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Corona Outbreak Communication Emergency: The Importance of Trust in Dealing with Corona
JAKARTA, PRINDONESIA.CO – According to Jefry S., Head of Public Relations Information Services Sub Department of Surabaya City Government through written answers received by PR INDONESIA on Friday (20/3/2020), the communication aspect becomes very important in responding to Covid-19. Moreover, this pandemic is a type of crisis that has widespread impacts on society. "This crisis does not only occur on a city scale but also regional, national, even global," he said. In general, the Surabaya City Government already has a communication team consisting of the Public Relations Division and the Agency of Communication and Information. However, because the Covid-19 issue is a serious and large-scale issue, a special task force was formed by the Surabaya Mayor, Tri Rismaharini. The communication team members include the Public Health Agency, the Communication, and Information Agency and the Public Relations Department. Its existence aims to ensure communication patterns run more seriously and structured. This team has the authority to explore and determine what information can be published to the public. "Of course, by still referring to the communication protocol that has been announced by the Central Government," said Jefry while emphasizing the key to success in synergy across sectors is trust. According to Jefry, the Covid-19 communication protocol stage refers to the existing communication guidelines, but with some adjustments, such as prioritizing issues related to Covid-19 and striving to speed the delivery of information so that there is no panic or information bias in the community. In addition, the Surabaya City Government Public Relations are also required to be able to develop a wider angle so that the public can obtain more complete information. Starting from the hospital side to the efforts that have been made by the Surabaya City Government. Race against Time Jefry continued, in authority, the Public Relations Department and the Department of Communication and Information of the Surabaya City Government is the one that directed the information released to the public in terms of timing, strategy, and execution. "The key is to control the public so that they do not panic, but still alert. The public also knows what they have to do," he said, adding that the Surabaya City Government appointed the Head of the Surabaya City Public Health Agency as the spokesperson. While the Public Relations and Communication and Information Agency helped prepare materials and input on communication strategies to the spokesperson. In order to make communication more effective, the Surabaya City Government involved community leaders. "By far the most influential figure is Mrs. Risma as the Mayor," said Jefry. "Have you watch the vlog of Mayor Risma educating the public about things to do in the midst of the outbreak of Covid-19?" he said as he asked. In addition, they are also collaborating with influencers such as e100, LoveSuroboyo, and AsliSuroboyo. All are willing to participate voluntarily. Jefry acknowledged the challenges that often arise in times of crisis like now are a race against time. "Every moment, even seconds, the development of information can change drastically. This is what we must continuously anticipate," he said. Surabaya City Government Public Relations also chose to focus on communication strategies that are also fast, like utilizing social media content including video, infographics, and photos. "The target is for these contents to reach the public’s gadget first," he added. A good communication strategy must also be followed by concrete actions. The Surabaya City Government's initiative should be appreciated. Starting from providing free masks, free coronavirus check services, building 140 portable washbasins, spraying disinfectants in a number of public spaces, to setting up sterilization booths. (rvh)
MAINSTORY || 08 April 2020
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Corona Outbreak Communication Emergency: National Communication Strategy Emergency
JAKARTA, PRINDONESIA.CO – While Indonesia is coping with the spread of the Coronavirus Disease (Covid-19) outbreak, this country is also faced with another crisis. Namely, the national level communication crisis. Maria Wongsonagoro, President Director of IPM Public Relations, believes that dealing with a communication crisis is like playing an orchestra. A reliable conductor needs to be able to guide each note that comes out of the instrument. The conductor referred to by Maria is a communications lead figure. His/her presence is absolutely necessary as the coordinator of all forms of communication delivered to the public. "This is a very arduous task," said Maria, who is also one of PR INDONESIA Guru, in the 6th Kopi Darat PR Rembuk forum in Jakarta on Thursday (6/2/2020). This figure has not been found in the government in handling the Covid-19 issue. For your information, in the afternoon, still, on the same day, the government finally officially announced KSP as the communications lead in handling the Covid-19 pandemic. Maria then described a series of heavy tasks that had to be carried out by communications leads. First, coordinate all the communications about the crisis in one door. Second, gathering all the information and materials needed related to the crisis, making analysis, scenarios, and