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Understanding Social Media Characteristics for Maximal Use
JAKARTA, PRINDONESIA.CO – This topic surfaced at the Government Digital Media Festival talk show session in Jakarta on Tuesday (10/12/2019). With the theme “Choosing the Right Social Media Platform to Deliver Information to the Public,” the Corruption Eradication Commission (KPK) as the organizer invited the participants who were government public relations across ministries, institutions, and regions to delve deeper into how to maximize social media platforms such as Facebook, Instagram, YouTube, and Twitter. Especially the admin who manages the government social media accounts. According to Noudhy Valdryno, Government Relations of Facebook Indonesia, to produce quality content, PR must pay attention to four things. First, the content presented must be interactive, not too rigid but still relevant to the related agency. Second, authentic. “It means, the content produced is not too much made up,” he said. Third, be on time and try to upload the content as soon as possible. If the content is uploaded late, the impact will not benefit the audience. Last and foremost, consistency. “Every day, there are more than two billion contents uploaded on Instagram,” he said. “Try to upload no more than five times a day. Because if it’s more than that, it’s considered as spam,” Noudhy added. Noudhy also emphasized the importance of maximizing the search feature, Instagram Stories, including using additional features in the application such as boomerang, stickers, questions, polling, to hashtag. Additionally, pay attention to the shape of the photo frame. It is better to upload pictures in the square form. Then, give a description that contains elements of a call to action. Unique Meanwhile, the social media platform which is quite popular among the millennials is Twitter. Its characteristics are also unique. According to Agung Yudha, Chief Representative of Twitter Indonesia, Twitter has four unique characteristics. First, it is live in which the time span of an issue only lasts between 3-4 hours, after that the information is stale. Second, conversational. Twitter is known as a place of people to chat, share information, and even discuss. Third, it is public. Therefore, he suggested that accounts belonging to government agencies not to be private. Lastly, distribution. Agung then shared tips on maximizing the use of Twitter for government public relations. First, broadcast. Try to tweet as often as possible. Second, actively interact with the audience. “Use replies and likes as often as possible to keep the engagement with the audience,” he said. Third, home for the topic. It means, be consistent in using language style and choose the topic of discussion. Four, piggyback on trend, or riding the issue that is being widely discussed to convey the institution’s message. With a note, stay relevant to the related agency. Last, drive impact with the media. “Keep in mind that the first three seconds of a video is very crucial,” he said. Managing YouTube is also interesting. As the most popular social media platform today, YouTube has three advantages that can be utilized by government public relations, such as controlling issue that is circulation in online media, broadcasting life events, and interacting with the community. “YouTube is able to bring local creativity to the world until finally, the world recognizes the quality of Indonesia,” said Ryan Rahardjo, Public Policy and Government Affairs Manager of Google Indonesia. (ais)
GPR || 10 December 2019
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Observing Disruptions in the World of Communication
JAKARTA, PRINDONESIA.CO – According to Almira Shinantya, Managing Director of DM ID Group, a member of WIR Group, what distinguishes PR from then and now is that companies/agencies tend to use a third party (PR agency) to do campaigns, build relations with the media, and handle crises. Now, every company/institution can voice its voice directly by using the existence of social media or other digital platforms. However, on the other hand, the existence of social media also brings its own challenges for PR in building brand awareness. At least, PR must compete with various digital platforms to attract public attention. “This is disruption,” she said when met by PR INDONESIA in between the DISRUPTO event titled “The Future of Humanity” in Jakarta on Friday (22/11/2019). This condition then requires PR agents to offer more value to their customers, strengthen the ability to create communication, understand brand value from the related company. So that every communication strategy carried out by PR is able to give positive impacts to the company. Therefore, a PR figure who does not only understand the world of communication is needed. More than that, mastering the industry they are in, how the business is running, the latest trends, so they are able to build a good relationship with the government, and understand the customers’ behavior. According to her, these competencies do not only apply to PR agencies or PR practitioners in the internal of the company, but all those who engage in the creative industry must really understand it as a whole. Set Strategy The key to achieving all of that is to keep learning. Almira believed there’s always room for growth if we want to learn. Because the biggest challenge faced by a brand/company in the disruption era is that everything continues to move and change so quickly without us knowing. Like a marathon runner, PR is required to set a strategy – able to manage speed, know when to stop, rest, slow down, and walk. “So, even we have to be fast, we must measure the right speed that is most appropriate for us to be sustainable,” she said firmly. Almira then shared tips in building a corporate brand in the midst of an era of disruption. First, understand and master the core value of the brand. “Everything revolves around that,” she said. Second, understand again what the brand’s original purpose as. Third, know the strength, the values, and the personality of the brand that want to be showed. Then, create relevant communication content with purpose and brand essence. She also encouraged PR practitioners to improve their skills so that there are no obstacles while crossing the sea of disruption, such as try to think far more strategically in seeing problems. Not only seeing hat is being faced right now, but a few steps back and forward. “Looking back in terms of brand purpose and value. Previously these were already there,” she said. The purpose is to look back to where the roots of everything and to predict the future to achieve the target and sustain. (ais)  
CORPORATE || 27 November 2019
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CSR is the Communication Itself
JAKARTA, PRINDONESIA.CO – Sufintri, Public Relations Director of Traveloka, when met by PR INDONESIA at the Most Values Business (MVB) Indonesia Sustainable Conference in Jakarta on Thursday (7/11/2019) said that in principle CSR activity is a part of Traveloka’s responsibility and commitment in carrying out good corporate governance (GCG), especially in the tourism sector. “Because, if we don’t care and contribute, then this tourism sector is collapsed, we can no longer do business in that sector. Therefore, for us, CSR must be a part of business.” She said. Because it is a part of GCG and a form of responsibility, Traveloka considers CSR not to be a portion of publicity, let alone just to improve a good image and reputation to the public. “Positive reputation is just an outcome,” she added. Even so, Traveloka keeps communicating CSR. But what needs to be emphasized is that not all communication ends in publicity or becomes a media relations domain. “Traveloka’s CSR communication is purely to build awareness, engagement and collaboration,” such as ensuring that they work with the right partners, have an understanding of the vision and mission, promoting CSR programs to bilateral partners, focus group discussion, event, and evaluation. CSR awareness as a part of the business must be built in the internal of the company. It is PR's duty to lead and ensure that CSR becomes a part of business activity. “We have the duty as an ongoing advisory for business leaders in every division. We ensure every division/department makes CSR a part of business activity,” she said. Traveloka began to focus on building its CSR into a framework this year. The company led by Ferry Unardi as the co-founder and CEO of Traveloka divided the sustainable CSR framework into three pillars, namely environment, economy, and culture. “It’s not that we have been ignoring CSR activities,” she added quickly. “We have been doing it, even since the company was born. Namely, providing solutions to the community which at the time had difficulty getting tickets at affordable prices – part of the economy pillar. The difference, now the CSR is more organized,” she said. The environment pillar is focused on supporting the effort to reduce 30 percent of plastic waste by 2025, waste management, waste, pollution, and biological diversity. Meanwhile, the economy pillar includes the quality of labor, product and service, empowerment, and gentrification. The cultural pillar consists of preserving the site and cultural values, traditions, education, and culture promotion. (rtn)
CSR || 18 November 2019
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Millenials, What are You Looking For?
JAKARTA, PRINDONESIA.CO – As stated by Johnny Widodo, CEO of BeliMobilGue in front of the participants of “CEO Power Breakfast: Preparing Retail and F & B Organization for Scalable Growth” in Jakarta on Friday (15/11/2019). “Today, as a CEO who represents the company that has to explain to employee candidates about who we are. We must also clearly state the company’s vision and mission ahead. I even said, “You wanna learn, come and join with us”,” he said. Today, employees or employee candidates have experienced a shift in expectations of a company. Like the result of Michael Page’s research recently that was shared by Imeiniar Chandra, Associate Director of Michael Page Indonesia at the event organized by Talenta by Mekari. The result, the citizens of this country tend to be positive in welcoming 2020. It is recorded that 58 percent of respondents believed they will get bigger work opportunities abroad. While 73 percent of respondents believed they will get a new job within three months. And 61 percent believed they will receive a better offer next year. The impact of that, 91 percent of respondents did not hesitate to leave if they get a better offer, unhealthy work culture, and leadership style that is not in accordance with the principle they adhere to. On that occasion, Imeiniar also revealed the top five positions that were considered by job seekers, especially millennials, in accepting job offers. Interestingly, salary is not ranked number one. The first rank is work culture and dynamic. Second, employee benefits. Third, the opportunity to get new challenges. Fourth, the opportunity to maximize competence and self-ability. Fifth, money or salary. Suwandi Soh, CEO