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Maintaining the Good Image of a Public Figure Through the Use of Reputation Marketing

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Maintaining the Good Image of a Public Figure Through the Use of Reputation Marketing 0A,1TA,1,1G THE G22D ,0AGE OF A 38B/,C F,G8RE THR28GH THE USE 2F RE38TAT,21 MAR.ET,1G Anathasia Citra Communication Studies, School of Humanities, President University -ababeNa Education 3arN Email anathasiacitra#gmail.com ABSTRACT. This study aims to look at the application of the application of Reputation 0arNeting Ey a 3uElic Figure in maintaining a good image. How does the use of Reputation 0arNeting in the entertainment industry can affect the continuity of the career of a 3ublic Figure. The careers of a 3ublic Figure who worN in the entertainment industry is very vulnerable, if marNeting strategies and maintain a good self image are not implemented. This study taNes Hilbram Dunar as the suEMect. He worNs as a television host, radio host,MC, entertainer and author who began his career in 1996, while maintaining good image to date. :ith the concept of Reputation 0arNeting, author examined his personal Eranding, personal and social life to his choice of words and topics in social media. This research will contribute ideas to the study of communication with the subMect about the image, personal branding, reputation marNeting and reputation marNeting in the era of internet, and provide practical ideas for public figures who worN in the entertainment industry. This research is a descriptive study with a Tualitative approach. The results of this study found that the application of Reputation 0arNeting is very appropriate to maintain a good image of a 3ublic Figure who worNs in the entertainment industry. With the development of technology, especially the new media such as the various social media such as twitter and path, a public figure must have his own positioning of the image that he wants to convey to the public and must maintain consistency. In addition, there are things that must be avoided in order to maintain reputation. Reputation is important for the career of a 3ublic Figure and good image is not easy to maintain. The application of Reputation 0arNeting for 3ublic Figure has the same function liNe a product, which is for generating profit. A good image of a 3uElic Figure becomes a commodity which will have an impact on the sustainaEility of his career. .eywords: Reputation, Image, Reputation 0arNeting ABSTRA.. 3enelitian ini Eertujuan untuN melihat penerapan Reputation 0arNeting yang diterapNan oleh seorang 3ublic Figure dalam mempertahanNan citra EaiNnya. Bagaimana penggunaan Reputation 0arketing di industri hiEuran khususnya dapat Eerpengaruh terhadap Nelanggengan Narir seorang 3uElic Figure, Nhususnya yang beNerMa di dunia hiEuran. 3uElic Figure yang EeNerMa di dunia hiEuran sangat rentan Narirnya MiNa tidaN menerapNan strategi pemasaran diri yang EaiN dan mempertahankan citra EaiNnya. SuEMeN 3enelitian ini adalah Hilbram Dunar seseorang 3uElic Figure yang beNerMa sebagai pembawa acara televisi, penyiar radio, MC, entertainer dan 3enulis buku yang memulai karirnya dari tahun 1996 dengan tetap menMaga citra baiNnya sampai saat ini. Dengan konsep Reputation 0arNeting, peneliti mengkaMi strategi yang diteraSNan oleh subjeN penelitian, mulai dari personal branding, Nehidupan pribadi dan sosial hingga pemilihan Nata dan topiN dalam media sosialnya. 3enelitian ini aNan memberiNan sumbangan pemiNiran bagi studi tentang .omuniNasi khususnya mengenai citra, personal branding, reputation marketing dan reputation marNeting di era internet dan memberiNan sumEangan pemiNiran praNtis untuk pribadi terutama public figure yang EeNerMa di industri hiburan. 3enelitian ini merupaNan penelitian deskriptif dengan pendeNatan kualitatif. Hasil penelitian ini ditemukan bahwa penerapan Reputation 0arNeting sangat sesuai diterapkan untuN pribadi khususnya dalam menjaga citra baik sebagai seorang 3ublic Figure yang beNerMa di industri hiburan. Dengan maNin cepatnya perkemEangan teknologi terutama media baru seperti berEagai social media seperti twitter, dan path, seorang puElic figure harus punya positioning sendiri mengenai citra apa yang ingin dia tampilNan Ne publiN dan harus menjaga konsistensinya. Selain itu harus ada hal hal yang dihindari untuN menMaga reputasi. Reputasi disini penting artinya untuN karir seorang 3ublic Figure dan citra EaiN bukanlah hal mudah untuk diMaga. 3enerapan Reputation 0arNeting untuN 3ublic Figure sama fungsinya bagai sebuah produk, yaitu untuk sesuatu yang menghasilNan profit. 