scholarly journals Kampanye Tubuh Positif Perempuan “Real People Real Body” oleh @Nipplets_official

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 327
Author(s):  
Visakha Ratna Dewi ◽  
Septia Winduwati
Keyword(s):  
Social Media ◽  
Body Image ◽  
Public Relations ◽  
Public Relation ◽  
Persuasive Communication ◽  
Production Team ◽  
Real People ◽  
Research Outcome ◽  
Team Model

The general public is introduced to an image of woman’s body that is slender, tall with a spotless sleek skin through fashion, advertisement and motion pictures which later become a standard of an ideal body. One of many options to straighten out this social issue is through the agency of a public relation activity known as Public Relation (PR) Campaign. Therefore, Nipplets, an online based lingerie company is fascinated to held a campaign about positive body via one of the most popular social media, Instagram. The purpose of this research is to gain extensive insight knowledges regarding the campaign itself, from the search stage all the way to the evaluation. The theoretical basis of this research are as follow; Communication, Persuasive communication, Social Media, ‘PR’ Campaign, Body Image and Cyber PR. This research uses a descriptive qualitative approach with a case study method. Based on the research outcome, it is believed that the lack of lingerie vendor who provide plus size lingerie in Indonesia and body insecurities have been the major motivations for @nipplets_official to carry out the Positive Body Campaign.  The planning was involving numerous parties, including the production team, model, influencer and psychologist in order to deliver points of this campaign. The campaign is delivered through Instagram for approximately one month with Video marketing, Instagram Story and Photos which attired with words of wisdom as part of the strategy. The evaluation shows that the information is successfully delivered and can be utilized to complement the next campaign. Masyarakat diperkenalkan dengan citra dan standar tubuh perempuan yang langsing, tinggi, dan kulit yang halus nan bersih melalui fesyen, iklan, dan film. Salah satu cara untuk membantu menyelesaikan masalah sosial ini dengan lewat salah satu kegiatan public relations, yaitu kampanye PR. Maka dari itu Nipplets sebagai sebuah toko online yang menjual lingerie tertarik untuk mengadakan sebuah kampanye tubuh positif perempuan melalui media sosial Instagram. Penelitian ini bertujuan untuk mengetahui bagaimana kampanye Nipplets, mulai dari tahap research hingga evaluation. Landasan teori yang digunakan dalam penelitian ini antara lain; Komunikasi, Komunikasi Persuasif, Media Sosial, Kampanye PR, Body Image, dan Cyber PR. Penelitian ini menggunakan pendekatan kualitatif yang bersifat deskriptif dengan metode studi kasus. Hasil dari penelitian memperlihatkan kampanye tubuh positif yang dilakukan oleh @nipplets_official berlatarbelakangkan minimnya produsen lingerie untuk perempuan berukuran besar di Indonesia dan body insecurities. Perencanaan melibatkan berbagai pihak mulai dari production team, model, influencer, hingga psikolog untuk menyampaikan pesan dari kampanye ini. Kampanye ini dikomunikasikan melalui Instagram selama kurang lebih satu bulan dengan strategi video marketing, Instagram Story, dan unggahan foto bermuatan kata mutiara. Evaluasi yang didapat adalah pesan tersampaikan dengan baik dan menjadi masukan untuk kampanye berikutnya.

scholarly journals Komunikasi Persuasif Pada Pelaksanaan Advokasi Public Relations

2019 ◽  
Vol 8 (2) ◽  
pp. 116-133
Author(s):  
Fathiya Nur Rahmi ◽  
Hanny Hafiar ◽  
Iriana Bakti
Keyword(s):  
Public Relations ◽  
Behavioral Change ◽  
Flow Analysis ◽  
Behavioral Changes ◽  
Persuasive Communication ◽  
Persons With Disabilities ◽  
Raising Awareness ◽  
Central Route ◽  
Analysis Models

AbstractThe awareness of job providers to employ people with disabilities is directly proportional to the participation of persons with disabilities in the formal work sector which is relatively low. Another problem faced by persons with disabilities is a negative stigma attached to them. This research was conducted to find out persuasive communication conducted on the Advocacy of LSM Saujana’s Public Relations, related to elements of communicators, messages, and audiences involved in persuasive communication. The research method used in this research is a case study with qualitative analysis techniques. Data collection techniques used in this study are interviews, observation, and documentation. Researchers conducted data analysis based on Flow Analysis Models. Based on the results, there were stages of persuasive communication undertaken including the preparation of communicators, delivery of messages, the use of online and offline media in delivering messages, the behavioral changes and evaluation. The LSM Saujana used the central route in persuasive communication that was appropriate to support advocacy. The findings suggest the institution focus on messages delivered to the target audience, starting with raising awareness and focusing on behavioral change.

