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Back to the Office, This is What PR Has to Do
JAKARTA, PRINDONESIA.CO – In July most employees will most likely be back in the office. This follows a number of government policies related to relaxation, PSBB (large-scale social restrictions) transition, and the operation of public transportation. In contrast to the state civil service (ASN) and SOEs which had returned to the office since the end of May, private corporations adopted a more flexible policy. Anthony Kosasih’s reason, Chief Operating Officer of Mekari, might represent most private corporate actors. "Because it’s just the PSBB that has ended, while the number of Covid cases is still increasing. It’s natural if there are still concerns from management and employees,” he said while speaking at a virtual discussion event titled "Insight Talents: HR Guide for Effective Office Reopening " on Tuesday (9/6/2020). For startups in the technology industry, going back to the office is not an issue. Because they are used to working in a digital way and system. "In fact, the issue lies in office space because not all startup companies have large offices. Meanwhile, when returning to work, companies must follow the rules of physical distancing," said Ken Ratri, founder and CEO of Geek Hunter at the event titled "Best Practice in the New Normal Era to Manage Your Business Productivity" on Thursday (11/6/2020). One thing for sure, currently all divisions, especially the HR, Risk Management, and PR teams, are collaborating intensively in developing protocols and communication strategies to prepare a new work culture when the office returns to operations. For DANA, a digital funding application company, PR became an important part of the critical team during the pandemic. They are the ones who make work plans, including managing information, education, and company policies, both to internal and external parties. "Including, socializing New Norms Socialization in a new normal era," said Agustina Samara, Chief People Officer of DANA on Tuesday (9/6/2020). Protocol Mekari, who re-opened the office on June 8, 2020, decided to choose employees to work from the office based on the priorities and survey results. Activities are still limited such as not working at the office every day, there are team rotations, working according to office hours, and following safety and healthy workplace guidelines. Before the office reopened, they had made a number of preparations. "We decided to empathize and respect every employee's decision by not forcing them to return to work from the office," he said. Working at the office must also have a clear purpose. For example, the work is more effective if done in the office or in order to be more effective in coordinating and communicating with teams. Even so, this policy must be supported by technology tools so that each employee can work from anywhere (working remotely). Agustina agrees. "Technology and automation support employees to be able to help their divisions achieve targets, agile in making decisions and short-term plans," she said. Companies must also meet the needs of the employees to support their work from anywhere. For example, laptops, internet networks, and making sure employees are up to date with technology and disciplined.  Other important things are ensuring that every leader has a virtual leadership mindset. "The mindset of leaders must be changed. Don't be paranoid when you don't meet physically because right now the focus is on result driven and productivity tracking," she said. "Leaders must also have good listening skills, be proactive in building a new normal, and sensitive work culture. Especially, if there are members who experience demotivation," she concluded. (rtn)
CORPORATE || 01 July 2020
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Five Actions of Business Communication in the "New Normal" Era
JAKARTA, PRINDONESIA.CO – According to Prof. Ibnu Hamad, Dean of FIKOM UPI YAI, business communication is the production and dissemination of messages aimed at building brand positioning. "To build brand positioning, PR must collaborate with marketing," he said in the webinar "Business Communication Strategies in the New Normal Era" initiated by the Association of Higher Education Communication Studies (ASPIKOM) on Thursday (25/6/2020). Benny S Butarbutar, Media & Communication Advisor to BDO BULOG, agreed. According to him, public relations and marketing must be in line with the business recovery effort. There are several things that must be considered to align marketing and public relations functions, such as marketing strategy, corporate communications, public relations, branding, digital strategy, website, advertising and media, sales and business collateral, events and promotions, marketing recruitment, employer branding, and market research. Benny also outlined five actions that must be taken by the organization in dealing with new normal. The first, he said, we must realize that this condition requires immediate treatment (resolve). Second, resilience in dealing with crises. Third, restore business (return). Fourth, re-imagine the next normal condition (reimagination). Fifth, reform of the industry. Deddy Irwandy, Chairman of the ASPIKOM Jabodetabek Region, saw it from the perspective of the higher education. Several things that universities can do in communication are maintaining and enhancing their image, providing information about educational services, building graduate loyalty, and being active in "picking up" students. "Universities must also prioritize branding in terms of the quality of teaching, research, courses, student selection, social facilities, and curriculum," he said. Strengthen IT All speakers agreed that digital devices became one of the supporting components of communication during the pandemic. "This new normal situation strengthens the internet of thing-based communication," said Ibnu. He continued, especially to achieve engagement between organizations and audiences, public relations must serve the public through the internet, websites, and social media. Until later created AISAS which consists of attention, interest, search, action, and share. For Ade Kadarisman, ISKI Deputy Chairperson, rapid digital growth must be balanced with sustainable communication innovation. This is in line with the Sustainable Development Goals (SDGs) to support the development of domestic technology, research, and innovation in developing countries. (rvh)
CORPORATE || 01 July 2020
