Peran Team Kreatif dalam Membuat Iklan Layanan Masyarakat Pada Radio Suara Edukasi Pustekkom

The Role of the Creative Team in Producing Public Service Announcements on Suara Edukasi Pustekkom Radio

Abstract

Introduction: Public Service Advertisements (PSAs) on Suara Edukasi Radio by Pustekkom are one of the programs that provide informative broadcast messages in the form of advertisements, appeals, and preventive messages aimed at the general public, especially students across Indonesia. These advertisements are designed to have a social purpose and deliver a positive impact on the lives of the audience. To ensure that these messages are effectively received and managed according to the target audience, a well-planned strategy is necessary. In this context, the role of the creative team becomes vital, as they are responsible for generating and developing creative ideas and strategizing the content of the advertising message.

Methods: This study employed a qualitative descriptive method using a case study approach. Data were collected through field observation and in-depth interviews with key informants. Primary data were gathered from direct observation and interviews, while secondary data were obtained from literature such as books, websites, articles, and photographs.

Results: The findings indicate that the creative team plays a crucial role as both the initiator and developer of creative ideas, which serve as the foundation for attractive advertising concepts. These concepts are essential in gaining positive audience feedback. A critical factor for the creative team is understanding the characteristics of the target audience, ensuring that the PSA message is well-received and impactful.

Discussion: The public service advertising messages are created with the aim of influencing public awareness, perceptions, and behavior. The success of such messages is heavily dependent on the creative team's ability to align content with audience expectations and communication goals.