of Mekari agrees. “We also encountered similar conditions in the field. What they are looking for is the impact they can externally give, the opportunity for self-growth and the certainty of career advancement. Therefore, one of the things that companies must do is communicating from the outset the impact of their work on society,” he said. Grow Together These steps have been done by Kopi Kenangan. The fast-growing startup company that engages in the food and beverage sector always ensures their employees can grow together and make an impact. “We implement a work culture where they can easily give inputs, suggestions, and ideas to the C-level,” said James Prananto, co-founder and COO of Kopi Kenangan. That way, a sense of pride is expected to grow. “What is actually millennials' purpose of using social media?” James asked. “Basically to show that they are proud. Proud to be able to ravel, proud to be able to eat this and that. Including proud of the company they work for. Proud because they can give contribution and impact to the company,” James added. The company which has been operating since 2017 also ensures that better business growth can be experienced together. “We give incentive, training, to certification. That way, they can feel that the company runs the business fairly, making sure that their career can improve. So when they move to other companies they can get a better position,” he said. This added value is what caught the attention of job seekers so that they are interested in becoming a part of Kopi Kenangan. James admitted that many of his employees were former employees of big companies. “The reason for joining mostly is because here they can innovate with the C-suite, a condition that was possible to do when they were working at their previous company. Although with a lower salary, he concluded. So, the research shared by Michael page earlier is answered and proven. (rtn)
CORPORATE || 15 November 2019
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The Essence of Stakeholder Mapping
JAKARTA, PRINDONESIA.CO – Therefore, corporations must conduct stakeholder mapping. The theory that is known as stakeholder mapping is started from the question: what is the most effective way and channel when a company will build relations and communication with the key stakeholders? To get there, the company must first determine the goals to be achieved and identify issues that will arise when achieving the goals. Then, understand and determine who the stakeholders are considered important because they can be influenced and influence the company’s strategic goals so that they must be communicated with. According to Anton Rizki Sulaiman, President Director and Principal Consultant of Kiroyan Partners Public Affairs, the theory that first emerged from management science aims to determine and map the stakeholders who can influence the achievement of the goals set by the company. Met by PR INDONESIA in Jakarta on Monday (27/5/2019), he shared several benefits of stakeholder mapping. First, the company must have and able to maintain its competitive advantages. Second, know who they must pay attention to, especially while running the corporate social responsibility program. And third, the company is more focused on building and establishing a relationship with the key stakeholders. “As a result, companies can be more precise in determining the issues and the public that must be targeted. They can also use the budget and resources as effectively as possible,” he said. Bias However, it’s not easy to map stakeholders. This is because the companies are often trapped by several biases, such as power bias, interest bias, elite bias, and purpose bias. Power bias happens because there is a myth that a company believes in someone who has great power and can influence business activities. Meanwhile, interest bias can happen when a company considers certain stakeholders to be important because they are often met. For example, for public relations (PR), the media is the main stakeholder because they often interact. It’s a different matter with the HR division. They prefer labor unions as the priority stakeholder. As for the elite bias, it can grow because of one’s character or strategic position. “Sometimes we only build relations with leaders because they are considered to represent their members. Even though it is not always the case,” Anton said, emphasizing that building relations downward is equally important. Last is purpose bias or a tendency to give more attention to those who have a big share behind the company. In order not to be trapped in biases, the company must focus on its stated goals. This is where the role of PR is needed. “PR is the mouth and ear of the company,” said the man with the degree of Licencié en Science Politique, Université Libre de Bruxelles, Brussels, Belgia. They are also in charge of giving insights and work together with the management to understand and balance various interests from many divisions/departments, including the shareholders. Therefore, there needs to be a director of communication in the board room whose role is to regulate company relations as an institution both to the stakeholders and the direction of its communication. One thing for sure, stakeholder mapping is not an activity that is only conducted once. Instead, it is conducted again if the company is faced with an issue or has a new goal to be achieved. For example, a new product launch. “Stakeholders mapping is not attached. It can be adjusted depending on its purpose,” he concluded. (rtn)
CORPORATE || 14 November 2019
