Viral - Nita Kartikasari

Resume
Book Title : Viral – Gebrakan Kekinian Public

Relation Di Era Digital
Author : Nita Kartikasari
Publisher : Gramedia
Publish Year : 2017
Number of Page : 165
Reading Period : January 13-20, 2019
Reasons to choose this book
This Public Relations book emerged with a contemporary understanding of digital century
strategy, a New School Public Relations approach, with new paradigms and innovations that
are not always trapped in expired Old School Public Relations. Books that must be read by
anyone who wants expand your horizons of public relations and understand the current Social
Orchestra.
By Abu Yazid Busthami
English Language Teacher

RESUME: VIRAL – NITA KARTIKASARI
Speak The Marketing Language
As a public relations practitioner we don't need to think or become a marketing person.

However, for PR functions to be more sharp and accurate, we need to know the ways of
thinking, language, logic, and whatever things are considered by marketing. In short, we
need to understand them, know the logic of their thinking, then synergize with strategic PR
activities. How do you understand the language of marketing? First we must understand
that the function of marketing is to create an image and strengthen the brand. That is, once
the product is produced, marketing has an interest in building a strong brand image of the
product. What are image and brand? The image and brand created, mixed, formulated, built
according to the purpose of making the product.
All messages concerning product efficacy must be conveyed to the public, embedded in the
minds of the public and ultimately become the basis of the decision to buy the product.
Marketing is the spokesperson for products and brands in the real sense. They must
communicate the product and brand with the style of a typical marketing language. The
focus is to show the benefits, advantages and advantages of the product compared to other
products. Marketing speaks from the point of view of the producer, the point of view of the
provider and the point of view of the seller.
The difference between marketing and public relations namely: marketing tells and
educates the public to know and recognize products while the function of public relations is
to influence and inspire the public so that they discuss / buzzing our products and brands.
Therefore, the main goal of Public Relation is influencers, buzzers and even ambassadors.
Consumer Insights
If a public relations officer in the past needed to talk a lot so that he could be heard by the
public, on the contrary today a public relations person must listen more.
What is consumer insight? Simply put, consumer insight is all things that are perceived,
thought about, considered, understood, liked, chosen, discussed, expected, achieved,
enjoyed, or otherwise which are the background of consumer behavior. Consumer Insight is
a strategic foundation and provision for Public Relations in determining steps and making
innovations in organizing Public Relations activities
Why is consumer Insight so important in the public relations function? The purpose of
public relations is to make the public talk about our products or brands in a way, the content
of messages and characters that are in accordance with our goals but in their own language.
Public language can be very different from the marketing language even though the
message that is forwarded by the public can be very strong and supportive of marketing and
public relations goals. In the context of public relations we must be able to speak not only
with our own language but speak with the language of our consumers.
As important as any information that is perceived by public relations people if the

