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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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Inadia Aristyavani, Tugu Insurance: Empathy and Ethics
JAKARTA, PRINDONESIA.CO – A few months later, we met again. This time she participated to become one of the participants of the PR INDONESIA Fellowship Program. Of course, her competence and experience in writing as one of the evaluation criteria did need not be doubted. Apart from being a lecturer, she has published scientific text books. Together with two of her fellow Fellowship participants for the 2017 - 2018 period, they published a public relations (PR) book entitled PR and Disruption: What PR Practitioners Must Do to Face Changes in the Digital Era. The winner of the Gold category in the 2019 Insan PR Indonesia is an example of a PR practitioner who did not come from the Communication Science background. She is catching up by attending many intensive courses and training. Until finally she received a master's degree in Communication Science, three years ago. In 2006, she officially acted out her role as PR and did not look back. We met her at one of the coffee shops in Bali, after the JAMPIRO #5 on Thursday (31/10/2019). Even though the atmosphere was dominated by the euphoria of Halloween, with all the creepy interiors and waiters, the conversation went on without a hitch. To Ratna Kartika, Nadia, Inadia's nickname, told the story. You are a PR figure who actively participates in awards/competition. The last one was Insan PR INDONESIA. What drives you to participate? Actually, the purpose of participating in the competition is to get objective feedback and evaluation from the professionals who are experts in their fields. Including at the first time Tugu Insurance participated in the 2017 PR INDONESIA Awards (PRIA) event, and so on until now. Events like this also provide an opportunity for us to get the latest information, especially regarding public relations, from various industries. At the same time, business networking and our efforts to hone our teamwork spirit and brand culture, namely #ReachingNewHeights or #BeraniLebihBaik. While specifically for Insan PR Indonesia, the motivation is for evaluation and self-actualization. At the same time, practicing the #BeraniLebihBaik spirit culture personally. In your opinion, how important is a company participating in a competition? In the Pertamina Group, we cannot accommodate all competition/awards events. We have to believe that the competition that we participate in has credibility and quality. Achievement in the form of competition or appreciation is important for Tugu Insurance. In addition to the purposes as I have mentioned above, it will certainly also be a consideration for shareholders and regulators. One of them is by maintaining the A- rating from A.M. Best for four years. While the appreciation in the field of PR, we classify it into the PR and Brand Communication category. What is your career background like? Thank God, my career was quite in line to the educational background that I had. In the early 2000s, after receiving my diploma degree from LPK Tarakanita, I worked as a secretary in several multinational companies. In 2004, I joined one of the TEMASEK Group companies. At that time, I was still the secretary of the country director. My boss saw my other talents. Incidentally, at that time I was taking employee classes to get a Bachelor of Economics degree, with the concentration on Marketing Management. I was offered another field. "You don’t need to be a secretary anymore. Just be the project coordinator," he said at the time. Finally, I was placed as the Project Coordinator for the Sales and Marketing Division in one of the TEMASEK Group companies. Seeing my daily lobbying, my boss once again saw that I had other potential. "Learning about PR," he asked. I also participated in various executive courses and training in the field of PR, brand and Integrated Marketing Communication (IMC). In 2006, still in the same business group, I officially worked in the PR field. February 2007, I anchored at PT Asuransi Tugu Pratama Indonesia Tbk, or now known as Tugu Insurance which is a subsidiary of Pertamina. Practically until now, I have been working as a communicator for more than a decade. What are the ups and downs since you received this mandate? There are more ups that downs, even though this department is fairly new. One thing for sure, I have to face various opportunities and challenges proactively. Because, if I previously only work in the area of Corporate Communication and Brand that intersect closely with the IMC, now I have to really focus on the PR field. These include government relations job desks, media relations and engagement, issue and crisis handling management, communication audit/research, to stakeholder management mapping. What are the messages for young people who want to follow in your footsteps as PR? As a PR practitioner, practitioner lecturer and creative trainer, I hope the younger generation who aspire to become PR have a passionate spirit to always have continuous improvement, build each other's brand personality, stay hungry, smart but be kind while still having empathy and ethics. And, please don't be allergic to studying financial statement analysis. Because, to make a press release or answer various media questions, a PR must have sufficient understanding of the highlights of financial statements to then be used as news value. So, to become a PR is not just a matter of the ability of the right brain or materials that are art, creative, intangible, and qualitative. But there must be a balance with the