AI Encourages Professional PR to Improve
YOGYAKARTA, PRINDONESIA.CO – According to Nila Marita, Chief Corporate Affairs of Gojek, there are two skills that PR practitioners must-have in the midst of the digital era like today. The first is agility, especially in terms of managing the flow of communications as experienced by Gojek, the Decacorn SuperApp company. Nila and her team are required to always be ready to adjust to changes in communication plans that can occur anytime. “PR must be agile, able to use momentum and be sensitive,” said Nila in front of the participants of the 2019 National Public Relations Convention in Yogyakarta on Tuesday (17/12/2019). Second, PR must be able to communicate in an integrated manner. For example, when Gojek were rebranding in the middle of 2019. One of the giant ride-hailing companies was trying to create an integrated concept of a new logo launch. The move began with the launch of a teaser on social media, giving letters to all driver-partners written directly by Nadiem Makarim– the CEO of Gojek at the time, installing billboards on outdoor media, and promoting interesting slogans. “This is a good news for PR. Big data allows our content to be more reach because it can be personalized. We can also engage and appreciate the consumers more personally,” she said. Be the Answer Nurlaela Arif, the Director of Communication and Alumni Relations of the School of Business and Development of Bandung Institute of Technology agreed. She considered big data and artificial intelligence to be the answer in the midst of information uncertainty. Based on research that she has conducted over the past year, the result showed that there are many potentials of big data and AI that can be optimized to help the work of PR. “Artificial intelligence has the ability, one of which is personalization,” said Nurlaela while speaking at the same event. Nurlaela who is the former Head of Corporate Communications of PT Bio Farma (Persero) concluded that PR can easily adjust the interests of the industry to the needs of its target audience. In addition, AI and big data are also considered capable of simplifying contents, automating, to managing issues as well as monitoring issues before a crisis occurs. In fact, both of them are able to predict what issue will develop in the future. The competencies that must be owned by PR are also growing. Besides basic skills (writing, content production, and public speaking), PR must be able to analyze data such as programming in art, python, and SAS programming. Basic knowledge about data processing is important so that PR can give an explanation to the CEO/leadership/stakeholders more easily. In addition, the ability to become an influencer as well as a content creator. Based on Neilsen's research, more than 92 percent of respondents trust information delivered by individuals rather than content produced by companies. Another fact, internal influencers with fewer than one thousand followers considered to be more effective, authentic, solid, and genuine compared to external influencers. “With a note, they still have given direction from the corporate communications as the command center,” she concluded.  (ais)
TRAINING || 28 January 2020
Millennials Play a Strategic Role
JAKARTA, PRINDONESIA.CO – Rizky Salerina, Public Relations Specialist of the University of Indonesia, revealed the fact at the PR INDONESIA Meet Up #21 with the theme “Public Relations Rewind 2019 & Outlook 2020”, at the Institut Francais d’Indonesie on Thursday (19/12/2019). Based on data from the Central Statistics Agency, it is recorded that 88 million populations in Indonesia are millennials. This will trigger a demographic bonus in 2030. “Two-thirds of them are millennials workers. One third are millennials who are still attending school and university,” Rizky said. According to Sari Soegondo, Management of the Education and Training Sector of the Association of Indonesian Public Relations Company (APPRI), this condition also influence political regeneration in Indonesia. Sari added, the explosion of the millennials population not only occurs in Indonesia but also throughout Asia. Responding to Sari’s statement, Rizky said that millennials now play a strategic role, namely strengthening political position, participation in politics, entering the government, and the return of the student movement. “In addition to the return of demonstrations to express their aspirations, millennials also directly involved in running the government. For example Nadiem Makarim, the Minister of Education and Culture. “The millennials who are active outside the government sector, are now given a great opportunity to be directly involved in the government,” Rizky continued. Rizky said, to face the year 2020, there are several things that must be done by public relations. First, learn and apply technology. Second, make millennials the main target of the message. Third, create creative content. Fourth, choose media according to its character. Last, be young. “At least the enthusiasm (of being young),” he said. Humanist and Relevant Millennial trend also affects the consumption of digital media. One of them is the use of social media as the impact of the post-truth era. The public will look for information in accordance with what they believe. According to Inadia Aristyavani, Regulator and PR Department Head of Tugu Insurance, in today’s era, the public is no longer hesitates to create a digital opinion movement. If there’s a product or service that is not good, they don’t hesitate to boycott the product or service online. “For example, by uninstalling an application, giving bad ratings on Playstore, to give bad comments,” said Inadia. This condition has experienced by three well-known companies, such as Bukalapak, Tempo, and Tokopedia. Desy Fitriani, Business Development Manager of Isentia, said that of the three cases, Tokopedia is seen to succeed in regaining the hearts of the public, especially the younger generation, by choosing BTS, a Korean boy band as their brand ambassador. From the data they collected, the buzz about Tokopedia x BTS has reached 5.788. Meanwhile, Ani Natalia, Head of Sub Directorate of Public Relations of the Directorate General of Taxes (DJP), said that to target millennials and support economic transformation, DJP provides digital taxation service. “It also aims to simplify the bureaucracy,” she said. Not only that, Ani views that communication is important to pay attention to the human aspect and must be relevant in the midst of an all-digital and robotic era. (rvh)
