LIKEABILITY FACTOR AND PUBLIC PERCEPTION IN INDONESIA SPOKESPERSON AS A PUBLIC CAMPAIGN REPRESENTATIVE DURING COVID-19

• Main Author: Kamili Juliandri Ibrahim, Lutfi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70688
• Institution: Institut Teknologi Bandung

In communications, a spokesperson plays a vital role in public outreach and conveying the organization’s message. During the COVID-19 pandemic, the government appoints five people to be the representatives of the Indonesian government institutions. To perform effectively, a spokesperson must consider their ‘likeability,’ which comprises three facets: attractiveness, credibility, and congruence. The study explores the elements of likeability through digital listening, survey, and in-depth interviews with the media. Digital intelligence finds that the topics or conversations that were disseminated through a spokesperson tend to be covered in positive to neutral tonality. And then survey shows that physical attractiveness, trustworthiness, and expertise similarly influence a spokesperson’s likeability. Lastly, the in-depth interview explored the role of a spokesperson and what element of likeability is the most crucial from the media perspective. The interview finds that the media emphasizes expertise and trustworthiness more than physical attractiveness. Additionally, there are inherent expectations for the spokesperson to be committed to a working relationship with the press. The study findings will be beneficial for a future spokesperson who deals with a similar situation as the COVID-19 pandemic. The study will provide references and information for preparing future strategies as a spokesperson.