communication strategies from time to time in accordance with the development of the crisis. Third, make a briefing document. Namely, the document that regulates communication strategies, key messages, and holding statements. "In a local company, all forms of crisis communication have been determined or written in the briefing document," she said. Simulation All one door information only comes out from the designated communications lead. With a note, the person concerned must be trained in conveying crisis messages/information in front of the reporters. Long before the crisis occurred, communications leads should be given training in crisis management and crisis communications leads. This procedure is known as issue management. Namely, proactive communication in handling issues before they develop into crises. This effort can be trained, one of them by doing simulations. "If we have known natural disaster simulations, communication simulations must also exist," she said, firmly. Maria did not deny that it was not easy to provide understanding to communication practitioners let alone to the leaders about the importance of managing issues or communication simulations. "They tend to underestimate things that haven’t necessarily happen," she said. One thing that is also important is activating the crisis center. From here all information goes in and out. "It must be done through one door," she said. Other things that need to be done are preparing material facilitators, monitoring systems, assigning staff, providing special space for the media, preparing materials, and communication content followed by press releases. Then, periodically provide reports to parties deemed necessary to know about the development of the crisis. The final step, but often ignored, is to create a postmortem report. Starting from the handling of crises and crisis communication, analysis of media coverage, stakeholder perceptions based on post-crisis surveys. "This report must be submitted to all parties involved," she concluded. (ais)
MAINSTORY || 08 April 2020
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Corona Outbreak Communication Emergency: Prioritize Solutions and Empathy
JAKARTA, PRINDONESIA.CO – As the capital city of the country and a city that is densely populated, the DKI Jakarta Provincial Government is well aware of the potential to become an epicenter of this epidemic is higher than other regions. Quick steps must be done. Atika Nur Rahmania, Head of Informatics Communication and Statistics Department of DKI Jakarta Province (Diskominfotik), through written answers to PR INDONESIA on Saturday (21/03/2020), said that to prevent this pandemic from spreading further, DKI Jakarta Provincial Government immediately coordinated with the Public Health Office of DKI Jakarta Province. Then, they formed a team for the Covid-19 Acceleration Task Force, invited the call center 112, and created a Covid-19 outbreak monitoring microsite that can be accessed via www.corona.jakarta.go.id. Specifically for the communication team, the DKI Jakarta Provincial Government formed the Covid-19 Response Team which was chaired by Catur Laswanto, Head of the Public Relations and Protocol Bureau of DKI Jakarta Province, and consists of joint regional organizations (OPD). OPD periodically informed the latest developments related to prevention measures and treatment of Covid-19. The information was then compiled by Diskominfotik as the director of publications related to Covid-19 information. The Diskominfotik would send a daily brief to reporters on duty at the City Hall. Then, packaging the information in a form that was easily digested and understood by the public in the form of videos and infographics, and then disseminated to various social media. Main Attention The communication aspect is indeed the main concern of the DKI Jakarta Provincial Government in dealing with this pandemic. According to Atika, this is in line with the message that is always instilled by their leader, Governor Anies Baswedan. Like the statement posted by Anies through his Facebook account. "The safety of citizens is first and foremost. That is why we always choose the policy from the beginning to submit open and regular updates to the citizens," he wrote. According to him, this step was a form of government responsibility. He believed that openness and the delivery of factual and regular information would make it easier for Anies and his staff, as well as the citizens, to act properly and avoid unnecessary panic. The DKI Jakarta Provincial Government also believed that the most appropriate communication strategy in the face of this pandemic must be to prioritize empathy and solutions. Like when Governor Anies asked all mosque administrators in Jakarta — before the Indonesian Ulema Council Fatwa to temporarily cancel Friday prayers — broadcast a recorded voice in the form of a message of caution towards Covid-19 during the Friday sermon. He also acted quickly to close schools and conduct teaching and learning activities from home, limit operational hours of public transportation, and call for a temporary halt to office activities to prevent the further spread of Covid-19. Meanwhile, to make the awareness message more easily understood by the public, the Covid-19 Response Team through Diskominfotik made a campaign video entitled "Don't Panic! Covid-19 Prevention Tips" and a preventive video for checking body temperature and good hand washing. They also invite the influencer @Kojekrapbetawi to arrange a theme song for Covid-19 outbreak prevention. Although in the end the Task Force Team was overhauled based on the Presidential Decree No. 7 of 2020, the public appreciated the quick actions and transparent communication that Anies and his staff had carried out. Atika ensured that the DKI Jakarta Provincial Government would comply with the decision. In the new team, Catur’s role was replaced by DKI Jakarta Provincial Government Secretary. The team also included the Regional Leaders Communication Forum (Forkopimda) from the Indonesian National Army, National Police, the High Prosecutors Office, the High Court, and wider elements such as the health, media, and public relations associations. (rtn/ais)  
