THE FALL OF PUBLIC RELATION OFFICER AND THE RISE OF INFLUENCER IN THE INDONESIAN GOVERNMENT
DOI:
https://doi.org/10.14421/pjk.v15i1.2201Keywords:
Social Media, Influencer, Public OpinionAbstract
The presence of Public Relations Officers in the organization is a must because they’re responsible for establishing good relations between the organization and stakeholders. Good relations between these two will result in harmony. This is a key factor in the success of various programs implemented by the organization. However, it seems that now the role of Public Relations Officers of the Republic of Indonesia Government has begun to decline and be replaced by Influencers starting from the end of 2019 to mid-2020. This research is a case study to describe how the Public Relations Officer of the government of the Republic of Indonesia lost its main function, being heavily replaced by influencers promoting Omnibus Law on social media. Influencers can be a respectable profession if they maintain their quality as public communicators. First, influencers need to have qualifications and competencies relevant to their field. Second, influencers hired by government agencies openly convey to the public that the message sent is a form of a commercial public campaign. Third, government agencies that use influencer services also need to meet the qualifications and competency standards of the influencers they choose. The conclusion is that the government prefers to maximize the function of influencers so that the Omnibus Law gets support from the community rather than maximizing Public Relations Officer. However, the use of influencers must be accompanied by good communication. With this, we can hope that the influencers will develop into a public communication actor that is respectable and acceptable.
Downloads
References
BBC News. (2020). Pemerintah Indonesia bayar influencer Rp 90 miliar untuk sosialisasi kebijakan, “buang duit yang efektif?” https://www.bbc.com/indonesia/ind onesia-53846128
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S.(2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.20 21.03.067
Can, U., & Alatas, B. (2019). A new direction in social network analysis: Online social network analysis problems and applications. Physica A: Statistical Mechanics and Its Applications, 535, 122372.
https://doi.org/10.1016/j.physa.201 9.122372
Cutlip, S., Center, A., & Brom, G. (2006). Effective Public Relations. Kencana Prenada Media Group.
Fadillah, D., Zhenglin, L., & Hao, D. (2019a). Big Data and the Revolution of Political Campaign in Indonesia. Proceedings of the 2019 Ahmad Dahlan International Conference Series on Education & Learning, Social Science & Humanities (ASICS-ELSS 2019).
https://doi.org/10.2991/adics-elssh- 19.2019.19
Fadillah, D., Zhenglin, L., & Hao, D. (2019b). Social Media and General Elections in Malaysia 2018 and Indonesia 2019. Jurnal Komunikasi ISKI, 4(1), 1–8. https://doi.org/10.25008/jkiski.v4i1. 255
Fahmi, I. (2020). OMNIBUS LAW PETA ASPIRASI PUBLIK DI MEDIA SOSIAL. Drone Emprit.
Graham, M., & Avery, E. (2013). Government Public Relations and Social Media: An Analysis of the Perceptions and Trends of Social Media Use at the Local Government Level. Public Relations Journal, 7, 1–21.
Gunawan, S. H., & Salamah, U. (2018). Social Media Buzzer Utilization as a Form of Digital Campaign Practice. 2nd Indonesia International Graduate Conference on Communication (Indo-IGCC) Proceeding. Indonesia For Global Justice. (2020). Murder of Democracy: Omnibus Law Kills Democracy. Indonesia For Global Justice.
Jandevi, U. (2019a). New media for increasing political participation in Indonesia. International Journal of Communication and Society, 1(1), 1–8. https://doi.org/10.31763/ijcs.v1i1.1 9
Jandevi, U. (2019b). Communication strategy to improve women’s political participation in Indonesia. International Journal of Communication and Society, 1(2), 68–81. https://doi.org/10.31763/ijcs.v1i2.4 6
Karenina, & Luthfia, A. (2019). Youtuber personal branding content analysis. A study on Indonesian youtuber “atta halilintar.” International Journal of Advanced Trends in Computer Science and Engineering. https://doi.org/10.30534/ijatcse/201 9/66862019
Lotan, F. F. (2019). Making a positive internet through Socmed Agawe Guyub. International Journal of Communication and Society, 1(1), 9–16. https://doi.org/10.31763/ijcs.v1i1.2 2
Kode Etik Humas Pemerintahan, Pub. L. No. 371/KEP/M.KOMINFO 8/2007, 7 (2007).
Pérez-Curiel, C., & Naharro, P. L. (2019). Political influencers. A study of Donald Trump's personal brand on twitter and its impact on the media and users. Communication and Society. https://doi.org/10.15581/003.32.1.5 7-75
Rakhmat, M., & Nurhayati, E. (2020). Omnibus Law: Angry Indonesians Feel Cheated. The ASEAN Post.
Sugiyono. (2013). Manajemen Metode Penelitian. Alfabeta.
Tabassum, S., Pereira, F. S. F.,
Fernandes, S., & Gama, J. (2018). Social network analysis: An overview. WIREs Data Mining and Knowledge Discovery, 8(5). https://doi.org/10.1002/widm.1256
Tait, A. (2019). Meet the wannabe influencers struggling for stardom. MIT Technology Review.
Winata, J. M., Khaira, R. H., Seprian, E., Sahertian, T., & Fatih Iskandar, D. (2017). ANALYZING BUZZER ON SOCIAL MEDIA FROM ECONOMIC AND POLITICS PERSPECTIVE 1. Finance & Accounting Journal.
Yousefi Nooraie, R., Sale, J. E. M., Marin, A., & Ross, L. E. (2020). Social Network Analysis: An Example of Fusion Between Quantitative and Qualitative Methods. Journal of Mixed Methods Research, 14(1), 110–124. https://doi.org/10.1177/1558689818 804060
Downloads
Published
Issue
Section
License
Please find the rights and licenses in Profetik: Jurnal Komunikasi by submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1. License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User/Public Rights
Profetik's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Profetik permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Profetik on distributing works in the journal and other media of publications. Unless otherwise stated, the authors are public entities as soon as their articles got published.
4. Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
Copyright and other proprietary rights relating to the article, such as patent rights, The right to use the substance of the article in own future works, including lectures and books, The right to reproduce the article for own purposes, The right to self-archive the article (please read out deposit policy), The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Profetik: Jurnal Komunikasi).
5. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Profetik will not be held liable for anything that may arise due to the author(s) internal dispute. Profetik will only communicate with the corresponding author.
6. Royalties
Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that Profetik entitles the author(s) to no royalties or other fees.
7. Miscellaneous
Profetik will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Profetik's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