use of the left brain associated with quantitative and tangible. Input + output = outcome. What is the principle of your life? Gratitude brings us happiness, so have courage and be kind. This principle is also what I am constantly learning and working on. Sincerity and patience are unlimited and can only be done by continuing to study, but being grateful is a choice. So, it is not be happy first and then be grateful later. But if you want to be happy, be grateful first, then you can learn to be happy. To cultivate the habit of always being thankful, currently I am applying a minimalist lifestyle. Learn to love and maximize what we have. Use something as needed and not being excessive. It turns out that in this way, I feel life is lighter and helps it to be more meaningful. What dreams do you want to achieve? To earn a doctorate in Communication Science, publish several science texts books that can be useful in the world of practitioners and academics. And, have my own jewelry brand line. As Muslim women, we are encouraged to learning to trade, right? (rtn)  
INTERVIEW || 27 December 2019
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Endra Saleh Atmawidjaja, The Ministry of Public Works and Housing: Consistency in Building Trust
JAKARTA, PRINDONESIA.CO – From the two-hour exclusive interview with Ratna Kartika dan Dwi Siti Romdhoni, it can be concluded that Endra’s background as an engineer and his hobby of playing chess are the keys to his success. Why? Here’s the excerpt. What was the spontaneous reaction that came from you when you received the mandate as the Head of Public Communication Bureau of KemenPUPR? I said to the Minister (Basuki Hadimuljono), “Sir, I’m a big zero in this field. I have no understanding at all about public relations.” At the time, he only asked one thing: learn. Since then, I became acquainted with public relations. What is your educational background? Since high school, I was educated in a physics environment. When I went to college I chose the Environmental Engineering Department, Faculty of Civil and Environmental Engineering, Bandung Institute of Technology (ITB). A year after graduating in 1996, I was hired to work at KemenPUPR, to be exact at the Directorate General of Human Settlements. Until 2000, I worked more in the engineering field. After that, I was positioned in the planning and programming field for 15 years. In that field, I no longer take care of physical matters or building but planning, making narratives and the urgency of why infrastructure must be built. Then in 2006, I was positioned in the Public Communication Bureau. What are the departments that the Public Communication Bureau in charge of? There are four departments. Communication Strategy, Publication and Library, Public Relations, and Leadership Reporting. For those relating to the information Management and Documentation Officer (PPID), complaints, reports, requests for data/information are in the Communication Strategy. Publication and Library is related to exhibition, advertorial, internal magazine, managing PUPR TV, and website. Meanwhile, Public Relations is related to media relations, press releases, social media that are more dynamic and interactive. One more important thing is the Reporting Leadership. It’s the information hub. All the material for the minister is here. This team then processes the material that has been received for ministerial purposes such as remarks, exposures, keynote speakers, work meetings, coordination meetings, cabinet meetings, meetings with the House of Representatives, work visits and so on. When you were first given the task of managing these four departments, what was your concern? I must be able to see the four divisions as one unit of business process. Now, the material from the leader’s reporting is directly used by the PR department to use as a release material. From the release, then it’s processed for social media, video, and so on. The material can also be used by publication and library for the internal magazine for feature, an advertorial in the printed media, or for exhibition needs. All the performance of each department will be checked and in some cases, the material is used by the team in the Communication Strategy department. So, every department doesn’t need to look for data themselves. All the process is one door and processed here. There are no releases that are out other than the releases that are created by the Public Communication Bureau. To achieve that target, surely competent HRs are needed. About the competency, is it also an issue in the Bureau that you lead?  We utilize the best optimum use of resources. The key is to maximize HR and collaborate by using the network that we have. Endra then opened his hand-phone and showed a short video called Si Manis Jembatan Ancur. The video which was adapted from the legendary movie and soap opera, Si Manis Jembatan Ancol was created in collaboration with Kolaborasi Asyik volunteers I believe, we can sharpen the competence. Moreover, every department in our bureau already has its own Key Performance Indicators. Work is no longer only based on ministerial activity. That way, they’re encouraged to hone their competence. For me, public relations is not something that we can’t learn, but it must be practiced correctly and consistently if we have already sure about the strategy. If there is a mistake, do a corrective action immediately. To be honest, the real challenge is that it takes time for us to change the character of our friends. Almost all the employees here are engineers who are typically not accustomed to working under the spotlight, let alone craving for reporting. We are like Musamus (Ant