Edelman Indonesia is taking a big step forward in managing client reputations in real time with the launch of the Digital Newsroom. This new tool can be used by clients to monitor and respond to evolving news and events and help them take ownership in shaping their own news agenda. This is another shift the firm is making to increase its capability to write, design, produce and also publish content for clients in an environment where owned media is now increasingly republished on client online assets to drive engagement with audiences and shape perceptions.
The Digital Newsroom helps clients engage in live ongoing conversations – especially on social media channels – and create their own timely content to contribute to and drive conversations. Planned and reactive conversations and stories can be generated to actively participate in discussions among consumers, on social media and on traditional media platforms. The newsroom will use paid media, community management, creative and analytics to support content creation, real-time data, audience insights and amplification. This service will be the first of its kind among marketing and communications firms in Indonesia.
The Digital Newsroom will be staffed by a team of content creators, strategists, trend spotters, community managers, analysts, paid and earned media experts, planners, writers and editors, along with graphic designers, bringing Edelman Indonesia’s full skillsets to support clients that use the service. Many of the team that make up the creative newsroom come from media backgrounds or have extensive digital media expertise.
Takeo Apitzsch, Director of Digital for Corporate & Crisis, outlined how the Newsroom works.
“What we are doing here in Indonesia is building a unique platform tool that works either as an event-specific storytelling vehicle or an ongoing social content solution. This is because we are integrating the critical disciplines of community management, creative production, analytics and content strategy to provide real-time data, audience insights, design expertise and media amplification. The Digital Newsroom process ensures that real-time marketing and planned content can be executed seamlessly for our clients on demand when our clients need it.”
Stephen Lock, CEO of Edelman Indonesia, explained why the firm is making this move.
“Traditional media relations is important, but today’s media landscape is changing fast. It is multi-channel, multi-platform, multi-format and – most importantly – integrated. That is why using multiple different channels and platforms to communicate is now vital, especially in real time communication. Traditional print PR on its own is not enough in today’s multi-channel content driven environment. Social media also needs paid amplification. Owned media channels are of course important and the public expects big brands and MNCs to provide interesting content and, in many ways, act as a media company would. This is all part of why we have built our Digital Newsroom in order to meet these growing client needs and demands.”
The Digital Newsroom will provide clients with an advanced integrated platform for storytelling, for both planned and real-time marketing. Edelman Indonesia can now work with clients to produce relevant content and real-time creative assets that support traditional, hybrid, social and owned strategies and help them tell their story and engage new audiences. The Newsroom can also boost already popular and engaging content through paid media amplification. Our clients will now be able to use this asset for intensive, time sensitive and real time events.