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Ammunition to Deal with Crisis
JAKARTA, PRINDONESIA.CO – Like the Latin proverb si vis pacem, para bellum, which means whoever wants peace, prepare for war. This condition also applies to public relations (PR). What kind of preparation of war? “Preparation to face a crisis,” said Firsan Nova, Managing Director of Nexus Risk Mitigation and Strategic Communication, while speaking at the #5 PR INDONESIA Jamboree (JAMPIRO) in Bali on Wednesday (10/30/2019). The first step is to identify the elements of crisis. The element starts with shock, denial, anger, bargain/hope, depression, and acceptance. Then, identify the situations that have the potential to become a crisis, such as health issue, safety and security, financial, environment, disaster, business practices and ethics, law, employee error, customer complaints, availability of goods to advertisements produced by the company that is found to contain misleading content. After that, identify the stakeholder that has the potential to be the source of a crisis both from the internal and external circle. According to Firsan, there are two efforts that must be carried out by PR in relation to crisis, namely curative and preventive effort. A preventive effort, for example, fostering public trust towards the company, maintaining good relations with the government officials, building a fortress from the bottom line of the marketing chain, and preparing crisis management program. Meanwhile, the curative effort includes identifying, isolating, and handling crises. Crisis influences three things, namely image, reputation, and financial stability. PR task is to isolate crisis both from the impact and the issue so that it doesn’t worsen. “During a crisis, we don’t see the scale, but we see the impact instead,” said the man who was speaking about PR crisis and issue management. How big is the impact of the crisis on the company? “The more serious the potential, the bigger the crisis that we will be faced,” Firsan added. Create Guidelines What must PR do? First, do in-depth data and factual observation. “Create opinion leader map analysis, conduct media analysis, handle the issue in accordance with the business characteristics,” he said. Then, prepare information package, issue limitation, and its impact, position the company image, crisis center team, and appoint an unofficial spokesperson. Firsan said that the tips are honest, repeat the message as often as possible, know and choose the right communication channel according to the targeted audience, think for a long term plan, be open to receive feedback, both in a form of suggestions and critics. Therefore, emotional intelligence is one of the competencies that PR must-have. In addition, communication skill, confidence, empathy, willingness to listen, open-mindedness, and etc. “The skill to respond to everything calmly is important. We don’t need to be angry when we’re being insulted, and don’t hover when we are praised,” he said. Firsan also shared effective crisis communication guidelines. It consists of identifying the speed of a crisis, responding quickly, supporting with data, forming a crisis team, ensuring PR gets direct access and trust from the CEO. “The last one is important because it will greatly impact the decision making during a crisis,” concluded Firsan. (rtn)
MAINSTORY || 23 December 2019
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Crisis Guideline: Don’t Wait for Crisis
BALI, PRINDONESIA.CO – Marianne Admardatine, CEO of Wunderman Thompson, said that in theory commonly studied, crises are classified into seven categories, such as technology crisis, financial crisis, natural crisis, crisis of malice, crisis of deception, crisis of organizational misdeeds, and workplace violence. Today, four additional categories appear, namely hoax, radicalism, religious exclusion, and mislead social behavior. According to a research presented by Marianne, 80 percent of crisis is caused by public opinion, while 69 percent of crisis comes from small things that were not handled until they accumulate into large ones. From this data, it can be concluded that there are always signal of crisis. “PR practitioners need to be diligent in observing and being a good listener in order to detect crisis symptoms early. Because, crisis is an escalation product and needs to be identified early,” she said in Bali on Wednesday (30/10/2019). 4R Therefore, it’s important for institutions/corporations to have crisis management system that consist of crisis communication guidelines and crisis mitigation. There are 4R in crisis management, namely readiness, radar, response, and recovery. As the name implies, readiness prepares institutions/corporations in facing crises, starting from forming a special crisis management team which includes crisis advisor and social media expert. The specialties of the crisis advisor needed are media relations specialist, operations liaison, spokes-person, legal team, and PR specialist. Meanwhile, the specialties of the social media expert team include social strategist, social media/community manager, social analyst, search specialist, and content producer. Then continue to the second R, radar. It starts from creating a Response Management SOP and Crisis, initiated by monitoring and message evaluation. Monitoring is done by monitoring tweets, videos, photos, forums, and blog posts related to the company and the trend that is related to the brand. Then, evaluate messages to determine the priority scale. “There are two key factors to detect the level of message urgency. First, relevance, tone, volume, and the speed of the message circulation. Second, how big the influence of the party who delivers the message,” Marianne said. Third, response. Response