Kutai Kartanegara LPPL 100.6 Fm Government Radio Communication Strategy in Maintaining Its Existence

Abstract

The rapid development of communication and information technology and the widespread use of internet-based new media have caused a significant decline in conventional radio listeners, including Kutai Kartanegara Government Radio (RPK). This phenomenon requires RPK to implement various communication strategies to remain existent and relevant as an information dissemination medium for the Kutai Kartanegara community. This study aims to analyze the communication strategies applied by RPK in maintaining its existence, particularly through the "Odah Bekesah" program. The research method employed was a descriptive qualitative approach with a case study design. Data were collected through in-depth interviews with RPK management, observation, and documentation, and analyzed using Miles and Huberman’s techniques. The results show that RPK implements five stages of communication strategy, namely research, planning, implementation, evaluation, and reporting, with the application of media convergence such as live streaming and utilization of social media as an adaptation effort to the digital era. This strategy helps RPK strengthen its position as a government information channel and increase interaction with the community. In conclusion, a well-planned communication strategy integrated with digital technology is the key to maintaining RPK’s existence. The implications of this study suggest the need for developing human resource capacity and improving technical infrastructure quality to support sustainable broadcasting and responsive adaptation of communication strategies to media dynamics and audience behavior.