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Learn PR from Blackpink
By: Aldilla Evriyana, APPRIentice   JAKARTA, PRINDONESIA.CO –  Being a reliable PR is not easy, it needs a lot of study, practice, and time. There is nothing wrong with taking an example from the Blackpink members.  Brave like Jisoo  For Blink, the name for Blackpink fans, Jisoo is known as a brave woman. Just like PR practitioners, they must also have a courageous mentality. Because this profession requires its people to be faced with new things. Regarding new things, Jisoo, who dreams of becoming a novelist, has good habits. She loves reading books. She was often caught on camera carrying books. By reading, we broaden our horizons to learn and absorb something new.   Strategic Thinking like Jennie  Jennie of Blackpink is the first member of Blackpink to release a single titled Solo. She is known to have a strategic way of thinking. Jennie is also often referred to as YG Entertainment's golden child because she has a strong, multitalented, and hardworking charm. Everything she has is the main asset to become a reliable PR.   Relevant like Rose  "Terima kasih! Mantul!" That was Rose's shout when closing the concert in Indonesia. Her words were greeted by hysterical screams by the Blinks. Rose not only has a beautiful voice, but is also able to communicate well with the audience. She learned to use several greeting languages from various countries. Just like she did at the concert in Indonesia. Greetings from the audiences in local languages make her relevant to the audience. Rose's habit can be an example of PR. Namely, PR must have the ability to communicate relevantly to everyone.   Different like Lisa  Lisa, who is the youngest member of Blackpink, is known to have two unique personalities. When on stage, Lisa looks energetic and sexy. Conversely, she will return to being a funny and silly person offstage. Her uniqueness forms a characteristic and makes it easy to remember her. Lisa really understands the importance of building personal branding.  Practice a lot and do these tips full of meaning and enthusiasm like the energetic Blackpink. Haenguneul bimnida (good luck)! 
COLUMN || 07 December 2020
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SOE Minister Erick Thohir: "Collaboration and Digital Adaptation is a Must"
JAKARTA, PRINDONESIA.CO –  That was the statement of Erick Thohir, The Minister of State Owned Enterprises (SOE) when he opened the 2020 National Public Relations Convention (KNH) on the second day, Saturday (12/5/2020). According to him, the pandemic has pushed communication and information technology to develop faster. This condition changes the order of all levels of society. As a result, now is no longer the time to prioritize sectoral egos or choose based on closeness.  Now, it's time to make digital an option. Meanwhile, digital collaboration and adaptation is a must. In particular, in strategizing and for taking great leaps.  "Vision, leaps, policies, innovations, solutions, benefits and impacts need to be conveyed and narrated to the public," he said. Contextual and directed communication must be carried out in collaboration between institutions, business actors and their leaders. However, fast motion, solutions, and leaps, require a clearly directed vision. As well as meaningful meanings and benefits despite difficult conditions.  Erick continued, on the other hand, the best defensive human have against pentagon is not isolation, it is information. "Information has become very important in the midst of information and misinformation in the digital era and the pandemic. Every narrative has to compete tightly for attention," he said.  Meanwhile, narrative and misinformation are very easy to spread in this hyper-digital era. Forming an opinion, so that it can spark action. Everything is determined by the design of public communication.  Therefore, the role of public relations practitioners is very important. Its existence is no longer merely an agent of change, but as the frontline guards who are guarding reputation and trust wherever they are. The role of public relations is increasingly strategic and essential as part of the solution to strengthen society to adapt and build national optimism for a healthy Indonesia, a working Indonesia, and a complete Indonesia. "Capacity, capability and adaptive, innovative and collaborative character are the keys that PR must have," he explained.  Pentahelix Synergy   Erick gave an example, currently, the government through the Committee for Covid-19 Handling and National Economic Recovery is aggressively disseminating policies and plans to present Covid-19 vaccines and vaccinations independently. Meanwhile, the Ministry of SOE and the SOE health ecosystem are moving to prepare themselves to support the independent vaccine program with the private sector, information system architecture, integrating one data and platform from various ministries and institutions ranging from the Health Care and Social Security Agency, Ministry of Health, Indonesian Military, National Police, to the Ministry of Communication and Information.  In addition, preparing the distribution of digital ecosystem vaccination services, which was originally planned for the future, is now being realized with the pandemic. And, this can be realized with a vision, innovation, and synergy for the country. "We are exerting all our power and efforts so that we can restore health, raise productivity and end the pandemic together," he said.  Therefore, the government and the Ministry of SOE have made public communication the key to the success of the vaccination program as well as independent vaccination. They also develop strategies and carry out various public communication initiatives using both mainstream media and social media to disseminate proactive narratives and minimize misinformation.  "We also conduct pentahelix synergy by conducting socializations to governors, regents, and mayors, embracing religious leaders, experts, as well as businessmen," he said. In fact, he continued, they also took an approach that emphasized aspects of local wisdom such as art performances. Minister Erick believes that with various innovations, fast steps, and collaboration involving various sectors and levels of society, this country will soon recover. (rha) 
