Digital is only a tool. The main task of PR is still to create, package, innovate content, then distribute it.
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Digital is an ecosystem. Everything in it is interrelated. Therefore, understand the ecosystem so that the distribution of the message to be delivered can be done maximally.
JAKARTA, PRINDONESIA.CO – Harry Deje, Managing Director of Verve & Chameleon-Wunderman Thompson, gives a simple picture if we are able to manage the digital ecosystem well. “If the way we manage social media is good, when we search for our name, the result will be good. If we are smart at playing keywords, our owned asset will improve,” he said to PR INDONESIA in Jakarta on Monday (14/10/2019).
The man who joined the PR agency specializing in story crafter since last year continued, if we are able to build good communications with the key opinion leader (KOL), then the conversation that appears in the digital media will increase. If we can inspire and be relevant, the content can be viral, such as quoted by blogger, vlogger, on-line media, and even shows up in the group chat conversations such as WhatsApp. ”So, digital PR is not only about managing one platform like social media,” said Harry.
Digital is only a tool. The main task of PR is still to create, package, innovate content. Then, distribute it to various targeted communication channels. “If we want to distribute contents to digital, we must be familiar with the ecosystem. Understand the functions and characteristics of every digital platform. Since there are many platforms, we must also have various types of content. We call it story spheres,” he added.
In addition, Harry advised PR not to view digital as something complicated. According to him, PR doesn’t need to be digital-savvy to be able to manage messages and information in the digital ecosystem. “We only need to understand the role of every digital channel, receive data, analyze the data, then transform it to become a relevant story,” he said. Today, research from big data can be obtained easily. There’s no need for additional human resources, there is a third party as a service provider. There’s no need for expensive infrastructure, there are many applications that provide data such as Alexa. In fact, every social media platform and search engine such as Google also provides analytic data. There’s no need for large investments, it’s enough to just subscribe at an affordable price.
The Benefits
There are many case studies that showed the positive achievements of brands/corporations that utilize digital channels as a part of communication strategy in terms of efficiency, effectiveness, acceptance, target achievements, and even business sustainability.
Through digital, PR can cultivate big data. Everything is recorded. This condition allows PR practitioners to create activities and new stories according to the preferences/needs of the targeted audience. “Digital channels help all information to be distributed faster, including the opportunity to be viral which ultimately shaped opinions and perceptions,” he said.
PR can also monitor issues potential to reduce crises through digital. “In the digital era, the potential of issues to be crises can change in the blink of an eye. If PR is not familiar with the ecosystem and how to deal with crises in the digital world, the handling can be even longer,” he said, noting that crises in the digital involved with data. Therefore, PR must monitor data as often as possible, map the sentiments, and conduct simulations so that they are able to take the right steps.
According to Harry, the one who inhabits the effort to maximize the role of digital as part of communication strategy is the individual themselves. They are stuck in the comfort zone. The second is the minimal support from the leader/management. “Do not enter the digital world for curiosity. Don’t expect for instant results. Change requires a process but it can’t be delayed too long, because the longer it changes, the more we lag far behind. We must be all out!” he said. (rtn)
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.jpeg&w=417&h=289 "Afifudin, IndiHome: Orchestrating Empathic Communication")
Digital is an ecosystem. Everything in it is interrelated. Therefore, understand the ecosystem so that the distribution of the message to be delivered can be done maximally.
JAKARTA, PRINDONESIA.CO – Harry Deje, Managing Director of Verve & Chameleon-Wunderman Thompson, gives a simple picture if we are able to manage the digital ecosystem well. “If the way we manage social media is good, when we search for our name, the result will be good. If we are smart at playing keywords, our owned asset will improve,” he said to PR INDONESIA in Jakarta on Monday (14/10/2019).
The man who joined the PR agency specializing in story crafter since last year continued, if we are able to build good communications with the key opinion leader (KOL), then the conversation that appears in the digital media will increase. If we can inspire and be relevant, the content can be viral, such as quoted by blogger, vlogger, on-line media, and even shows up in the group chat conversations such as WhatsApp. ”So, digital PR is not only about managing one platform like social media,” said Harry.
Digital is only a tool. The main task of PR is still to create, package, innovate content. Then, distribute it to various targeted communication channels. “If we want to distribute contents to digital, we must be familiar with the ecosystem. Understand the functions and characteristics of every digital platform. Since there are many platforms, we must also have various types of content. We call it story spheres,” he added.
In addition, Harry advised PR not to view digital as something complicated. According to him, PR doesn’t need to be digital-savvy to be able to manage messages and information in the digital ecosystem. “We only need to understand the role of every digital channel, receive data, analyze the data, then transform it to become a relevant story,” he said. Today, research from big data can be obtained easily. There’s no need for additional human resources, there is a third party as a service provider. There’s no need for expensive infrastructure, there are many applications that provide data such as Alexa. In fact, every social media platform and search engine such as Google also provides analytic data. There’s no need for large investments, it’s enough to just subscribe at an affordable price.
The Benefits
There are many case studies that showed the positive achievements of brands/corporations that utilize digital channels as a part of communication strategy in terms of efficiency, effectiveness, acceptance, target achievements, and even business sustainability.
Through digital, PR can cultivate big data. Everything is recorded. This condition allows PR practitioners to create activities and new stories according to the preferences/needs of the targeted audience. “Digital channels help all information to be distributed faster, including the opportunity to be viral which ultimately shaped opinions and perceptions,” he said.
PR can also monitor issues potential to reduce crises through digital. “In the digital era, the potential of issues to be crises can change in the blink of an eye. If PR is not familiar with the ecosystem and how to deal with crises in the digital world, the handling can be even longer,” he said, noting that crises in the digital involved with data. Therefore, PR must monitor data as often as possible, map the sentiments, and conduct simulations so that they are able to take the right steps.
According to Harry, the one who inhabits the effort to maximize the role of digital as part of communication strategy is the individual themselves. They are stuck in the comfort zone. The second is the minimal support from the leader/management. “Do not enter the digital world for curiosity. Don’t expect for instant results. Change requires a process but it can’t be delayed too long, because the longer it changes, the more we lag far behind. We must be all out!” he said. (rtn)