Strategi Public Relations RRI Bogor dalam Membangun Citra Positif di Era Digital

This study examines the public relations strategies of RRI Bogor in building a positive image as a public broadcasting institution in the digital era. The study aims to analyze the public relations strategies implemented by the Layanan dan Pengembangan Usaha (LPU) Division of RRI Bogor and identify the challenges encountered. This research employed a qualitative descriptive approach. Data were collected through interviews, observations, and documentation, then analyzed using data reduction, data display, and conclusion drawing techniques. The findings show that public relations strategies were implemented through public service programs such as Halo RRI, multiplatform communication via Instagram, YouTube, and the RRI Digital application, as well as partnerships with external stakeholders. The use of conventional and digital media helped strengthen RRI Bogor's positive image. Challenges included digital technology adaptation, limited human resources, and digital media competition. Adaptive communication strategies are needed to maintain institutional credibility amid dynamic media changes.