CEO VIEW || 05 December 2020
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Ganjar Pranowo, Governor of Central Java: There Are Times When There Is Need To Be A Little “Craziness”
JAKARTA, PRINDONESIA.CO – It is undeniable that the Covid-19 pandemic is the most difficult period for Ganjar Pranowo during his two terms as the Governor of Central Java. He admitted in front of the participants of the webinar “Catalyst Talk Vol 4: Communicate So That People Unite!” on Friday (5/29/2020). Apart from the effort to reduce the number of cases, equally important homework is to raise public awareness to implement health protocols. Until today, that is only one of the most effective ways that can be done to stop the spread of the virus as long as a vaccine has not been found. “It is not an easy job, especially since Central Java is large,” he said. Ganjar gave more special attention, especially after receiving a report that the awareness of the Central Java community to implement health protocol was low. The governor who is known to be active on social media concluded that this could be the problem because so far they have been inaccurate in choosing a diction that is easily understood by the community. Diction So, during the Adapting to New Habit (AKB) period, he chose to socialize through Covid-19 themed t-shirts. He believed that the shirt could be an effective communication and campaign tool. Moreover, the t-shirts that were produced contain many interesting sentence choices, using every day, even local language. For example, a sentence with the theme of unity “Together Against Corona”. Or, an invitation, “Always Wash Your Hands So You Don’t Get Corona Virus,”. Unique sentences such as “Wearing a Mask is Cool”, to the use of local language such as “Lagi Wabah Becik Ning Omah” (There’s an Outbreak, It Is Better at Home), and “Nyedak Keplak” (Slapped If Too Close). This initiative received an overwhelming response. Its unique design plus a sentence that sometimes made a smile for those who read it turned out to be in demand, even to foreign countries such as Hong Kong, Singapore, and Malaysia. “We will donate the profits from selling these shirts to those affected by Covid-19 such as medical personnel and residents,” he said. He also applied similar diction selection when posting his activities on social media, a digital space that is used for publication and education. “Sometimes I need to use diction that stings and harsh so that people are alarmed,” he said.  Another thing that concerns Ganjar is delivery. He chose to go around his bicycle while exercising in the morning, reminding residents to use loudspeakers to obey the rules of maintaining physical distancing and wearing masks. “I have to announce it to everyone, and everyone has to understand in an acceptable way,” he said. He also strived for socialization and education to the industrial level by diligently visiting factories and craftsmen to ensure their readiness to face AKB. According to him, this effort must also be followed by sanctions. For example, do not hesitate to disperse a crowd of people who are caught not wearing masks. Or, prohibit vendors from selling if they ignore health protocols. Ganjar also highlighted the importance of the government’s public relations role during the pandemic. Especially, related to the speed in responding to public complaints. According to him, the speed of responding and following up on complaints, especially during a pandemic, is part of the form of customer satisfaction. “I am concerned about this. I even gave selected PRs the opportunity to participate in training with journalists to learn how to convey messages that are easy for the public to understand,” he concluded. (ais)
CEO VIEW || 01 September 2020
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The Long Road to Sustainable Development
JAKARTA, PRINDONESIA.CO – In the 1970s, there was a lot of never-ending debate between supporters of economic development against those who wanted environmental preservation. Finally, the debate was pursed into one of the resolutions taken at the United Nations General Assembly on December 19, 1983. The United Nations inaugurated the formation of the World Commission on Environment and Development (WCED) with Gro Harlem Brundtland who was former Norwegian Prime Minister, as the Chairperson and Mansour Khalid from Sudan as the Vice-Chairperson. There were 21 other commission members, including Dr. Emil Salim from Indonesia. The official name of this commission was rarely used, people know it better as the "Brundtland Commission", in accordance with the name of the Norwegian woman who became its chairperson. Nearly four years after it was formed, the commission completed its work in the form of a report entitled "Our Common Future" also known as the Brundtland Report. The point was advocating a new approach to balance economic development with environmental protection through a concept called Sustainable