MEET UP || 20 December 2019
Content is King, Collaboration is Queen
BATAM, PRINDONESIA.CO – Faiz Rahman, Head of Public Relations Publication Division of Wet Java Provincial Government, viewed that the classic formulation of content is still lacking. “It needs to be added with collaboration is queen,” he said in front of 56 public relations practitioners (PR) who attended the 2020 PR INDONESIA Outlook (PRIO) in Batam on Tuesday (10/12/2019). He then described the importance of collaboration with West Java’s city governments when dealing with a crisis that hit the Government of West Java Province. Through this kind of collaboration, negative issues that arise among netizens can be neutralized. Social media account collaboration is not only to manage negative issues but also can be used to promote destinations or organizational policies. Such as when the West Java Provincial Government campaigned for the activation plan for the Bandung – Pangandaran train route. “The engagement of the story can reach 100k, especially if we combine the photos with unique captions,” Faiz added. The creative way to gain a high engagement is done by the Public Relations of the Ministry of Energy and Mineral Resources. They have weekly targets that must be achieved. For example, getting more than 1.500 likes on Instagram. The ministry’s Instagram account has indeed evolved from less than 40k to 300k followers in December. Ariana Soemanto, Head of Public Relations Division of the Ministry of Energy and Mineral Resources, said that communication styles of utilizing momentum can contribute to the growth of followers and significant engagement. Such as when the movie Dilan was popular, they use the movie to create a message “Energi berkea-Dilan” (fair energy). According to Ariana, the most effective engagement is through quizzes, especially if the prize is large. Now, the ministry’s social media strategy is more directed to provide added value. For example, by creating an off-line activity called #Ruang Energi for the netizens who are invited via social media, then learn together about creativity on social media. “We do this every Saturday, as a manifestation of our added value to the community,” Ariana said. In Singue Kilatmata’s perspective, Strategy and Content Development Manager of Telkomsel, PR practitioner indeed needs to create content agendas, he called it Content Pillar, so that the effect of communication is maximal. In his company, he divided the content agenda that consists of corporate events, special theme, people, CSR, region birthday, and festive (holiday and international days greetings). “The key to the success of the content in order to get high engagement is to connect with the product,” he said. Singue also advised PR to be careful when campaigning on social media. “Because after all, it relates to the corporate’s content, the language of the content on social media needs to be regulated so that it is not biased,” Singue concluded. (asw)
TRAINING || 11 December 2019
Social Media Content is Demanded to be More Relevant
BATAM, PRINDONESIA.CO – That was the main topic of the first day of the 2020 PR INDONESIA Outlook (PRIO) which was held in Batam on Tuesday (10/12/2019). With the theme “The Power of Media Relations: Social Media Strategic for Public Relations Campaign Effectiveness”, the event lasted for three days until Thursday (12/12/2019) and attended by 56 participants from 22 corporations, five ministries/institutions, and one local government. Asmono Wikan, the founder and CEO of PR INDONESIA opened the event by analyzing a number of PR trends next year. One of them is data. “We are becoming more familiar with data and consider it as a “friend” to be used in PR campaigns whenever needed,” he said. With the number of data possessed, every PR practitioner will be more flexible in creating messages. However, Asmono reminded that the messages communicated through social media must be relevant and touch the humanity aspect of the target audience. “PR is communicating with humans, not with robots. Therefore, create PR campaigns that touch on human values so that the campaign can obtain high engagement,” he said. Faiz Rahman, Head of Public Relations Publication Division of the West Java Provincial Government, agreed with Asmono’s opinion. Faiz shared his experience in managing West Java Public Relation’s social media account at the panel session. “Although the number of our followers is very far compared to that of Governor Ridwan Kamil, but for us it has grown significantly,” he said. Now, West Java Public Relations social media portfolio is based on Instagram with 89.6K followers, followed by Twitter with 44.5K followers and Facebook with 12.3 followers. “Character, content, collaboration, and consistency are our social media strategy,” Faiz explained. Two other speakers also took part in this session, they are Ariana Soemanto, Head of Public Relations of the Ministry of Energy and Mineral Resources and Singue Kilatmaka, Strategy and Content Development Manager of Telkomsel. (asw)
TRAINING || 10 December 2019
Can Ads Overcome News Dispute?