House). Ants adhere to principles,” Don’t ask about my work but look at my work. Working silently but suddenly the result soared to space, without damaging the environment.” On the other hand, there is a phenomenon of openness and pressure from the public that demands transparency. So, this openness is also one thing that is interesting because it’s new to us. We also give understanding to our friends that this openness is not because KemenPUPR to be popular, but it’s merely a form of a report from us to the public. We don’t need popularity because our duty and function to build the public works and housing is an obligation and cannot be replaced by other ministries. How do you think about the current Public Communication according to the Minister and institution? In that case, I think it should be asked directly to the Minister. Our duty is only to report back to the public starting from how the program is arranged, started, worked on until finally it was completed and can be enjoyed and understood by the community. Actually, to measure how strategic our role can be seen from the support of the Minister. Such as involving our bureau in every activity to his willingness to listen and consider each of our proposals. Of course, all the proposals that we offer are based on research that we measure the impact. A simple example, when the Minister is over-exposed, he is willing to receive our consideration to slow down a little. From there we believe that the Minister has given his trust to us and he knows that we will not waste the trust that he has been given to us. That we will always guard this ministry against anything that can harm our reputation, such as making wrong decisions, statements that create blunder, distrust, and controversies. Meanwhile, the support from the institution can be seen from the easiness when we ask for data. We will normalize the data that comes to the Leader Reporting into reports or information that is light, interesting, touching, and special because it is equipped with a series of processes in the form of photos, short videos, and storytelling so that it’s easy to digest, and the public can appreciate the benefits. The information that we prioritize is the process. What messages that you often convey to the team? First, focus. Don’t let new problems occur from our institution just because we are not focused when we are working. Second, be sensitive towards the environment so that we know what to do, how to do it, and when to do it. Third, complete the data and context as a form of education so that the public does not only understand, but also knows the needs and benefit from the program or policy that is implemented by the government. Fourth, always curious and willing to learn because competence can be learned. So, have you adapted to public relations activities? Hmm, the work knows no time here. We must always be ready for 24 hours. My hand-phone is always on, I must continue to explore new knowledge and information, and build a wide network. Do you still have free time? That’s something that is missing ever since I was here. The time for my family is decreased, my children also protested once, especially the youngest who is still in grade 4 of elementary school. So, if there’s free time, even though it’s little, I always spend it with my family. Usually, we go out just to watch a movie together. Recently we watched Robin Hood. To give understanding, I often tell them about my activities. I also share stories about the achievements that we have achieved. The hope is that they have an understanding and a sense of pride. Do you like music? I like it. I am even the type of person who sleeps while listening to music. But the habit must be stopped because my five and children must sleep in silence. That habit can only be done when I was on an out of town duty. What type of music do you like the most?  I like pop-rock like Queen, The Police, Duran-Duran, U2. I first knew about Queen in 1977, since I was in grade 1 of elementary school. A while ago, I also took the time to watch the movie, Bohemian Rhapsody. In the past, there was a time when I liked jazz such as Casiopea, Dave Grusin, Mezzoforte – a jazz category which I consider not to heavy and can still be enjoyed by regular people like me. But, I don’t really like rap music. I also like contemporary music such as Coldplay, Ed Sheeran. What dreams do you want to achieve? I want to bring KemenPUPR public relations to become public relations that meets professional standards and qualifications, and our work is recognized, competence, totality, and focus – which to achieve these dreams, it can’t be managed in civil servant ways. (rtn)
INTERVIEW || 25 June 2019
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Anjari Umarjianto, Perhumasri: Building Reputation through Collaboration
JAKARTA, PRINDONESIA.CO – What will be the main focus of the man who serves as the Head of Public Opinion, Communication Production and Coverage Division of the Indonesian Ministry of Health? What are his hopes for the public relations (PR) world in the hospital? Anjari was met after an event at the YARSI University, Jakarta, Wednesday (8/8/2018), the man who is known as a talkative and friendly person told the story to Ratna Kartika, PR INDONESIA. Here is the excerpt. Indonesia is one of the countries that has the most PR organizations. What makes Perhumasri important and different from existing public relations organizations in Indonesia? When it comes to hospital public relations characteristics, the story can be long, ha-ha-ha! I believe every PR organization, be it hotel PR, SOE, and other organizations, have their own uniqueness. But, we believe that