PENERAPAN STRATEGI KOMUNIKASI INTERNAL DAN EKSTERNAL OLEH PRODUSER DALAM PRODUKSI FILM: STUDI KASUS PADA SWARA DIRI 2

This study aims to understand how the producer implemented communication strategies during the production of the short film "Swara Diri 2." In the film industry, the producer is not only responsible for managing technical and logistical aspects but also plays a crucial role in fostering effective communication among all team members, both internally and externally. Using a qualitative approach, data for this study was collected through in-depth interviews, field observations, and supporting documentation. The results indicate that the producer implemented a structured communication strategy from pre-production to post-production. This strategy included regular briefings, the use of digital platforms for coordination, the development of visual and narrative messages, and a promotional approach that emotionally engages the audience.

This study also highlights how the producer's leadership style influenced the team's work environment and the effectiveness of communication during production. In the context of short films with limited duration and budget, an appropriate communication strategy proved effective in maintaining production quality while strengthening the delivery of social messages to the audience. These findings demonstrate that the success of a film production depends not only on technical aspects but also on the strength of the producer's communication skills. This research is expected to contribute to the study of strategic communication in the context of film production and serve as a reference for those in the creative industry.