scenarios for each level of message urgency must be prepared from the start. Don’t wait for crisis. Starting from the green code (the message contains a low threat and uploaded by a less influential party). If the threat accompanied by data, immediately give response on social media and official website of the company. Perform routine monitoring of the issue. Yellow code (the message is quite threatening and delivered by a more influential party). Complete all steps needed for the green code first. After that, perform monitoring and reporting twice a day. Make an official clarification on various social media and company’s official website. Warn and prepare responses for the employees, stakeholders, and partners so that they are ready at any time if involved. Red code (highly threatening issue, delivered by an influential individual/organization). Complete all actions needed for green code and yellow code as soon as possible. Make sure there is a synergy between call centers, spokesperson, and operational.  Develop response tactics ranging from responses on social media, marketing through search engine, collaborating with conventional media, upload information routinely through company’s official website. “All responses issued, especially in times of crisis require speed, credible resources, and high control,” Marianne said. Last, recovery. Recover the reputation by making reputation builder analysis. Conduct strategy audit and social media tactics. Create a reputation growth plan and protection, build an effective narrative structure and content strategy. Finally, activate the plans and immediately restore the image of the institution/company. “This crisis communication guideline needs to be arranged in order. If possible, create a crisis management application, Marianne concluded. (den)
MAINSTORY || 11 December 2019
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ROUND UP: The Importance of Crisis Guidelines
JAKARTA, PRINDONESIA.CO – This condition is reflected from the lack of enthusiasm of participants who are participating in the competition for the category of Crisis Management Guidelines at the 2019 PR INDONESIA Awards (PRIA). According to Maria Wongsonagoro, a judge for the category, one of the reasons could be because the participants who had participated before did not have anything new that was prominent and could be shown to the judges. Maria who is also PR Consultant and President Director of IPM Public Relations said that crisis guidelines must be updated every year, even activated by holding training and simulations. “If it isn’t like that, how do we know we’ve battle-ready?” She asked. She was also concerned because she still found a crisis guideline which content is less detailed and systematic. “If it’s difficult to a crisis guideline, it is better to accompanied by a mentor,” she said. In line with Maria, Nico Wattimena who was a judge of 2019 PRIA for the same category believed that crisis guidelines must include lesson learned. Therefore, revealed the issue, the crises, and the way to handle it clearly. Improve Marianne Admardatine, CEO of Wunderman Thompson, takes this condition seriously. Especially that the era of disruption has created a new category of crisis. “If in the past we only knew seven categories, now there are four new categories, hoax, radicalism, religious exclusion, and mislead social behavior,” she said while speaking at the parallel workshop session of the PR INDONESIA Jamboree (JAMPIRO) in Bali last October. Therefore, are we still delaying having a crisis guideline? According to research presented by Marianne, 80 percent of crisis was caused by the public opinion, while 69 percent of crisis came from small things that were not handled until they were accumulated into large ones. From this data, it can be concluded that there are always signals of a crisis. The question is, when it happens, are we ready to activate the 4R system (readiness, radar, response, and recovery)? “Crisis communication guidelines need to be arranged in order. If it’s possible, create a crisis management application,” she said. According to Firsan Nova, Managing Director of Nexus Risk Mitigation and Strategic Communication, it is better not to wait until the crisis occurs. Especially when everything is online, a new formula applies. Good news travels fast, bad news travel faster. When a crisis occurs, it will impact three things at once: Image, reputation, and financial stability. Firsan stated that there are two things that must be done by PR in relation to the crisis. First, curative efforts (identifying, isolating, and handling crises). Second, preventive efforts (fostering trust, fostering good relations with government officials, building a stronghold from the bottom line, and preparing a crisis management program). When the crisis has occurred, do an in-depth look at the data and facts. “Create opinion leader map analysis, conduct media analysis, handle the issue in accordance with the business character,” he said. Then prepare information package, issue limitation, and its impacts, position the company’s image, the crisis center team, and appoint an unofficial spokesperson. Learn from Experience PT Pertamina EP Jatibarang Field is a company that has reaped the benefits of having a crisis guideline. Such as when the subsidiary of PT Pertamina (Persero) handled a crisis during a swamp gas burst around the BDA-02 (Bangdua) well of Pagedangan Village, Indramayu Regency, in 2018. With the existence of crisis guidelines, the company did not only succeed in compiling a correct analysis so that they could take appropriate action, but were also quick to help, and communicate so that the crisis was handled fast. Another agency that also has a crisis guideline is