PENERAPAN KAMPANYE PENGGALANGAN DANA OLEH PERUSAHAAN PENYIARAN TELEVISI UNTUK MENDUKUNG KEGIATAN KEMANUSIAAN (STUDI DESKRIPTIF KULITATIF PROGRAM JEMBATAN ASA SCTV)
Kata Kunci:
Model Komunikasi, Kampanye, Iklan, Publikasi, Penggalangan danaAbstrak
Turut berkontribusi terhadap masa depan masyarakat agar menjadi lebih baik merupakan salah satu kewajiban perusahaan, tak terkecuali perusahaan yang bergerak dalam bidang industri penyiaran. Penelitian ini membahas kampanye penggalangan dana oleh PT Surya Citra Televisi (SCTV) melalui program Jembatan Asa, sebuah program kemanusiaan untuk membangun jembatan rusak di berbagai daerah di Indonesia. Tujuan penelitian ini adalah untuk mengetahui penerapan kampanye penggalangan dana kemanusiaan Program Jembatan Asa oleh SCTV dengan menggunakan model kampanye Nowak dan Warneryd. Pada model ini terdapat delapan elemen kampanye yang harus diperhatikan: efek yang diharapkan; persaingan komunikasi; obyek komunikasi; populasi target dan kelompok penerima; saluran; pesan; komunikator/pengirim pesan; efek yang dicapai. Pendekatan penelitian yang digunakan adalah kualitatif, dengan sifat penelitian deskriptif. Prosedur pengumpulan data melalui dokumentasi iklan dan berita serta wawancara mendalam dari key informan, yakni Ketua Penyelenggara program CSR Jembatan Asa, Manajer Produksi Berita, Produser Program Liputan 6 dan Video Journalist di Divisi Pemberitaan SCTV. Hasil dan analisis temuan data memperlihatkan bahwa kampanye dilakukan dengan menggandeng stakeholder internal SCTV yaitu departemen pemberitaan, programming, promosi, IT dan media online www.liputan6.com. Sedangkan dari pihak eksternal dilakukan kerja sama dengan Yayasan Relawan Kampung dan Kementerian Sosial Republik Indonesia. Target khalayak yang dituju mengalami perubahan dari awalnya masyarakat ekonomi kelas A,B,C, diperluas menjadi kelas D dan E, serta kaum muda yang memanfaatkan media online dan media sosial dalam keseharian. Media yang digunakan dalam kampanye terdiri dari traditional media dan new media. Traditional media yang digunakan yaitu program berita Liputan 6, program infotainmen Was-was dan Halo Selebriti, serta program hiburan Inbox yang semuanya tayang di SCTV. Kampenye melalui new media, dilakukan dengan cara publikasi di media online, www.liputan6.com dan www.sctv.co.id. Sedangkan publikasi media sosial dilakukan melalui facebook https://www.facebook.com/Surya.Citra.TV dan twitter @SCTV_. Dengan menggunakan kampanye tersebut, SCTV mampu memperoleh sumbangan dana masyarakat sebesar Rp 4.546.241.368, yang digunakan untuk membangun 10 jembatan, melebihi target awal kampanye yang direncanakan hanya membangun 3 jembatanUnduhan
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