IDPublic Lecture with Angkie Yudistia: Building Personal Branding and Political Strategy in the Digital Age
Bintaro, South Tangerang 16/12/2024 - In the public lecture “Contemporary Political Marketing” held at UPJ Building A Theater, Angkie Yudistia, Special Staff to the President 2019-2024, shared insights on the importance of personal branding and political communication strategies in the digital era. The event, which was attended by more than 50 students of the Communication Studies program, discussed how individuals and prospective leaders can build a self-image in the midst of the rapid development of information technology.
According to Angkie, everyone can build branding for themselves, such as President Jokowi who is known for his populist image. This branding can be achieved by maximizing soft skills and skill sets. She emphasized that in the digital era, soft skills such as problem solving, critical thinking, emotional intelligence, and adaptive ability are needed by Gen Z and millennials.
“Never be afraid of being wrong. In a fast-changing world, we must be able to think flexibly and solve problems in various ways,” he said.
In addition, she reminded the importance of maintaining a digital footprint on social media as it can affect future professional opportunities.
“Personal branding is the same as imaging, and that's not a bad thing,” she added.
Ahead of the 2024 political year, Angkie explained how political marketing is now shifting to the digital realm. Gen Z and millennials as potential voters are actively seeking information through platforms such as TikTok, Instagram and X. Storytelling strategies are considered effective to attract the attention of the younger generation. However, challenges such as the spread of hoaxes, polarization of opinions, and the role of influencers and buzzers in shaping public perception cannot be ignored.
Angkie also revealed the importance of the role of political consultants behind the scenes who develop communication strategies to increase the electability of prospective leaders. Meanwhile, communicators in front of the screen must be able to deliver messages with empathy, quick analysis, and the courage to take risks.
“In politics, often no answer is an answer,” he said, emphasizing the complexity of communication in the political realm.
The abstention phenomenon is also a concern in the 2024 simultaneous regional elections. Angkie mentioned that peaceful election campaigns sometimes fail to touch young voters. Therefore, it is important for candidates to convey messages with relevant language and use digital platforms favored by young people. Through this public lecture, students are expected to understand the importance of personal branding and adaptive political communication strategies in the digital era.
Author: Gisela Rara Wening Pinasthi (2022041101) | Editor: Muhammad Amas Dzulyana
