The success of digital marketing is determined not only by production patterns but also by the orchestration of effective marketing campaigns through strategic communication and public relations practices. Communication Science plays a pivotal role in the digital marketing era, particularly within the realm of Public Relations (PR).

Current efforts to increase exposure highlight that communication is no longer merely an exchange of information; rather, it serves as a simultaneous driver of cognitive shifts. A collaborative study by Communication Science lecturers from Universitas Dian Nusantara (UNDIRA)—Dr. Algooth Putranto and Jamalullail—alongside Valerii Vitaliyovych Marchenko, a scholar from NAKKKIM Kyiv, Ukraine, reveals deeper communicative aspects of marketing campaigns and their interconnectedness with modern public relations practices.

Regarding the nexus between modern PR and marketing campaigns, academic research indicates that modern communication—especially within the digital sphere—no longer simply directs opinion. It actively seeks to shape public perception through discourse paired with tangible action.

While leveraging trends and viral phenomena remains a key driver for successful PR and marketing campaigns, creating effective two-way communication requires the involvement of prominent figures, or influencers. The sustainable ecosystem fostered by influencers provides opportunities not only to maintain public retention but also to catalyze strategic, long-term collaborations between partners.

According to the study by Dr. Algooth Putranto and colleagues, modern PR—and by extension, digital marketing and branding—now focuses on appeals rooted in humor, source attractiveness, emotional resonance, and levels of popularity (pertaining to both phenomena and figures).

Simultaneously, this is further elucidated through the Elaboration Likelihood Model (ELM). In this framework, the PR practices employed by influencers through various methods play a critical role in shaping the audience's mindset and actions based on the messages conveyed. This approach is considered highly strategic, given the current high demand for content and the rapid pace of information access.

Furthermore, from a communication standpoint—specifically interpersonal communication supporting the ELM concept—the interaction patterns created by responsive influencers are viewed as positive factors in maintaining brand image consistency and the influencer’s own public persona.

In related fields, particularly the psychology of communication, the consistency of brand image, PR practices, and interpersonal communication between influencers and their audiences fosters a unique sense of trust. This trust is found to outweigh the impact of statistical data or the institutional representation of the influencer—a phenomenon known as the "Singularity Effect." This effect is capable of overcoming the engagement limitations inherent in traditional media or one-way communication patterns that rely solely on "information dumping" without intensive or periodic interaction.

Despite its efficacy in sustaining marketing campaigns, the study also indicates that authenticity, the knowledge gap regarding products, and the influencer’s self-image must be grounded in honest discourse. Ultimately, public perception can be the "make or break" factor in product disclosure and interpersonal relationships. Consequently, these factors remain significant considerations in the implementation of influencers within PR and marketing campaign practices.

In conclusion, Dr. Algooth Putranto’s research encapsulates both sides of the coin: the perspectives and the challenges of PR implementation within the influencer workflow. Moreover, the study demonstrates that communication patterns are neither monotonic nor linear. Instead, there are multifaceted pathways and levels of depth within the study of Communication Science—ranging from the analysis of human cognition and behavior to relational communication and effective marketing techniques in this fast-paced digital era.

Source of Reference:

Putranto, A., Jamalullail, & Marchenko, V. V. (2025). The Opportunities and Challenges of Influencers Collaboration in Modern Public Relations Communication. Jurnal Communicology: Jurnal Ilmu Komunikasi, 13(2), 268-282.