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Rahayu Puspasari, Ministry of Finance: Empowering Ecosystems
Rahayu Puspasari Head of Communication and Information Services Bureau of the Ministry of Finance of the Republic of Indonesia.  JAKARTA, PRINDONESIA.CO – We greeted Puspa for the first time via WhatsApp when we asked for her willingness to become one of the interviewees for the Main Story rubric. Not long after that, we had the opportunity to see her, although only through a video presentation during the JAMPIRO #6 judging session. Puspa may not know that she was one of the few participants who received praise from the judges. The video also led her to win the Gold trophy. We then greeted her again, still via WhatsApp. This time to be on the cover of the magazine as well as the interviewee for the Interview rubric of the September edition.  One thing was for sure, Puspa was earnest every time she stated her willingness to be interviewed, even though she has an extraordinarily busy schedule.  Let alone meeting in person, arranging an online interview was really tough. This time, she proved her sincerity by taking the initiative to send the answer through audio. She answered our questions as much as possible through a voice recorder in her spare time whether at work, after jogging, or at night after work. There were times when we could feel that day she was tired by the sound of her voice.  Before joining the KLI Bureau of the Ministry of Finance, Puspa was first known as the President Director of the State Asset Management Institute (LMAN). Who would have thought, after meeting with Sri Mulyani, the Minister of Finance, during the inauguration of the LMAN Building, she was asked to join the Ministry of Finance team. 
INTERVIEW || 05 November 2020
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Evi Mulyani, Ministry of Education and Culture: The Spirit of Collaboration
JAKARTA, PRINDONESIA.CO –That night on Tuesday (8/811/2020), we conducted interviews — or more precisely having a conversation— by telephone. It was from this conversation that we understood the dynamics of the Ministry of Education and Culture, especially in the Bureau which she led, carrying out extraordinary colorful and fast activities, when led by Minister Nadiem Anwar Makarim, or often called Mas Minister, founder of the decacorn company, Gojek.  In fact, many people do not know, that Evi is also a “new family member” of the Ministry of Education and Culture. This woman, who was born and raised in Bandung, West Java, joined the Ministry of Education and Culture at the end of 2019. Since 2000, the MBA graduate from Nagoya University, Japan has spent her career in the Ministry of Finance (Kemenkeu).  Evi also does not have a Communication Science or public relations (PR) background. Her experience of interacting with many foreign investors while at the Ministry of Finance brings forth her interest and love for the world of education. Until finally, Evi was encouraged to move and follow the open bidding process at the Ministry of Education and Culture.  To Ratna Kartika from PR INDONESIA, Evi shared her experiences and hopes for government public relations as well as education and culture in the country.  Finally, there is free time for us to talk. How are you?  Praise be to God, I’m good and healthy.  It seems like you are very busy today. (Initially, the interview agenda with PR INDONESIA was scheduled for 1 pm. However, it finally took place at 9 pm).  Yes, I'm sorry. I had a meeting all day. This pandemic is amazingly changing our habits. We are encouraged to adapt to technology more quickly. Daily activities become much more productive. Because they are no longer constrained by physical movements, meetings can be held virtually anytime and anywhere. Like today.    Education is one of the sectors most affected by the pandemic. There are many policies and information that have developed and must be conveyed to the public. What is the support and role of the Public Relations and Cooperation Bureau?  It is extraordinary. The Ministry of Education and Culture was one of the first ministries to make adjustments and established a home learning policy, before other sectors. We took this step for the safety and health of all education personnel, including students as the nation's next generation.  In addition, we also decided to eliminate the National Examination, which was only going to be held next year. 
INTERVIEW || 14 October 2020
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Denny Abidin, Telkomsel: Working with Heart
JAKARTA, PRINDONESIA.CO – Many stories have been told during the six years of Abe’s career as PR and 1.5 years as the pilot for Telkomsel's Corporate Communications unit. Including the challenges that must be faced in the midst of the era of transparency and massive technological developments. To Ratna Kartika, the man who was born in Bandung, 48 years ago, told his story.  What are the dynamics of public relations (PR) in the telco industry like Telkomsel today?  There are a lot of turbulences. Especially for the last 2 – 3 years. This is because the technology sector is experiencing very significant development. Actually, we have predicted that there will be many technologies that will disrupt services. However, that speed was immeasurable. In fact, it’s coming sooner than we predicted.  One of the cases was when shifting from 3G to 4G. At first, we predicted that 4G is a technology that will be used for a long time. Hence, we are familiar with the term 4G LTE (long-term evolution). But, it turned out in just 4-5 years since 4G came out, there has been 5G technology.   The impact is the same. Because we are a company that provides massive digital communication services with more than 170 million subscribers, automatically there are many voices that we have to hear with a more detailed altitude. Especially since the birth of social media, the era where “no comment” ended. When a PR says “no comment”, at that time they also show their unpreparedness to predict an event.   So, we as PR are required to do everything fast and be adaptive, and no longer agile. There are so many innovations, media platforms, and digital services, this makes adaptive skills homework in itself.  How do you and your team respond to this phenomenon?  This is interesting. We have more than 170 million subscribers, and many of them have the right to voice their concerns, criticisms, and so on. This means, with comments to instant news, we as PR must be ready 24/7, be faster, and yet unrushed in making decisions  In responding or issuing a statement, we must know what will be said and who will say it. If you make a wrong statement, a crisis can emerge in a matter of 24 seconds, instead of waiting 24 hours for a newspaper to be published.   For example, suppose a customer is actually asking about rates. They asked via social media and we responded without looking at the hashtags included by the customer. In the end, the problem that was between person to a person becomes corporate to the party being tagged. Then, the problem got bigger.  What should be remembered is that the digital footprint in cyberspace will always exist. That is why PR now needs to be sensitive and detailed. When there is a problem, understand the problem well and don't underestimate it. 