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Beware of the Dangers of Covid-19 Infodemic
JAKARTA, PRINDONESIA.CO – The flood of information both accurate and hoax information has the same impact. Namely, making people nervous, confused to find the right guide, and do not trust the government. As a result, they tend to look for information that provides emotional security. "Infodemic makes people hungrier for information, and not for objective information, but information that confirms their previous conviction," said Engelbertus Wendratama, a senior researcher at PR2Media, when speaking at an online talk show titled "Radicalism and Hate Speech During the Covid-19 Pandemic” held in HBM.TV Jakarta on Thursday (23/4/2020). This condition then prompted Wendra to conduct a survey aimed at seeing the experiences of Indonesians in the sea of information on the Covid-19 pandemic. As a result, disinformation related to Covid-19 occurred most on WhatsApp (WA). Not on television, official government sites, or printed media. Therefore, he emphasized the importance of government public relations practitioners to aggressively produce accurate and disseminating information content through the WA application. There’s no need to bother creating video content or PDF files with information that is too long and convoluted. "It is enough with a simple text that contains interesting and accurate information," he said. By itself, people are interested in sharing it to their WA group chats. Priority Meanwhile, according to Bima Marzuki, CEO and founder of Media Buffet PR & Social Media Marketing, during the Covid-19 pandemic, the government no longer had the same energy and ammunition to face the communication crisis as it was in the past. Because everything has been focused on handling Covid-19. Therefore, Bima emphasized three main priorities that must be carried out by the government. First, avoid communication blunders. Watch for information going in and out and make it one door. If this is not possible, at least one party must arrange it to avoid contradiction. "Many blunders occurred because all parties speak with their respective egos without thinking of the implications in the future," he explained. Second, gain public trust. This is important because if the government is no longer trusted by the people, it will be increasingly difficult for the government to control the people if one day there are more precarious conditions than now. And third, message consistency. Bima then offered tips on developing a communication strategy during the pandemic: listening and analyzing public perceptions more intensively; monitor and analyze the context of speech on social media and mainstream media; exercise control over who can speak, what is said word for word based on analysis, and when is the right time to speak; and maintaining message consistency and data transparency. (ais)
CORPORATE || 22 June 2020
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This is the Key to Successfully Performing Zoominar
JAKARTA, PRINDONESIA.CO – Through the Imogen Communications Institute (ICI), they conducted a survey on public preferences for using Zoom as a seminar platform and online class. The reason for choosing Zoom as the subject of the survey, according to Jojo S. Nugroho, Managing Director of IMOGEN PR, was based on the Statqo Analysis research in March 2020 which was launched by Bisnis Indonesia. The research mentioned Zoom listed as the most popular video conference application in Indonesia. The number of users as of March 27, 2020, reached 257,853. Even according to Sensor Tower research, in April 2020 Zoom was able to outperform the use of the Tiktok and Instagram applications. It was so often that various activities were done via Zoom, hence the new term zoominar. The survey was conducted on 100 respondents. The age range of respondents is 25 - 35 years. The survey was conducted throughout Indonesia during May 2020. As a result, 56 percent of respondents were interested in attending paid web-based seminars. With notes, the price is cheap, affordable, and attractive. While 44 respondents prefer to follow the free webinars. Of the total 56 respondents, there was 60 percent who were willing to take part in paid webinars with prices ranging from Rp. 100 - 200 thousand. Only 13 percent of respondents were willing to spend a budget of Rp 200-500 thousand. Less than 8 percent asked for a price of less than Rp 100,000. Also, 10 percent of respondents choose not to participate in a zoominar if they have to pay. From Content to Hours As many as 60 percents of respondents said that an interesting zoominar is one that has inspirational content (offering new things that keep them motivated), 51 percent thought the content was exclusive (good, different and rarely found elsewhere), 50 percent of respondents found it interesting if the content provides tutorials and technical guidance (teaches a step-by-step method of doing something). Lastly, 31 percent of respondents viewed a zoominar as interesting when the speaker is awesome (able to bring good speakers, difficult to access, and famous in their field). So, when is the best time to hold a zoominar? As many as 38 percents of millennial respondents voted at 7 p.m. and 32 percent of other age respondents chose 10 a.m. While the ideal duration if holding a zoominar ranges from 1-2 hours. (ais)
CORPORATE || 18 June 2020
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Seven Steps of PR to Manage Communication Crisis
 JAKARTA, PRINDONESIA.CO – As stated by Wahyuningrat, Director of Imogen Public Affairs, while speaking at the event called "Kupas Setengah Tuntas: PR Crisis Handling 101" organized by Imogen Public Affairs through the Zoom application in Jakarta on Thursday (4/6/2020). The issue itself is defined as everything that will affect the image, credibility, reputation of the company. Therefore, an active effort by public relations (PR) practitioners is needed to manage the issues before they become big and turn into crises. Or, we are familiar with the term issue management. "In issue management, there are tools. Usually, companies identify issues, then analyze their reactions before a crisis occurs," he said. The classic effort that must be done first is to do stakeholder mapping. Map both the internal and external parties that are the top priority, need to get more attention, build closer relations, and parties that have the potential to protest sue when a crisis occurs. Categorize the stakeholders based on