MAINSTORY || 07 April 2020
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Understanding the Current Generation: Learn from Practical Experience
JAKARTA, PRINDONESIA.CO – Having a public relations (PR) team whose age is generally under 30 years makes Corporate Communication division of PT Telekomunikasi Seluler (Telkomsel) has its own story. Adita Irawati, former VP Corporate Communications of Telkomsel, was once in that position. Adita admitted that they are a creative and passionate generation. However, their understanding of PR is sometimes still limited to what is written in books or is still influenced by the impression of PR that is always beautiful and glamorous. Whereas PR is a dynamic world that does not only requires understanding of content, but also the context as a whole. "Actually, the PR world is much harder than that. It takes extraordinary understanding of the PR itself and the physical and mental strength of the practitioner," she said. Even so, the woman who has been experienced across the world of telecommunications industry communication saw that working with young people is always interesting. Millennial PRs usually have ideas that are out of the box. However, in channeling their energy and creativity, they must be given direction to remain in context. During the execution, for example, they often forget that there are corridors in the form of broadcasting ethics and other rules that apply in organizations or companies that must be followed. "The execution must remain in the box. This is what must be built continuously from young PR, " said the Special Staff of the Minister of Transportation for Public Communication. It is the duty of senior PR practitioners to be able to be a mentor as well as a coach about the real life of PR for millennial PR. Because the life of PR at the practical level is actually full of challenges and tests. To encourage this effort, Adita actively conducts sharing sessions with PR practitioners, especially those who are just starting their careers. In this way, she hopes that more and more mature PR practitioners will be born, who learn from practical experiences that may not be found in both textbooks and journals. These steps must be continuously carried out. Especially in this unlimited the era of communication, the challenges of future PR will certainly be harder and varied. The public spotlight on organizations or companies is higher and the potential for crisis is greater. Resilience It is at that time that tough PR figures who mastered various competencies are needed. Starting from understanding content, having good communication and listening skills, being active in building relationships, knowing the latest information on various issues on social media, to being good at using technology. "Even though the world is all digital, it does not mean we are ignorant of more personal direct communication skills. Because PR is also about the heart that cannot be replaced by technology," she said. By mastering those competencies, she is optimistic that the world of PR will be more advanced in the hands of millennials. Moreover, the digital era provides many facilities for them to take part in the PR world. A large number of digital communication channels makes PR able to carry out its communication activities faster, at any time, and in real-time. "This opportunity should be used as well as possible by them," she said. She also believes that they are capable of becoming extraordinary PR practitioners, with the condition that they want to undergo this profession and its dynamics seriously and professionally. The resilience of real PR will only be tested when they are in difficult conditions and crises. "To get to that position does require flying hours, never stops learning and continues to foster a mentality in order to become a PR that is resilient and wise PR in making decisions," Adita said. (rtn)
MAINSTORY || 30 March 2020
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Understanding the Current Generation: "Hi-tech", but still Humanist