INTERVIEW || 07 September 2020
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Hermansyah, West Java Provincial Government: Think Simple and Eager to Learn
JAKARTA, PRINDONESIA.CO – Hermansyah and his staff then closed ranks. They did many collaborations and actively issued various communication products. The purpose was none other than so that the message of regional government leaders and policies was accepted and understood to the lowest layer. To Ratna Kartika from PR INDONESIA through a virtual interview on Wednesday (5/6/2020), the man who moved from South Kalimantan Civil State Service (ASN) to West Java in 2019 told about his experiences, hopes, and dreams for government relations. In particular, West Java Provincial Government Public Relations. What are the dynamics of the West Java Provincial Government Public Relations (PR) during the Covid-19 pandemic? It’s extraordinary. Actually, we have carried out mitigation and education since this virus was still endemic in Wuhan, China around November to December 2019. At that time we had made communication products about Corona – that’s what it was called at that time. One of them is about what is Corona about. From January to March 2020, we began to actively encourage people to take a series of preventive measures such as washing hands and wearing masks. Since the first confirmed positive cases in Indonesia in early March 2020, we have intensified in communicating prevention efforts. At that time, PR products related to regional development suddenly changed, the program for each service has also changed. Nearly 95 percent of the activities were related to handling Covid-19. We also used all resources and gathered the information that we have in West Java Provincial Public Relations to meet the needs of the Communications Division of the West Java Covid-19 Response Acceleration Task Force. In that Task Force Division, I was appointed as the chairman. What are the challenges faced by PR during carrying out communication activities during a pandemic? The challenge is more on the vast area of West Java. Even though we have educated since the beginning, if the epidemic has entered Indonesia, the impact would be tremendous. Especially for West Java, This is because there are many entrances to West Java. In addition, even though Jakarta was the epicenter of the Covid-19 at the beginning of the pandemic, most West Java residents, especially Bodebek (Bogor, Depok, Bekasi), worked and did many activities in Jakarta. So, transmission to residents of West Java was very fast.    
INTERVIEW || 27 August 2020
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M. Ihwan, PT Petrokimia Gresik: “The Beauty of PR”
JAKARTA, PRINDONESIA.CO – His personality is like the wisdom of the rice plant “the more it contains, the more it bows down”. Ihwan is still Ihwan. He’s aware because he does not have a Communication Science background, but instead a Master's degree in Bio management from SITH-ITB. However, he is also not arrogant even though we know that his knowledge and experience in the field of public relations (PR) has highly improved compared to his first time in the world of public relations. In fact, in a fairly short time, he has contributed to delivering PG PR to a strategic level. He also encouraged the establishment of the Corporate Communication Guidelines. Also, led his team to achieve many achievements. Finally, PG won Platinum at the PR INDONESIA Awards (PRIA) 2020. In that competition, he was also named Best Presenter.  To Ratna Kartika from PR INDONESIA, through a virtual interview on Friday (8/5/2020), Ihwan shared his experiences and hopes for public relations practitioners in PG and Indonesia. Here's the excerpt. You seem to have gotten busier during this pandemic. Indeed. I rarely work from home during the pandemic. I go to the office/field more often. Especially since PG was appointed by the Ministry of State-Owned Enterprises (BUMN) to become the Coordinator of the Covid-19 Response Task Force for the East Java region. We have to coordinate intensively with various stakeholders ranging from regional leaders, communities, police officers, and so on. We built Command Center Posts of the East Java BUMN Covid-19 Response Task Force in 38 cities/regencies. During the Covid-19 pandemic, what is the role of public relations in helping and supporting business continuity and maintaining the company's reputation? Even during the pandemic and limited space for movement due to the policy of maintaining physical distancing, it does not mean that PR has stopped communicating. We must stay connected and maintain engagement, including with our colleagues who are on social media. We remain active in producing unique, creative, and relevant content. Content that contains empathy, support, and is in accordance with the company values. In this time of crisis, we don't use too many public platforms, such as social media, which tends to overproduce content. On the other hand, PG Public Relations builds more online events such as webinars and virtual video conferences which we believe are able to produce calmer, cooler, and more beneficial interactions. On the other hand, the corporation can still connect with its customers.  What tactical steps would you take in the face of a crisis like this pandemic? When we’re facing a crisis, I always ask my friends to stay calm and don't panic. Check the facts first, find out if it’s a hoax or not. Then, immediately formed a crisis team. Centralize all incoming and outgoing information only through the crisis team. Map the parties affected by the issue. Specify a key message. Identify communication channels and the right narrative to reach each stakeholder, but make sure the key message is the same.  Appoint an official company spokesperson. We assign spokespersons in stages from the Corporate Secretary, the board of directors, to the CEO. Determine how often the CEO should appear when dealing with the public. Other things that should not be forgotten, provide education and information to internal employees about what is happening. Including the dos and don’ts. This is important because information leakage originating from unauthorized internal circles will worsen or even cause a new crisis. To the public, show the company's efforts in solving problems accompanied by empathy. Empathy is the antidote when we are faced with a problem that tends to make those who are affected more emotional and sensitive. Monitor the news in various media. Evaluate progress consistently. Report to management regularly. In your opinion, what are the issues and dynamics of public relations in the fertilizer industry like PG today? The fertilizer business is a strategic business that is full of rules set by the government. Every change in regulations always has implications for company policy. Our challenge lies in how quickly the company responds to regulations and how well the company communicates change. What is your career background like? I started my career at the PG Research Department in 2005. My job was to create new products that would support the company's business. As a hotbed, almost all of PG's innovative products were born in this unit. Furthermore, I got the task of coordinating all sales activities for West Java, Banten, and Jakarta, then Central Java and Yogyakarta. What was interesting was that my job here was not only to pursue turnover but also to learn to be a company representative and to carry out stakeholder management