hospital PR is far more unique. Hospital is an invisible business. It’s closely related to life and emergency. Besides, there is no industry anywhere that has around 27-29 professions such as hospitals, ranging from doctors, nurses, etc. In this industry, both the highest and lowest class hospitals has the same complexity. Every procedure and action is the same, it must follow the standard and high technology. The difference is only the specialization. What are the other differences? This question is difficult to answer because the mindset of the leaders who prioritized that hospital is a brand that has not been approved. What are the dynamics of hospital public relations in Indonesia? The first is the matter of the existence of PR in Indonesia. Why? Because the core business of this industry is about disease and health. Talking about disease, the one that has the competency is the doctor, while the other medical officer is a part of the supporting team. Therefore, it is normal if non-medical workers, such as PR, do not have a position that is considered important or strategic. It’s like there is no big difference whether it exists or not. That is the condition that is often encountered in the field, such as at the government hospital which likely has a public relations structure, but does not have marketing. But, even though they have public relations, the role is not strategic.  Their existence is not able to complete the management. Instead, private hospitals generally have a marketing structure, but they do not have PR. The other reason is that there are not many hospital stakeholders who consider it important to manage the organization’s trust, so from the start these two elements were not included in the management dashboard. They are generally stuck in only prioritizing product. The important thing is there are emergency service and polyclinic. That's it. On the other hand, the development of information technology which is developing rapidly makes hospitals which are the center of crisis – every day they receive and give services to the patients – are getting more vulnerable to get hit by crisis. Especially with the new regulation and system such as the National Health Insurance (JKN). This system requires them to change and be more efficient. Then discrepancy happens between the ability given by the hospital and the public expectation. Not to mention, foreign hospitals which leaders have been literate in PR and branding so that they are easier to lead the organization, come as they please. The leaders and hospital management which mostly literate about PR and branding make it easier for them to improve the organization. The understanding of the importance of managing brand reputation ultimately leads to a perception that foreign hospitals are better while domestic hospitals are not allowed to promote. The need for PR is even more necessary. But since the beginning of PR profession and the urgency to manage hospital reputation were not included in the management strategy, PR which is an old science becomes a new science in the hospital industry. So when there is a crisis in the hospital, generally they are not successful enough in handling it. Hospital is also one of the industries which relatively unprepared to face a new wave called disruptive era where information technology, social media, and information transparency are growing rapidly. While the impact of the development of technology makes the public more aware of their rights. The demand for public services is even higher. What is the hospital’s expectation of PR? Actually the expectation exists if the leader and management understand the task and function of PR. Expectation also exists if the PR system in the hospital has been built. As the top level, for example, the hospital leader must be able to be a good example of PR and convince all hospital communities that they are all PR. Because this lack of understanding causes PR to be a photographer, receives complain, and negotiates if there is a demonstration. What is Perhumasri’s biggest goal? Our biggest goal is to build and maintain the reputation of hospitals in Indonesia. The hope is that every time someone asks about the hospitals in Indonesia, the answer will be great. But, to achieve that, we need people who understand the importance and how to manage reputations well and right, starting from PR practitioners, management, to the CEO as the decision maker. Then, the next goal is to change the mindset, especially the leaders’. The perspective of the leaders and all the people who are involved in the hospital industry must be changed, ”The patients remain full even though we stay like this,” to “If the hospital’s reputation is better, the number of patients will increase and be more loyal.” Therefore, PR as the front guard of reputation management should be placed in a strategic position. They are no longer seen as a cost center, but a revenue center. (rtn)  
INTERVIEW || 19 June 2019
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Noke Kiroyan, Kiroyan Partners: Communication Builds Understanding
