Understand the Digital PR Organizational Structure
JAKARTA, PRINDONESIA.CO – Still from the workshop "Digital PR: Strategy, Skill, Tools, and Data Analysis" held by PR INDONESIA virtually on Wednesday (29/7/2020). Previously, Harry Deje, Managing Director of H+K Strategies Indonesia discussed various digital competencies that public relations (PR) must have.
The competencies range from hard skills, soft skills to others, such as social media monitoring, image creation, media analysis, keyword research, video creation, SEO, a matrix to see movements and comparisons, and social advertising. In addition, the ability to build relationships with influencers and understand the digital dashboard.
It looks a lot and complicated. However, Deje advised not to worry. PR does not need to be an expert in running everything. It is enough to know the function and how it works. "So that they can control and monitor," he said.
Because basically, digital PR cannot stand alone. It is like a house that must be supported by various pillars. Starting from digital planner, digital strategist, digital analyst, creative team, content development, SEO, UI / UX, media buying, to KOL management.
Deje explained them one by one. The digital planner plays a role in evaluating needs, interests, making strategies, and optimizing digital channels in the best possible way. Digital strategists are tasked with maximizing content, creating content planning/editorial plans for various communication channels such as websites, to content for campaigns.
Meanwhile, the creative team is in charge of designing and copywriting. Content development plays a role in creating, managing, and preparing content based on audience responses obtained from various communication channels, one of which is sites and social media.
SEO plays a role in ensuring the right keywords are used so that it can place the site in the top position in search engines. The UI/UX section is in charge of knowing the user experience. Media buying to manage ad placement, including on social media. Meanwhile, KOL management has the role of identifying, mapping, segmenting, maintaining interaction, and monitoring KOL.
Those are the ideal structures. However, an agency/corporation does not have to have all of them. In fact, many of these pillars can be outsourced. "We are the ones who know the scale of needs, capabilities, and budgets that we have," he said.
To be sure, don't be taboo to collaborate or partner with third parties. The reason is that the movement and change of the digital world are very dynamic. "If we only depend on our internal capabilities, then we will be far behind," he concluded. (rtn)