functions. The next assignment was no less challenging. On May 1, 2017, I received the mandate as the Manager of Corporate Public Relations to date. Do you have a background in Communication Studies? Not at all. I am a graduate of agriculture from the Faculty of Agriculture, University of Brawijaya. In 2011, I earned a Master's degree in Bio management from SITH-ITB. Did you feel shocked at the start of your assignment? Actually, there is no public relations manager at PG who has a Communication Science background. Even so, that doesn't mean they are less important. Instead, they are the chosen people and have the capacity. Usually, those who are stationed here are those who have crossed various divisions. Management considerations can be used to make sure those in public relations have really delved into the way this company works. My educational background in agriculture is also useful for PR work. In fact, it became a strong capital, both when I was a marketer and a PR professional. Since PG's main product is a solution for the agro-industry, formal agricultural education is very helpful in mastering content, phenomena, and product knowledge. How do you catch up, especially as the world of PR is known to be dynamic? It can be said that PR works 24/7 ranging from handling crises, technical meetings, creating publication content, formulating stand by statements and press releases, media monitoring, stakeholder management, media management, to fighting hoaxes and spam. Not to mention those related to protocol, event management, and many more. Public relations practitioners have to deal with various parties, from clients, CEOs, directors, bosses, journalists, officials, NGOs, communities, stakeholders, to celebrities. To always tune in, I listen and read a lot. Luckily, in this country, we have a media that specifically examines the performance and dynamics of PR, namely PR INDONESIA . This magazine also contributes to accelerating me in the world of public relations. Apart from, of course, reading the public relations sciences. I also always think positively, discuss a lot, explore PR wisdom from PR gurus, take the essence of other people's experiences related to public relations. Including, daring to throw myself into various public relations competitions. To always catch-up, there is no other way but to be brave. Luckily, when I joined here, PG PR was already filled with competent people. As new to public relations, I studied a lot and asked them questions. No need to be ashamed. What are the messages and expectations of Rahmad Pribadi, the President Director of PG, to public relations? The President Director once said that the company's growing business resulted in no longer being able to place PR as a unit that was the last to be informed, but the first to react. It should not be considered at any time but must have played a role as a strategic management function in relation to building, maintaining sustainability, and protecting the company's reputation. PR should not only be the loudspeaker of the directors, but they must give more value to the message conveyed. In fact, it became a corporate score. What is the evidence of the seriousness of the leadership so that public relations is considered strategic? Public relations is considered important and strategic because it directly collaborates with the highest decision-maker. For example, when a director is going to be interviewed by the media, the director must call for PR, then asks questions regarding the message that the corporation has to convey. To carry out this role, PG Public Relations must be trained and know how to make the right key messages. PR is an advisor to the CEO. Our President Director is very enthusiastic, even encouraging us to form the PG Group Communication Forum. The goal is that all aspects of communication, not only internally, but also with PG's subsidiaries and subsidiaries entity, are connected, synergized, and coordinated. During the first meeting of this forum, he took the time to attend to open the event and provide directions so that we can manage the communication aspects well. Because of his attention to the communication aspect, in 2019, he was awarded the Best Leader Supporting PR & Communication at the Indonesian Public Relations Award (AHI). This appreciation is the fruit of the leadership's commitment, support, and concern for the progress of corporate communication management. Apart from the aspects above, what are the other reasons behind the PG CEO and board of directors’ full support of the existence of public relations? The Board views and emphasizes that communication is one of the most important aspects of doing business. For that, they fully support the management of the communication aspects optimally. Moreover, PG is currently carrying out a business transformation as an agro-industrial solution to sustainable agriculture. What was the most interesting and challenging experience while being a PR? The Covid-19 pandemic is indeed a challenge for me and the team. However, this crisis is a field for us to learn better. But if I can choose, I am always impressed with the management of communication in the PG Company Neighborhood (MSP). It is interesting because the characteristics and patterns of the people are unique and varied. It is also challenging because the diversity of society requires us to always innovate to find variations in communication techniques. As a bridge between MSP and management, public relations must be good at playing roles. When public relations are in the community what is brought up is in the interests of the company. Public Relations will ensure that no community activities threaten the company's business activities. But, when public relations are in the internal and management, we will bring the interests of the community. Public relations will ensure that no public interest is ignored by the company. This is the beauty of PR. This role allows having a rich personality. My personality who likes to listen and learn has not changed since I became a PR. However, my empathy and sympathy increased. What legacy do you want to give to PG PR? I want them to inherit the enthusiasm and confidence and pride of being PG PR. This company is important for Indonesia. This is because half of our food needs are managed by this company. I also always advise my friends not to depend on others. They must believe in their dreams. So, whoever is part of PG PR, it doesn't matter, because they have the same character, principles, and philosophy. Since when did you find your PR passion? I am among those who believe that passion is not found, but created. This means that if we know that the task given to us is a noble job that will bring benefits, then this heart and mind will encourage the birth of passion to produce that passion. What do you do for your "me time"? Why? My "Me time" is with my family. Family is a charger and a source of inspiration. I also like reading. When you are immersed in reading, all the pressure you are feeling will lift and disappear. The next is work. Isn't that strange? But I’m serious. I miss it when I’m not working at the office. What is your principle of life? Don't give up, there is God's power over something. Live life with integrity and optimism. Believe that every problem has a solution and are sure that the effort doesn’t lie. What dreams do you still want to achieve? There are many. However, I was taught to always feel enough. But, if it must be summarized in one sentence, I want Indonesia to become a sovereign, just, prosperous country. And I am in it, actively involved in moving the wheel of change. What is the first thing you want to do when this pandemic is over? It is undeniable that a lot of work has been delayed due to this pandemic. When it's over, the first thing I want to do is visit the farmers. Before the pandemic, I regularly visited to listen and seek aspirations from them. Starting from finding out what they expect to the technology and products they need. (rtn)