JAKARTA, PRINDONESIA.CO - Who doesn’t know Noke? His experience as CEO in various industries ranging from mining, oleo chemicals, to energy and innovative technology, made t3wehe man who was born 71 years ago in Surabaya on September 13 highly believes the importance of the role of communication and principles in embracing stakeholders. In 2007, he decided to get off the throne to build his own “kingdom”. He named the kingdom Kiroyan Partners Public Affairs. Here’s the story. Why did the choice fall to consulting service company? Companies basically cover three fields: industry, trading, and service. Industry needs a big capital. I was not a poor person, but I was also not a rich person. About trading, I had the capital, but I had no talent there. So, the choice fell on service, specifically a company that offered public affairs consulting service. During my time as an executive at a mining company, I have used most all public affairs consulting companies in Jakarta, which were generally foreign companies. I also have a background in communication science. So, I know the theory. In practice, I have strong social science, I have gone through many experiences and problems in the field. In early January 2007, I established PT Komunikasi Kinerja, Kiroyan Partners Public Affairs. The people in the consulting company which service I used before came to me one by one once they found out that I established a consulting service company. They said, “Why didn’t you tell us if you want to establish a consultant company? You can join us.” Then, what was your answer? “Actually I don’t want to tell you because I want to compete with you. And I believe I will win!” Ha-ha-ha! Why did you choose to specialize in public affairs? Public affairs is not merely about the dynamics of relations with the government. The public affairs that we understand today is communication or establishing relations with stakeholders by taking into account the political, economic, social, and cultural context. Simply put, building communication or stakeholder engagement in the context of a particular culture. So, if public relations (PR) is more a process and a technique, the context of public affairs is bigger because it must cover all the conditions above. Let’s say there is a mining company that wants to operate, we as a public affairs consultant will conduct a comprehensive and in-depth research/analysis from the political, social, cultural, and economical condition there. Therefore, our team here consists of various scientific backgrounds ranging from politics, sociology, international relations, and many more. After knowing the needs of the community, what makes the community need it, what they want when the company operates there, what impacts on the company when operating there. Once we found out the answer to these questions, we can make a stakeholder engagement strategy and communication strategy. So, it’s not merely a communication process and its technique, but also the context. Is there the most challenging experience as a consultant? There are many. Moreover, our clients come from various industrial backgrounds. One of the most challenging was when a company that was our client was accused of polluting the environment. If this is the case, we will send a team to the location to confirm the truth. If the company is really polluting the environment, we will not defend them. Except if they are honest and commit to deal with the pollution. But, if it turns out that there is no pollution, let’s arrange the strategy, including the approach strategy to the community. So, in principle, we don’t want to defend the wrong. Or, spinning – in reality they are polluting, but they say the opposite. As an ethical company, we have a principle to solve every problem in an ethical manner. We must always work on the basis of facts, preceded by a judgment behind the table. If necessary, we follow up with research in the field. Mitigation measures like this must be done especially for companies engaged in the mining industry, because this industry is vulnerable to issues, especially about pollution and friction with the affected community. When a company is in a crisis, what is the first thing to do? Number one, don’t panic. When we panic, we do look active, but there is no result. Therefore, look and face the problem with a cold head. Study it well, then we find the problem. In your opinion, what is the difference between PR and PR consultant then and now? Obviously, it’s much more complicated, especially with the presence of social media. But, the development of technology and communication, in my opinion, is only a technical problem. Its existence can be a threat, but also an opportunity. Therefore, we must master, explore and improve the ability to overcome problems from and with the development. What competencies should PR have in the current era? Analytical ability is very important, besides the ability to strategize with clear implementation, because when miscalculating, the solution will not be right. What do you want to inherit for Kiroyan Partners? I want this company to continue carrying out its activities ethically and that it can go public in the future .   You keep guarding that dream. In fact, I have an information that even though you are no longer the CEO of Kiroyan Partners, you still come to the office very early? Ha ha ha! It is true! It has become a habit, not only in Kiroyan Partners, I have always been the first person to come to the office. Because when I arrived earlier, I could study first, read the newspaper, follow developments through information I got from the internet, and so on. What is your hobby? My hobby is reading books. I like everything from history books, communication, CSR, to politics. How about sports? I always make the time to walk every morning. What is your life principle? Do not give up easily. In life, we must also have principles and do not become an opportunistic person. Are any of your three children following in your footsteps here? In the past, my youngest child worked at this company. She is a graduate of communication. After marriage, she settled with her husband and worked as a PR in Singapore. From the beginning, I did not plan this company to become a family company. I even forbade my family to interfere with running this company. This company is a professionally built company. Anyone can continue and lead this company as long as he/she is competent and upholds the mission, vision and ethics of the company. What is your message for PR practitioners? Continue to deepen your knowledge, do not be satisfied with the knowledge that has been owned because science will never stop developing and we must follow it. When we stop learning, we are finished. rtn
