If Risma's Imaging Is A Marketing Strategy, Then The Social Minister Is Successful

JAKARTA - The Minister of Social Affairs, Tri Rismaharani, does not seem to want to stop being a topic of public discussion. This time, a viral video shows him scavenging rocks to close the hole using his hands. While the men around him took the stone using a shovel or hoe.

According to a press report from the Ministry of Social Affairs website, Risma is currently in the area of the Mount Semeru eruption disaster in Pronojiwo District, Lumajang Regency. Risma did a number of things, including getting out of the car and scavenging rocks to cover potholes in the road.

Previously, Risma checked the public kitchen established by the Taruna Siaga Disaster (Tagana) at the Sumber Urip Village office, Pronojiwo District. Risma then seemed to stop at several roads and distribute food aid.

The convoy of the Social Minister's official vehicles also stopped several times. In the midst of heavy rain, the Minister of Social Affairs got out of the car to scavenge stones and sand to cover the holes in the road.

Social Minister Risma also reportedly visited a public kitchen in Sumber Wuluh Village, Candipuro District, Lumajang Regency. The former mayor of Surabaya also checked the list of refugees to ensure the public kitchen's ability to meet the needs of the refugees.

The presence of the Minister of Social Affairs is also to ensure that logistical assistance is sent to the disaster area. Another thing that has become a topic of discussion again is that Social Minister Risma questioned the Head of the Mount Semeru Observation Post, Liswanto, regarding the evacuation location of residents.

Risma also asked about the issue of evacuating residents to safer places. Risma also asked what recommendations were issued by the observation post. He asked Liswanto to send a list of recommendations for safe areas for refugees.

Social Minister Mrs. Risma visits victims of the eruption of Mount Semeru, East Java🤦😎 pic.twitter.com/9U18PUNALg

— Lαทջ¡Շ Aώℯℛα★᭄ꦿ᭄ꦿ (@Men_5unyi) December 5, 2021

It is still clear in our memories, Risma has also drawn controversy after forcing the deaf to speak. At that time, Risma said that God gave her eyes, ears, and mouth to maximize their use.

At that time, Risma was attending the commemoration of the International Day of Persons with Disabilities, on December 1, 2021. Risma saw an exhibition displaying the works of children with disabilities. Then stopped in front of a painting made by the deaf.

After the deaf person finished his painting, Risma asked him to go up to the stage. There were two children who climbed the stage, Anfiln and Aldi.

Quoting a VOI article entitled Bu Risma, God Also Gives Brains and Conscience to Understand Each Other Not All of Us Are Equal Even Though We Should Be Equal, Anfil is a person with a mental disability and is deaf.

He was asked to convey words to Risma directly. Anfil spoke. Meanwhile, Aldi, who is a person with autism and communication disorders, was also asked to speak. But Aldi rocked. His request went unanswered, Risma then said:

"You are now asking me to talk without using a tool. You speak Aldi ... Can you talk."

Risma's attitude was then responded by a deaf person named Stefan. Stefan is a man who appears in many video clips circulating. Stefan tried to explain to Risma about the importance of hearing aids for people with hearing impairments.

Stefan even mentions the importance of hearing aids like treasures. Instead of trying to understand, Risma actually advised Stefan back.

"God gave us a mouth, gave ears, gave us eyes. What I want to teach you, especially children, who uses hearing aids, is that they don't have to be mute. Actually, they don't have to be mute. So that's why you forced me to you guys to talk. I really force you, so that we can maximize what God has given us," Risma said in a video uploaded to the Ministry of Social's YouTube account.

Actually, there are many other attitudes or words of Social Minister Risma that have made many people frown. Since she was still the mayor of Surabaya, Risma has been famous for her angry style or taking to the streets doing things that seem to help the community.

The image that Risma builds in front of the camera sometimes looks annoying. But from a marketing point of view, Risma's image, including one that often gets angry or even invites anger, is her advantage. Risma provokes the audience's emotional bond: emotional connection.

As discussed in the VOI article entitled Different but One Goal: Personal Branding Erick, Sandi, Risma Who Failed to Surpass Jokowi, attracting emotional bonds is very important because there are not many public figures who can provoke emotional bonds. Risma has something authentic. Even though there are things that create a negative image, in terms of publicity, Risma is successful.

"He (Risma) came from Surabaya to become a minister, just angry, angry. It's authentic. Even though his anger can be ugly. It's viral, right," said business and marketing analyst, Yuswohady, when contacted by VOI on October 7, 2021.

"... The best political communication is not putting up billboards like Puan, but when it goes viral. It immediately pops into the minds of the audience," added Yuswohady.

So, you could say getting angry or taking to the streets like Mrs. Risma is her current personal branding. It also increases awareness.

Yuswohady explained that awareness is the earliest stage in the basic personal branding strategy. We'll see the current situation, no one doesn't know Risma. Regardless of how annoying Risma is, we are all aware of Risma's existence.

*Read other information about POLITICS or read other interesting articles from Putri Ainur Islam.