Blogger: New Media Relations Strategy in Corporate Communication

Yulia Rahmawati, Rahmawati (2020) Blogger: New Media Relations Strategy in Corporate Communication. Annual International Conference on Social Sciences and Humanities (AICOSH 2020), 452. pp. 78-81.

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Abstract—The presence of the internet that result to new
media such as social media provides a new trend in conveying
corporate’s messages to the audience. This new trend has
brought a transformation in the context of corporate
communication to create a new strategy by making bloggers as
media partners for endorsement. Engagement with bloggers is
part of the corporate's media relations strategy which
currently becomes more increasingly complex due to the
emergence of diverse and real time media platform choices. In
fostering relations with the media, corporates must have a
strategy in choosing the right channel. Data collection was
conducted through interviews with selected informants with
the criteria: Blogger, Blogger Community Founder, Blogger
Agency, and Corporate Communication. The results of this
study reveal a transformation from old media relations to new
media relations through selected bloggers who become
corporate’s media partners. Selected and effective bloggers in
endorsement are those who meet the criteria needed by the
corporate, such as quality of writing, interactivity in social
media, the ability in Search Engine Optimization (SEO) and
Page Rank.
Keywords: blogger, media relations, endorsement, corporate

Item Type: Article
Subjects: Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4450 Databases
Depositing User: Yulia Rahmawati
Date Deposited: 13 Sep 2021 07:22
Last Modified: 13 Sep 2021 07:22

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