Public Relations Strategies to Built Financial Technology (Fintech) Awareness The ‘Koinworks’ Way
Debby Natalia, Mohammad Shihab
Available Online October 2018.
- https://doi.org/10.2991/icomacs-18.2018.62How to use a DOI?
- Public Relations, strategies, fintech, KoinWorks
- Traditional way of financing has been shifted by financial technology. This situation is supported by demands coming from unbanked people and small and medium enterprises (SMEs). By the end of 2016, only 36% of Indonesian adults have an account at the formal financial institution, while 49 million SMEs units were not bankable as shown on Indonesia Fintech Report 2016. As one of financial technology (fintech) players in Indonesia, KoinWorks provides peer-to-peer (P2P) lending system. However, because of the new concept of financial industry, people still have a low awareness of fintech institution, especially Koinworks. This company aims to acquaint to public the advantages of fintech institution utilizing public relations (PR) roles and strategies. Its PR department is expected to reach communication goals, including increasing the brand awareness. This research employed qualitative approach and the data were primarily collected through in-depth interviews with four purposively-chosen participants. This study concluded that all Marketing PR strategies were executed by marketing and public relations and strategies that were optimized to build the brand awareness were events, news, speeches, and sponsorships.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Debby Natalia AU - Mohammad Shihab PY - 2018/10 DA - 2018/10 TI - Public Relations Strategies to Built Financial Technology (Fintech) Awareness The ‘Koinworks’ Way BT - International Conference on Media and Communication Studies (ICOMACS 2018) PB - Atlantis Press SN - 2352-5398 UR - https://doi.org/10.2991/icomacs-18.2018.62 DO - https://doi.org/10.2991/icomacs-18.2018.62 ID - Natalia2018/10 ER -