priority/interest scale. Next, do an issue mapping. To do this, continue to update regularly the five highest issues that are considered the most influential on the sustainability of the business and the reputation of the organization. Conduct an impact/risk analysis to determine an immediate response such as holding a press conference, making an apology, or withstand. Wahyuningrat advised us to identify potential crises and discuss them together. "Does it cause complaints, rumors, or messy events," he said. "Here is the art. Because each case requires its own approach. While in the midst of time constraints, the PR must look at the problem clearly," he added. Effective Rizki Akbar, the Senior Corporate Communication Practitioner, also agreed. According to him, any type of crisis whether it comes from internal or external, which certainly can have an impact on many things. Starting from reducing the level of trust from customers to business growth that is not good. Rizki then shared effective ways to deal with the communication crisis. First, identifying and knowing the problem is key. This step makes it easier for PR in developing communication strategies. Second, prepare a crisis communication team effectively. Third, collect all data and facts. Fourth, develop communication materials, such as key messages, standby statements, press releases, document briefings, talking points, anticipating questions and answers, prepare messages/information to be distributed to all media channels. Fifth, appoint a credible spokesperson. The spokesperson is adjusted to the size of the issue and not only has to be the president director. Sixth, identify 5W + 1H agencies/corporations, as simple as knowing when the right time to talk, recognize how strong our opponents are, to the position of the agency/corporation during a crisis, whether they are on the wrong side or right. Seventh, preparation is key. "We never know when a crisis will occur. Therefore, preparing it is the right step," Rizki concluded. (ais)
CORPORATE || 11 June 2020
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Five Steps to Maintain Brand Reputation During the Pandemic
JAKARTA, PRINDONESIA.CO – A similar thing is also experienced by DMID, a branding consulting company that specializes in forming branding strategies, corporate identity, to brand engagement. "The policy of maintaining physical distance and working from home is certainly a challenge for us, including other companies in maintaining the brand," said Almira Shinantya, Managing Director of DMID, through a written statement received by PR INDONESIA on Tuesday (21/4/2020).   Almira gave five tips to save the brand in times of uncertainty like today. First, show the original color of the brand. "It's the right time for us to evaluate and readjust the values and positions of the brand, without having to shift from the essence or purpose of the brand's goals," she said.  In a confusing situation like today, many people are looking for a brand that they can trust and show sincere actions without having the impression of using a difficult situation. "Stay focused on finding new ways to stay relevant and add value to your brand in the daily life of the community," said Almira. Because they will remember the brand that has made a positive contribution to themselves and around them. This step can be done easily if the brand already has a strong foundation. If not, then this is the right time to invest in building a more strategic brand. Like the saying ‘Life is short, brand It!’ That is, life is short, so build the brand as well as possible.   Innovate and Communicate Second, keep innovating. "Changes in the midst of a crisis occur very quickly, then the ideas we have and when they are realized must proceed at the same speed," she said. Almira encouraged us to accelerate each process, and apply new ideas in ways that are easily practiced.  "This is a matter of life or death. Do a deeper data analysis, understand what the community is doing, re-examine every relationship your brand has built up over the past years," she said. This step will provide a firm grip for companies to think about and adjust their products or services. With notes, do not shift from the essence of the brand. Third, continue to communicate and connect. "Don't fall asleep at a time like this!" She said firmly. Because this is the worst time for a brand to be silent. "The world can leave us if we don't do something," she added. So, keep communicating with consumers/audiences by using a language that is simple and easy to understand.  Sharing messages that are too complicated will only make it difficult for consumers/audiences to understand. Moreover, when spending more time at home, people actually have more news consumption patterns than usual. "Dissemination of information that is messy will only make our information not conveyed," said Almira. Therefore, double-check the message you want to convey and how to convey it. Build communication and open conversations with the audience. Actively involved in relevant topics. Be friends with them on social media. Until finally, they remember our brand. "Sincere, educative and relevant communication is the hero content in the current situation," she added.  Fourth, provide a good and uninterrupted experience. Today’s conditions are the beginning of many new expectations from the public towards the brand. Therefore, make sure the brand is able to meet, even exceeding their expectations. If it works, it's not only the brand that stands out. More than that, stronger loyalty builds than before.   The way is to understand changes in audience behavior. After the enactment of the Large-Scale Social Restrictions (PSBB), for example, community space was limited. "Create innovations that can make consumers/audiences still be able to enjoy our services, even though the space for movement is limited," she said. One of them is by building memorable experiences through technological sophistication such as augmented reality and virtual reality. Fifth, look inside. "Make sure we are with an internal team who are willing to struggle to face this difficult time. Let go of those that make us not free to act and move to save the brand," she concluded. (ais)  
CORPORATE || 21 April 2020
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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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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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