INTERVIEW || 16 June 2020
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Wing Wiyarso, Semarang City Government: Building Effective Communication
Wing Wiyarso - Head of Public Relations and Protocol of Semarang City Regional Secretariat JAKARTA, PRINDONESIA.CO – A day later, we promised to meet in his office. Although, he was busy preparing for the annual PR Indonesia awarding event in order to appreciate the performance and achievements of PR people in the country. The conversation flowed without constraints and was even more exciting when this 53-year-old man spoke about his hobbies, which are off-road and fishing. As it turned out, these hobbies formed the character of Wing into a person who is adaptable, likes challenges, and has high resilience. Moreover, the world of public relations is known to be dynamic and demands high speed. The Coronavirus Disease (Covid-19) outbreak that is currently affecting Indonesia, including the city of Semarang, as well as the separation of time and distance between Semarang and Jakarta, did not dampen his enthusiasm to fulfill our request to cover and fill the April edition of the Interview rubric. Although we know that Wing as the front guard must be busy carrying out his role as an information conductor in the middle of a pandemic. Especially during this period, he is included in the Department of Management and Recovery of COVID-19 Response Acceleration Task Force of the City of Semarang. To PR INDONESIA, the man who pursued his Master’s degree in Public Administration of Diponegoro University (Undip) told us about his love for Semarang City and his hopes for the public relations generation of the Semarang City Government. Here is the excerpt.  Previously, let us congratulate the Semarang City Government for the first win of the highest award, Platinum, at the 2020 PR INDONESIA Awards (PRIA). In your opinion, what does this competition mean for the Semarang City Government? Thank you. We see that the competition is a means for public relations of the Semarang City Government for self-evaluation as well as learning from other regions or governments about efforts to create activities and the role of government public relations that fit with the challenges of the times. What does the Semarang City Government want to achieve from this competition? The predicate as a winner is a bonus. Most importantly, the public, especially the residents of the City of Semarang, can experience public relations programs/activities. From the assessment of external parties at the time of the competition, we were also able to ensure that our public relations activities had been on the right track, or vice versa. Even if there are still some that are not perfect, we know where the weaknesses are. Because during the judging session, we had the opportunity to get feedback from both the judges and fellow participants. On the other hand, we also often get ideas from public relations programs conducted by other public relations practitioners. Reduplication of public relations activities from other relevant organizations carried out and developed in our organization is expected to make public relations activities give more benefits and impacts on society. In your opinion, what are the dynamics of public relations in the government agencies in the current era? In the era of all-technology or the industrial era 4.0 as it is now, the dynamics of public relations, especially those in government agencies, are not only faced with the problem of how public relations can carry out its functions to build a positive image of the local government - in this case, the Semarang City Government. However, at the same time, public relations must be able to respond quickly to the information needs needed by the public. One way to maximize it is by using various platforms for disseminating information ranging from websites, Twitter, Facebook, and other social media. In essence, public relations in the current era is faced with the challenge of being fast both in updating the latest information and responding to criticisms, questions, and public input. How strategic is Mayor Hendrar Prihadi looking at the role of public relations today? Our Mayor, Hendrar Prihadi, or we usually called Mas Hendi, sees public relations as an agency that has an important and strategic role. For the Mayor, public relations is not only a "mouthpiece" or the frontline of information delivery of leading government policies to the public. More than that, public relations is the mayor's neck. That means public relations plays a strategic role in encouraging people to move together to build the city. What was Mayor Hendi's message when you were appointed as Head of Public Relations and Protocol? Public relations must be an important part of the local government as the creator of the leadership brand image and Semarang City to a wide audience. In addition, public relations play a role in supporting and socializing the leadership's policies, as well as being the spearhead in building the image of the City of Semarang as a tourist city. The key to all of that is communication. How we can package that communication and then publish it so that the community and all stakeholders understand, provide support, even want to get involved and participate. To achieve that goal, one of the efforts is that we must increase cooperation and expand networks. We also have to be learners and move quickly so we can keep abreast of the development of the era which is very dynamic. Especially, the dynamics of how to package and communicate local government programs/ policies to various communication channels. Thus, the information that we submit to the public is relevant, distributed in the manner and channels they are interested in. What is your strategy for realizing that? The first step we took at the time was improving the way we manage and develop official sites and social media of the Semarang City Government. This part is important. Because, this channel allows us faster - but still accurate - in conveying information. In addition, it is easy for the Mayor to capture and digest the aspirations and expectations of the public. Even so, establishing relationships with the media remains our main concern. In essence, we always try to get messages and information to the public to be delivered in various media, not only printed and mainstream media but also to adjust the information needs of people from various backgrounds and ages. Meanwhile, to facilitate communication within the organization, we develop public relations applications. Its existence aims to support the implementation of our main tasks and part of our commitment to always realize effective communication in line with technological developments and times. Is there a special team that manages the new media platform? There is. This special team is needed because the dynamics are very fast. We have a creative team that specializes in managing social media or the new media