JAKARTA, PRINDONESIA.CO – The message above was emphasized by Mohammad Nuh, Chairman of the Press Council, when giving a key speech at the 2020 National Public Relations Convention (KNH) titled "Media and Social Responsibility: Media Interdependence and Convergence" on Saturday (5/12/2020).  Therefore, it is important for both public relations and the press to master substance, not only convey it. "They also have to understand the language or every sentence they convey," he said. Another thing he underlined is the importance of public relations and the press in having a good understanding of digital literacy that is in accordance with the era. "If so, they will be a good bridge between the company and the public," he said.  Especially for public relations, Nuh continued, do not only intend to convey products or policies. More than that, the intention is to educate the public. "So, whatever product you convey, the goal is to make people smarter," he said.  Consequently, public relations must enrich themselves with data. Information alone cannot enrich the life of the nation, but it must involve knowledge. “Complete information can help people have broad knowledge and wisdom, namely, a combination of data and ethics,” said the man who previously served as Minister of Education.   Intact  Public relations must also have a complete understanding. Nuh quotes Howard Gardner's book, 5 Minds for the Future. First is discipline mind, which means a mindset that relies on scientific disciplines. This mindset cannot be a reference for understanding a problem, therefore it is necessary to develop a synthesizing mind. Namely, a mindset that combines various points of view.  In reality, these two things are not enough to solve the current problem. Moreover, currently there are many new problems for which the knowledge itself does not yet exist. Thus, it is necessary to develop a creating mind —a mindset that develops, relies on creativity, and breakthroughs.  Creating mind has consequences such as differences or conflicts. "Because, not everyone can accept our creativity," he said. For that, a respectful mind is needed, a mindset that respects differences.   There will be provocateurs to problems that will occur in the future. So, you need an ethical mind. “Ethics is beyond everything. If that can be done, the form of communication will be more convenient. Because there is modernity and respect," he concluded. (rha) 

JAKARTA, PRINDONESIA.CO – Nielsen Indonesia's research shows that a shift in people's habits, especially in reading news, is inevitable. This year, there are 10.3 million readers migrated from printed to the digital newspapers. The number consists of 78% readers of news portals and e-paper, and 13% printed newspaper. This data was conveyed by Hellen Katherine, Nielsen Indonesia Executive Director while speaking at a webinar organized by the Press Company Union (SPS) titled "Media Projection in the Post Covid-19 Era" on Thursday (11/19/2020).  But what must be underlined, said Hellen, is that no expert really understands digital. Because the way the world works will always change. "What we can do is to relearn and reinvent on an ongoing basis," she said.  In the media industry, relearn means the process of increasing knowledge, skills and learning new tricks on how to reach readers on digital, then monetizing the way. In this phase, companies must also dare to invest, because consumers will only care and choose a company that is ready. While reinvent means that there must be a test and learn the process. “Each of us has our own recipe for success. So, do a trial (dare to fail), learn, and find that success," she said.  She gave an example. Printed media readers are dominated by people aged 50 years and over. Meanwhile, 70 percent of online readers are under 40 years old. “The profile of the readers is different. Surely, the way the information is conveyed must also be adjusted,” she said. The younger generation, for example, tends to read the information that is short, concise, clear, and they like pictures in the form of illustrations and graphics.  Different  Hermawan Kartajaya, a marketing expert, agrees with Hellen's statement. "There are many media actors who are trying to get into digital, but many also have failed," he said. He argued that one of the factors is the mindset that has been built in conventional media actors. Namely, advertising to earn income. While the subscription does not get attention. The result is not optimal. “Compare with what startups do. They continue to learn to get an audience, then monetize,” he said.   He then invited media actors to learn from one of the well-known conventional media in the country. That branding is not everything. "They created an event, then it was published, and made its newspaper read (by people)," he said. In marketing, this strategy is called positioning differentiation branding (GDP). Or, it could be translated into “You don't have to be the best, but you have to be different. “Because it was different, it was also what prompted Hermawan to re-subscribe to conventional media. Because, in the media, he found things that he did not find on social media.   On the other hand, conventional media actors are experiencing an extraordinary recession. Downsizing and switching to online media is only one of many ways that they have done to be able to stay afloat.  Meanwhile, the Association of Indonesian Advertising Companies (P3I), as a bridge between advertisers and the media, is challenged to always be aware of changes in consumer behavior and consumer centricity. According to Ernita Aristanty, P3I central administrator, even though the number of digital readers is high, advertisers want every investment they have made for digital to be measurable and their brand to be remembered by their audience. “So, this data regarding consumer behavior becomes very important. From there we can look for answers or solutions," she said. (rha) 

