PR is No Longer a Thinking Machine, but a Feeling Machine

PRINDONESIA.CO | Thursday, November 07, 2019
Data bisa menjadi alat untuk mengembangkan empati bagi para PR.

Do you agree with the opinion of Marianne Admardatine, CEO of Wunderman Thompson? There are reasons behind it. Here is the explanation.

BALI, PRINDONESIA.CO – In the era of disruption, there are many new things that must be faced. “Things that did not exist before and were never taught, must be faced directly, and even demanded to immediately find the solution,” said Marianne while opening the Government Public Relations (GPR) class at the PR INDONESIA Jamboree (JAMPIRO) #5 in Bali on Wednesday (30/10/2019).

This condition also requires communication practitioners to have psychological expertise. “We need to study human behavior,” she said. Because, the role of PR in the companies and organizations today is no longer as a thinking machine, but a feeling machine that understands data by using emotion.

According to Marianne, data is not just numbers. Data is the expression of humans behind it. Data can be a tool to develop empathy for PR practitioners. “From the data that we have, PR can formulate a story and create a campaign,” she said.

Moreover, we are now living in the relevance era where the audience, especially millennials, will only pay attention to information that is considered relevant to their lives. Well, campaigns that e from data will build a higher relevance. The campaign that is created can be even more varying. “It’s not only storytelling but can also be completed with a social movement that surely will bring the company’s brand closer to its audience,” said the woman who graduated from the University of Canberra, Australia.

The same thing also applies to GPR. Government Public Relations usually participates in making and communicating policies. In order for the policy can influence human behavior and right on target, GPR needs to pay more attention to the relevance aspect. “Other than using data, try to explore the opinions of various groups affected by the policy. So, the public can feel that the policy is relevant and deserves to be heard,” she said.

In addition, use social media optimally. Marianne believed that other than facilitating polls, social media also helps institutions to rise touching storytelling. Especially if equipped with audiovisual. (den)