Q. In a highly digitalized landscape, how does Foniks ensure that traditional PR tactics still resonate with audiences while integrating seamlessly with digital strategies?

Iwet: At Foniks, our foundation is in traditional PR. We still maintain essential elements like press releases, media relations, and press conferences. However, times have changed, and PR now goes beyond just the media. We aim to shape narratives, which means our approach combines traditional methods with digital strategies. Modern audiences engage more through digital touchpoints, especially on social media. That’s why we use platforms like Instagram, work with influencers, and tap into online communities. But, we don’t leave conventional media behind. Its role is crucial in validating and providing context to digital narratives.

Q. What are the key elements Foniks prioritizes when designing a PR campaign to navigate potential crises, particularly in sensitive markets or during socio-political challenges?

Iwet: At Foniks, we focus on narrative-building as our core strategy. We see ourselves as a "Trendvertising" agency, where our aim is to create lasting trends. To manage crises, we use an orchestration strategy, blending influencers, communities, and media into one cohesive narrative. Take, for example, our work with Unilever during a product boycott. Instead of traditional contributions, we focused on empowering local communities, creating goodwill, and naturally shifting the conversation. Our orchestration approach ensures that our clients’ brands remain safe while controlling the narrative, even in challenging situations.

Q. With audience trust becoming more fragile, how does Foniks approach the balance between authenticity and brand messaging, especially in influencer-driven campaigns?

Iwet: Authenticity is key, but we never lose sight of the brand's message. At Foniks, we avoid just sending influencers a checklist of key selling points. Instead, we carefully guide them with a strong central message, allowing them to maintain their personal style while ensuring the core message stays intact. We also incorporate trend-jacking, riding current trends while weaving the brand’s message into the context. It’s a delicate balance, but by staying on top of trends and keeping our messaging clear, we maintain authenticity and trust.

Q. How has the rise of real-time social media platforms impacted Foniks' approach to crisis management and rapid response PR strategies?

Iwet:  Social media plays an enormous role in how we handle crises today. In the past, PR crises were mainly managed through traditional media. Now, we need to work quickly across multiple platforms, involving influencers and other digital players to build and manage the narrative. Social media allows us to react instantly, but it requires a larger, more coordinated effort. It’s crucial, and often more costly, but it's become essential in modern PR to ensure that the message spreads effectively and in real-time.

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About Foniks:
Foniks is a Trendvertising agency that helps brands solve marketing problems through creative ideas, targeted media placement, and influential communities. Foniks believes true integration goes beyond just making great ads, focusing on amplifying the message and fostering brand advocacy. 

Learn more about Foniks: https://www.instagram.com/foniksid/ 

For more information, please contact:
Iwet Ramadhan
Managing Director of Foniks
e: iwet@foniks.id