Last Updated: 11 months ago
Bogor, Pelitabaru.com Every region now needs to find an identity again, build an image and reorganize interesting differences as a destination for domestic and foreign tourists. The concept known as City Branding came to the fore again when Communication Science Lecturer at the Faculty of Social and Political Sciences and Computer Science (FISIPKOM) of Djuanda University (Unida) Robby Firliandoko became a guest speaker at the Live Instagram PR Insight program organized by 2N PR Navigation and Nagaru Communication on Saturday (10/6/2023). Interestingly, Robby, who is also the Head of the Unida Communication Science Lab, said that the community has an important role in building an image for a city. "The community is part of the hexahelix stakeholder along with academics, business, media, government and aggregators," said Robby. The young lecturer who is also the Founder of Bogor Ngariung said that the community is one of the important stakeholders because it moves from the heart, moves based on love and is consistent. "Many cities have received a good image because of their community movements, in Indonesia alone there are 4 cities that are members of the Unesco Creative Cities Network (UCCN) and get the title of creative cities such as Pekalongan Kota Kriya, Ambon Kota Musik, Bandung Kota Desain and Jakarta Kota Literasi. Another example is the consistency of the Jatiwangi Art Factory (JAF) community which has succeeded in building Majalengka's image as the Terracotta City," Robby explained. In the Live IG hosted by Shakilla, Robby reminded that to be able to build a city image, it needs the involvement of various parties to explore identity and potential and then agree on a common direction in building a shared vision. Community involvement is important because the community movement is timeless, just like the duration of the government that changes every few years. "The image of the city is not just a tagline or vision or even a medium or even long term program of the government whose regional heads change, but it needs a long term in agreeing and delivering it. For this reason, the role of the community where people who live in the area need to be present consistently," he added. Finally, Robby also reminded again that the image of the city in City Branding is not only for tourism, but it can be an investment city, a city to live in or a city to study.(*) Source : https://pelitabaru.com/dosen-fisipkom-unida-komunitas-punya-peran-penting-dalam-membangun-citra-kota/