  JAKARTA, PRINDONESIA.CO – The statement above was stated by Asmono Wikan, Secretary General of the Union of Press Media Company (SPS) in the 2019 Media Crisis Handling & Photojournalism workshop in Jakarta on Friday (6/12/2019). In the training attended by the BNI Strategic Management Region and Performance Channeling Region employees, Asmono who is also the founder and CEO of PR INDONESIA said that advertising does not necessarily make the corporation free from negative news. According to him, news is related to news value, while advertising is a corporate container to greet the target audience. “The cooperation between the two parties does not necessarily make advertising becomes a dialogue channel to mask negative news,” he added. There are two factors of negative news about corporations that circulate in the media. First, public demand for the news. Second, the interest of the media itself. Of course, different factor requires a different response from PR. To deal with the first factor, Asmono said that PR must first understand how the media works. Actually, media works for the public interest. The media must also verify before publishing news. In addition, they must meet the elements of cover both sides, which means the balance between the parties involved in the news. If there is a mistake in the news writing, the corporation can ask for a correction right to the related media. If the mistake can harm the reputation, the corporation also has the right to answer. In fact, the corporation can submit a complaint directly to the Press Council. Meanwhile, to deal with the second factor, PR practitioners must be brave enough to say that they understand how the media works. “Media works according to the Press Law and the Journalistic Code of Ethics. If a violation occurs, it will be processed ethically by the Press Council,” he said. If the negative information written by the media proves to be untrue, it can threaten the reputation of the media itself. If this happens, there may be not a company that wants to work with that media anymore because it has proven to be not credible. Conversely, negative new also cannot be used by the media as a signal for advertising. Therefore, Asmono advised that PR practitioners must regularly visit the media. If possible, PR practitioners should hold regular meetings with the media officials to explain the background of issues that might be related to the company. Thus, there will be no misperception in the future. (rvh)
TRAINING || 06 December 2019
When do You Need Influencer?