platform. The team consists of non-state civil servants who are millennial generation and state civil servants who are responsible for managing all administrative and governance processes within the team, including conducting evaluations. In your opinion, what are the challenges while traveling the world of public relations? As a part that plays a key role as a determinant of success in forming the leadership brand image and Semarang City to a wide audience, public relations must be able to carry out the communication function properly. If they are not good at communicating it to the public and cannot capture what the community hopes from a policy made by the government, miscommunication will arise. If that happens, the biggest impact will be rejection. Here comes our challenge. We must be able to convey the policies of the Mayor and the City Government of Semarang. Then, package, distribute, and socialize it well, even to be translated into event form. Especially now that we are forming the image of Semarang City as a tourist city. To achieve that goal, we intensively do various events and festivals. On the other hand, we live in an era in which society is critical. The program must be authentic, interesting, creative, and memorable. If not, the euphoria can disappear in a matter of time. Or, they simply respond with, "Ah, these are just the same with other places. Just imitating." But, if it is successful, the impact is extraordinary. The presence of many guests, both from local, out of town, and internationally, has the potential to make the economic wheels of the community increase. Their understanding of the programs and policies that are becoming the main focus and is being intensively communicated by the Semarang City Government is also getting deeper. The hope, the love for this city will grow. Hopefully, they are interested in investing. Because of that goal we carry out various activities. Here is our job. Elaborating public relations agenda through various programs and events that can increase the attractiveness and interest of the public to invest in this city. This strategy is carried out to support the transformation of Semarang City into a City of Trade and Services, one of which is the tourism sector. Various interesting and innovative activities were created to make more and more publics know and understand the programs and communications being built by the Semarang City Government. On the other hand, they also see business opportunities in this city.  In the midst of a Corona pandemic, what is the role of public relations in assisting and supporting the tasks of the Semarang City Government? What strategic, creative, and innovative communication strategies are employed? Comprehensive strategy both on land and in the air. On land, we communicate with other agencies, in this case, Forkopimda, to work together in combating Covid-19. Public Relations and Protocols have a role as a bridge of communication between elements. In the air, through the media. We continue to share information in the form of news, talk shows, social media postings that contain invitations so that the citizens of Semarang don't panic, know what they have to do and what the City Government of Semarang is doing. Thus, creating public trust in the performance and seriousness of the leadership as well as the government in protecting its citizens and deciding on this outbreak. Regarding innovative communication strategies, some time ago when we meet together to spray disinfectants, we made unique sentences and passages addressed to the public so that they were moved to want to follow the government's call. As it turns out, this method is effective in making citizens stay alert, not panic, and obedient to government policies. In your opinion, what tactical steps should be taken when dealing with a crisis? First and foremost is giving our sympathy and empathy to the affected community. Second, if there is a government policy that creates a counter in the community, honestly and clearly convey the purpose and objectives of the policy to the community. What is your hobby? My hobby is Jeep off-roading. Maybe it's because of my character who likes challenges. I've loved racing since I was young, a motorcycle race. Since middle school, I have built a motorcycle and engines for racing. Where did you learn it? I learned it myself from watching my brother. I come from a family that loves the automotive world. It's nice to work on engines. My love for cars grew during high school. And it was getting crazier. Haha. I tried all kinds of racing, starting from rally, sprint rally, slalom test.  After that, I love off-road. A hobby that has lasted until now. I fell in love with the adventure experience. Starting from entering and exiting of the forest, opening lanes, to the speed off-road. Since 1996, I have been entrusted as the Chairperson of the Diponegoro American Jeep, the oldest jeep community in Central Java. I am also an administrator of the Indonesian Off-road Federation (IOF). What is your principle in life? If you want the ultimate goal of your life to be in heaven, then do good to all people regardless of class, age, race, religion. No need to see if they’re rich, educated, and etc. I am happy to have many relations. I also gave this principle to my children. "If you are being friends with people, you don't need to see who they are and where they come from. What's important is that the person is positive and makes you a more helpful person. " What dreams do you want to achieve? I want to be a person that gives benefits to the nation. For my family, I want to be a good husband and father to my wife and children. When it comes to working, I want to be the best and be able to carry out all the work entrusted to me. Do the best! (rtn)
INTERVIEW || 12 June 2020
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Radityo Prabowo, Edelman Indonesia: Upholding Ethics and Respect
JAKARTA, PRINDONESIA.CO – We met him on a cloudy morning, in his office in Jakarta on Friday (14/02/2020). According to Radityo, or Radit for short, it was only with this character and the willingness to continue learning that have made him got in this position. Sometimes he also does not believe it himself. Moreover, the eldest of four siblings is only a migrant from a small town, Salatiga, Central Java. But, don't underestimate his experience in the public relations (PR) agency industry. This year, the Diponegoro University (Undip) alumni have spent a decade in his career in the world of public relations (PR). To Ratna Kartika and Aisyah Salsabila from PR INDONESIA, Radit told about the challenges and the future of the PR agency industry. Here’s the excerpt. In your opinion, what is the current issue of the PR agency industry in Indonesia? From my observation, the issue of PR agencies in our country is still Jakarta centric. It can be understood because all the decision-makers and policymakers are in this city. Maybe the transfer of the National Capital will open up opportunities for corporations and public affairs to build satellite PR agencies there. Because it is still concentrated in Jakarta, when I visited several local campuses, I still found the reality that their concept of PR agencies was almost non-existent. One factor is because local PR agencies are still rare. This is the challenge of PR practitioners in the country to open and expand the reach of this industry to all regions. On the other hand, the factor could be because there is no need for an agency yet. Then the next challenge is how we can create those needs. I really hope that in the next 3-5 years, in terms of ecosystem, the distribution of PR agencies in the smaller regions will be more evenly distributed. Moreover, Indonesia is a large country, with many diversifications. This is an amazing opportunity.  