Calm the farm or incite a riot? Animal activists and the news media: A public relations case study in agenda-setting and framing

2021 ◽  
pp. 2046147X2110551
Author(s):  
Deborah K Williams ◽  
Catherine J Archer ◽  
Lauren O’Mahony
Keyword(s):  
Social Media ◽  
Public Relations ◽  
News Media ◽  
Direct Action ◽  
Strategic Communication ◽  
Front Page ◽  
Primary Producers ◽  
News Reporting ◽  
Study Approach

The ideological differences between animal activists and primary producers are long-standing, existing long before the advent of social media with its widespread communicative capabilities. Primary producers have continued to rely on traditional media channels to promote their products. In contrast, animal activists have increasingly adopted livestreaming on social media platforms and ‘direct action’ protest tactics to garner widespread public and media attention while promoting vegetarianism/veganism, highlighting issues in animal agriculture and disrupting the notion of the ‘happy farm animal’. This paper uses a case study approach to discuss the events that unfolded when direct action animal activists came into conflict with Western Australian farmers and businesses in 2019. The conflict resulted in increased news reporting, front-page coverage from mainstream press, arrests and parliamentary law changes. This case study explores how the activists’ strategic communication activities, which included livestreaming their direct actions and other social media tactics, were portrayed by one major Australian media outlet and the farmers’ interest groups’ reactions to them.

The Art of PR War

2018 ◽  
Vol 47 (3) ◽  
pp. 373-395 ◽  
Author(s):  
Donald A. Westbrook
Keyword(s):  
Social Media ◽  
Public Relations ◽  
The Internet ◽  
Third Generation ◽  
Academic Literature ◽  
Social Media Platforms ◽  
The Relationship ◽  
New Religion ◽  
The Church

This article explores the relationship between the Church of Scientology and various forms of media, in particular the Internet. Building on insights in the academic literature, this piece attempts to fill a lacuna by giving more attention to some of Scientology’s own media programs and efforts. With these in mind, the Church of Scientology is a case study in the challenges that a new religion faces in legitimating itself to an increasingly globalized audience in the digital age. On a popular level, Scientology parishioners seem increasingly open to discussing, defending, and disseminating Scientology on social media platforms. These efforts may encourage others accustomed to a Scientological theology of evil in which “entheta” should be avoided and “suppressive persons” (SPs) shunned. As such, socially engaged Scientologists, in particular second- and third-generation members, may become witting and unwitting foot soldiers on behalf of the church in waging an ongoing public relations war, and thus poised to legitimate Scientology to outsiders disinterested in or suspicious of “institutional religion.” This hypothesis is all the more intriguing and plausible in the American context, given the market share created by the heterogeneous “rise of the nones” (religiously unaffiliated/disaffiliated populations).

scholarly journals What’s in an @reply? A case study of two-way communication in Target Canada’s Twitter @replies

2021 ◽  
Author(s):  
Annabel Lee
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Media Use ◽  
Small Body ◽  
Relationship Building ◽  
Social Media Use ◽  
Symmetrical Model ◽  
Dialogic Theory ◽  
Reply Function

This paper analyzes the Twitter @replies (responses to a user’s initial tweet) of Target Canada as the organization entered the Canadian retail landscape in the Spring of 2013. The @replies posted by Target Canada are analyzed through two lenses: Grunig’s (1992) two-way symmetrical model of public relations and Kent & Taylor’s (2001) dialogic theory of public relations. Grunig’s model argues that the symmetrical model of communication serves the interests of both organizations and their publics by emphasizing dialogue and mutually beneficial relationships (Grunig & Jaatinen, 1999). Similarly, Kent & Taylor advocate for relational interaction and relationship building between organizations and their audience. This case study will contribute to the small body of literature that focuses on Twitter’s @reply function. As social media use is an increasingly important marketing and branding tool, it is important for organizations to realize the potential that each platform can offer. Through Twitter @replies, organizations can create a balanced dialogue (where both the organization and its public participate in a dialogic exchange) and build open, mutually beneficial relationships.

scholarly journals The Public Relations Role Towards the Success of Waste Collecting Point Program in Banda Aceh

2021 ◽  
Vol 3 (1) ◽  
pp. 1-6
Author(s):  
Zakirah Asman ◽  
Deni Yanuar ◽  
Munawir Syarief
Keyword(s):  
Public Relations ◽  
Role Theory ◽  
Public Relation ◽  
Persuasive Communication ◽  
Socialization Process ◽  
The Public ◽  
City Agency ◽  
The City ◽  
Banda Aceh

This study attempted to determine the role of Public Relation (PR) of Banda Aceh’s Environmental, Cleanliness, and the Beauty of the City Agency on the “Waste Collecting Point (WCP) program. The theory used was role theory developed by Redfield, Linton, and Herskovits. The method which was being used wasdescriptive qualitative, which the subject of the study was PR division and societies. The finding showed that PR division played a very important role in the success of Waste Collecting Point (WCP) program from the beginning until the outcome being shown on the cleanliness of the districts. Starting from the socialization process, the program showed significant success. Persuasive communication was being used to conduct the program. PR division made initial socialization by informing the societies about the danger of the waste if not managed properly then followed by monthly evaluation on the cleaning leader. Keywords: Public Relation, role theory, waste collecting point, Banda Aceh

Two-Way Interaction Feature of Social Media Tools

2021 ◽  
pp. 258-273
Author(s):  
Ilgar Seyidov
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Political Communication ◽  
Information Technologies ◽  
Communication Tools ◽  
The Social ◽  
Multiple Case ◽  
Social Media Tools ◽  
Main Components

