The Ministry of Communications and Digital will optimize public participation in delivering government messages to the public. One of them is by using the services of influencers.

Director General of Public Information and Communication of the Ministry of Communication and Digital Prabu Revolusi said that the material created by the influencers is much more effective and accepted by the public than the government.

“If we post a content on social media, maybe only ten or twenty people will like the content. But if we use influencers, we can get millions of people who like the content,” said Prabu in a discussion session with the theme Collaborative Alliace for Collective Impact at the World Public Relations Forum 2024 event in Nusa Dua Bali, Thursday (21/11/2024).

Prabu revealed, in modern communication today the government cannot approach the community with formal methods. Because, there is a gap or mental block if people know that it is a message from the government. Prabu said, people tend to listen more to messages delivered by influencers.

“So we need to soften the message by asking the people themselves through influencers to communicate with the people. And we, the government, are the mediator or facilitator to ensure that such communication can happen. And because they have the expertise to expand the reach, not the government,” Prabu explained.

Prabu gave an example, last week Komdigi gathered one or two influencers to create content about providing free food to the community. Currently, the government is also socializing an anti-online gambling campaign using the services of influencers.

“So we use influencers. We use the public to ensure that the message can be received by a wider audience because for us, government is not about who does what. It is about how the message can be received by the public. It doesn't matter whether the government or the private sector or the public is doing it. What we need to make sure is that the message can be received by the public and we can see the behavior change itself,” Prabu concluded.