INTERVIEW || 27 March 2019
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SufintriRahayu, Traveloka: PR Needs “Love” to be Competence
JAKARTA, PRINDONESIA.CO - We met three days later in Jakarta. Approximately on Monday (8/10/2018), one hour before launch, two hours before she engaged into the activity she usually called: never ending meeting, and two days before the woman who was born on 31 January, 1978, departed for the IMF invitation in Bali. Started from an impressive meeting at an event in Jakarta, PR INDONESIA found out the fact that her 20-year career as public relations (PR) could not be underestimated. To RatnaKartika, the woman who described the story of working in a unicorn company like Traveloka is like running the ultimate dreams. What has the world of PR shaped you for the past 20 years? I always see myself as a communicator not PR. Therefore, my job is to help the company to develop effective and efficient communication strategies, then I communicated them to the company’s stakeholders. I have done this task in various companies and industries. The variety of experiences finally made me able to have a general perspective (helicopter view), then applied cross strategy from various industries.   I am an alumni of the Department of Communication Sciences, Padjadjaran University, Bandung. After college, I began my career in a non-profit organization, The ASEAN Secretariat, as a marketing communication — the place where I started building networks. Then, I moved to a PR agency. Here, I learned the way to build relations with the media, make releases, conduct media monitoring, calculate ROI, manage human resources, talent, to handle communication crises for clients from various backgrounds such as fast moving consumer goods, manufacture, to politics.   Six years studying in the PR agency world, I moved to British American Tobacco (BAT). At that time they decided to buy all of Bentoel's assets, a local cigarette companies, and needed a head of corporate communications. This was where my toughness in managing internal communication was tested. Indeed, there was a change in management and acculturation of work culture between the old company and the new one, making 80 percent of my focus given more to manage and develop communication strategies in the internal, while the 20 percent was given to the external. What internal communication strategy did you do at that time? We make programs called Your Voice and Agent of Change. Well, Your Voice is an internal communication survey for employees. Every month we conduct surveys to find out the mood of employees, we call it the mood tracker. This step must be done because there are adjustments that must be made when a company buys a new company. The first month, they are usually confused - somewhere lost. The second month, hate starts to appear. The third month is chaos– some employees decided to resign. This process is natural to occur When we conduct the programs, we will be able to know the level of success of the internal communication strategy in the first six months. If the mood percentage is up or happy, then the communication strategy that we are doing is right. Conversely, if it’s drop, immediately do another strategy. For example, asked the leader to hold one-on-one sessions between directors the level below the leader, or if necessary, raise the salaries. Next, we made an agent of change — company ambassadors. Usually, who we choose is the employees who is vocal or initially lost somewhere. They are the ones we have to approach more, give understanding, and special programs. If they cannot adjust, they usually choose to retreat. In the second year, our focus is more to manage the factory. Every day, there is always a communication crisis, starting from demonstration to daily workers who are possessed, he-he. But I learn from there. During 1.5 years working for Avrist, there were many changes. What is the reason that you decided to move to Traveloka? It’s destiny. I met the founder and CMO of Traveloka a year ago. Initially, it was only a 30-minutes conversation that turned into two hours. It turned out that we have harmony starting from our perspective of the world, our value of life, work culture, public, technology, to PR.At that time they conveyed their needs for the existence of PR and Communication. All these times the work of PR was done functionally by PR manager, while their company was incessantly expanding to Southeast Asia such as Thailand, Vietnam, Singapore, Malaysia, and the Philippines.I accepted the offer. Because, from the bottom of my heart, I felt much happier when carrying out the communication function according to my soul’s calling all this time. Are there differences between PR who works in the digital technology industry and PR in other industries? Actually the basic concept of PR anywhere is the same. That the purpose and objectives of PR is to build reputation, brand, and help the company with every stakeholder to have the same perception. However, because the daily activity of the company which engages in the industry such as ours is close with technology, it’s like technology has flowed in our bloodstream, then unconsciously the way PR communicates always uses the