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Six Steps to Develop a Digital PR Strategy
JAKARTA, PRINDONESIA.CO – Before making a digital plan, Harry Deje, the Managing Director of H + K Strategies Indonesia, invited the participants of The 28th Workshop PR INDONESIA Series with the title "Digital PR: Strategy, Skill, Tools, and Data Analysis" to understand the functions they can get by maximizing digital presence. Such as expanding the reach of the audience, engagement, and issue management. Another advantage of digital platforms is that they can form word of mouth. "The advantages of digital, one of which is being able to repeat the same message or information to the same person (retargeting), so that the perception of the audience is formed," he said while speaking at the workshop session titled "A - Z Strategy Digital Public Relations" on Wednesday (29/7/2020). Strategy Deje then outlined the steps to developing a digital PR strategy. The first step is to identify the target audience in as much detail as possible. Starting from employees, potential customers, to influencers. "From there, we can dissect it again based on the category of age, education, habits (behavior), the way they interact in digital media, to relationships," he said. Second, build stories. Audiences tend to listen more to stories than just jargon/sales punchlines. Third, understanding the digital landscape by matching the story we want to build with the digital landscape. "It is important for PR practitioners to understand media channels in a holistic manner," said Deje. The channels referred to include online news portals, social media, created channels (Line Today, GoJek's Go-News), opinion leaders (both offline and online), video on demand (Netflix, Viu), to TikTok. Fourth, make use of omnichannel - multi-channel. "We must be able to make the content explores various media channels simultaneously," he said. Deje continued, what should be remembered is that each channel has different characteristics. For example, Twitter is identical to its strength in building conversations. Instagram which is content-driven. YouTube holds an important role as a video pool. Facebook which is consistent as the largest community-based. And, Spotify is popular because of the presence of podcasts. Fifth, leverage the O2O experience. What is it? In the midst of a flood of information, PR supposedly able to create content that can engage the audience. Even encouraging the audience to respond according to our expectations. Sixth, PR must take a measurement to measure the effectiveness of each strategy that has been executed. Talk about measurement. According to Deje, there are five things that can be measured digitally. Namely, conversions (PR activities are able to drive actions such as purchases or sales), reach (knowledge of the reached audience), impressions, engagement, and sentiments (positive, negative, or neutral). (ais)
TRAINING || 29 July 2020
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Digital PR: Dos and Don'ts
JAKARTA, PRINDONESIA.CO – Harry Deje, the Managing Director of H+K Strategies Indonesia, summarized the dos and don'ts that must be taken into consideration when carrying out the digital PR function. The man who was speaking at the workshop titled "Digital PR: Strategy, Skill, Tools, and Data Analysis" which was held virtually by PR INDONESIA on Wednesday (29/7/2020), explained them one by one. What PR can do includes, first, riding the momentum or taking advantage of the momentum. In practice, it needs sensitivity. This is because the momentum in digital is short in duration. "If we are not sensitive, we can lose the moment in a blink. On the other hand, if we can be the first to take advantage of this momentum, we will become a trendsetter,” said Deje.  Second, the PR must know which news is real and fake. For that, PR must have analytical skills and respond well to it. Another thing to do is to always be relevant. "PR must continue to build relevance with the audience," he said. PR practitioners are able to maximize that need by maximizing digital presence. So, what should PR be avoided? First, don't follow our personal interests, but it must be based on the interests of the target audience. Second, don't trust 100% in the numbers released by digital tools. "Use our common sense," he said. Third, don't put ourselves in a box. "We have to think outside the box while still looking at the impact that may occur or be felt by partners, customers, government and the media," he concluded. (rtn)
TRAINING || 29 July 2020
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Understand the Digital PR Organizational Structure
JAKARTA, PRINDONESIA.CO – Still from the workshop "Digital PR: Strategy, Skill, Tools, and Data Analysis" held by PR INDONESIA virtually on Wednesday (29/7/2020). Previously, Harry Deje, Managing Director of H+K Strategies Indonesia discussed various digital competencies that public relations (PR) must have. The competencies range from hard skills, soft skills to others, such as social media monitoring, image creation, media analysis, keyword research, video creation, SEO, a matrix to see movements and comparisons, and social advertising. In addition, the ability to build relationships with influencers and understand the digital dashboard. It looks a lot and complicated. However, Deje advised not to worry. PR does not need to be an expert in running everything. It is enough to know the function and how it works. "So that they can control and monitor," he said.  Many Pillars Because basically, digital PR cannot stand alone. It is like a house that must be supported by various pillars. Starting from digital planner, digital strategist, digital analyst, creative team, content development, SEO, UI / UX, media buying, to KOL management. Deje explained them one by one. The digital planner plays a role in evaluating needs, interests, making strategies, and optimizing digital channels in the best possible way.  Digital strategists are tasked with maximizing content, creating content planning/editorial plans for various communication channels such as websites, to content for campaigns.  Meanwhile, the creative team is in charge of designing and copywriting. Content development plays a role in creating, managing, and preparing content based on audience responses obtained from various communication channels, one of which is sites and social media. SEO plays a role in ensuring the right keywords are used so that it can place the site in the top position in search engines. The UI/UX section is in charge of knowing the user experience. Media buying to manage ad placement, including on social media. Meanwhile, KOL management has the role of identifying, mapping, segmenting, maintaining interaction, and monitoring KOL. Those are the ideal structures. However, an agency/corporation does not have to have all of them. In fact, many of these pillars can be outsourced. "We are the ones who know the scale of needs, capabilities, and budgets that we have," he said. To be sure, don't be taboo to collaborate or partner with third parties. The reason is that the movement and change of the digital world are very dynamic. "If we only depend on our internal capabilities, then we will be far behind," he concluded. (rtn)
TRAINING || 29 July 2020
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Who are the 2020 PRIA Platinum Winners?
