Abstract
As a media company, Metro TV implemented Cyber Public Relations activities in order to build engagement with the public. The engagement value between Metro TV and its followers on the three social media accounts are able to reach high number. This study aims to see the implementation of cyber public relations by Metro TV as a media company in building public engagement on social media. This study uses the concept of Public Relations management initiated by Cutlip which is then linked to the concept of Cyber PR and engagement. The research method used is case study with a qualitative approach. Data were collected through in-depth interviews with Metro TV's Head of Public Relations as key informants, Metro TV social media specialists and Metro TV social media followers as supporting informants. The data and information obtained from the interviews will be analyzed using the stages of data reduction, data presentation, and conclusion drawing. The results of this study indicated that the implementation of Metro TV cyber public relations focuses on 4 main activities, there are: forming engagement and interaction spaces, creating digital campaigns and education, publishing internal company activities, and crisis mitigation. In addition, the implementation of cyber public relations of Metro TV in creating public engagement on social media includes engaging key opinion leaders from internal companies, mirroring content on various platforms, monitoring engagement level and insights on social media, as well as producing relevant and the human side contained content. And finally, the management of social media as a form of implementation of Metro TV cyber public relations is carried out in 3 stages, including: pre-production, production and post-production.
Highlights
The emergence of the internet as a result of the development of information technology has brought many changes in various aspects of human life
Based on the research results described above, it can be concluded that the implementation of Metro TV cyber public relations focuses on 4 main activities, namely: forming engagement and interaction spaces, creating digital education and campaigns, publication of internal company activities, and undertaking crisis mitigation
The implementation of Metro TV cyber public relations is a collaboration between the Public Relations division and the Digital Promotion division which utilizes two social media platforms, namely Instagram and Twitter
Summary
The emergence of the internet as a result of the development of information technology has brought many changes in various aspects of human life. One of the changes that has occurred from the presence of the internet is the way humans meet their needs for information and news. If in the past the fulfillment of information and news needs was obtained through conventional media, it is turning to new media that uses the internet as the basis of its technology. One of the media companies that is expanding its business into the digital realm is PT Media Televisi Indonesia or better known as Metro TV. Metro TV is Indonesia's first news television. Under the auspices of the Media Group, Metro TV is the first TV station in Indonesia to broadcast for 24 hours
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