the Ministry of Tourism. The Ministry, which now becomes the Ministry of Tourism and Creative Economy (Kemenparekraf), believes that the existence of the crisis manual is important in order to maintain the sustainability of a conducive tourism ecosystem that has the capacity and resilience to crisis threats and risks. The ministry which is currently led by Wishnutama formed the Tourism Crisis Management, a section that specifically handles tourism crisis management within the framework of tourism public relations and operational response. This section is permanent and works regularly under the Public Communication Bureau. Meanwhile, on a more complex crisis, Kemenparekraf has an ad hoc institutional platform called the Tourism Crisis Center (TCC). As a province with the largest population that reaches 18.3 percent of the total population of Indonesia, West Java has a lot of potential as well as issues and crises. Having a crisis guideline is a must. In managing and dealing with issues/crises, the West Java Provincial Government prioritizes RAC (Responsive, Adaptive, and Cohesive). Responsive means being sensitive to potential issues and responsive to solving problems. Adaptive means easy to adjust to conditions when needed, while cohesive means have one voice, command, and united. The Surabaya City Government has six steps of issue mitigation which are always applied consistently by the Surabaya City Government Public Relations team. The first step starts with an inventory of issues every day from the printed media. The executive summary must be reported to the leadership – in this case, the Head of Public Relations – to be subsequently forwarded to each Regional Work Unit. According to Febriadhitya Prajatara, Head of Public Relations Division of Surabaya City Government, an executive summary is needed to control issues that are circulating in the mass media. Meanwhile, for Danone Indonesia, crisis guidelines must include trace and detail elements. They also emphasized the importance of a team during a crisis. In fact, the teams should be permanent and its existence is strengthened by a Decree. According to Arif Mujahidin, Communication Director of Danone Indonesia, crisis resolution will be faster if supported by clear discipline and guidance. The core members of the crisis management team understand their duties and roles when dealing with a crisis. It would be more perfect to regularly conduct training simulations and audits. “The more often we hold simulations and training, the more we are ready to face the crisis. The potential of crises are quickly detected and easier to suppress,” Arif said. (Ratna Kartika)
MAINSTORY || 11 December 2019
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Digital PR: Engagement is More Important than Followers
JAKARTA, PRINDONESIA.CO – As stated by Deden Purnamahadi, Business Director and co-founder of Crimson Agency, through a written statement to PR INDONESIA on Friday (11/10/2019). “Digital PR is more than just managing social media. Digital PR is about how PR practitioners utilize the digital ecosystem to build public trust in the company,” he said. The existence of digital and technology is not a threat. On the contrary, they help the work of PR, because, through digital technology, they can reach more audience according to the desired profile. PR can also measure the effectiveness of messages, including criticisms and suggestions from the target audience. Therefore, in today’s era, PR must be able to integrate PR traditional approaches with digital PR. Why? Because the difference is only the channel, while the message is still the same. “Here comes the challenge of PR. They are required to be able to convey messages properly according to the type of channel,” Deden said. Even so, Deden summarized that there are at least three things that PR must be aware of when managing and maximizing communication strategy through digital. First, thumb is a brand killer. Through smartphones, everyone can express their opinion easily through social media. Therefore, PR should not underestimate messages from consumers. Second, check the search engine findings of the company. Keep ensuring that that search engine findings with company or brand keywords are all in positive sentiment, at least for the first three pages. Third, do not be fooled with the aim of increasing the number of followers and fans. “The important thing is not the number of followers, but what we will do with them,” he said. All social media platforms provide paid features to share content to a wider audience than the number of followers. “Now, many things happen and it’s easier if it’s done in digital, including reducing crisis and building engagement with the target audience,” he said. Increase Competence The basic skills that must be possessed by PR who manages communication strategy in the digital channels include the skill to create the right content for consumption on social media. Content that is snackable, inspiring, entertaining, and can engage the audience. Content is not only in the form of text, but also images and videos. Second, understand how SEO (search engine optimization) and SEM (search engine marketing) work. These two things will influence the way PR chooses the theme and writes relevant content. Third, understanding about paid ads on social media. Fourth, the skill to read digital data, such as insight on social media accounts and Google Analytics. According to Deden, to be able to implement those skills, there must be a willingness from PR practitioners to change mindset and way of working. PR practitioners must also be able to balance the speed in terms of responding to feedback or questions from the audience because they will affect the reputation of the company/brand. The success of the program can be measured more quickly and accurately. Therefore, PR practitioners must be able to maneuver faster to reach their program goals. “Trend, technology, and digital tools are developing rapidly. PR practitioners have no other choice but to follow their development and increase their competencies,” Deden emphasized. (mai)
