JAKARTA, PRINDONESIA.CO – Before making a digital plan, Harry Deje, the Managing Director of H + K Strategies Indonesia, invited the participants of The 28th Workshop PR INDONESIA Series with the title "Digital PR: Strategy, Skill, Tools, and Data Analysis" to understand the functions they can get by maximizing digital presence.
Such as expanding the reach of the audience, engagement, and issue management. Another advantage of digital platforms is that they can form word of mouth.
"The advantages of digital, one of which is being able to repeat the same message or information to the same person (retargeting), so that the perception of the audience is formed," he said while speaking at the workshop session titled "A - Z Strategy Digital Public Relations" on Wednesday (29/7/2020).
Deje then outlined the steps to developing a digital PR strategy. The first step is to identify the target audience in as much detail as possible. Starting from employees, potential customers, to influencers. "From there, we can dissect it again based on the category of age, education, habits (behavior), the way they interact in digital media, to relationships," he said.
Second, build stories. Audiences tend to listen more to stories than just jargon/sales punchlines. Third, understanding the digital landscape by matching the story we want to build with the digital landscape. "It is important for PR practitioners to understand media channels in a holistic manner," said Deje.
The channels referred to include online news portals, social media, created channels (Line Today, GoJek's Go-News), opinion leaders (both offline and online), video on demand (Netflix, Viu), to TikTok.
Fourth, make use of omnichannel - multi-channel. "We must be able to make the content explores various media channels simultaneously," he said. Deje continued, what should be remembered is that each channel has different characteristics. For example, Twitter is identical to its strength in building conversations. Instagram which is content-driven. YouTube holds an important role as a video pool. Facebook which is consistent as the largest community-based. And, Spotify is popular because of the presence of podcasts.
Fifth, leverage the O2O experience. What is it? In the midst of a flood of information, PR supposedly able to create content that can engage the audience. Even encouraging the audience to respond according to our expectations. Sixth, PR must take a measurement to measure the effectiveness of each strategy that has been executed.
Talk about measurement. According to Deje, there are five things that can be measured digitally. Namely, conversions (PR activities are able to drive actions such as purchases or sales), reach (knowledge of the reached audience), impressions, engagement, and sentiments (positive, negative, or neutral). (ais)