JAKARTA, PRINDONESIA.CO – The emergence of influential figures on social media opens opportunities as well as challenges for PR practitioners. The presence of influencers, key opinion leaders, social justice warriors, buzzers, Instagram celebrities, Twitter celebrities, and others has been able to gather the masses. These figures are also able to convey certain messages to move the public massively on social media, even in the real world.  These are some of the issues raised in the latest book by Agung Laksamana, General Chairman of the Indonesian Public Relations Association Central Governing Committee (BPP PERHUMAS) titled Adapt or Die. The book which was released at the end of 2020 shows the reality of the changing landscape of the PR world.  Through this book, the author, who has more than 20 years of experience in the world of public relations, calls on all PR practitioners about the urgency of adapting. Especially, if you do not want this profession to be swallowed up by the changes and demands of the times.   Agung expressed his thoughts in his fourth book by way of storytelling. Opening the first chapter titled "A Whole New World!", he quoted the title track from the animation Aladdin. "These lyrics are relevant in 2020 because we are in a new world," said Agung who is also the Corporate Affairs Director of APRIL Group.  Meanwhile, in closing the chapter, Agung asked a fundamental question about what will not change in the PR world in the next ten years. This is where Agung's argument is that building relationships and trust is the key to success and the fundamentals of PR.  This book received appreciation, one of which was from Sandiaga Uno, the Minister of Tourism and Creative Economy.  According to Minister Sandi, this book presents perspectives and trends that PR practitioners need to pay attention to. Meanwhile, Pratikno, Minister of State Secretary, and Airlangga Hartarto, Coordinating Minister for the Economy, agree that this book is relevant to the trends and complexity of today's communication world.  For Sihol Aritonang, Chairman of the Indonesia Business Council for Sustainable Development (IBCSD), this book presents a new reality about the PR world. At the same time, it invites practitioners to embrace complexity so that PR can continue to provide value. (rvh) 

JAKARTA, PRINDONESIA.CO –  Therefore, Marianne Admardatine, CEO of H + K Strategies Indonesia, said before communicating the brand, make sure we have data and science. One of them is about what our products are, who the target consumers are, to what their expectations are.   Moreover, the pandemic also changed consumer expectations of the brand, said Marianne while speaking at a talk show held virtually by the IABC titled "FMCG Business in the Pandemic: Understanding Consumers Expectation" on Thursday (19/11/2020). "Currently, consumers focus on goals and brand contributions to society," added Marianne.  The way consumers perceive brands has also changed. "Consumers are becoming more concerned with how brands behave and take real action in doing good," she said.  In addition, consumers want a brand that builds a dialogue with them. “Brands must be able to create conversations with consumers. Including, involving consumers to be able to take part when they take real action," she said.   Marianne provides an example. For example, the company took concrete actions to help coffee farmers, starting from preserving the culture, lifestyle, to the history of coffee." Brands must be able to become environmental activists, more than just taking social responsibility actions," she said. "So, when the goal is conveyed to consumers, they buy products as a form of support for this movement," she concluded. (rha/rvh) 

