Public Relations Strategies to Built Financial Technology (Fintech) Awareness The 'Koinworks' Way

摘要

Traditional way of financing has been shifted by financial technology. This situation is supported by demands coming from unbanked people and small and medium enterprises (SMEs). By the end of 2016, only 36% of Indonesian adults have an account at the formal financial institution, while 49 million SMEs units were not bankable as shown on Indonesia Fintech Report 2016. As one of financial technology (fintech) players in Indonesia, KoinWorks provides peer-to-peer (P2P) lending system. However, because of the new concept of financial industry, people still have a low awareness of fintech institution, especially Koinworks. This company aims to acquaint to public the advantages of fintech institution utilizing public relations (PR) roles and strategies. Its PR department is expected to reach communication goals, including increasing the brand awareness. This research employed qualitative approach and the data were primarily collected through in-depth interviews with four purposively-chosen participants. This study concluded that all Marketing PR strategies were executed by marketing and public relations and strategies that were optimized to build the brand awareness were events, news, speeches, and sponsorships.