Persuasive Communication Strategies in Building Loyal Relationships with Local Media Stakeholders

*Andini Putri Alfandi  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia, Indonesia
Andieninta Ayuning  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia, Indonesia
Ananda Ashita  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia, Indonesia
Aurellya Zherlyndha Kislheytha Sriyanto  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia, Indonesia
Alyshia Nabila Widya Putri Dhanawangsa  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia, Indonesia
Michelly Agatha Br Tinambunan  -  Program Studi Informasi dan Humas, Universitas Diponegoro, Jl. Erlangga Tengah No.17, Pleburan, Kec. Semarang Sel., Kota Semarang, 50241, Indonesia, Indonesia

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Abstract

This study examines the persuasive communication strategies implemented by Suara Merdeka in building strategic relationships, particularly with advertising partners, as well as two other key stakeholder groups: the government and the private sector. Facing the dynamics of a competitive media industry, Suara Merdeka faces the challenges of media disruption and intense competition between media outlets. The research method used is descriptive qualitative, with data collection techniques through in-depth interviews with editors-in-chief. The results show that Suara Merdeka uses various strategies, such as public policy publications, win-win solution-based advertising collaborations, and personal approaches through informal communication forums and social activities. The establishment of a special Marketing Communication (Markom) division also plays a crucial role in managing external relations in a more structured manner. This persuasive communication strategy has proven effective in maintaining ongoing collaborations, enhancing the media's image, and strengthening Suara Merdeka's position as an adaptive and collaborative press institution amidst the challenges of today's media industry.

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Language : ENG
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