Communication of Leaders (Baby Boomers) in the Digital Era (Case Study: Transition from Conventional to Online at PT Tempo Inti Media Tbk)

Abstract

The research objectives are: 1) to find out how the leader communication strategy of Tempo Media Group in the transformation process from conventional to online, 2) to find out whether baby boomers are able to adapt to the millennials generation; especially in the transition process at PT Tempo Inti Media Tbk, 3) to find out the views of millennials towards baby boomers, especially the view when receiving communication messages from company leaders in the transformation process at Tempo Media Group. This research applies descriptive qualitative method and chooses a case study to find out more in detail the phenomenon of leader communication that has the characteristics of baby boomers in the digital era. In addition, this research will review more in the communication strategies of Tempo Media Group directors on the process of organizational change from conventional to online. The research findings found that the transformation of the digital era disrupts several jobs, changes consumer behavior and is able to read market needs and interests by presenting current and appropriate programs by embracing the millennials based on the interest of the readers. The transformational leader at Tempo applies a communication strategy with communication matching features to the millennial’s generation based on the negative behavior of employees who are reluctant to change because they are comfortable with the Tempo situation.