JAKARTA, PRINDONESIA.CO – They are rated as the most creative and energetic. Its presence is expected to bring fresh air from the work atmosphere to changes so that the company can run according to the current era. It is no wonder that companies often involve and ask for advice from their employees that fall into the millennial category. Moreover, the company needs to understand the characteristics and actively make PR broadcasts or campaigns that involve Generation Y as one of the target audience/potential customers. Although the final decision does not fully use the ideas of the millennials. Surely, the seniors know better the conditions on the field, especially that she works in a State-Owned company that has many rules and is inseparable from government policy. In response to this, Nike chose not to draw conclusions immediately, but rather to examine the reasons behind the decision. "From there, I learned to listen," said the graduate of Political Science, International Relations and Affairs of Parahyangan Catholic University Bandung, wisely. Nike continued, Gen Y is indeed active and energetic, but Gen X has more experience. From there, these generations should be able to collaborate with each other and work hand in hand so that they can minimize the risk of plans made and know what will be built. On the other hand, the millennials workers also came to know what was needed from their existence. This method will further encourage the formation of a solid team which is an important element of a company's sustainability. Speaking of the future, it is okay for the world and the humans in it to be very hi-tech. But as a PR, we must still instill the importance of the humanist side in every relationship building. "Let technology facilitate the public, not distance the relationship," said the woman who adheres to the principle of "Dreams with your eyes wide open". Even so, PR must be up to date and reliable in utilizing technology as a tool to optimize their activities. The competencies PR need to have right now might still around 3D printing, artificial intelligence, augmented reality, big data, biometrics, business, cloud computing, energy, IoT, and others. However, this need will continue to develop as technology and business development grow. "As PR, we cannot be left behind," added Nike. She also plans to deepen the science of human capital to improve competence. Journalist Among the many PR practitioners under the age of 30 that were met by PR INDONESIA, Nike was one of the young PRs who began her career in journalism. Her experience as a television journalist helped here take part in the PR world. Especially, about the flexibility in opening and building networks that become her profession now. "We’re looking like we’re having an ordinary conversation, but actually we’re building relationships," said the woman who was named The 1st ICON PR INDONESIA 2016. Having a wide connection made it easier for the company. When difficulties come, they are willing to help, and vice versa. Seeing the enthusiasm of young PR to contribute, she is optimistic that their future will be better as long as they are consistent. "Consistency is indeed a problem for generation Y. They are easily got bored and leave if they feel like they are not growing," said Nike. So as not to lose the next generation, she hopes the company will recognize, understand the characters, and adapt. "The work culture should be flexible, not too many rules, but still responsible," she hoped. (rtn)
MAINSTORY || 27 March 2020
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Understanding the Current Generation: Choosing a Specific Skill
JAKARTA, PRINDONESIA.CO – After five years working in a multinational public relations (PR) agency company, Gusti concluded that PR is a very challenging profession. "Sometimes I like to feel stupid because there are always new things that I found every day," said Muhammad Gustiasa. The disruptive era reinforced the position of PR as an enabler of business. "PR must become business support for companies or clients," he said. Therefore, the responsibility of PR is no longer merely reaching the target exposure on the front page of well-known media, media engagement, or media coverage. PR activities must have an overall impact on managing issues, crises, internal and external relations, and ensuring messages are delivered, to behavior changes. To support their activities, PR must understand the information, issues, and the latest research results about the industry they manage. Especially as a PR at an agency company that handles clients from various industries. "PR is beyond reputation and 3600 communication," said the man who actively participated in various PR competitions during college. Specific This condition makes the PR function increases, starting from financial communication, development communication, brand communication, public affairs communication, and many more. Gusti continued, it's hard for a PR to become an expert in all PR functions. Moreover, the challenges of PR in the future will be broader. Therefore, future PR practitioners should determine their interest in mastering certain PR functions from now on. That way, they can focus early on to equip themselves to become a PR expert in the field according to their interests. "It's better to be specific. Where do you want to be an expert in? Because PR needs vary," said the graduate of the Department of Communication Science, Social and Political Sciences of Diponegoro University. He personally claimed to have a special interest in public affairs communication because it is in accordance with his character. Speaking about the dynamics of millennials generation PR, Gusti as well as his colleagues who are mostly under 30 years old, claimed to be too creative sometimes. The ideas conveyed sometimes are no longer out of the box, but like there is no box. "Meanwhile, we don't know what the execution is like on the field," he said. That is why there is the role of a supervisor who provides direction and guidance. "Besides being creative, they also want us to remain realistic," added Gusti. Luckily, the company where he works wants to adapt to the character of millennials who are known to be easily bored and generally refuse to accept jobs without clear goals and relevance. "From the beginning, my employer offered me a choice. So, I just do the work according to my choice," said Gusto who is also the former Chairperson of Research and Development of PERHUMAS Semarang. This condition makes him able to survive and motivated to continue to hone competencies as a PR because the space for learning is opened as wide as possible. The experience of doing a presentation in front of a client without being accompanied by a supervisor, for example, taught Gusti to listen, to convince clients who often underestimate, until finally reaching an agreement. "Public relations is the art of relationship," he concluded. (rtn)