Development. The formulation of Sustainable Development in the Brundtland Report which has become the global reference until today is the "Development that meets the needs of the present without affecting the ability of future generations to meet their needs". The Brundtland report was followed up in 1992 with the United Nations Conference on Environment and Development (UNCED). Again, this official name was rarely used and this conference was better known as the Earth Summit or the Rio Conference. The follow-up meetings were also known informally as "Rio + 10" in 2002 in Johannesburg and "Rio + 20" in 2012 which were again held in Rio de Janeiro, Brazil. Triple Bottom Line In 1994, a businessman who was also an intellectual and environmental activist in the United Kingdom named John Elkington translated sustainable development into a triple bottom line. The bottom line is an informal term in accounting that refers to the last number on the income statement that can be plus (profit) or minus (loss). So, the bottom line might be translated as a positive performance in Indonesian. This term is also known as economic or financial bottom line (financial or economic results). John Elkington argued that not only must companies produce economically positive results, but also socially and environmentally. Because of that, he called it the triple bottom line. Then, some made the slogan from the triple bottom line to 3P: People, Planet, Profit which is now better known than the original term triple bottom line. So, the essence of sustainability is a balance between economic, social, and environmental performance. If there is one element that dominates, then there is no balance anymore which results in the sustainability of a threatened business. For example, the company is very concerned about environmental and social issues, but it is not run economically so that the loss is prolonged so the business is not sustainable. Likewise, companies that merely pursue positive economic performance but forget environmental and social sustainability, this business is also not sustainable. By considering the things above and interesting to the Indonesian context, the emphasis on the "CSR Funds" which are often found by definition alone violates the principle of sustainability, because it emphasizes just one element, while there should be a balance between the three elements already explained above. Sustainability as a principle is rather difficult to describe operationally if there are no standard guidelines. There are two global efforts that have become guidelines for businesses who want to support sustainable development by running socially responsible businesses. First, the United Nations Global Compact was inaugurated by Kofi Annan, the Secretary-General of the United Nations in 1999/2000 which covered four major areas, namely Human Rights, Labor Standards, the Environment, and Anti-Corruption. Companies or organizations that agree to implement it must make a written commitment, and in many countries including Indonesia, there is a network of supporting companies called the United Nations Global Compact Network. Martha Tilaar is one of around 60 entrepreneurs from all over the world who began their commitment to the Global Compact. Furthermore, there is an international standard called ISO 26000 on Social Responsibility that has been adopted and ratified by most countries in the world. In Indonesia, the National Standardization Agency (BSN) has included it in the Indonesian National Standard (SNI) with the ISO 26000: 2013 SNI code. Specifically, for public companies (Tbk) and SOEs, this standard must be a reference in developing CSR programs aimed at achieving sustainable development. ISO 26000 covers six areas, namely Human Rights, Labor Practices, Environment, Fair Operating Practices, Consumer Issues, and Community Development towards the goal of Sustainable Development. Deep understanding Performance measurement based on the triple bottom line principle is made possible by using reporting standards issued by the Global Reporting Initiative, which has also become a reference for public companies in Indonesia in preparing their annual reports, which not only include financial reports but also include performance reports in the field of the living environment and social environment. Thus, it is clear that the momentum created by the Brundtland Report in decades has been successfully operationalized. In addition to individual organizational or company commitments to support the achievement of sustainable development through CSR programs, there are also commitments by countries initiated by the MDGs (Millennium Development Goals) which since 2015 have been replaced by SDGs (Sustainable Development Goals). Both in ISO 26000 and GRI reporting standards, the emphasis is on stakeholder engagement, namely interactions with stakeholders, because they are the ones most affected by and impacting on sustainable development efforts by each company. It is often found that in sustainability reports, companies mention efforts in supporting the achievement of SDGs of a certain number among the 17 targets agreed upon by all UN member states. Studies on sustainable development and the efforts of individual companies through CSR programs and then in relation to community activities, all includes in the area of public affairs. Thus, consulting companies engaged in public affairs must have a deep understanding of the whole complex, including stakeholder engagement and communicating commitments about CSR. 
COLUMN || 08 June 2020
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Future PR: Marketing Becomes More PR?