Are there other issues? I feel that there are still gaps in this industry, especially in terms of regeneration starting from the lowest level, middle level, to professional PR. The issue of regeneration is important for the continuity and sustainability of the industry and the PR profession. Moreover, demands for PR are more and more dynamic.  Therefore, I hope to contribute to encouraging the industry to move more swiftly and have a stronger commitment to building the next PR generation and leaders.  This good intention cannot be done alone, it needs collaboration and a big commitment from all elements. What do you think about it? Right. There are so many public relations organizations in Indonesia, but do they communicate with each other? No one knows. Therefore, there needs to be one who’s accommodating communication. Well, why doesn't PR INDONESIA become the unifying agent? When it comes to business, we compete fairly. But, for the sustainability of generations and the sustainability of this industry, let's sit down and move together.  What do you think is the dynamics of the PR agency at the moment?  When it comes to competition, generally the competition is livelier. There are various forms of public relations agencies from small to large. But the essence is the same: helping clients/brands to achieve their goals.  This competition must be observed from the perspective of the needs and demands of the market from clients. Especially now that there are many clients from increasingly diverse industries. Their needs are even more specific. Because of that reason, I believe there is always a market for every type of agency. We of DJE Holdings will always prioritize the needs of our clients and are very transparent if indeed we are not quite right as partners.  Now there are many startups companies. What distinguishes them from other clients?  The difference lies in the aspects of expectations, flexibility, and speed. This condition can be understood because their company's character is generally very modular and agile. Our approach is also different, the curation must also be strong. On the one hand, as an agency, we must persistently provide education to clients so that they are able to distinguish between needs and desires. In your opinion, what should a PR agency do to be able to survive in the midst of tighter competition, more demands, and more dynamic changes? First, they must be able to build a positive and trusted reputation in the eyes of the market both ethically and compliance. Second, continue to innovate. No need to be grandiose and wanting to always be first and foremost. At least they were able to move as flexible and agile as their clients, which, for example, is a startup. Third, build team passion. Because all forms of innovation and creativity are born from the team.  What are the toughest and distinct challenges to be able to realize your concern earlier in this era? Is it about managing HR or a matter of technology? Speaking of HR, by the way, this year we are waiting for the first wave of Generation Z to work as interns. In my opinion, whether it's millennials or generation Z, it's actually just a label. Our challenge, especially me and the supervisors here, is the willingness to open hearts, minds to understand and curate persona, character, strengths, and weaknesses of each team member. Because basically, we are different people. Each person requires different treatment. Person A may need to be guided a lot, while Person B is sufficiently informed and does not like being overly controlled. When it comes to technology disruption, it cannot be denied that this is indeed the biggest challenge in this era. Its development is extraordinarily dynamic. There are times when we cannot pursue that development even though it was only yesterday that we formulated a strategy that we think is the latest.  However, in my opinion, the toughest challenge is returning to our true identity as human beings. What is that? Communication. The essence of communication from ancient times until now has remained the same: human interaction. Human interaction is a matter of how we understand each other, try to have and look for the same vision, mission, and agreement. This is the importance of the 3C formula (content, context, creative). In today's era, everything is about how we formulate a sincere and real communication relationship. Because back again, industry and public relations profession is a matter of convincing and gaining trust.  What is the most challenging experience that you have ever experience?   There are many. One of them was when our client, an airline company, received a complaint from one of the ambassadors. Actually, he experienced discomfort during ground handling or the process at the airport. Although it was not part of the aviation's responsibility, we still responded and handled it well and carefully. Another experience that was also unforgettable was when the launch of one of the devices ended in chaos. At that time, I was handling another event in Semarang. Once I got the information, I went straight to Jakarta. When in a crisis situation, the point is, we must remain calm, put forward empathy, prioritize handling victims, be honest, and sincere. And, choose an advocate who can see this event from a neutral context. Speaking of the 20th Edition of the Edelman Trust Barometer, what can we learn from this research? The global version has actually come out. We are preparing the Indonesian version. So, please be patient. Especially with the COVID 19 outbreak, we must also be more careful and empathetic. When it is ready, we will submit it to PR INDONESIA.  For the global version, what's interesting is the gap of trust which is slightly widened (from previous years) among the general population with the informed public. An informed public is a group of people/respondents who are quite active in finding and accessing information.  The increased level of news consumption with its engagement in the form of comments, likes, and shares is compensation from the many hoaxes and fake news. This prompted them to be willing to share when they find credible news. Another thing that deserves attention, respondents assess the sources that are considered the most credible in the eyes of the public are employees. Especially, a team of experts from the company concerned. Therefore, it is important for companies to get trust from employees. Building trust from employees as the company's frontline, indirectly protect business success, help the operational to be more efficient, and help the business continuity. How much impact will the findings have on how the PR agency industry works in the future? We are required to be able to understand the client's business so that we have a more strategic role, not just execution. As a PR agency, we must also be able to show value (values) in order to have an essential role for clients.  