By: Erwinsyah, Head of Customer Complaints Service Unit and Information Manager for Bank of North Sumatera.
JAKARTA, PRINDONESIA.CO – One of them is about how we must have the ability to adapt to rapid changes. The digitalization of information technology has brought great changes to the model of public communication and consumption patterns of information media. The changes now affect social behavior, economy, politic, culture, and so on. It seems that there are no more aspects in life that are not in contact with digital instruments, even from toddlers to adults.
As a public relations (PR) practitioner, I try to see from the perspective of Corporate PR and Marketing PR in the midst of disruption. Some companies have been running fast to adapt to changes and threats of the disruption era. Relying on media relations skills is no longer enough for PR. Current conventional activities are not enough, such as technical work like media monitoring, public speaking, negotiation skill, friendliness, good speaking skill, stylish appearance, writing a press release, publishing advertorial or press kit, newsletter, and etc.
Now, digitalization has taken over most of PR work, starting from the activity of building relations with the consumers and other stakeholders through social media engagement that is winning campaigns and measured. Doing media tracking and searching for news with artificial intelligence tools, doing brand activation, and impactful relationships. A strong reputation building by optimizing various social media platforms or by collaborative strategies with startups to achieve high traffic.
Digital PR also requires PR practitioners to have basic skills in social media storytelling, copywriting, and creative content. A PR practitioner in the digital era must be trained in optimizing every digital campaign tool, such as operating the homepage and optimizing the landing page. Either by publishing organically through feeds on the timeline and through social media advertising such as Facebook ads, IG ads, Google AdWords such as Google Search Network and Google Display Network, and the like.
A PR manager or marketing manager is required to have the ability to think strategically. Able to read the audience insights to do the right and relevant targeting, managing custom audiences for targeting, planning social media campaigns, organizing social media team, evaluating the work of social media, and mitigating reputation risks by crisis management approach.
The question is, has your Corporate PR or Marketing PR team moved quickly towards changes in building a reputation, influencing public opinion, strengthening the brand, or maintaining customers’ loyalty? Reputation is the spirit of public relations and marketing. Without the ability to maintain a reputation that has character, integrity, honesty, right and creativity, the brand will fall and the marketing will be paralyzed. Reputation is an intangible asset, it’s invisible, odorless, tasteless, and intangible.
In the digital era, the role of PR as reputation management is becoming increasingly important. The public is the netizens who are critical, fussy, and very quick to spread issues, fake news, or hoaxes. On the other hand, the media platform has changed, and disruption has also occurred in the PR profession. Well, what is your conclusion about the existence of the PR profession and PR management in the digital era? Yes, move or die. It’s a warning!