By: Nurlaela Arief, Director of Communication and Alumni Relations of SBM ITB JAKARTA, PRINDONESIA.CO – The 2018 World Public Relations Forum (WPRF) was held on April 22-24 in Oslo, Norway. Four representatives from PERHUMAS as the largest public relations organization in Indonesia, as well as a member of the Global Alliance, also attended the forum. The PERHUMAS representative also met Todung Mulya Lubis, the Indonesian Ambassador for Norwegia, at the Indonesian Embassy in Oslo. If we look back at the history of the event, initially WPRF was held in Rome (2001), London (2008), Stockholm (2010), Melbourne (2012), Madrid (2014), Toronto (2016), then Oslo became the city chosen in 2018 with by the organizer, the Global Alliance for PR and Communication Management in collaboration with the Norwegian PR Communication Association (NCA) organization. The three main topics that were discussed, namely "Truth, Profit & Intelligence" received special attention and became a reflection for PR practitioners, academics, and PR agencies from various countries. The three big topics were revealed into several sub-topics presented by various world experts. I will share some sub-topics that are quite crucial. Truth, Profit, Intelligence It is interesting to examine what issues are being faced in each participant's country during the networking session. If in Indonesia we are attacked with hoaxes, as well as in South Africa, Brazil, India, and Argentina. When we are familiar with hoaxes, PR practitioners from Europe, America, and other developed countries, use another phrase that is false news or fake information. Truth was much discussed about its various theories and practices, such as truth, post-truth, and other facts in facing the onslaught of false news, especially in the practice of political communication. Meanwhile, the Profit topic was delivered by Prof. Mervyn King from South Africa. He explained how to change from the profit paradigm to value creation. In this context, companies are encouraged not merely to target profits, but rather to create many policies with a business model and output profit, people, and planet approach with dimensions on the Sustainable Development Goals (SDGs). Values like these are more attractive to investors in the long run. This includes how companies will shift to focus more on sustainability issues. In it related to integrated reporting, the preparation of sustainability reports based on global reporting initiatives is part of a strategy focused on CSR communication for a long-term reputation. Meanwhile, in the discussion of Intelligence, the discussion was about Artificial Intelligence (AI). Sarab Kochhar, PR Research Director said during the presentation that he was burdened to bring and prepare the material. Humorously, the Indian man said: "Fortunately, I'm smart enough to talk about AI." In essence, I caught the message of how AI tools after digital civilization and Big Data, in the future, will be able to create acceleration in every aspect of the organization. Any sector, any level of position, will inevitably come into contact with AI. For PR practitioners, AI is able to increase work productivity and various routine PR tasks such as PR writing competence, analyzing sentiments in the media, as well as measuring tools for the effectiveness of digital PR. Some experts, professors from various universities, practitioners, and PR agencies turned out to have compiled a panel, how the impact of AI on the PR profession. Shared by Alastair, McCapra, CEO of the British CIPR. Here are some conclusions from his research. First, the role of PR at the basic or entry-level level will probably be the first to completely disappear and replaced with AI. This is a challenge and will cause big problems for fresh graduates who have just joined the PR industry. Second, PR professionals need to find new ways to provide value to their clients or stakeholders, by utilizing new platforms and tools and developing value chains. Third, the basic skills of PR are considered the most related and the first to be automated. Whereas more general capabilities and attributes that provide quality and integrity will be more difficult to automate with AI. What is encouraging is that it is not true that managerial or creative work will be threatened by AI. In fact, AI can support and facilitate PR practitioners with several functions and automated PR work. Some rigid tasks can be done with the help of AI. For example, in a dashboard press release and spread on media groups, or the media can pull releases from the dashboard that we prepared. This is one of the great impacts of AI technology for PR practitioners.  Future PR, Relationship and Content Daniel Tiesch in his material entitled "The Elevation of PR in the Age of Fake News, 7 Mega Trends News & PR" made many participants stunned. I also pay more attention when Daniel spoke, regardless of his intelligence and good-looking aura, also because of his easy-to-understand manner and very interesting topic. He stated, " Why does PR need to own content in marketing? Why does content marketing mean for the PR Industry? PR must form to be more organization listening." We all are required to listen more and talk less. When we listen a lot, a relationship of trust will be created, the risk will be smaller, while the opportunity will be even greater. Collaboration is very important and PR people must have the capability to take charge of various roles and functions both internal and external relations. Related to big data and artificial intelligence, public relations can take a greater role with useful information and support decision making. With abundant data, we should be more powerful and have stronger insights. Meanwhile, the results of the research from the 2017 Global Communication Report, which says how the views of marketing that become like PR, 61 percent of marketing professionals believe that PR will be closer and align with marketing. While public relations practitioners view that public relations will get closer and align with marketing by as much as 45 percent. PR is the New Marketing, but Marketing Should not Lead PR Regardless of agree or disagree, in the last few months I also felt how close and align between PR activities with Marketing. Today, the challenges of the industry are getting tougher, corporations must be more agile, more efficient, bring in more profits, and create content on social media. For example, which was originally dedicated to education, outreach, building reputation, little by little must be balanced this with promotional content for company products and services. Like it or not, this is the reality. Companies certainly still need PR, because the basis of PR is communication, and communication builds empathy, understanding, respect, and trust. Professional ethics and standards are also important amid the onslaught of hoax, fake news, and false information. How to anticipate, balance false information, the answer is PR that has professional ethics! In the future, PR will be more strategic, more analytical, and less technical.
COLUMN || 17 February 2020

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