The internet and development of information technologies brought about the emergence of digital communication tools. In this vein, social media have become a phenomenon in terms of creating informative, interactive, and participatory platforms for the individuals. The social media tools have become prominent not only for public relations or communications experts, but also for politicians, scholars, groups, brands, organizations, etc. One of the effective social media tools is Twitter, which has been focus of political communication research due to its tendency of creating discussion platform that allows the users to involve in and interact with each other. This study focused on how Twitter creates the two-way interaction for the users and what the main components of this interaction are. In addition, the contribution of Twitter to organizational promotion was also another concern of the study. In this context, the research focuses on both inter-organizational and individual levels. Multiple case study technique was used as research technique. Five different cases were analyzed.

scholarly journals Strategi Digital Public Relations Pegiat Podcast dalam Membangun Brand Engagement (Studi Kasus dalam Podcast Duo Budjang)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 532
Author(s):  
Bella Chitra ◽  
Roswita Oktavianti
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Virtual Community ◽  
Target Audience ◽  
Case Study Methodology ◽  
Brand Engagement ◽  
Study Methodology ◽  
Media Channels ◽  
Selection Of

This research studies about the digital public relations strategy of podcast enthusiasts in developing their brand engagement. The researcher used concepts of digital public relations and brand engagement in explaining the analysis. The scope of digital public relations concepts cover online or website publicity, social media, and online communities. Meanwhile, the concept of brand engagement can be seen in active interactions with followers or listeners. This research is a qualitative research using the case study methodology. The case studies used the Duo Budjang podcast. This study finds that the promotion on social media is more effective and efficient than on websites, especially on Instagram because the majority of the users are millennials. The promotion will be successful if the selection of media channels is tailored according to the target audience and consistent in its management. In developing the engagement, podcast enthusiasts pay attention to and make active interactions on both online and offline. One success story of the engagement is the existence an online or virtual community established by the loyal listeners of the podcasts. The community also helps in promoting the podcasts. Penelitian ini mengangkat tentang strategi digital public relations pegiat podcast dalam membangun brand engagement. Konsep yang digunakan yaitu digital public relations dan brand engagement. Konsep digital public relations seperti publisitas online atau website, media sosial, dan komunitas online. Sedangkan konsep brand engagement dapat dilihat pada interaksi yang aktif terhadap followers atau pendengarnya. Penelitian ini merupakan penelitian kualitatif menggunakan metode studi kasus. Studi kasus dilakukan terhadap podcast Duo Budjang. Hasil penelitian ini adalah promosi di media sosial lebih efektif dan efisien daripada di website, khususnya di Instagram karena mayoritas pengguna adalah generasi milenial. Promosi akan berhasil jika pemilihan saluran media sesuai target audience dan konsisten dalam pengelolaannya. Dalam membangun engagement, pegiat podcast memperhatikan dan membuat interaksi yang aktif baik di dalam jaringan (daring) maupun di luar jaringan (luring). Salah satu contoh keberhasilan dari engagement yang dibangun adalah adanya komunitas online atau virtual yang merupakan pendengar setia podcast. Komunitas juga membantu dalam mempromosikan podcast.

scholarly journals Analysis of the Advantages and Disadvantages of Using Social Media in Public Relations Practices to Convey Covid-19 Information in Gorontalo Province

2021 ◽  
Vol 1 (2) ◽  
pp. 21-29
Author(s):  
Cahyadi Saputra Akasse ◽  
Muh Akbar ◽  
Arianto Arianto
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Participant Observation ◽  
Sampling Technique ◽  
The Public ◽  
Study Approach ◽  
Advantages And Disadvantages ◽  
Information Updates ◽  
The Government

Public Relations has an important role in educating and providing understanding to the public in the midst of the COVID-19 pandemic as it is now. In this case, Public Relations acts as an intermediary between the government and the community by conveying policies related to the government's efforts to prevent the spread of COVID-19. This study aims to analyze the advantages and disadvantages of PR strategies in delivering information on COVID-19 using social media, such as: websites, Facebook, Instagram, and YouTube. The method used in this research is descriptive qualitative with a case study approach. Then the withdrawal of research informants using purposive sampling technique, informants consist of people who are directly involved with the delivery of information on covid-19 by Public Relations, with qualitative data collection consisting of depth interviews, participant observation, and documentation. The results of the study show that there are several advantages, namely (1) wide reach and large number of followers, (2) fast information updates, and (3) presenting informative and educative content. The shortcoming in question is that the management of social media is not yet maximal, which is less interactive in responding to public comments through comments on social media. The limitation of this study is that researchers only focus on the PR strategy in delivering information about COVID-19 in Gorontalo Province through social media only and not at the level of other conventional media, namely through websites, Facebook, Instagram, and YouTube. The value and originality of this research is the delivery of information and efforts to prevent the spread of covid-19 which is conveyed through social media PR. The contribution of this research to future PR practices is a deeper implementation of the concept of digital PR, especially during a pandemic like now where everything is done online.

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