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Communication and Engagement Influence the Success of CSR Program
JAKARTA, PRINDONESIA.CO – The statement above was conveyed by Maria R. Nindita Radyati, Executive Director of the Center for Entrepreneurship, Change and Third Sector (CECT) of Trisakti University while sharing four corporate challenges in carrying out CSR activities. That statement was conveyed ahead of CECT Sustainability Awards in Jakarta on Thursday (7/11/2019). She further explained one of the four challenges is the lack of corporate ability in building engagement to the affected public or beneficiaries, although engagement will affect the speed of success of a program. A measured and completed program with satisfying results will ultimately give positive responses and have an impact on the company’s reputation. Another challenge that companies often experience when carrying out CSR activities is the misperception about CSR. “CSR is not only a donation, but it must be able to give sustainable impacts for both the company and stakeholder,” said Maria. In addition, in designing CSR programs, many companies ignore the stakeholder mapping and investigation process, although the process is important to determine the issue that will be raised and the most appropriate strategy to be implemented. “In implementing CSR, ISO 26000 can be used as a guide or main reference in making the Sustainability Report (SR) guidelines,” she added. Another problem is the lack of reporting ability. According to Maria, reporting is a part of the company’s communication to the stakeholders that include internal party, public, to their investors. “CSR reporting must follow the Global Reporting Initiative (GRI). The strategy to communicate CSR also must be done in the right way with the right medium,” she concluded. Assessment CECT Sustainability Awards is divided into two categories, namely appreciation given to companies (award for companies) and social entrepreneurship (social enterprises) which have sustainability and performance and holistic CSR. The winners were judged based on Sustainable Development Goals (SDG’s) and ISO 26000 as standards for managing CSR and sustainability. This time CECT Sustainability Awards was attended by 57 participants which consist of 47 companies and 10 social enterprises. Furthermore, 32 winners were selected for the companies and 7 winners for social enterprises. The awards were given in Jakarta on Thursday, November 7, 2019. (mai)
CSR || 11 November 2019
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Tips to Become a Great Podcast Guest
  JAKARTA, PRINDONESIA.CO – Reported from techinasia.com, podcast was appeared along with the release of iPod. Its development in Indonesia started from the archiving of broadcast and radio interviews by Rane Hafied. Yes, podcast is a broadcast in a form of digital audio. It works the same as radio. The different is that podcast can be played by streaming or downloaded to digital device, consumed at any time and listened to according to the desired time and guest. Podcast is also similar to YouTube, it allows everyone to be a content creator. Until today, there have been around 300 podcast channels in Indonesia. This number is believed to continue to grow as more and more influencers who make podcasts. Based on a survey by DailySocial, business content brought by entrepreneurs has the most interest, followed by celebrities and experts. Meanwhile, the type of podcast that is popular is the interview type. In the United States alone, podcast have grown a lot. Reported from prdaily.com, to become a great podcast guest, podcaster Jessica Rhodes said that here you are not only delivering a message, but also helping podcasters to expand their reach by providing content that has a resonance with their audience. Before the recording process begins, Rhodes always asks the guests about their target audience. These are the tips to become a great podcast guest. Prove Your Worth Personality is indeed important, but the guest’s expertise is the most attracted by podcasters. Write a biography and information about your expertise before the interview begins. Get Ready for the Prime Time If you are not a podcast listener, look for a similar program. By listening, you will feel podcaster, event format, energy, podcaster and guest dynamics, and audience. Then ask for a roadmap before the interview. Ask what topics that should be prepared. The use of notes with points is strongly recommended. In addition, as a guest, you are recommended to have a hardware and software that suits the podcaster’s needs so that you can give good sound quality. Test the equipment and software to ensure that it works perfectly. Then call from a quiet room. Deliver an Interesting Story Sharing stories and anecdotes enthusiastically can make conversations interesting. You have points to deliver. But don’t forget that podcaster is the one who leads the flow. So, you have to always listen. Wrap It Up Say thank you formally and find out when the recording will be uploaded. Stay in contact with the podcaster to create a strong relation. (rvh)   Source: https://www.prdaily.com/4-easy-steps-for-being-a-great-podcast-guest/
CORPORATE || 08 July 2019
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This is How PR Increase CEO’s Trust
