Dynamics of Digital Public Relations in Non-Government Organizations

DOI

10.2991/978-2-38476-016-9_25How to use a DOI?

Keywords

digital public relations; non-Government; Organizations; public relations

Abstract

Technological disruption has had an impact on the functions and activities of public relations in various organizations. The adoption of digital public relations does not only occur in commercial organizations but is also actively carried out by NGOs (non-governmental organizations such as ACT (Aksi Cepat Tanggap). The research will examine the development or dynamics of digital public relations at the NGO Aksi Cepat Tanggap (ACT). Then this research uses a qualitative approach with descriptive methods with in-depth interviews and documentation as data collection techniques. The result show that 1) Budding stage, ACT started to use email and websites to publish programs, but they were still considered too rigid, and communication was still dominated by e-mail; 2) Diversification stage, the use of the website has been growing, even ACT always updates the information every day on the website. In addition to the website, since 2013 ACT has also used social media Twitter and Facebook, to reach a wider audience; 3) Advancement stage, by following technological developments and the emergence of various social media platforms, ACT is increasingly aggressive in carrying out digital public relations by utilizing social media. Starting in 2016, ACT has utilized Instagram and Youtube by creating mini-series. The use of social media is considered effective because it can build strong engagement and various dialogues with the public. ACT is considered to have tried to adopt developments that occur in the digital world to support the success of digital public relations activities, their organization.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Winda Dwi Astuti Zebua
AU  - Syifa Astasi Utari
AU  - Abdul Rahman
AU  - Velda Ardia
AU  - Carnelia Marta Diana
PY  - 2023
DA  - 2023/04/18
TI  - Dynamics of Digital Public Relations in Non-Government Organizations
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 250
EP  - 257
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_25
DO  - 10.2991/978-2-38476-016-9_25
ID  - Zebua2023
ER  -