercial advertisements. This strategy reflects the integration of traditional and digital media in building the image and maintaining the existence of the institution. In addition, RRI Mataram optimises digital technology such as audio-video streaming and the RRI Play Go application to improve broadcast quality and expand audience reach. The findings show that a holistic, adaptive, collaborative and technology-based communication strategy is the key to RRI Mataram's success in facing the challenges of a dynamic and competitive digital era.