| dc.description.abstract | The aim of this research is to determine the role of broadcast media under the auspices of Universitas Sumatera Utara’s Public Relations, namely USU TV, in processing and disseminating information about academic community activities on campus through social media. The theories and concepts in this research are the four-step public relations theory and Chris Heuer's 4C theory (context, communication, collaboration, and connection). This research uses a qualitative approach with descriptive research methods. Data collection techniques used by researchers are interviews, observation, documentation, and literature study. The number of informants in this study was five,, who were determined based on purposive sampling. The informants are USU's Head of Public Relations, Promotion, and Protocol, USU TV Coordinator, USU TV crew, and USU TV social media followers. The role of USU TV, through analysis to determine the problem, was found to be less than optimal human resource management in producing content, especially in the entertainment sector; therefore, USU TV made efforts to plan and prepare programs with training obtained from professional journalists. USU TV takes action and communicates to maximize its products by holding coordination meetings. Evaluation of programs carried out by USU TV to increase engagement and produce quality content through improved coverage facilities and internal meetings for each sector. The results of this research reveal that USU TV's role is as a communication facilitator. USU TV plays the role of providing news for Universitas Sumatera Utara in audio visual form, which is distributed for public consumption and aims to improve its image. | en_US |
