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bibo:abstract "Broadcast media play a crucial role in shaping public perception, behavior, and access to information. In Indonesia, the Indonesian Broadcasting Commission (KPI) is responsible for ensuring that television and radio content adheres to ethical and regulatory standards. However, challenges persist in maintaining broadcast quality, particularly in infotainment and soap opera programs that consistently fail to meet KPI’s minimum quality index. This study analyzes KPI’s external communication strategies aimed at improving content quality using Cutlip and Center’s four-stage communication model. Employing a qualitative descriptive approach, data were collected through interviews with KPI representatives, observations of public engagement activities, and analysis of official documents and broadcast quality reports. Findings indicate that KPI implements a structured strategy involving fact-finding, planning, communication, and evaluation. The fact-finding stage includes monitoring broadcasts and analyzing public complaints; planning involves policy development and stakeholder coordination; communication efforts focus on outreach and collaboration with media institutions; and evaluation is conducted through regular assessments and enforcement actions. The results show that KPI’s strategy positively influences broadcaster compliance and contributes to incremental improvements in content quality. However, limited public participation and ongoing issues in popular formats remain challenges. This study highlights the importance of strategic communication in regulatory practice and offers insights for strengthening media governance in Indonesia."^^xsd:string;
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