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Bangun, Cendera Rizky
Universitas Multimedia Nusantara
Arts Humanities Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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The Role of Public Relations in Digital Era: Storytelling Strategy to Develop Corporate Reputation Yunandika, Nike Putri; Bangun, Cendera Rizky Anugrah
Jurnal Vokasi Indonesia Vol. 11, No. 2
Publisher : UI Scholars Hub

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Abstract

Storytelling can be a tool to create persuasive communication and provide personal engagement among its public. Storytelling strategy also can be applied in various digital communication channels, which is a flexible strategy to be implemented even in a niche digital business sector. Based on a rapid digital business competition, this study aims to discuss the use of storytelling strategy by Public Relations at DQLab.id, one of an active online Data Science Education Technology (Edtech) industry in Indonesia, as a tool to develop corporate reputation. The method used in this study is qualitative descriptive by providing depth interview, observation, supporting data, and literature study from various sources. The finding of this study shows that Public Relations practitioners at DQLab.id use Customer-Led Storytelling strategy combined with the use of keyword strategy on SEO to develop trust and leverage specific target markets. The result of this study also shows that the storytelling strategy used in DQLab.id has providing a different perspective of a story that increases the credibility of a message. Storytelling is a Public Relation’s tool that has significant leverage to help marketing activities by targeting the right customer segmentation, developing trust in a corporate brand, and deliver it into a positive reputation for DQLab.
Co-Authors Albertus Magnus Prestianta Dewi, Helga Liliani Cakra Dinansyah, Fakhriy Epranata, Daniel Rian Estherina, Brenda Feego, Enric Krisvianty, Gabriela Glory Excelin Nuria Astagini, Nuria Perdana, Inco Hary Pratiwi, Dian Fitriana Prestianta, Albertus Magnus Sheren Valentia Suranto, Hanif Tjokrodinata, Charlie Utama, Erry Praditya Vivrie, Theresia Lavietha Yunandika, Nike Putri