STRATEGI KOMUNIKASI MALANG CREATIVE CENTER DALAM MENINGKATKAN PERAN SEBAGAI RUMAH EKONOMI KREATIF DI KOTA MALANG (STUDI PADA TIM KOMUNIKASI DAN KOLABORASI

This study aims to analyze the communication strategy implemented by Malang Creative Center (MCC) in introducing its role as a hub for creative economy (EKRAF) actors in Malang City. As a facilitator institution, MCC plays a crucial role in strengthening the synergy between creative actors, the government, and the community through strategic communication approaches. This research uses a qualitative method with data collection techniques including in-depth interviews with MCC staff and creative economy actors, as well as documentation of communication activities conducted by MCC. The research findings employ Cangara's communication strategy concept, which is carried out in several stages by MCC, including determining communication goals, identifying target audiences, message formulation, media and communication channel selection, determining timing and frequency of message delivery, and evaluation and feedback. The main strategy implemented is the activation of space through creative events as a medium for socializing and educating the public about the EKRAF concept. Additionally, MCC utilizes digital channels, a collaborative approach, and creates inclusive messages to broaden the reach of communication. This study concludes that experience-based approaches, collaboration, and consistent messaging are key to the effectiveness of MCC's communication strategy in fostering public understanding and the growth of the creative economy sector in Malang City.