JAKARTA, PRINDONESIA.CO – Give the highest appreciation to Gadjah Mada University (Higher Education), PT Bank Pembangunan Jawa Timur Tbk (ROE and Regional Company), PT Petrokimia Gresik (SOE Subsidiary), PT Pertamina (SOE), Danone Indonesia (Private), Bank Indonesia (Institution), the Indonesian Ministry of Tourism and Creative Economy (Ministry), DKI Jakarta Provincial Government (Provincial Government), and Semarang City Government (Regency and City Government). Platinum is the highest award given to the participants with the highest number of trophies. (The number of each trophy can be accessed in the PR INDONESIA e-magazine 61/April 2020 Edition). The best presenter of 2020 PRIA. They are Muhammad Ihwan, Petrokimia Gresik (SOE Subsidiary), Trisnadi Yulrisman, Sarana Multigriya Finansial (SOE), David Mario Theoreza H, Jenius BTPN (Private), Bend Abidin Santosa, Directorate General of State Assets (Ministry), Leidena Sekar Nagari, House of Representatives of the Republic of Indonesia (Institution), Rinaldi, DKI Jakarta One Door Integrated Service (Provincial Government), and Wing Winarso, Semarang City Government (Regency and City Government). This year, the 2020 PRIA was enlivened by 543 entries. This number increased from the previous year which there were only 476 entries. The judging session for the presentation session was held on March 3-5, 2020. The judging session for the non-presentation session was held on February 23-25, 2020. The two judging sessions were held in Jakarta which was done by at least 13 judges, ranging from senior PR, international journalist, senior academics, to PR Guru. The fifth PR INDONESIA Awards is the most comprehensive public relations (PR) competition in Indonesia. The competition which has been held since 2016 has been participated by more than 100 corporations and organizations which consist of ministries, institutions, SOEs, SOE subsidiaries, ROEs, regional companies, private companies, and provincial/city/regional governments. The highlight of the 2020 PRIA took place online via YouTube streaming. Asmono said, without reducing the value and meaning, the online version of the PRIA Awards is the most possible solution in the Covid-19 pandemic situation. “This is also to obey the government’s call so that we all carry out our activities and work from home,” he added. The Best The judges agreed that all participants had presented their best PR works in 2019. Janette Maria Pinariya, the judge of PR Program and PR Department category, who is also the LSPR Dean of PR, Marketing Communication, and International Relations, highlighted three points in this year’s PRIA competition, such as improvement, many innovations, and more colorful. For Janette, the best participant is those who are able to show the uniqueness and characteristics of each program and their PR department. Meanwhile, Adita Irawati, Special Staff of the Minister of Transportation, who was also the judge of the same category, had a mixed feeling. “I am proud. After being a judge in this event, I can be sure that right now PR in Indonesia has gained a strategic position in each of their own institution/company,” she said. This is reflected from their programs that are getting more creative and innovations that are out of the box. Especially when there are participants from the government public relations (GPR) who are able to show the quality that is equivalent to their colleagues in the corporation. “For me, that is an achievement. Especially coming from the regional government,” she said. Meanwhile, Jonathan Kriss, a judge for Brand Guideline, Digital Channel, and Owned Media category, who is also the Account Director of DM ID viewed that several participants who came from ROE actually have a better understanding of branding. “In terms of the target market and communication strategy, ROEs can indeed be said not too big. But, from the way they pack it, it looks much more compact, fun, and interesting. It makes us want to read again and again,” said Jonathan. Noke Kiroyan, President Commissioner and Chief Consultant of Kiroyan Partners, who was a judge for the Public Relations Governance, Annual Report, and Crisis Management (Pre-Crisis and Crisis) category, saw a wide gap between participants in the Public Relations Governance category. “There are some that are comprehensive, adequate, and even concerning,” he admitted. Meanwhile, for the Annual Report category, he saw that the quality of public company and SOE is the same. “The difference is thin,” he added. Specifically, in the Community Based Development category, the judges agreed that the programs presented tend to be similar and lack innovation. For example, in striving for communities around the corporation to be more empowered and independent, they generally only focus on making products. Although, judge Salman Noersiwan, Communication Director International Society of Sustainability Professionals, said that it’s time for the company to be involved in building a brand. So that it’s more interesting in terms of marketing and the products are even more valuable. Congratulations to the winners of 2020 PRIA. Thank you to those who have supported this event. See you next year!
PRIA || 20 April 2020
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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
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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
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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
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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
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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

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