BATAM, PRINDONESIA.CO – The campaign includes the preparation of objectives, key message, social media roles, content calendar for one month, and the choice of using influencers. If the campaign on social media follows those steps, Avianto Nugroho of Partner Fabulo PR Jakarta believed that it will give an effective impact on the audience, or in this case the netizens. Avianto shared that in front of 56 PR practitioners from dozens of corporations and organizations participating in the 2020 PR INDONESIA Outlook (PRIO) in Batam on Wednesday (11/12/2019). At the event called “The Power of Social Media: Social Media Strategic for Public Relations Campaign Effectiveness”, Avianto invited the participants to practice designing a campaign on social media at the end of the session. Avianto also gave a piece of advice on the trend of using influencer for social media campaigns. “Don’t follow the market too much,” he reminded. Especially if they are not from FMCG companies. Meanwhile, for government agencies, the public is actually the one who needs the institution. Therefore, social media management must be consistent with the timing of the delivery of information. Nothing is certain on social media. “Maybe today the trend is to use influencers, it doesn’t guarantee that it will still be a hit in 2-3 years,” he said. The value of the influencer also will not affect the effectiveness of the organization’s social media campaign. What is more influential is the aspect of relevance and credibility of the influencer. For example, a hospitality company wants to use the service of an influencer, so make sure that the influencer does indeed often travel and stay in star hotels. In the end, communication with the audience on social media should prioritize the human side. Therefore, treat social media audience humanly, deliver consistent information, as well as ensure that the information is always credible. Therefore, not every organization/institution must have an account on all social media platforms. Why? “So that when a crisis occurs, the crisis management is more focused and the crisis doesn’t spread to many platforms,” concluded Avianto. (asw)
TRAINING || 12 November 2019
Have This to be Ready to Face Crisis
BALI, PRINDONESIA.CO – What kind of preparation for war? “Preparation to face crises,” said Firsan Nova, Managing Director of Nexus Risk Mitigation and Strategic Communication, while speaking at the Corporate PR class at the PR INDONESIA Jamboree (JAMPIRO) #5 in Bali on Wednesday (30/10/2019). The first step, identify the elements of the crisis. From shock, denial, anger, bargain/hope, depression, to acceptance. For example, about accepting defeat. “How can I lose?” (shock), “It’s impossible to lose.” (denial), “How can I really lose?” (anger), “Maybe this is just a strategy of pretending to lose.” (bargain/hope), “But, I really lose.” (depression), “It is our fate to lose. We must keep thinking positive.” (acceptance). Identify the situations that have the potential to become a crisis. Such as issues of health, safety and security, finance, environment, disaster, business practices and ethics, law, employee error, customer complaints, availability of goods, to advertisements produced by the company that are found to contain misleading or incorrect content. After that, identify stakeholders that have the potential to become a source of crisis both from the internal and external circle. According to Firsan, there are two efforts that must be done by PR in relation to the crisis. First, curative efforts. Second, preventive effort. Preventive efforts such as fostering public trust in companies, maintaining good relations with government officials, building strongholds from the bottom line of the marketing chain, and preparing crisis management programs. While curative efforts include identifying, isolating and dealing with crises. Crisis affects three things, such as image, reputation and financial stability. The task of PR is to isolate the crisis both from the side of the impact to the issue so as not to worsen. "During a crisis, we are not looking at the scale, but the impact," said the man who is often speaking about PR crisis and management issues, firmly. How big the impact of the crisis could harm the company. "The more serious the potential, the greater the crisis that we will face," he added. Create a Guide What should PR do? First, study the data and facts. "Make an opinion leader map analysis, do a media analysis, handle issues in accordance with the character of the business," he said. Then, prepare an information package, issues limit and their impact, position the company's image, crisis center team, and appoint an unofficial spokesperson. The tips, said Firsan, honesty, repeat the message as often as possible, know and choose the right communication medium according to the targeted audience, think long term, be open to receive feedback in the form of suggestions and criticisms. For this reason, emotional intelligence is one of the competencies that PR must-have today. In addition to the ability to communicate clearly, confidently, has a sense of empathy, willingness to listen, open-minded, and more. "The ability to respond calmly to everything is important. No need to be angry when insulted and praise should not make us hover," he said. Firsan also shared an effective crisis communication guide. It consists of identifying the speed of a crisis, responding quickly, supporting with data, forming a crisis team, and ensuring that PR gets direct access and trust from the CEO. "The latter is important because it will greatly influence the decision making process during a crisis," concluded the man who often shares his opinions in the Column rubric of PR INDONESIA Magazine. (rtn)
JAMPIRO || 07 November 2019
PR is No Longer a Thinking Machine, but a Feeling Machine
