In the beginning of this year, one of the nation-wide prominent newspapers had to bid a farewell to their readers. Sinar Harapan was just one of the many that had shocked people with the closure. Jakarta Globe, Indonesia Finance Today, Jeep, Chic, Forsel, Instyle, Freemagz, etc, all those publications had officially closed their business earlier.
In regard to this, a piece from Bre Redana on Kompas titled “Inikah Senjakala Kami…” has been outlining the downfall of print publications compared to online these days. By exposing the reasons behind it, he argues that one of the causes was more and more advertisers move their investment to the online media. Hence, the conventional media need to play smart on overcoming Digital Revolution. The revolution that has been marked by the transformation of many bluechip media to the online format.
On the other side, public relations can not be longer depending on publication as their main weapon. Today’s demand has urged PR profesionals to be more and more creative in reaching the public, be specific and broaden the perspective by producing a compelling and newsworthy story. One of PR initiatives that can be amplified might be a viral video by vlogger; by engaging a vlogger, PR can insert the message and spread it trough many digital platforms such as Facebook and Youtube. This initiative has been proven to be more impactful than a conventional method because its subtle nature in delivering brand message to the right audiences. Having said that, both media and PR need to be adapting the digital trend, or else we will be dying.
Suharjo Nugroho – MD Imogen PR
