Building Television Brand Image through Public Relations

Regarding Technology Innovation

Mochamad Syaefudin

, Umaimah Wahid

, Indah Suryawati

and Darmawan Napitupulu

Fakultas Ilmu Komunikasi, Universitas Budi Luhur, Petukangan, Jakarta, Indonesia

Fakultas Teknologi Informasi, Univesitas Budi Luhur, Petukangan, Jakarta, Indonesia

darwan.na70@gmail.com

Keywords: Public Relations, Brand Image, Innovation, Citizen, Journalist

Abstract: As the new TV, NET comes with a variety of formats and content that is different from the existing

television, this makes the strategy that must be done to build a brand image must be different from other

televisions. This study aims to find out the public relations strategy to build a brand image in technological

innovation and the production of a case study television program on a citizen journalist program on NET

TV. The focus of the problem is on how the strategies used to build brand image in technological innovation

and the production of case study television programs in citizen journalist programs on NET TV. The theory

used is the theory of diffusion of innovation and SWOT analysis. The research paradigm is post positivism,

the qualitative approach and the method used are case studies. Data collection is done by interviews and

observation. The results of the study show that the public relations strategy carried out has been going well,

but it is not yet in line with the good share and television ratings.

1 INTRODUCTION

The television industry in Indonesia is currently

developing. This development was marked by the

emergence of stations both local and national scale.

But the pace of development of the homeland

television industry is currently not balanced with

good broadcast quality. This is evidenced by the

number of public complaints about television

programs that have entered the Indonesian

broadcasting commission, which has increased from

year to year.

Television is essentially a cultural phenomenon

and medium for cultural activity (Burton, 2000: 1).

McQuail (2005: 4) explains that television is the

main channel and embodiment of a culture, as an

illustration of social reality of social identity, ideas,

beliefs, and values. As one of the most popular types

of mass media, television forms a way of thinking,

disseminates messages that reflect culture in society,

and provides information for diverse communities.

Amid the rapid progress and tight competition in

the homeland television industry, NET TV with

today's television slogans is one of the alternative

entertainment shows. NET TV is transformed into a

format and program content that is different from

other television stations. In accordance with the

development of information technology, NET TV

was established with the spirit that entertainment and

information content in the future will be increasingly

connected, more popular, more profound, more

personal and easier to access. Because of that, since

the beginning, NET TV came up with the

multiplatform concept so that viewers can access

shows indefinitely, anytime and anywhere.

But as a new television station, NET TV does not

escape various problems and obstacles in realizing

its idealism. This makes the NET TV brand image in

the community not well developed. This can be seen

from the acquisition of a small number of viewers

and low ratings and shares.

Public relations is one division in an organization

that has a very vital role. PR is a management

function that helps create and maintain reciprocal

lines of communication, understanding, acceptance

and cooperation between an organization and its

people. PR is very necessary in building and

maintaining the image and reputation of a company

that in a crisis situation, PR is the spearhead of the

problems faced by the company. Therefore building

an image or image of a company is not an easy

matter because through a long process, many steps

must be done starting from the introduction of the

Syaefudin, M., Wahid, U., Suryawati, I. and Napitupulu, D.

Building Television Brand Image through Public Relations Regarding Technology Innovation.

DOI: 10.5220/0009491800350038

In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science (UNICEES 2018), pages 35-38

ISBN: 978-989-758-432-9

program and maintaining the consistency of the

quality of the television program.

Regarding image development, especially for

new companies and using kabaharuan ideas, many

companies have to do things in building brand image

in the eyes of the public, both directly and indirectly.

Based on the research focus, the problem of this

research is: How does the Public Relations strategy

build a brand image in technological innovation and

the production of television programs (case studies

in the citizen journalist program on NET TV)? The

purpose of this study was to find out and explain

"How does the Public Relations strategy build a

brand image in technological innovation and the

production of television programs (case studies in

the citizen journalist program on NET TV)".

Diffusion Theory Innovation is a process of

spreading the absorption of ideas or new things in an

effort to change a society that occurs continuously

from one place to another, from a period of time to

the following period of time, from a particular field

to other fields to a group of members of the social

system. (Rogers, 1983; 227).

SWOT is an acronym for strengths (weaknesses),

weaknesses (weaknesses), opportunities

(opportunities), and threats (threats) from the

external environment of the company. According

Jogiyanto (2005: 46), SWOT is used to assess the

strengths and weaknesses of resources owned by the

company and external opportunities and challenges

faced.

According to David (Fred R. David, 2008.8), all

organizations have strengths and weaknesses in the

functional area of business. No company is as strong

or weak in all business areas. Internal strengths /

weaknesses, combined with opportunities / threats

from external and clear mission statements, form the

basis for setting goals and strategies. Objectives and

strategies are set with the intention of utilizing

internal strengths and overcoming weaknesses.

2 METHODS

This study uses the Post-Positivism paradigm.

Postpositivism is a flow that wants to improve

weaknesses in positivism by using qualitative

research methods with a case study approach.

