“PESO For Public Relations In Practice” Public Lecture of Public Relations Study Program with Prof. Bahtiar Mohamad Ph.D Universiti Utara Malaysia (UUM)
The Public Relations Study Program of Fikom Unpad held an online public lecture with the theme “PESO for Public Relations in practice” on Wednesday, November 1, 2023 through a zoom meeting. This public lecture presented the speaker Assoc. Prof. Bahtiar Mohamad Ph.D as a lecturer and Associate Professor at Corporate Communication and Strategy at Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia (UUM). This public lecture was moderated by the Head of the Public Relations Study Program of Fikom Unpad, Centurion Chandratama Priyatna, S.S, M.Si., Ph.D and attended by 120 students.
Prof. Bahtiar explained about how the digital revolution affects the field of Public Relations. The shift from analog and electronic technology to digital technology began in the 1980s. In this modern age, people use the internet and social media every day. So the use of digital technology as a marketing tool is certainly better because it can reach more people than the use of traditional media. Therefore, digital PR is an effective strategy in developing a brand.
Next, he explained about the PESO model in PR. PESO is a media strategy model that stands for Paid, Earned, Shared, and Owned media. Paid media is a marketing method using advertising or paid content. For example, Google, social media, TV, radio, and other paid media. Earned media is the publication of content by third parties, such as product reviews, influencer endorsements, and others. Shared media is a publication strategy that aims to increase engagement and enliven the conversation about the product being marketed. Channels that fall under this category are social media, partnerships, and influencer engagement. The last is owned media, which are all channels that are controlled by ourselves, for example, websites. The next session was a question and answer session, where participants asked questions related to the phenomenon of user generated content (UGC) on social media and its influence on increasing awareness and purchasing decisions. The activity ended with a closing by the moderator Mr. Centurion, and a group photo session. (MW)
