Six Steps to Develop a Digital PR Strategy
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). Strategy 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)
TRAINING || 29 July 2020
Digital PR: Dos and Don'ts
JAKARTA, PRINDONESIA.CO – Harry Deje, the Managing Director of H+K Strategies Indonesia, summarized the dos and don'ts that must be taken into consideration when carrying out the digital PR function. The man who was speaking at the workshop titled "Digital PR: Strategy, Skill, Tools, and Data Analysis" which was held virtually by PR INDONESIA on Wednesday (29/7/2020), explained them one by one. What PR can do includes, first, riding the momentum or taking advantage of the momentum. In practice, it needs sensitivity. This is because the momentum in digital is short in duration. "If we are not sensitive, we can lose the moment in a blink. On the other hand, if we can be the first to take advantage of this momentum, we will become a trendsetter,” said Deje.  Second, the PR must know which news is real and fake. For that, PR must have analytical skills and respond well to it. Another thing to do is to always be relevant. "PR must continue to build relevance with the audience," he said. PR practitioners are able to maximize that need by maximizing digital presence. So, what should PR be avoided? First, don't follow our personal interests, but it must be based on the interests of the target audience. Second, don't trust 100% in the numbers released by digital tools. "Use our common sense," he said. Third, don't put ourselves in a box. "We have to think outside the box while still looking at the impact that may occur or be felt by partners, customers, government and the media," he concluded. (rtn)
TRAINING || 29 July 2020
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.  Many Pillars 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)
TRAINING || 29 July 2020
AI Encourages Professional PR to Improve
YOGYAKARTA, PRINDONESIA.CO – According to Nila Marita, Chief Corporate Affairs of Gojek, there are two skills that PR practitioners must-have in the midst of the digital era like today. The first is agility, especially in terms of managing the flow of communications as experienced by Gojek, the Decacorn SuperApp company. Nila and her team are required to always be ready to adjust to changes in communication plans that can occur anytime. “PR must be agile, able to use momentum and be sensitive,” said Nila in front of the participants of the 2019 National Public Relations Convention in Yogyakarta on Tuesday (17/12/2019). Second, PR must be able to communicate in an integrated manner. For example, when Gojek were rebranding in the middle of 2019. One of the giant ride-hailing companies was trying to create an integrated concept of a new logo launch. The move began with the launch of a teaser on social media, giving letters to all driver-partners written directly by Nadiem Makarim– the CEO of Gojek at the time, installing billboards on outdoor media, and promoting interesting slogans. “This is a good news for PR. Big data allows our content to be more reach because it can be personalized. We can also engage and appreciate the consumers more personally,” she said. Be the Answer Nurlaela Arif, the Director of Communication and Alumni Relations of the School of Business and Development of Bandung Institute of Technology agreed. She considered big data and artificial intelligence to be the answer in the midst of information uncertainty. Based on research that she has conducted over the past year, the result showed that there are many potentials of big data and AI that can be optimized to help the work of PR. “Artificial intelligence has the ability, one of which is personalization,” said Nurlaela while speaking at the same event. Nurlaela who is the former Head of Corporate Communications of PT Bio Farma (Persero) concluded that PR can easily adjust the interests of the industry to the needs of its target audience. In addition, AI and big data are also considered capable of simplifying contents, automating, to managing issues as well as monitoring issues before a crisis occurs. In fact, both of them are able to predict what issue will develop in the future. The competencies that must be owned by PR are also growing. Besides basic skills (writing, content production, and public speaking), PR must be able to analyze data such as programming in art, python, and SAS programming. Basic knowledge about data processing is important so that PR can give an explanation to the CEO/leadership/stakeholders more easily. In addition, the ability to become an influencer as well as a content creator. Based on Neilsen's research, more than 92 percent of respondents trust information delivered by individuals rather than content produced by companies. Another fact, internal influencers with fewer than one thousand followers considered to be more effective, authentic, solid, and genuine compared to external influencers. “With a note, they still have given direction from the corporate communications as the command center,” she concluded.  (ais)
