Marketing public relations Radio Ardan dalam mempertahankan minat pendengar: Studi kasus pada program Nightmare Side

Ardan Radio is one of the private radio companies, this company is running Marketing Public Relations strategy to maintaining all of their listener interest, it is because many people use other media to get information and to entertain. So Ardan Radio think it is important to running the Marketing Public Relations strategy through the Nightmare Side Program as the most favorable program in this company. The purpose of this research is to find out how Ardan Radio running their Marketing Public Relations strategy which consist of Pull Strategy, Push Strategy, and Pass Strategy to maintaining listener insterest. This research used Thomas L Harris’s concept that is known as Three Ways Strategy, this concept was chosen because it can explain all about Marketing Public Relations activities. In this research, the concept was used to explain Ardan Radio’s activities to maintaining their listener interest. Constructivism was used in this research to interpret the meaning obtained by informants that cannot be generalized. This research used qualitative approach to understand the whole phenomenon experienced by subjects or informants. The method used in this research is case study to find out aspect “how” and “why” Ardan Radio running Marketing Public Relations strategy in maintaining listener interest. Data collection techniques used in-depth interview and passive participatory observation. Based on the result of research, it is known that Marketng Public Relations conducted by Ardan Radio in maintaining listener interest start with Pull Strategy which consist some activities such as using social media, banners, story selection, and serving method the story. The second activites is Push Strategy such as collaboration with external parties, Nightmare School, quiz, and release Nightmare Side book. The last but not least is Pass Strategy such as rituals, life expeditions, collaboration with Jurnalrisa, and sponsorship