latest communication channels. The difference is usually realized when we interact with other people. That in communicating, we use digital more, making use of many platforms that can help us to collaborate so that distance and time are no longer obstacles for us to be able to finish our work, compared to them who does not work in the technology industry. Another difference, the companies that engages in the technology industry are known to have high competition, their pace is growing fast. This condition inevitably makes PR must continue to learn and keep up with the global technology trends that change very dynamically. As a PR, I don’t see it as a challenge, but we are lucky because we are the new adaptor. Our jobs as the new adaptor are to translate and convince the audience that we bring something new that seems impossible, now it is no longer a dream. Even, it can be a trend which is later used by all the public and changes behavior.   For example, the first time our founder found the ideology about online travel agents, the public could not immediately accept it. With their old mindset, they found it hard to imagine how this something new worked. When it has been realized, the use of technology platform – which was probably can only be seen in fictional genre movies – has become an integral part of the people’s daily activities. Let alone designing a trip, buying gas, to medicine now can be done through application.   Behavior changes occur. In the past, people were interesting from the material point of view. Now, people judge us to be interesting if we live a happy life and have lots of exciting experiences. What does the company expect from public relations?   They want the existence of PR and communication to be more strategic and mature. First, PR can give advice about what should be done and the prioritized for the company. Second, PR can help the business to make our products to be better known. To make it happen, we don’t need a big team, but instead efficient and competent team. Well, what I see is that the employees at Traveloka are classified as class A genes. Each of them is competent in their field so I have no difficulties in giving direction. Next, just be smart in managing priority and desire. What reputation does Traveloka want to build? We want to be known as a service provider technology that is closely related to travel and lifestyle that always listens and prioritizes the customers’ needs (user centric). What is the structural development of PR at Traveloka now? As a fast-growing company, our organization is unique. I, as the PR Director for example, direct the PR team. This PR team manages relations with the media and external stakeholder. But, I also help to supervise the internal communication and government relations. It’s like I’m the one who sew the message, as well as the conductor who leads the communication orchestra. What is the most important thing to do during a crisis? To empathize. We have to think about more impacts which experienced by the stakeholders than ourselves. Be a good spokesperson and collaborate. In your opinion, what competencies that PR must have today?   Firstly, PR must love to write. I don’t agree that PR is perceived as someone who likes to talk. Instead the task of PR is to prepare other people so that they are confident to speak in front of the public. Secondly, they must be at a strategic position according to their level. Third, they must love to listen. By listening, we have a broad knowledge and can be a good spokesperson. There are many PR practitioners whose characters are introverted, but contextual while they are speaking in front of the public. Lastly, they must love to build relations/engagement with other people.   Since when do you have a passion in PR?   I have this passion since high school. The momentum was when I joined the Student Council, I was appointed as the public relations. In order for me to run my task well, I looked for a lot of information about public relations from books. And my writing skill was honed from my hobby of writing short stories. But, it was not a fictional story. For me, PR is not just a profession, but it also has become a part of life. The function of PR I implemented not only in my work, but also in my daily life. Like the way I educate my child. How can I have diplomacy and convince him. The point, I’m in the stage where there is no problem that can’t be solved by communication.   What do you do when you are free?   I travel. My family and I always make time to go out together. Even we always make the time to go out of town every month. After all, now travelling to a dream place is not impossible. There is PayLater, pay by installments while arranging itinerary and hunting for attraction voucher.I have taken my child to travel since he was a baby. Believe it or not, his adaptation skill is excellent. He can eat anything anywhere, ride on a plane from business to economic class. If he is travelling with limited space, he just put on earphones.   What dreams do you want to achieve? My husband and I agree that all the lines of our lives today are to support the realization of our child’s dream. For example, we have a dream that our child can study in a school that prioritizes EQ and IQ. Therefore, his parents must also learn. That’s why I looked for a job that adheres to flexi hour, so is my husband. What are your life principles? To focus on my own life, the others will follow. I’m not a nosy person. That’s why I don’t have social media accounts other than LinkedIn. But I’m nosy for work matters and all its developments. (rtn)
INTERVIEW || 27 March 2019

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