JAKARTA, PRINDONESIA.CO – Quoted from PR Daily, Releasd, a survey institute from London, England, conducted a study of 300 company leaders from various industries. The result, 40 percent of top leaders is not convinced that the existence of PR can improve their company business. Even more surprising, two out of ten leaders do not even understand what PR stands for. Releasd further revealed the fact that all this time the gap is the lack of confidence about what professional PR practitioners are able to offer to the organization/company and what is believed by most leaders about the ability of PR. As a result, many leaders do not understand how strategic the PR function is. This condition makes the company place PR in an un-strategic position because it is considered not to have a significant role to improve business. This study also showed that there is a wide gap between management level and PR. Another problem is that the PR profession tends to be identical as a spin doctor. Improve Image This condition makes PR professionals move to improve the image of the profession. Of course, this is not an easy task. Responding to the result, Richard Benson, CEO of Releasd, said that certainly PR must be able to describe their functions clearly and understandably. Moreover, PR must have a clear measurement of the works that have been carried out and can be accounted for. Do not hesitate to participate in various awards. Also show case studies that you have worked on and completed. “This is the right time for PR to create more in order to improve the image of their industry and profession,” Richard said. Additionally, now is the right momentum for PR practitioners to routinely write opinions or contribute as a guest writer on the media about the industry where they work. Also use social media and other online platforms to attract new audiences. “Don’t ever think that everyone knows about you. Don’t also let your work speak for itself. Master the metric to emphasize that you have value,” concluded Richard. (ais) Source: https://www.prdaily.com/study-executives-dont-recognize-the-value-pr-can-offer
CORPORATE || 05 July 2019
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Understanding Brainstorming Technic with Design Sprint Method
JAKARTA, PRINDONESIA.CO – Telkom Indonesia is one of the companies that has been through many experiences in implementing ideas to become products. Those experiences were delivered by Herdi Widiantoro, Market Acceleration and GTM Strategy of Telkom Indonesia to the students of Mercu Buana University at the #Authentalk event in Jakarta on Saturday (29/7/2019). According to Herdi, the journey of an idea must go through a couple of stages. The first stage, the idea must be validated. It means that the idea must be born from the consumer’s problems. “Ideas don’t have to be new. More than that, it can solve the problem for the target that we are aiming for,” he said at the event with the theme “Make Your Brand Stand Out Nowadays.” Second, determine the target market that we want to aim. Third, ask the market, check the competitors. Fourth, understand the journey of the aimed target market (existing process mapping). Make sure the journey of the target audience by doing a direct interview. Fifth, do the design sprint method. Make sure that all the people actively involved in sharing the right ideas by writing it on a piece of sticky notes then stick it on a board. Do voting to choose the best and most relevant idea. Re-do the design sprint to filter various challenges that might occur before implementing the idea and find the solution. Sixth, make a prototype. Give this task to the developer. Do agile methodology by doing quality control in every stage. For example, the company wants to make a black short-sleeved shirt with a collar. When the developer makes a prototype, do the cross-check in stages. For example, check it after the developer makes the collar, corrects it, refines it, and so on until all the parts are finished. Seventh, decides the way to sell it. Eight, do a market test. Ninth, sell it to the market. “The point is when we will implement ideas into products, make sure that we know the persona of the product that we produce, the targeted audience and market segment, the selling strategy and the way to communicate it to the public,” Herdi said. When the product fails at the market, it may not be the fault of the marketing or the public relations in communicating it, but because there was a process that was skipped when developing the ideas. Raise Awareness Anton William, VP Marketing of Kumparan was also present at the event that raised the theme “Branding Strategy to Raise Awareness and Maintain a Brand.” Based on the experience of the media that presents a hybrid platform that combines editorial-based content and community content, building a brand is started from making a brand framework. Kumparan itself is an acronym for Kumpulan Pemikiran (Collection of Thoughts). “Our framework is a technology-based media that can give impact,” he said. After that, deliver every information with the storytelling method. Make sure the information is wrapped to become a strong and clear content that is supported with interesting pictures/videos so that it is able to impress netizens in the first three seconds. Moreover, create a logo with a shape and color that are easy to remember especially for mobile phone users. Propose a hashtag. “This hashtag can revolute depends on the goals that are wanted to be achieved by the company and keep developing,” Anton said. For example, the hashtag that they propose at the beginning was #kumparanadalahjawaban (#kumparanistheanswer). Now, it becomes #sekarangkumparan (nowkumparan). “Do these stages consistently. Consistency is what makes us growing until today,” he concluded. (rtn)    
CORPORATE || 01 July 2019

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