MAINSTORY || 05 December 2019
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Digital PR: Digital Technology Enriches PR Practice
JAKARTA, PRINDONESIA.CO – In the past, when a citizen wanted to convey their aspirations to the President, they had to go through a long and complicated process. Today, it is enough with just one tweet or comment on social media, the message is conveyed in real-time. This was emphasized by Iqbal Prakasa, Head of Marketing and Sales of Beritagar.id. Termination of authority is resulting from the birth of digital technology. For public relations (PR), this condition opens for more potential for crisis. In addition to threats, this condition also creates a million opportunities. Therefore, Iqbal said that it would be better if PR is able to bring digital into everyday life. There’s no need to consider it as a burden and something new or special. “The time has changed. We must live in, because actually digital gives additional value, redefines and enriches,” said Iqbal to PR INDONESIA in Jakarta on Monday (14/10/2019). Technology is nothing more than an ecosystem or device. Technology was created to help and ease work, including the work of PR. Digital technology makes all work more precise, measurable, and transparent. Moreover, day by day everyone is increasingly asking for something more sophisticated and personal. “This is the condition that describes today’s society in wanting something, including information,” Iqbal added. However, behind the sophistication of digital technology, there are still people as controllers. Surely, with a note that the people are able to think systematically, creatively, and adaptive to all changes that occur. This mindset will change the business model of the company represented by PR in a better direction. For example, Beritagar.id utilizes big data – Lokadata – for content/media analysis needs, starting from issue sentiments, influencer, types of article category, to the impact of reporting on sales. “This is only a small part of the benefits that can be obtained if PR is able to maximize the existence of digital technology,” he added. Evaluation The challenge, in the digital era, the boundary between one profession and another is increasingly blurred. Anyone can become a content creator, create advertisement, even report news through their own media. Interestingly, youtuber understand more about the workings of data analysis to produce content that can provide perspective, and can be enjoyed by the target audience. This phenomenon is interesting to be an evaluation for PR practitioners. According to Iqbal, public relations communication activities can also get as much attention if they routinely take measurements as a part of evaluation material. PR must also be able to network with sincere stakeholders and not only for a mere formality. “What is needed in building engagement today is not just networking, but relationship,” he said. Therefore, Iqbal appealed to PR practitioners to master data analysis so that PR can understand the needs and wants of the audience. Conduct a mapping and make everything more personal. “Data has a role to see the position, strengths, and weaknesses of the company, topics, and issues related to us,” he explained. Second, be creative. A simple example, making a press release that contains new value rather than hard-selling. Finally, understand the annual pattern/cycle of the programs that will be run. (ais/rtn)
MAINSTORY || 04 December 2019
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Digital PR: Prepare Data when Exploring the Cyberspace
JAKARTA, PRINDONESIA.CO – According to Boy Kelana Soebroto, Head of Corporate Communications of PT Astra International Tbk, the utilization of digital and technology in his corporation is inseparable from PR efforts to build reputation, credibility, and trust. The existence of digital PR aims to establish engagement with consumers in the digital world. Boy is required to use various communication and information channels effectively, selectively, as well as understand media maps. Moreover, digital-based mass media in Indonesia is growing rapidly. Digital PR is also involved in the company’s efforts to educate the public. “Inspiring contents will be heard more,” said Boy through a written response to PR INDONESIA on Sunday (13/10/2019). The function of digital PR will be more optimal with the support of big data and artificial intelligence. Through both, PR has information in the form of habits (behavior) that were previously difficult to quantify. This condition also allows PR to monitor stakeholders, so that the message that will be delivered is more relevant and in accordance with the targeted audience. In addition, Boy admitted that attractive and interactive digital PR activities are more effective and efficient for the brand in conveying its messages to the public rather than through conventional advertising. The existence of social media listening tools also helps PR to detect the potential of issues that related to the brand, respond to issues early and precisely so they do not become a crisis, monitor brand mention, and social sentiments towards the brand. In fact, it can give a warning against a surge in activity. “These instructions can be immediately extracted and followed up,” said Boy. Improve Astra itself has long recognized the importance of using digital in communicating corporate messages. Therefore, they