Branding Buzzer: Implementasi Dan Implikasi Pada Hubungan Masyarakat Pemerintahan: Buzzer Branding: Implementation and Implications for Government Public Relations

Digitization makes changes in behavior communication of individuals or groups/organizations in all aspect, also in public relations. Internet stimulates changes of the government's public relations strategy from conventional to digital. Buzzer is one of the emerging phenomena and its use is currently tend to increase. The principle is similar with the concept of electronic-word of mouth. This is descriptive research with literature review‘s method. The authors conducted literature search through google scholar by using keyword buzzer, buzzer in government organizations, corporate branding, and digital public relations. Literature must be published in the last 20 years. Analysis was done by dividing into several subtopics include theory and concept of buzzer, practice and mechanism of buzzer, digital public relations, the concept of branding buzzer, buzzer phenomenon in Indonesia, and buzzer in government organizations. The results show that buzzer was initially used as promotion, but now broadly used as a strategy to win a certain political candidate. Government public relations use buzzer so that its programs get attention from public by becoming trending topic on social media. Government PR is also use