3ublic Figure menMadi sebuah Nomoditas dimana citra baiNnya Eerdampak pada Neberlanjutan Narirnya. .ata .unci : Reputasi, Citra, Reputation 0arNeting EX32Se œ -urnal Ilmu KomuniNasi, Vol. 1, 1o. 1, April 2018 - 1 ,1TR2D8CT,21 Today, the media is the main Ney to the industry driven Ey images. The media can make The growth of the entertainment industry someone rise to Eecome a star instantly and can also maNes competition Eecome fiercer, especially for cause devastation to someone. According to Eduard actors in the industry in terms of capturing puElic Depari, a seasoned puElic relations practitioner, attention. The entertainment industry is filled with most people do not realize that image and reputation on-screen actors such as actors, musicians, are not isolated from one to another. Image is Must a presenters and so on, whom author calls as the tool. Reputation is what people judge (Hana, 2013). public figures. A public figure is an individual widely Nnown in the society Eecause of his This study was designed to develop a profession. The term public figure–in Indonesian measure of a public figure‘s reputation and to contex–can be categorized into two: celebrity and identify the Ney dimension that evaluates different state official. This study highlights celebrities as the components of such reputation of a public figure public figures. comprising personality, relationships, skills, personal life management, as well and use of social The rapid growth in the entertainment media as a tool to shape and maintain reputation. industry has led some public figures to benefiting from their peaN times, being praised Ey people, FRA0E:2R. becoming role models, starring in commercials and Every study requires clarity in its underlying also Eecoming endorsers for different products. rationale in order to solve or highlight the given However, such peaN may disappear in an instant problem, which is why theoretical frameworN is once a puElic figure can no longer maintain his good structured (1awawi, 1995). Theoretical frameworN reputation. A public figure cannot detach himself is the underlying rationale that describes the angle from Eeing a product, selling his aEility and charm taNen Ey the researcher to study the proElem in the respected field. The skills of a public figure, (.riyantono, 2006). This study adopted some being the commodity of the entertainment industry, concepts from previous studies and literatures on such as singing, acting, presenting, being comedic, image, personal Eranding, reputation marketing, and modeling and so forth, are the foundations of his social media. career and revenues as well as his existence as a known public figure to the puElic. Definition of Image The celebrity is an industry of image- According to /awrence / Steinmetz, the building, in which public figures display their term image means a reflection or reproduction of images to the puElic and that in turns becomes their self identity of an individual, oEMect or organization selling point. The images delivered Ey public figures (SutoMo, 2004). Author focuses on the image of a such as when they perform in a T9 show, when they public figure, which is defined as the perception put on their Eest performance to convey charisma perceived Ey the puElic through knowledge and and power, or when they deliver speeches deemed experience towards the public figure. To a public wise to impress the public. In addition, their figure, an image is defined as perception of the backgrounds such as family, education and so on, public towards his self image. Such perception of the also attract the attention of the public. public is a manifestation of what they see on the public figure when he appears on T9, what they The success measure of public figures is still heard from the news, or when they see him live in a yet to be defined, whether it is based on their public space, for instance. If the image is deemed income, quality of worN or consistency as public ”appropriate‘ Ey the public, it will boost and improve figures. As figures in the entertainment industry, his career as an entertainer. their existensial Eeings are automatically put under the surveillance of the puElic. The puElic Eecomes Image is the goal, a form of reputation and interested in what they do, what their hobbies are, achievement that any public figure wants to their love lives, and even what they eat. ,n their peaN accomplish. Although image is aEstract and cannot of their fame and success, one thing or another often be systematically measured, its manifestation is cause them to slip and that costs them their images present. The success of a public figure in Euilding as public figures. his image is influenced Ey a numEer of factors such as accurate grasp of his target audience or marNet, ,n the process of building their images, there performance, social circles, self representation in the are matters that should Ee focused on Ey a puElic media, and how he interacts on social media. figure such as Nnowing what the public wants, liNes and disliNes in general. Staying current with the 3ersonal Branding patterns emerging in the society, as well as learning 3ersonal Eranding is a means to illustrate and to
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