immediately improve. Starting from maximizing the use of the website, social media, listening tools optimization, collaboration with contents, digital placement, and the use of AI for crowd counting and emotional detection. “In the digital era, we as PR are required to keep adapting to changes that are very dynamic, learn various cases, follow every information development both in mass and social media,” said Boy. Creative writing also becomes an absolute hard skill possessed by digital PR practitioners, along with the ability to analyze audience/consumers/public, understand the functions and characteristics of every digital platform, edit photos/videos, and so on. Meanwhile, curiosity, open-mindedness, responsiveness to the surrounding environment, and being a PR for oneself is a soft skill that must be present in every PR practitioner. All of these competencies are required to have because PR practitioners must be prepared to deal with social media that is wild, free, and unpredictable. “We must be prepared with data when faced with turmoil in the cyberspace,” said the alumni of Sebelas Maret University. The communication used must also be effective because communication on social media is emotion. Everyone wants to be themselves in their own accounts. One wrong response results in damage to reputation. Therefore, PR must be equipped with good planning. Boy believes everything that is planned carefully, then evaluated and corrected will create continuous improvement. “In Astra, we always plan, do, check, action (PDCA),” Boy concluded. (mai)
MAINSTORY || 03 December 2019
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Digital PR: Understanding Every Digital Channel
JAKARTA, PRINDONESIA.CO – Harry Deje, Managing Director of Verve & Chameleon-Wunderman Thompson, gives a simple picture if we are able to manage the digital ecosystem well. “If the way we manage social media is good, when we search for our name, the result will be good. If we are smart at playing keywords, our owned asset will improve,” he said to PR INDONESIA in Jakarta on Monday (14/10/2019). The man who joined the PR agency specializing in story crafter since last year continued, if we are able to build good communications with the key opinion leader (KOL), then the conversation that appears in the digital media will increase. If we can inspire and be relevant, the content can be viral, such as quoted by blogger, vlogger, on-line media, and even shows up in the group chat conversations such as WhatsApp. ”So, digital PR is not only about managing one platform like social media,” said Harry. Digital is only a tool. The main task of PR is still to create, package, innovate content. Then, distribute it to various targeted communication channels. “If we want to distribute contents to digital, we must be familiar with the ecosystem. Understand the functions and characteristics of every digital platform. Since there are many platforms, we must also have various types of content. We call it story spheres,” he added. In addition, Harry advised PR not to view digital as something complicated. According to him, PR doesn’t need to be digital-savvy to be able to manage messages and information in the digital ecosystem. “We only need to understand the role of every digital channel, receive data, analyze the data, then transform it to become a relevant story,” he said. Today, research from big data can be obtained easily. There’s no need for additional human resources, there is a third party as a service provider. There’s no need for expensive infrastructure, there are many applications that provide data such as Alexa. In fact, every social media platform and search engine such as Google also provides analytic data. There’s no need for large investments, it’s enough to just subscribe at an affordable price. The Benefits There are many case studies that showed the positive achievements of brands/corporations that utilize digital channels as a part of communication strategy in terms of efficiency, effectiveness, acceptance, target achievements, and even business sustainability. Through digital, PR can cultivate big data. Everything is recorded. This condition allows PR practitioners to create activities and new stories according to the preferences/needs of the targeted audience. “Digital channels help all information to be distributed faster, including the opportunity to be viral which ultimately shaped opinions and perceptions,” he said. PR can also monitor issues potential to reduce crises through digital. “In the digital era, the potential of issues to be crises can change in the blink of an eye. If PR is not familiar with the ecosystem and how to deal with crises in the digital world, the handling can be even longer,” he said, noting that crises in the digital involved with data. Therefore, PR must monitor data as often as possible, map the sentiments, and conduct simulations so that they are able to take the right steps. According to Harry, the one who inhabits the effort to maximize the role of digital as part of communication strategy is the individual themselves. They are stuck in the comfort zone. The second is the minimal support from the leader/management. “Do not enter the digital world for curiosity. Don’t expect for instant results. Change requires a process but it can’t be delayed too long, because the longer it changes, the more we lag far behind. We must be all out!” he said. (rtn)
MAINSTORY || 02 December 2019
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Digital PR: Towards Digital Mastery