TRAINING || 28 January 2020
Content is King, Collaboration is Queen
BATAM, PRINDONESIA.CO – Faiz Rahman, Head of Public Relations Publication Division of Wet Java Provincial Government, viewed that the classic formulation of content is still lacking. “It needs to be added with collaboration is queen,” he said in front of 56 public relations practitioners (PR) who attended the 2020 PR INDONESIA Outlook (PRIO) in Batam on Tuesday (10/12/2019). He then described the importance of collaboration with West Java’s city governments when dealing with a crisis that hit the Government of West Java Province. Through this kind of collaboration, negative issues that arise among netizens can be neutralized. Social media account collaboration is not only to manage negative issues but also can be used to promote destinations or organizational policies. Such as when the West Java Provincial Government campaigned for the activation plan for the Bandung – Pangandaran train route. “The engagement of the story can reach 100k, especially if we combine the photos with unique captions,” Faiz added. The creative way to gain a high engagement is done by the Public Relations of the Ministry of Energy and Mineral Resources. They have weekly targets that must be achieved. For example, getting more than 1.500 likes on Instagram. The ministry’s Instagram account has indeed evolved from less than 40k to 300k followers in December. Ariana Soemanto, Head of Public Relations Division of the Ministry of Energy and Mineral Resources, said that communication styles of utilizing momentum can contribute to the growth of followers and significant engagement. Such as when the movie Dilan was popular, they use the movie to create a message “Energi berkea-Dilan” (fair energy). According to Ariana, the most effective engagement is through quizzes, especially if the prize is large. Now, the ministry’s social media strategy is more directed to provide added value. For example, by creating an off-line activity called #Ruang Energi for the netizens who are invited via social media, then learn together about creativity on social media. “We do this every Saturday, as a manifestation of our added value to the community,” Ariana said. In Singue Kilatmata’s perspective, Strategy and Content Development Manager of Telkomsel, PR practitioner indeed needs to create content agendas, he called it Content Pillar, so that the effect of communication is maximal. In his company, he divided the content agenda that consists of corporate events, special theme, people, CSR, region birthday, and festive (holiday and international days greetings). “The key to the success of the content in order to get high engagement is to connect with the product,” he said. Singue also advised PR to be careful when campaigning on social media. “Because after all, it relates to the corporate’s content, the language of the content on social media needs to be regulated so that it is not biased,” Singue concluded. (asw)
TRAINING || 11 December 2019
Social Media Content is Demanded to be More Relevant
BATAM, PRINDONESIA.CO – That was the main topic of the first day of the 2020 PR INDONESIA Outlook (PRIO) which was held in Batam on Tuesday (10/12/2019). With the theme “The Power of Media Relations: Social Media Strategic for Public Relations Campaign Effectiveness”, the event lasted for three days until Thursday (12/12/2019) and attended by 56 participants from 22 corporations, five ministries/institutions, and one local government. Asmono Wikan, the founder and CEO of PR INDONESIA opened the event by analyzing a number of PR trends next year. One of them is data. “We are becoming more familiar with data and consider it as a “friend” to be used in PR campaigns whenever needed,” he said. With the number of data possessed, every PR practitioner will be more flexible in creating messages. However, Asmono reminded that the messages communicated through social media must be relevant and touch the humanity aspect of the target audience. “PR is communicating with humans, not with robots. Therefore, create PR campaigns that touch on human values so that the campaign can obtain high engagement,” he said. Faiz Rahman, Head of Public Relations Publication Division of the West Java Provincial Government, agreed with Asmono’s opinion. Faiz shared his experience in managing West Java Public Relation’s social media account at the panel session. “Although the number of our followers is very far compared to that of Governor Ridwan Kamil, but for us it has grown significantly,” he said. Now, West Java Public Relations social media portfolio is based on Instagram with 89.6K followers, followed by Twitter with 44.5K followers and Facebook with 12.3 followers. “Character, content, collaboration, and consistency are our social media strategy,” Faiz explained. Two other speakers also took part in this session, they are Ariana Soemanto, Head of Public Relations of the Ministry of Energy and Mineral Resources and Singue Kilatmaka, Strategy and Content Development Manager of Telkomsel. (asw)
TRAINING || 10 December 2019
Can Ads Overcome News Dispute?