MAINSTORY || 19 March 2020
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It's Time to Optimize Digital Data Technology: Hone the Ability to Analyze Data
With all the conveniences offered by machine learning and big data, the next challenge for public relations is to hone data analysis skills. This analysis is what will be translated into company strategy. JAKARTA, PRINDONESIA.CO – According to Nuraini Razak, VP of Corporate Communications Tokopedia, digital data technology for the public relations (PR) industry is the future. Using artificial intelligence, for example, allows PR practitioners to achieve objectives more effectively, efficiently, and on target. Digital technology offers benefits such as automating several processes, and is more efficient when dealing with numbers/statistics and on-line search," she told PR INDONESIA in Jakarta on Tuesday (18/02/2020). However, she emphasized that technology could never completely replace the role of PR. "The existence of technology is only as an enabler. The results of its utilization depend on PR," said the woman who graduated from RMIT University and Deakin University. The success of public relations cannot be separated from strategic, humane, and fundamental involvement. For example, building relationships with the stakeholders who need an emotional approach and conducting further analysis of the analytics produced by technology or machine learning. Based on her experience, the most important thing that must be prepared PR practitioners is determining the goals that need to be achieved. Thus, the development of systems and technology can be adjusted to the goals and needs of the company. These goals can vary, such as identifying sentiment on media coverage, social listening, to tonality analysis. The hard skills competencies that must be owned by PR practitioners include data literacy, statistical skills, and copywriting for social media, trend analysis, and web analytics. Meanwhile, the soft skills competencies that must be owned consist of planning skills, creativity, growth mindset, networking skills, and integrity. PR should also not rule out intuition and instinct. "Both are empirical towards the decisions and strategies made," she added. Sentiment Identification Nuraini said the initial utilization that companies often take after having digital data technology is to do sentiment analysis and brand mention. Digital data technology can be used to study conventional and digital media to see brand mention and determine sentiment in a public perspective. "The data collected can help PR practitioners to identify what the public thinks about a particular brand or campaign," she said. One example of the use of artificial intelligence (AI) in the Corporate Communication of Tokopedia team is the AI-Powered Sentiment Analytical Tool. A tool that serves to identify the sentiment of every news with Natural Language Processing (NLP). With this system, data analysis which usually requires five people for six hours per day can be completed in seconds. Nuraini said, the utilization of digital data technology in Tokopedia, both the AI team and Media Intelligence (MI), was carried out independently or in-house. Both are under the Corporate Communication Division. In particular, the MI team is tasked with conducting in-house media and issue monitoring, data analysis, competitor analysis, research, and data-driven recommendations, to predict and anticipate risks by observing patterns and trends using big data, including building their own data collection systems and managing high-quality databases with a variety of matrices. (rtn/rvh)
MAINSTORY || 16 March 2020
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It's Time to Optimize Digital Data Technology: The Urgency of Public Relations in Understanding SEO
JAKARTA, PRINDONESIA.CO – The statement above sounds striking. However, it might happen if public relations (PR) practitioners are not able to produce content that is search engine friendly. Yes, in the midst of the development of the digital world, search engine optimization (SEO) is believed to be the most effective way to place sites or news content created by PR to be indexed by search engines like Google. The goal is none other than to get ranked on the first page of Google while defeating other competing sites. Because PR is now not only required to produce content, they must also be able to ensure that the content is right on target and read by the intended audience. According to Charlie, SEO is able to create a million opportunities if we are good at maximizing its existence. Starting from making content that is easily found by audiences on the internet, appearing prominently on