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Abstract

Storytelling can be a tool to create persuasive communication and provide personal engagement among its public. Storytelling strategy also can be applied in various digital communication channels, which is a flexible strategy to be implemented even in a niche digital business sector. Based on a rapid digital business competition, this study aims to discuss the use of storytelling strategy by Public Relations at DQLab.id, one of an active online Data Science Education Technology (Edtech) industry in Indonesia, as a tool to develop corporate reputation. The method used in this study is qualitative descriptive by providing depth interview, observation, supporting data, and literature study from various sources. The finding of this study shows that Public Relations practitioners at DQLab.id use Customer-Led Storytelling strategy combined with the use of keyword strategy on SEO to develop trust and leverage specific target markets. The result of this study also shows that the storytelling strategy used in DQLab.id has providing a different perspective of a story that increases the credibility of a message. Storytelling is a Public Relation’s tool that has significant leverage to help marketing activities by targeting the right customer segmentation, developing trust in a corporate brand, and deliver it into a positive reputation for DQLab.

Bahasa Abstract

Cerita dapat menjadi alat untuk menciptakan komunikasi persuasif dan memberikan keterlibatan pribadi di antara publiknya. Strategi bercerita juga dapat diterapkan dalam berbagai saluran komunikasi digital, yang merupakan strategi fleksibel yang dapat diimplementasikan bahkan dalam sektor bisnis digital niche. Berdasarkan persaingan bisnis digital yang cepat, studi ini bertujuan untuk membahas penggunaan strategi bercerita oleh Public Relations di DQLab.id, salah satu perusahaan Teknologi Pendidikan Data Science online (Edtech) yang aktif di Indonesia, sebagai alat untuk mengembangkan reputasi perusahaan. Metode yang digunakan dalam studi ini adalah deskriptif kualitatif dengan memberikan wawancara mendalam, observasi, data pendukung, dan studi literatur dari berbagai sumber. Temuan dari studi ini menunjukkan bahwa praktisi Public Relations di DQLab.id menggunakan strategi Customer-Led Storytelling yang dikombinasikan dengan penggunaan strategi kata kunci pada SEO untuk mengembangkan kepercayaan dan memanfaatkan pasar target tertentu. Hasil dari studi ini juga menunjukkan bahwa strategi bercerita yang digunakan di DQLab.id memberikan perspektif yang berbeda dari sebuah cerita yang meningkatkan kredibilitas pesan. Bercerita adalah alat Public Relations yang memiliki pengaruh signifikan untuk membantu kegiatan pemasaran dengan menargetkan segmentasi pelanggan yang tepat, mengembangkan kepercayaan terhadap merek perusahaan, dan menghasilkannya menjadi reputasi positif untuk DQLab.

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