JAKARTA, PRINDONESIA.CO – Through media monitoring, agencies/corporations are able to find out talks, symptoms, or ‘attack’ of issues before they spread widely. “Framing varies, the issues are also varied. But it will be even harder if we find out later," said Nur Imroatus, Research Manager of PT Indonesia Indicator at the MAW Talk #19 on Friday (4/12/2012).  There are two important benefits from the existence of media monitoring. As the name implies, monitoring and media. The relationship with the media is the current event, when it occurs, and what is wanted to happen. Meanwhile, monitoring can be used for many purposes. It is related to find out what will happen in the future.  According to Iim, as Nur is familiarly called, when monitoring, there are 5W 1H in every news that should be of concern. What deals with collecting information about what happens. When, how is the development in various ranges. Where did it happen? Who developed the issue. And, how is the issue presented?  Don't be Sensitive  Iim said do not to get carried away with feelings when finding out the results of monitoring. Because there are times when the results of the collected media monitoring actually show negative voices. On the contrary, it must be seen that these are media facts that can influence public perceptions.  From this output, we can mix the effects of the framing. For example, regional heads were attacked with personal issues. Respond calmly, say that the incident was handled properly. "We contrast it with the facts on the ground. If the facts in the field are to be made as media facts, then present them with data," she said.  Iim also underlined that society needs a medium to unite opinions. Thus, the media cannot be separated from the public and publicity. The like button on news/information can also be an indicator to represent framing. While the existence of shares is to find out something that is of concern to the public/netizen. (rha) 

JAKARTA, PRINDONESIA.CO – To be sure, said Sally Piri, Managing Director of Arjava Strategic Communication while speaking at the APPRIentice event on Thursday (15/10/2020), the first step that must be taken by public relations (PR) is to understand, know the purpose and role of write. "Why should this article be published? What’s the purpose? Is it for reports, stories, or anything else? " she said when delivering the material titled "PR Writing: Every Word Must Have a Meaning".     According to Sally, there are at least four writing goals. First, to provide information, knowledge, or guidance. Second, to entertain by creating stories that can be enjoyed by readers. Third, invite or convince the audience to do something or agree with our ideas. Last, to release stress or fatigue.  The second step is to develop tactics to achieve key performance indicators (KPIs). “Is it to increase traffic on the company's official website or to spread information to as many media as possible through press releases?" she said, giving an example.  The third step, identifying who is the target audience you want to target. According to the woman who started her career as a journalist, PR needs to know the target audience in detail. Starting from age, gender, educational background, to industrial and institutional backgrounds. Thus, PR will send writing to the audience according to their target audience.  Fourth, selecting the communication channel that is considered the most effective. For example, via e-mail, social media, the company's official website, or the WhatsApp application. Fifth, determine the timeline and distribution related to the publishing schedule in detail. Starting from the date, month, to the time that has been determined from the beginning.  Sixth, creating content. Every writing must be factual, not based on personal interpretation, and it must contain humanist elements. In addition, the writing is able to build emotions, attachments, make people interested, and go straight to the heart. "Make sure our writing is interesting for fellow journalists," she said.  Seventh, measure the results. It can be in the form of PR value or through media monitoring both in terms of points and tone of news.  Writing Type  In addition, PR must also recognize the types of writing, including press releases, fact sheets, annual reports (vision, mission, company trip, remarks from the CEO), letters to editors (responses, clarifications), advertorials, brochures, media kits, remarks, newsletters (less than 10 pages), and inhouse magazine/internal company magazine.  According to Sally, what distinguishes a journalist's writing from a PR is that a journalist is in charge of describing an issue/incident based on sources/eyewitnesses. Meanwhile, the writing of PR aims to convince/invite the audience to do something from buying a product/brand to advocating/encouraging others to provide support. (ais) 