According Sugiyono (2009; 225) in his book

entitled Quantitative Research Methods, Qualitative

and R & D, states that in qualitative research, data is

obtained from various sources, using various data

collection techniques (triangulation) and carried out

continuously until the data is saturated .While other

opinions are still according to Sugiyono (2009; 225)

data collection techniques can be done by

observation (observation), interview (interview),

questionnaire (questionnaire), documentation and

the fourth combination (triangulation).

Primary data is the source of data obtained

directly from the original source (not through

intermediary media). Primary data can be in the

form of subject opinion (people) individually or in

groups, the results of observations of an object

(physical), events or activities, and the results of

testing. Secondary data is a source of research data

obtained by researchers indirectly through

intermediary media (obtained and recorded by other

parties). Secondary data is generally in the form of

historical evidence, records or reports that have been

arranged in archives (documentary data) published

and unpublished.

According to Sugiyono in his book Quantitative

Research Methods, Qualitative & RD (2011: 267)

states that the validity of the data in a qualitative

study refers more to the extent to which the data

obtained is accurate and in accordance with the

reality in the field.

In this study researchers used source

triangulation. According to Moeleong (2005: 330)

triangulation of sources is comparing and checking

both the degree of information obtained through

different time and tools in qualitative research,

checking data obtained from employees, then

checking the data by asking other employees

continuously until it occurs data saturation which

means no new data is found.

3 RESULT AND DISCUSSIONS

Since officially airing in early 2013, NET TV has

been broadcast with a multiplatform concept so that

the strategy used in building a brand image or its

corporate brand image not only conducts

conventional public relations activities but also puts

forward an integrated process. An integrated strategy

means combining several strategies that are

interrelated with each other with the aim of

achieving all targets that have been set. Like the

special concept of an event held by NET TV, it was

given different content and packaging that had never

existed before.

The innovations made by NET TV are not only

limited to the use of technology tools that have used

high definition broadcast formats from upstream to

downstream, but innovation is also carried out on

every content or show on NET TV. A new, unique

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

and different program from other television is 3

important points that must be included in each NET

TV program.

NET citizen journalist or NET CJ is a television

program as well as a digital program that allows

citizens from various regions and abroad to share

information around them. In addition to airing on

television, NET CJ also airs on various

multiplatforms such as on the netcj.co.id website,

NET Z programs and social media application

platforms such as Facebook, Twitter, Instagram,

Line, YouTube, Zulu and others.

As a television today that targets AB market, the

content or issues discussed in the NET citizen

journalist are also diverse and prioritize content that

is preferred by young people. Starting from

moments or events, traveling, culinary, hobbies,

unique, inspiring, culture, environment, public

affairs, and so on. In addition to the content of the

show that prioritizes young people, innovation is

also carried out in the packaging package program

using a contemporary approach or treatment

coverage as made into a blog/vlog video, drones,

unique videos and video tutorials.

The acquisition of awareness or the level of

public awareness of NET TV is quite high at 90

percent. the share of television stations and ratings

also influences the success of a brand image because

this television rating and share is often the main

reference for advertisers or advertisers to advertise

on the television. But the level of awareness that is

quite good has not been in line with the acquisition

of shares and ratings.Based on the SWOT Matrix, 4

steps of the strategy are obtained as follows:

1. SO (Strenghts-Opportunities) Strategy: There

are 2 strategies used, namely a.) As the only

TV that focuses on working on the market and

the majority of young people's human

resources and the growing community of

spectators in the area, it can be used to achieve

two opportunities at a time like progress

technology and social media that can provide

convenience in accessing TV programs and

there are still few television programs

targeting young people. b.) With good brand

image capital on social media, it can be used

to seize opportunities to get 2 opportunities at

once, such as technological advances and

social media that can provide convenience in

accessing TV programs and there are still few

television programs targeting young people.

2. ST (Strenghts - Threaths) Strategy There is

one strategy that is used as the only TV that

focuses on working on the market and the

majority of young people's HR and the

beginning of the growing community of

spectators in the area can be used to overcome

the same TV programs on other televisions.

3. WO (Weakness-Opportunities) strategy there

is one strategy that is used, namely

technological advancement and social media

that provides convenience in accessing TV

programs and there are still few TV programs

targeting young people, can be used to cover 2

weaknesses at the same time rating and share

still low and television programs that have not

been much liked.

4. WT (Weakness-Threaths) Strategy There is

one strategy that is used that is by increasing

rating and sharing and creating more creative

TV programs so that it is preferred to reduce 2

threats as well as the development of the

digital world that makes young viewers lazy to

watch TV and similar programs many appear

on other TVs.

4 CONCLUSIONS

Based on the result and analysis conducted in this

research, there are some conclusions could be

drawn:

1. NET TV's public relations strategy in building

a brand image as a television today, by

targeting the AB class as its main target is to

carry out an integrated special event and

maximize the use of social media in each

event it holds. Besides holding special events,

NET TV also still relies on conventional

public relations activities such as press

conferences, media gatherings and so on.

2. The NET TV in the theory of innovation

diffusion has carried out various innovations

ranging from technology tools that have used

digital formats with high definition image

quality (HD) from upstream to downstream to

television program production innovations.