information is not considered important by the people who are targeted, the information
becomes insignificant. What is the use of conveying messages that are not needed and
unwanted by the target market or those who have a great chance of becoming the
successors of our message.
Therefore speaking with the public way of understanding things is important. We must also
understand that consumer preferences and mindset for products or brands are fundamental.
With that understanding, we can create innovations in public relations activities that are
easily absorbed by the public and potentially become viral in the current era of Social
Media
Be Genuine
Be genuine is to give more space for consumers to speak in the language of their style and
taste for our products, seeming a little uncontrollable but not really. This is more likely to
open up many variations in communicating unique and typical versions of consumer
products that we already know about their insights. Our control lies in the welding of
information in the consumer Insight that we have. After that, we just choose influencers
such as buzzers and Ambassador brands that are in line with this perspective.
Consumers are central, we must be genuine in communicating and don't become control
freaks. Don't try to control conversations, you have to influence the conversation.
Respect for the Audience
For public relations, the challenge is to propose something new and different but still with
the aim of binding emotions and influencing the audience for a longer period of time.
Public relations must be able to make a presentation, just think of a video, which is
complementary, caring for or intensifying the positive effects produced by marketing
advertisements. Because of this purpose, public relations must have consumer Insight and
endlessly try new innovations in strategy creation and execution.
Advertisements must be made more creatively by paying attention to the tastes of the
audience. Respect for the audience is increasingly evident so that advertisements that are
full of friendliness, have a high value of human interest and are very telling stories. What
needs to be underlined is that the public does not want to be cheated with advertisements or
shows that ignore or even fool them. The public motto is "I choose what I want to hear, I
choose what I want to see". So respect for the audience and the public is the basis so that
we are heard and seen.
The Always on Story Telling
Storytelling is one of the most powerful ways to breathe life into your brand and often
called one of the main components of a content marketing approach. By giving your
products and services an identity by capturing and sharing the stories they really are, you
can take your target audience on a journey they yearn to experience. In order for consumers
to form a personal connection with your brand, company stories must be authentic, creative
and inspirational.
Emotional branding is a progressive marketing strategy that has the potential to drive
revenue and increase customer retention. How a person feels about your brand typically
determines whether they buy your product. A brand is a matter of perception. When you
tell a story that embodies human challenges, you create an experience that resonates with
your customers.
The Power of Influencer
What are influencers? Influencers are people or third parties who are influential, have
power, have credibility, and are relevant to talk personally about our issues or products.
Which includes influencers are brand ambassadors, buzzers, media, consumers or certain
experts who function to form an influence independently of our brand, without the public
feeling or realizing it as a promotional or public relations activity.
What is the role of these buzzers in the framework of public relations strategies? They
function to create conversations for conversation both in the social media and offline
domains. If our brand or product activities become a trending topic on social media, this
certainly increases public awareness. At a point like this a brand or product has a big
chance of influencing the public sector or target market. That is the strategic role of
influencers.
The following is what needs to be considered in terms of choosing influencers:
1. Influencers must be credible, namely having quality to be trusted by the public at

large. Influencers like that have personal integrity, and value in terms of his
interests or specialties.
2. Influencers must be relevant to the product concepts.
3. Influencers must be well-known, popular, and have a bunch of followers/fans.
4. Influencers must have uniqueness, genuine, originality, character, and strong
identity which not all other influencers have.
5. Influencers must be people who really need, use and benefit from our products.
Thus, when giving testimonials, opinions or conveying impressions about a product,
they brightness something that is honest from the heart and not made up.
Social Orchestra
What is a social orchestra? The social orchestra is like a real orchestra whose music players
simultaneously and rhythmically play beautiful notes full of messages. It's just that, in a
social orchestra, musical instruments are social media networks, and the music is status
posts or comments from influencers. So genuine conversations were created and echoed
that there was a very broad public conversation. Interestingly, without realizing it happened
as a result of the creativity of the public relations person.
Unlike advertising or endorsement on social media. For example, there are five or ten
buzzers that upload photos of your product simultaneously, with the same or similar
comments. Netizens will easily see these activities as advertisements. The result? Maybe a
moment's attention. But, once the public knows it's advertising, maybe engagement
between advertised products and the public is not too strong.
The form of social orchestra, among others, is the natural conversation between influencers
and netizens. PR people do provide direction, but then posts that are generally spontaneous
appear. Even so, the conditions still remain in the realm of messages formulated by PR. The
buzzers echo the issue or conversation, netizens welcome it as a natural conversation, then
voluntarily and their respective language styles add, warm, intensify, and share.

Viral - Nita Kartikasari

Uploaded by

Copyright:

Available Formats

Viral - Nita Kartikasari

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Viral - Nita Kartikasari

Uploaded by

Copyright:

Available Formats

Resume

Book Title : Viral – Gebrakan Kekinian Public

Author : Nita Kartikasari

Publish Year : 2017

Number of Page : 165

Reading Period : January 13-20, 2019

Reasons to choose this book

By Abu Yazid Busthami

English Language Teacher

Speak The Marketing Language

As a public relations practitioner we don't need to think or become a marketing person.

As important as any information that is perceived by public relations people if the

Respect for the Audience

The Always on Story Telling

The Power of Influencer

The following is what needs to be considered in terms of choosing influencers:

1. Influencers must be credible, namely having quality to be trusted by the public at

You might also like