BALI, PRINDONESIA.CO – In the era of disruption, there are many new things that must be faced. “Things that did not exist before and were never taught, must be faced directly, and even demanded to immediately find the solution,” said Marianne while opening the Government Public Relations (GPR) class at the PR INDONESIA Jamboree (JAMPIRO) #5 in Bali on Wednesday (30/10/2019). This condition also requires communication practitioners to have psychological expertise. “We need to study human behavior,” she said. Because, the role of PR in the companies and organizations today is no longer as a thinking machine, but a feeling machine that understands data by using emotion. According to Marianne, data is not just numbers. Data is the expression of humans behind it. Data can be a tool to develop empathy for PR practitioners. “From the data that we have, PR can formulate a story and create a campaign,” she said. Moreover, we are now living in the relevance era where the audience, especially millennials, will only pay attention to information that is considered relevant to their lives. Well, campaigns that e from data will build a higher relevance. The campaign that is created can be even more varying. “It’s not only storytelling but can also be completed with a social movement that surely will bring the company’s brand closer to its audience,” said the woman who graduated from the University of Canberra, Australia. The same thing also applies to GPR. Government Public Relations usually participates in making and communicating policies. In order for the policy can influence human behavior and right on target, GPR needs to pay more attention to the relevance aspect. “Other than using data, try to explore the opinions of various groups affected by the policy. So, the public can feel that the policy is relevant and deserves to be heard,” she said. In addition, use social media optimally. Marianne believed that other than facilitating polls, social media also helps institutions to rise touching storytelling. Especially if equipped with audiovisual. (den)
JAMPIRO || 07 November 2019
Crisis Management Recipe by KPK
BALI, PRINDONESIA.CO – Chrystelina GS, Head of the Information Service and Public Communication of Public Relations Bureau of the Corruption Eradication Commission (KPK), the recipe in front of the participants of the parallel workshop series ahead of the PR INDONESIA Jamboree (JAMPIRO) #5 in Bali on Wednesday (30/10/2019).  In dealing with cries, KPK’s public relations (PR) refer to four principles. First, maintain the reputation and ensure that the anti-corruption commission is perceived positively according to the institutional principles such as legal certainty, transparency, accountability, public interest, and proportionality. Second, having control over crisis situation and ensuring the correct key messages, delivering accurate key messages, on time and accepted, understood, and believed by the stakeholders. Third, anticipate and minimize disruption towards KPK’s programs and activities. Fourth, maintain stakeholder’s trust. Even so, Chrystelina said which becomes the concern when a crisis occurred is the internal party. “The threat at KPK usually disrupts organizational processes or governance, if a crisis occurs, internal must know first,” she said. Whatever happens, KPK employees must continue to eradicate corruption. Some potential crises experienced by KPK in the change of leadership, in 2009, 2015 the leadership of KPK was criminalized when he finished taking office. This has an impact on the KPK organization, especially in the case handling process. Because an investigation warrant must be signed by the leadership. Next is the revision of the law. Chrystelina likened this condition to renovating a house. There must be coordination with the house owner to find out what they like. However, this did not happen to KPK. This then caused discomfort inside KPK. “Moreover, this year’s revision if the law, we were not invited. Next thing I know, the revision was released,” she said. Last, institutional attenuation. KPK investigators can indeed be from the police and independent investigators. When there was an issue of institutional attenuation, the organization was confused. The forms of crisis faced by KPK are in the forms of threats, hoaxes/disinformation, a pretrial, and legal proceeding. This condition can have an impact on decreasing public trust. In order for the crisis not to interfere with internal performance, KPK held a town hall meeting. This meeting aimed to inform what is happening at the institution. They also hold small group meetings, making products from social media which was also intended for internal use as encouragement. Forming a crisis team report, crisis communication email (helpdesk), internal communication products through portals and other internal media. In dealing with crises, KPK applies 5C. Such as: Care The message delivered shows a sense of care and empathy for stakeholders affected by the crisis. Commitment The responsibility of delivering the message will immediately act to resolve, find sources and minimize recurring events. Consistency and coherency All parties from leaders to staff must give the same statement. Clarity The message delivered to the public must be clear, easy to understand, and simple so that the message does not develop into incorrect information. Community Developing communities with various parties, one of which has begun well before the crisis. The strategy was also equipped with the KPK crisis management team. It includes a law firm tasked with analyzing the origin and consequences of a crisis, measuring/analyzing crisis levels (media exposure and interest), spokespersons. Meanwhile, the Public Relations Bureau is in charge of producing products and communication activities, mapping the medium for product output. The deputy head was tasked with analyzing mass media and social media, as well as mapping high profile people, to managing internal communication. "We open the widest possible access to the public because the KPK is publicly owned," he concluded. (mai)
JAMPIRO || 06 November 2019