In addition, we are required to be friends with data intelligently and wisely (ethical data) so that we are able to build communication strategies that have high relevance. In this noisy era, relevance combined with content becomes very important. On the other hand, no matter how good our content is and its relevance, it will be useless if we are unable to package it into creative messages/information. Creativity is important to attract attention. Because PR tasks basically help to communicate the message/information to be conveyed by the company. Therefore, now we know the term 3C. Content is the king, context is the queen, creativity is the princess. It is important for those of us who are in the PR world today to be able to formulate this 3C. Furthermore, this strategy can be applied more broadly to companies. One of them, through synergy with the marketing department, and many more.  How do you explore team creativity?  One of the advantages of a multinational public relations agency is that we have many opportunities and access to get the best experiences from many countries. So, there is no reason for us not to ask questions and study. Because by utilizing resources and having many sources is a way for us to be one step ahead.  Many graduates, especially the Department of Communication Studies, have difficulty choosing the path they will take first in the public relations world. What do you think about it? In my opinion, all of that is experienced by almost all young people. This confusion occurs because they are confronted by many choices. The illusion of choice is what they must respond wisely. The method is to find a passion, determine your goals and you must become an agnostic channel. By digging and knowing yourself deeper, only then can we make a career road map that we will travel.  What is your hobby?   On the sidelines of rebuilding my stamina because I had a knee injury so that I’m now retreating from running, alhamdulillah (thank God), now I have a new hobby. What is it? Taking care of cats. I recently adopted a cat and officially became the father of a cat named Noro, he-he. What dreams do you want to achieve?  Teaching has always been my other passion. Including creating a career center for friends or my fellow classmates. Because, in my current position, I need someone who can be a friend to share stories, but they must understand the context of our problem. (rtn)    
INTERVIEW || 29 May 2020
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Boy Kelana S, Astra International: Keep Abreast with Time through Innovation
JAKARTA, PRINDONESIA.CO – He seemed in a hurry when we met him in one of the rooms of the Astra Tower, Jakarta, Friday (13/12/2019). "So, what should I do?" he asked in a quick tone. It has been eleven years that Boy, the father of one daughter, worked with Astra International. During that same period, he was a witness and was involved in bringing changes to the Astra Corporate Communications. Along the way, the existence of PR is even more calculated and strategic. There are many dreams that he wants to achieve with Astra, especially in the field of communication. One by one the dream came true. For example, the communication manual named Astra Communications Management System, a legacy dedicated to Astra and its future generations. To Ratna Kartika from PR INDONESIA, this 47-year-old Hong Kong-born man told the story. What are the dynamics of PR in multi-industry companies like Astra International? Public relations (PR) must always move to keep up with the dynamics of the times, not stop innovating because world development is accelerating, including at Astra. From the digital side, Astra strives to be active on social media. Although relatively new, Astra is trying to build the character of Astra's social media accounts so that it can always be present in the lives of each of Astra's stakeholders who are increasingly dynamic. In terms of internal communications, Astra built the Astra Communications Management System (ACMS). The goal is that all Astra Group communication teams can move and work with good standards that have been mutually agreed upon, which is in accordance with ACMS competency standards. What are the ACMS competency standards? There are eight competency clusters. The first is for Internal Landscape, participants understood the basic knowledge about Astra. The second is Business Landscape, participants understand the factors that can influence Astra (focus on the economy, finance, law, and public policy). The third is Corporate Communications Skills, participants can understand Corcomm's knowledge and skills, both hard and soft skills. The fourth is Corcomm Strategic. Participants understand the strategy and framework as a process flow, concepts, and use of data for long-term organizational goals. The fifth is Internal Communications. Participants understand the scope of work of internal communication as an organizational function, including employee and Astra Group communication. The sixth is External Communications. Participants understand the scope of work of external communication which refers to information between the organization and external stakeholders. The seventh is Media Engineering. Participants understand how to build relationships with journalists and the media to convey company information in a positive, consistent, and credible manner. And, eighth, Digital Communications. Participants understand how to utilize communication technology and create persuasive communication in digital media. What crucial issue is the industry currently facing? The era of the industrial revolution 4.0, known as the era of disruption, is a challenge for a PR. In this era, information is spread faster and more widely where the community is not only a recipient but also a conduit of information. This certainly makes PR have to be more alert in responding to existing issues. How do you and the team respond to the issue? Don't reject technology. Public Relations must take on the role of channeling information with a publication supported by technological knowledge. In responding to an issue we must also try to package the narrative well and lead to positive news. In addition, as a PR, what is needed not only the ability to prepare content in accordance with the communication channel, but we must also know how to use and respond to the communication channel. What communication program is currently a priority of the Astra International PR unit? Throughout this year, we are still communicating the flagship Astra SATU Indonesia Awards dan Kampung Berseri Astra – Desa Sejahtera Astra. The Program Semangat Astra Terpadu Untuk (SATU)  Indonesia Awards which this year has entered a decade and has awarded 305 young people. It consists of 59 national-level recipients and 246 provincial-level recipients in five fields, namely Health, Education, Environment, Entrepreneurship, and Technology. Some recipients of the award have been collaborated by Astra with 86 Kampung Berseri Astra and 645 Desa Sejahtera Astra in 34 provinces throughout Indonesia. How strategic is the role and position of Corcomm? Corcomm Astra is directly under the President Director. This shows that its existence is important for the corporation. Secondly, our line of communication goes directly to the President Director, so there is no need to wait too long and everything can be decided faster. This is also because we have to know all the information because Corcomm is tasked with building a positive reputation and company image. These tasks and responsibilities are quite big and hard. Moreover, as the saying goes, the higher the tree the stronger the wind blows. Likewise, with Astra. Issues can arise at any time, even created by others. Therefore, we