  JAKARTA, PRINDONESIA.CO – The statement above was stated by Asmono Wikan, Secretary General of the Union of Press Media Company (SPS) in the 2019 Media Crisis Handling & Photojournalism workshop in Jakarta on Friday (6/12/2019). In the training attended by the BNI Strategic Management Region and Performance Channeling Region employees, Asmono who is also the founder and CEO of PR INDONESIA said that advertising does not necessarily make the corporation free from negative news. According to him, news is related to news value, while advertising is a corporate container to greet the target audience. “The cooperation between the two parties does not necessarily make advertising becomes a dialogue channel to mask negative news,” he added. There are two factors of negative news about corporations that circulate in the media. First, public demand for the news. Second, the interest of the media itself. Of course, different factor requires a different response from PR. To deal with the first factor, Asmono said that PR must first understand how the media works. Actually, media works for the public interest. The media must also verify before publishing news. In addition, they must meet the elements of cover both sides, which means the balance between the parties involved in the news. If there is a mistake in the news writing, the corporation can ask for a correction right to the related media. If the mistake can harm the reputation, the corporation also has the right to answer. In fact, the corporation can submit a complaint directly to the Press Council. Meanwhile, to deal with the second factor, PR practitioners must be brave enough to say that they understand how the media works. “Media works according to the Press Law and the Journalistic Code of Ethics. If a violation occurs, it will be processed ethically by the Press Council,” he said. If the negative information written by the media proves to be untrue, it can threaten the reputation of the media itself. If this happens, there may be not a company that wants to work with that media anymore because it has proven to be not credible. Conversely, negative new also cannot be used by the media as a signal for advertising. Therefore, Asmono advised that PR practitioners must regularly visit the media. If possible, PR practitioners should hold regular meetings with the media officials to explain the background of issues that might be related to the company. Thus, there will be no misperception in the future. (rvh)
TRAINING || 06 December 2019
When do You Need Influencer?
BATAM, PRINDONESIA.CO – The campaign includes the preparation of objectives, key message, social media roles, content calendar for one month, and the choice of using influencers. If the campaign on social media follows those steps, Avianto Nugroho of Partner Fabulo PR Jakarta believed that it will give an effective impact on the audience, or in this case the netizens. Avianto shared that in front of 56 PR practitioners from dozens of corporations and organizations participating in the 2020 PR INDONESIA Outlook (PRIO) in Batam on Wednesday (11/12/2019). At the event called “The Power of Social Media: Social Media Strategic for Public Relations Campaign Effectiveness”, Avianto invited the participants to practice designing a campaign on social media at the end of the session. Avianto also gave a piece of advice on the trend of using influencer for social media campaigns. “Don’t follow the market too much,” he reminded. Especially if they are not from FMCG companies. Meanwhile, for government agencies, the public is actually the one who needs the institution. Therefore, social media management must be consistent with the timing of the delivery of information. Nothing is certain on social media. “Maybe today the trend is to use influencers, it doesn’t guarantee that it will still be a hit in 2-3 years,” he said. The value of the influencer also will not affect the effectiveness of the organization’s social media campaign. What is more influential is the aspect of relevance and credibility of the influencer. For example, a hospitality company wants to use the service of an influencer, so make sure that the influencer does indeed often travel and stay in star hotels. In the end, communication with the audience on social media should prioritize the human side. Therefore, treat social media audience humanly, deliver consistent information, as well as ensure that the information is always credible. Therefore, not every organization/institution must have an account on all social media platforms. Why? “So that when a crisis occurs, the crisis management is more focused and the crisis doesn’t spread to many platforms,” concluded Avianto. (asw)
TRAINING || 12 November 2019