Strategi Komunikasi Pemasaran Pikiran Rakyat Melalui Kolaborasi dengan Mitra

Abstract. This study aims to describe the marketing communication strategy implemented by Pikiran Rakyat Media Network (PRMN)through collaboration with Universitas Islam Bandng (Unisba) as a way to strengthen the media’s presence in the digital era. The strategy is grounded in the Integrated Marketing Communication (IMC) approach, particularly through event and experience based collaboration, enabling the creation of synergy between media and educational instititions. This research employed a qualitative method, constructivist paradigm, and case study approach. Data collection techniques included in depth interviews, participant observation, and documentation. The findings reveal that the collaboration between PRMN and Unisba. The findings show that PRMN doesn’t merely view Unisba as a source of news, but as strategic partner in delivering research based and educational messages to the public. Key elements that support this collaboration include intensive two way communication, alignment of institutional values, active involvement in academic activities, and editorial adaptation to research based content. This collaboration not only benefits both parties in terms of promotion but also expands audience reach, enhances media credibility, and supports the implementation of the Tri Dharma of Higher Education. The study concludes that cross sector collaboration based communication strategis can serve as an effective model for brand strengthening and knowledge dissemination in the digital era. Abstract. This study aims to describe the marketing communication strategy implemented by Pikiran Rakyat Media Network (PRMN)through collaboration with Universitas Islam Bandng (Unisba) as a way to strengthen the media’s presence in the digital era. The strategy is grounded in the Integrated Marketing Communication (IMC) approach, particularly through event and experience based collaboration, enabling the creation of synergy between media and educational instititions. This research employed a qualitative method, constructivist paradigm, and case study approach. Data collection techniques included in depth interviews, participant observation, and documentation. The findings reveal that the collaboration between PRMN and Unisba. The findings show that PRMN doesn’t merely view Unisba as a source of news, but as strategic partner in delivering research based and educational messages to the public. Key elements that support this collaboration include intensive two way communication, alignment of institutional values, active involvement in academic activities, and editorial adaptation to research based content. This collaboration not only benefits both parties in terms of promotion but also expands audience reach, enhances media credibility, and supports the implementation of the Tri Dharma of Higher Education. The study concludes that cross sector collaboration based communication strategis can serve as an effective model for brand strengthening and knowledge dissemination in the digital era.