Google's main page, increasing website traffic, to increasing the volume of visits on landing pages naturally/organically. "Because basically, Google's main page can be engineered," Charlie said. Charlie continued, that way SEO indirectly will improve the company's business that is sustainable. "The use of this technique is like a competition. Who has the best style, he will be on the first page of Google search," said the founder of the digital agency GALASEO. In fact, almost 95 percent of people access information through their mobile phones. Either directly through search engines, social media, or visiting a site based on the advice of others (referrals). Therefore, Charlie said that PR must ensure that the content is adorning the entire page of the targeted reader. "But don’t spam," he said firmly. Content Optimization To optimize the name or title of the content/product, the man who is also the co-founder of Tagar.id gave several tips. First, adjust the title with the desired keywords. Because the best titles are those that contain keywords. Second, make a title that is simple and easily understood by the target audience. It’s related to SEO techniques for keyword placement. Third, do variations of keywords to gain more targets. This step is needed to reach a wider target audience. Fourth, put the name/title of the brand/content in the image description when filling in the data. Fifth, avoid making titles that are too long. "A title that is too long will make it difficult for us to get targets in search engines. It's better to be simple, understandable, and contain keywords," he said. In facing this new and dynamic world, Charlie urged public relations to be able to adapt, focus on learning new things, willing to practice, innovate, and not be afraid of failure. "In the end, we will find our own way," he added. Imagine if a PR practitioner is able to master communication and master the digital world. The results will be extraordinary. He emphasized, one thing for sure, reliable content producers will lose if the content is not able to be indexed properly by search engines. (ais)
MAINSTORY || 16 March 2020
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Content is King, Distribution is Kingdom
JAKARTA, PRINDONESIA.CO – The content uploaded on digital media makes search engines automatically only display content that is personalized or in accordance with the user's consumption habits. There is an algorithm behind it all. "So, the content that we upload is not necessarily immediately read by everyone. Until we know the new term, content is king, and the distribution is its kingdom," said Anton William, Vice President Marketing of Kumparan, to PR INDONESIA in Jakarta on Monday (10/2/2020). He continued, "For example, we have a Facebook fan page, out of a million followers, at least one percent is read. But it’s on target." This is what then creates the phenomenon of getting the attention of the audience feels expensive because everything is getting more personal. So, how do public relations (PR) practitioners work so that any content created can be right on target? Anton said that it was important for PR to understand search engine optimization (SEO) and the workings of the algorithms of each social media platform. The tips, first, make sure PR has keywords that are relevant to the content/brand/company. "This keyword is what we will embed later on each uploaded content, both in the title and description," he said. Second, the consistency of keywords. For social media, public relations can use hashtags. Hashtag serves as a shortcut for content to meet directly with its audience. Third, virality. Create content with a variety of formats, creative and able to attract attention. With a note, not a clickbait. The form can be infographic or video. "In essence, the content is able to lure people to stop doing their activities and last long enough to enjoy it," Anton said. Creating content that contains a viral element, the aim is none other than that people are interested in spreading to more people. This is based on human nature that tends to want to be the first person to preach important information to colleagues around them. Finally, it's time for PR to collaborate with an IT team that is competent in SEO. Advantage The ability to maximize SEO is useful for PR to target the same audience over and over again. This method allows the content to be distributed according to the target. In addition, through targeting and retargeting techniques, the opportunity for the person to understand the message and interact is increasingly high. This step was done by Kumparan. The first platform in Indonesia that combines journalism-based technology also utilizes an internal tracker to produce content. Through this method, they can absorb the habits and activities of their readers and then make recommendations in making the next content. "Knowing which articles are the most popular and from which category, will be a strategy for us to create future content," Anton said. One more thing that must be a concern for PR in the digital age is machine learning. Therefore, according to Anton, there are at least three competencies that must be possessed by PR. First, being able to create content in various formats. Second, in making ideas/content, it must be based on user behavior. Third, master the distribution patterns that are right on target. (ais)
MAINSTORY || 12 March 2020

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