JAKARTA, PRINDONESIA.CO – The experience of PT Telkom Indonesia (Persero) Tbk has proven that it is not enough to just go there. According to Pujo Pramono, Assistant Vice President of External Communication Corporate Corporation of Telkom, the change requires critical capabilities, both in terms of digital capabilities and leadership capabilities. According to him, leadership capabilities actually drive and orchestrate the company’s operations to transform into digital mastery, or the ability to adapt with the digital environment in a sustainable manner. “Support from leader is important. Without it, it is difficult,” he said when met by PR INDONESIA in Jakarta on Friday (10/18/2019). Pujo said that digital utilization in the current era is very useful to increase engagement. By using customer database management maximally and oriented to outside in customer experience, PR can predict relevant messages that is in accordance with the need. Then, package it as the customer or target audience wish. 360 Degrees In its application, Telkom implemented Integrated Media Campaign strategy adopted from Integrated Marketing Communication (IMC). PR version IMC is a tool for PR in designing campaign through the integrated use of various digital media to get maximum results. IMC is intended as a guideline. “By integrating 360-degree communications, we strive for maximum communication according to the targeted audience and their lifestyles,” he said. Pujo continued that the digital era makes it possible for PR to improve their role and function as a messenger as well as make the message viral. “As long as it is through serious, structured and planned management,” he added. Due to increasing specific needs, Telkom currently has digital activation, a special unit that pack messages in digital form, including building the community involved in it. The efforts to communicate the message in an integrated manner is starting from formulating a message, designing an appropriate moment in accordance with the conditions that are developing, running a comprehensive campaign, to make the message viral. “The most important thing to get maximum results is to involve as many channels as possible to distribute messages both to conventional media, digital, including social media influencers,” he said. Pujo said that whatever the channels that will be used to deliver the message, PR must ensure the message delivered is consistent. PR must also ready and quick to respond to all forms of complaints and input from the public. Especially today there is a term that everyone is a media. Telkom’s seriousness is proven by building a Digital Command Center. “This is where we can monitor as a whole from conversations to complaints, measure, evaluate, and manage them,” Pujo concluded. (mai)  
MAINSTORY || 28 November 2019
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Digital PR: Brainware First, Hardware Later
JAKARTA, PRINDONESIA.CO – Unfortunately, Adita Irawati, former President’s Special Staff for Communication, said that public relations (PR) understanding of the digital world is limited to the use of social media. According to her, social media optimization as a medium for campaigning, branding, or socialization has become a necessity – it’s nothing new or special. “I notice that in Indonesia the PR is still in the 3.0 era, not yet actually 4.0. It means, they have social media account but have not utilized it to the fullest,” she said when met by PR INDONESIA at the 2019 Siberkreasi Netizen Fair event in Jakarta on Saturday (5/10/2019). In fact, there are activities that as important when PR enter the digital world. PR must build strong interactions with their audience in social media. In the era of information disclosure such as today, interaction is highly needed to ensure the content being delivered is truly effective and relevant for the target audience. “Because good communication is when the audience gives their attention in a form of response,” concluded the former VP Corporate Communications of Telkomsel. Moreover, a series of conveniences offered by new technologies such as the internet of things (IoT), big data, cloud computing, machine learning, to artificial intelligence can actually be utilized to ease the work of PR. Especially to identify stakeholders who has interest on brand/company/institution, capture the behavior of the audience, see the sentiment of netizens towards the institution, to increase brand reputation. Digital Footprint According to Adita, this phenomenon needs to be addressed smartly and carefully by every PR practitioners. That way, PR is expected to be more sensitive to the issues or contents to be disseminated. If PR makes a mistake even once, their digital footprint will be recorded forever. Therefore, we must be able to anticipate, understand how the algorithm works so that we can mitigate risks as early as possible. As experienced by Adita with her team when designing positive narratives for the number one person in Indonesia, President Joko Widodo. The president and presidential institution are the highest leadership in the country. Extra caution is needed in responding to various of issues and crises, especially that occur on social media. It is important for Adita to conduct intensive and extensive coordination with all ministries and institutions in order to be able to ascertain the real problems. Because any information that comes out on behalf of the government is very credible. Therefore, Adita emphasized the importance of PR practitioners to be directly involved in honing personal sensitivity. “At least they understand the characteristics of each platform,” she said. In the end, according to Adita, managing communication in the digital world, PR practitioners are not enough just to have expertise, knowledge, and experience. The person must be able to manage the sensitivity of thoughts, feelings, and heart. (ais)  
MAINSTORY || 28 November 2019

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