Manajemen Reputasi Media Cetak di Era Konveregensi Digital

Abstract. This study analyzes print media reputation management in the era of digital convergence, with a particular focus on the editorial team of the online media outlet Pikiran Rakyat. To remain relevant to their audience, print media must adapt and manage their reputation effectively. The objective of this research is to identify the content methods used by Pikiran Rakyat to strengthen its brand image, analyze how visual elements capture the audience's attention, and explore how reputation management is applied in media convergence. The Circular Model of SOME and Charles J. Formbun's Reputation Management theories are employed in this study, along with qualitative methods, a constructivist paradigm, and a case study approach. The research focuses on the use of blue-yellow visuals on digital platforms, the integration of three platforms (print, online, and radio), the positioning of Pikiran Rakyat as the fifth-largest news portal in Indonesia by 2023, and financial management innovations implemented during the 2020 pandemic through a profit-sharing system. Data collection was conducted through observation, interviews, and documentation. In addition, data is processed through analysis involving reduction, presentation, and drawing conclusions. The results indicate that Pikiran Rakyat has evolved through strategic collaboration and digital technology, maintaining its identity through neutral visual elements, successfully adapting to the challenges of the modern era while upholding journalistic principles and developing a strong brand within a sustainable media ecosystem. Abstrak. Penelitian ini menganalisis manajemen reputasi media cetak di era konvergensi digital, dengan penekanan khusus pada redaksi media online Pikiran Rakyat. Untuk tetap relevan bagi audiensnya, media cetak harus beradaptasi dan mengelola reputasi mereka secara efektif. Tujuan penelitian adalah untuk menemukan metode konten Pikiran Rakyat untuk memperkuat citra merek, menganalisis bagaimana elemen visual menarik perhatian audiens, dan mengeksplorasi bagaimana manajemen reputasi diterapkan dalam konvergensi media. Teori Circular Model of SOME dan Manajemen Reputasi Charles J. Formbun digunakan dalam penelitian ini serta penggunaan metode kualitatif, paradigma konstruktivisme, dan pendekatan studi kasus. Fokus penelitian adalah penggunaan visual biru-kuning di platform digital, integrasi tiga platform (cetak, online, dan radio), penempatan Pikiran Rakyat ke posisi kelima sebagai portal berita terbesar di Indonesia pada tahun 2023, dan inovasi manajemen keuangan yang dilakukan selama pandemi 2020 melalui sistem bagi hasil. Pengumpulan data menggunakan observasi, wawancara, dan dokumentasi. Selain itu, data diproses melalui analisis melalui pengurangan, penayangan, dan penarikan kesimpulan.  Hasil menunjukkan bahwa Pikiran Rakyat berkembang melalui kolaborasi strategis dan teknologi digital, mempertahankan identitasnya melalui elemen visual netral, berhasil menyesuaikan diri dengan tantangan era modern sambil mempertahankan prinsip jurnalistik dan mengembangkan branding yang kuat dalam ekosistem media yang berkelanjutan.