3. Technological innovations and television

program production occur in all NET TV

television programs in both entertainment and

news programs. Specifically in the NET

Citizen Journalist program, innovation is

carried out from the production process to the

post-production program.

4. The production innovation of the NET Citizen

Journalist program is done by promoting

content that is liked by young people such as

traveling, culinary, hobby, unique, inspiring,

Building Television Brand Image through Public Relations Regarding Technology Innovation

culture, environment, public affairs. and

package it with the style and usage of words

typical of young people such as made video

blogs or vlogs, drones, unique videos and

video tutorials and promote their shows in

various social media applications such as

Facebook, Twitter, Instagram, Line, YouTube

and Zulu.

5. Evaluation of programs for NET Citizen

Journalist programs is always done

periodically both on chat on whats app, daily

and weekly evaluations followed by the entire

editorial board. This evaluation is to discuss

overall about content, technical, pre to post-

production processes, share and rating

acquisition, the obstacles and souls carried out

and everything related to the NET Citizen

Journalist program so that in the future it can

continue to make improvements in a better

direction.

In this study there are still many deficiencies in the

presentation of valid and accurate data. Therefore

for those who want to do research using the same

research object, it is expected to be able to present

more valid and accurate data. The NET Citizen

Journalist program is expected to remain due to the

huge enthusiasm of the citizens, this can be seen

from the increasing number of members or citizen

journalist members from year to year who come

from various regions starting from within and

outside the country. Then, NET must also keep

abreast of the times, especially the latest

content/trends that are in demand among young

people and adopt it on all media platforms.

REFERENCES

Moleong, L. J. (2008). Metodologi Penelitian Kualitatif.

Bandung: PT. RemajaRosdakarya

Sugiyono. (2009). Metode Penelitian Kuantitatif,

Kualitatif dan R&D. Bandung: Alfabeta

Yin, R. K. (1996). Studi kasus (Desain dan Mode).

Jakarta: Raja Grafindo,

Morrisan, M. A. (2011).Managemen Media Penyiaran

Edisi Revisi. Jakarta: Kencana Prenada Media Group

Morrisan, M. A. (2013). Managemen Media Penyiaran

Strategy Mengelola Radio& Televisi. Jakarta:

Kencana Prenada Media Group.

David, F. R. (2006). Manajemen Strategis. Edisi Sepuluh.

Jakarta: Penerbit Salemba Empat.

Jogiyanto. (2005). Sistem Informasi Strategik untuk

Keunggulan Kompetitif,.Yogyakarta:Penerbit Andi

Offset.

Rangkuti, F. (2006). Analisis SWOT Teknik Membedah

Kasus Bisnis. Jakarta: PT. Gramedia Pustaka Utama.

Ruslan, R. (2005). Kiat dan Strategi Kampanye Public

Relation. Jakarta: Penerbit PT. Raja GrafindoPersada,

Suhandang, K. (2004). Public Relation

Perusahaan. Bandung: Penerbit Nuansa.

Rumanti, M. A. (2002). Dasar-dasar Public Relation Teori

dan Praktik, Jakarta: Penerbit PT. Grafindo.

Harahap, P. (1982). Ensiklopedi Pendidikan, Jakarta:

Gunung Agung.

Miarso. (2007). Menyemai Benih Teknologi Pendidikan.

Jakarta: Pustekom Dinas.

Naisbit. (2002). High Tech Hight Touch, Bandung: Mizan.

Keller, L. (1993). How to Manage Brand Equity. Jakarta:

Gramedia Pustaka Utama.

Umar, H. (2001). Strategic Management in

Action. Jakarta: Gramedia Pustaka Utama.

Durianto, Darmadi, Sugiarto, and Sitinjak, T. (2004).

Strategi Menaklukkan Pasar : melalui riset ekuitas dan

perilaku merek. Jakarta: Gramedia Pustaka Utama.

Kotler, A. (2002). Manajemen pemasaran. Jilid 2. Jakarta:

Prenhallindo

Kotler, P. (2001). Manajemen Pemasaran di Indonesia.

Jakarta: Salemba empat.

Simamora, B. (2006). Memenangkan Pasar dengan

Pemasaran Efektif dan Profitabel, Gramedia Pustaka

Utama, Jakarta.

Setiawan. (2007). Analisis Pengaruh Kegiatan Pemasaran

Terhadap Ekuitas Merek Pada Customer. Jurnal.

Usahawan. No. 4, pp. 1-3.

Schiffman, L. G. and Kanuk, L. L. (1997). Customer

Loyalty. New Jersey: Prentice hall.

Sutojo, S. (2004). Membangun Citra Perusahaan. Jakarta:

Damar Mulia Pustaka.

Ardianto, E. and Soemirat, S. (2007). Dasar-Dasar Public

Relations. Bandung: Remaja Rosdakarya.

Berkman, R. I. and Shumway, C. A. (2003). Digital

Dilemmas. Iowa: Blackwell.

Kurniawan, M. (2007). Jurnalisme Warga di Indonesia dan

Tantangannya. Jakarta: Gramedia Pustaka Utama.

McQuail, D. (2000). McQuail’s Communication Theory

5th Edition. London: Sage Publications.

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science