Digital PR: Dos and Don'ts

PRINDONESIA.CO | Wednesday, July 29, 2020
Momentum di digital itu durasinya pendek. Butuh kepekaan dan sensitivitas tinggi.
Dok. Istimewa

Digital is one of the competencies that public relations (PR) must-have today. Recognize and understand the dos and don'ts. What are those? 

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)