must be prepared to face them, not avoid them. So, the important thing for Astra is not superman, but a super team. So, Corcomm, for example, cannot stand alone. We must coordinate with cross divisions ranging from corporate legal, corporate strategic, investor relations, to corporate HR, so we know what is happening. There is an issue about HR in the public relations industry. Especially about the number of graduates who are not ready to work. What do you think about it? We cannot deny that there are many differences in HR capacity in the public relations field. Therefore, we have applied the ACMS - the communication handbook for all Astra Group public relations components - in which there are eight Corcomm Astra competencies. After implementing ACMS, we conducted an assessment for Astra Group companies and individuals. In your opinion, what competencies do PR practitioners need right now? In general, there are many competencies expected by a PR practitioner, especially Corcomm Astra. Ha ha. Such as he/she has basic knowledge and skills about communication such as public speaking, writing, and research. Astra Group Corcomm personnel must have good interpersonal skills so they can communicate and foster good and professional relationships with all types and levels of stakeholders. They also must have complete knowledge and understanding of the company's business and industry related to the company. Having good analytical skills and being able to sort information according to the needs of stakeholders - which can be or should not be disseminated. Other things that are no less important, they must be able to adapt to the times, such as the development of social media and digital technology. Furthermore, have good language skills, especially English both oral and written, high flexibility, open-mindedness, and the desire to keep learning. What is the message for young people who want to follow in your footsteps as PR? Don't be complacent easily. Keep trying to achieve the best, be able to work together well, and prioritize benefits for others. Since when do you have a passion for the PR field? Wow, It’s a long story. I studied law at Sebelas Maret University (UNS), Solo. I was stressed out, not because I  took the wrong major, because formal education is important and to this day the knowledge is still in use. But, it’s because I live and grew up in Jakarta, even though I'm actually a Solonese. So, It felt so different. In Solo, at 7 pm was already quiet. I thought, in order to feel at home, I had to find something to do. At first, I returned to Jakarta almost every week. I also ventured to apply as a radio announcer. It turned out to be fun. From there, I know the world of communication. Starting from making radio ad scripts, producing programs, making off-air events, to becoming a master of ceremonies (MC). After I graduated from university, I returned to Jakarta. I once worked in the legal publisher section, but it did not suit me. Then, I moved to an advertising agency company. It turned out to be amazingly fun. I was like finding my world again. I could create ideas, prepared concepts for different brands and segments. It’s called looking for a passion, what we like, and what is inside us. Imperceptibly, I had been in the agency industry for almost ten years. During this time, we did not only handled advertising, but also PR, from activities to the media. I once returned to the radio again, but I came back to the agency industry until 2008. Actually, in 2006, I had received an offer to join Astra. However, only two years later I received the proposal from Astra. Maybe this is what we called destiny. At that time, I was offered a choice for internal relations or external relations. I chose internal relations because I felt I needed to learn a lot from inside. After I was mature enough, then I would be ready if one day I was asked to talk about the company and manage external communications. I also have the responsibility as the Head of Internal Relations Manager. What is it feel like managing internal relations? I had an amazing experience. Previously I only knew Astra from the outside layer, now I know what the inside is like. We must understand the company's vision and mission, corporate values, then modify and communicate them. As an internal relation tasked with moving employees internally, we have partnered with many human resources (HR) from the head of industrial relations to the head of human capital. We have created many new activities including information technology as part of efforts to strengthen internal integrity. In 2014, I got the mandate as Deputy Head of Corcomm. Four years later, to be precise in 2018, I was entrusted to be the Head of Corcomm of Astra. At that time, I initiated the existence of central resources. Since we first joined Astra, we only knew two departments, namely internal and external relations. Well, this central resource is the part that manages PDCA (plan, do, check, action). Now Corcomm consists of internal relations, government relations, media relations, brand communication, and central resources. Last year, for the first time, Astra had ACMS. The existence of this Astra communication management system guide has been my concern for a long time. What do you think about PR trends in 2020? How should PR address this matter? The old perception that public relations only function as media relations, making clippings, protocols and publications in conventional media must be abandoned. Now, this profession is demanded to have more complex skills. Although the disruption of technology has changed the way of work and the process of the PR world, on the one hand, this can open up new jobs. With notes, we are keen in looking for loopholes, not afraid, keep on a line with developments, and master technology. Technology must be our slaves, not the other way around. You have a background as a broadcaster whose image is identic as someone who loves to talk, but if I look closely, you seem like a calm person. Actually, are you tend to be introverted or extroverted? I may seem calm because I am a Solonese, he-he. Actually, I like meeting with friends because I'm the type of person who likes to chat, discuss, and network. There are times when I'm happy to be in a calm situation. But it does not mean spending my time alone, it’s more spending my time together with my wife and children. Being alone can be boring. What is your hobby? Culinary and traveling. For culinary, I like to enjoy local specialties, especially those that are soupy, fresh, and hot. When traveling, there are times when I don't need to go far. Luckily, we have Bali. Traveling with my wife and children to Bali is enough for me to replenish my energy. Do you like coffee or tea? I like both, but I’m not one who has to consume them every day. Actually, I prefer water. What is the principle of your life? I have the principle that I must give benefits to others. I just feel bad if we live, but we do not benefit others. Because we do not know how long we will live. I also learned and became more motivated by the recipients of the SATU Indonesia Awards. They, in the midst of limitations, can still benefit many people. What is your dream? My big dreams are to make Indonesia a glorious nation through my role as PR. I know it's a big thing, but we can make it happen through what we do now. And one of them is through Astra. (rtn)
INTERVIEW || 31 January 2020

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