JAKARTA, PRINDONESIA.CO — The statement above is stated by Ayu Kusuma, co-founder and Director of Think PR while speaking at the APPRIentice workshop organized by APPRI on Friday (16/10/2020).  In addition to the first three minutes, two other keys to success in public speaking include building intensity and engaging the audience in the events we are presenting and how to convey the message.  The first three minutes start from the greetings. Meanwhile, to build intensity and engage the audience in the event is by not getting stuck delivering the presentation behind the table or just standing still in front of the audience. "Get down from the stage, get closer to the audience so they feel involved," she said. Meanwhile, how to convey messages is related to our strategy in communicating the material. Another thing she has to emphasize is that public speaking is not just speaking in front of the public, but it's also about body language. Smile, look the audience in the eyes as often as possible, focus on the eye and nose area of the audience, and stare more often at the audience who seems to look down on us. Meanwhile, if you want to show a list, raise your fingers and count using your hands. If you want to point to the audience, don't use your index finger. But, raise your palms, put all of your fingers together, then point them at your intended audience.  When standing, make sure your feet are in the 10.10 o’clock position, avoiding back and forth movements or playing with your hair. Meanwhile, you should not cross your arms over your chest because it implies that you don’t want to accept input.  What if we receive negative reactions from the audience? There are three tips. Namely, increase the volume, throw questions at the audience, summarize each topic in simple sentences.   Five P  Ayu added, make sure you do the Five P's while doing public speaking. The fifth includes persuasion, pause, people, prognostication, poise. Persuasive means engaging in communication. Pause means pause to help us think clearly and breathe more regularly, especially when you suddenly feeling nervous while speaking in public. People, recognize the audience.  Prognostication, provide predictions. For example, "The material that I present is not intended to train you to be a great MC, but to foster confidence in yourself that someday you will be able to speak well in front of people." And poise means to add humor.    Another equally important is learning vocal techniques. Starting from vocal expressions, breathing to volume. (rtn) 

JAKARTA, PRINDONESIA.CO – According to Aurellio Kaunang, co-founder and Business Director of Publicio, the PR score is an objective assessment of the quality of articles and the effectiveness of public relations efforts in conveying messages through media channels.  There are five important elements in measuring a PR score, which includes the media tier, location of the brand or campaign mentioned, messages taken, quotes, and photos. "Later, each will be given a score and added up to measure the overall PR score," said the man who is familiarly called Rio in the APPRIentice webinar on Friday (16/10/2020).    First, the media tier. Usually, the division consists of tiers one, two, or three. The determination of the tier is different for each company. It depends on the audience segment and the media they are targeting. "If the news is published in tier 1, then the score is 1. On the other hand, if it is published in tier 2 and 3 media, the score will be lower by 0.7 or 0.3," he said.  Second, mentioning/writing the location of the brand or campaign. If the brand name or campaign is written in the title and article, then the score is 1. If the brand name or campaign is only mentioned in the title, the score is 0.7. Meanwhile, if the brand name and campaign are only mentioned in the article, the score is 0.3.  Third, the message that is retrieved. For example, if there are three key messages and all three are written in the article, the score is 1. However, if the article contains only one of the three key messages, the score is 0.3.  Fourth quotes from sources. "If the source's quote is in the article, then the score is 1," Rio added. Fifth, photos. "If the photo used in the article is a photo related to our campaign, the score is 1," he said.  Later these five things will be added up. The result will be multiplied by the article tonality. "Now, if our news is positive, the score is 1," he said. So, it can be concluded that the most perfect score for the PR score is 5.  PR Value Measurement  Unlike the PR score, the PR value is a quantitative value converted from PR performance based on the campaign/promotion exposure resulting from articles published in each media channel. "The goal is to measure the effectiveness of investing in PR activities," said Rio.  The way to calculate it is to multiply the PR score, article tonality, and the value of media advertising. "To calculate the value of media advertisements in print media, the method is to multiply the size of the article by the ad rate," he said. Meanwhile, to calculate the value of online media advertising is to multiply the article's pageview by the e-Cost per mille (eCPM). "Usually, we will make the assumption of article pageviews by calculating the total page views per month divided by the total articles published per month," he concluded. (rvh) 

JAKARTA, PRINDONESIA.CO –  The statement above is stated by Elizabeth Goenawan Ananto, founder of IPRS, when closing the grand event for PR practitioners worldwide which had been held on-line from 25 - 28 October 2020.  To all participants, the woman who is also the founder of EGA Briefings hoped that all PR actors would continue to move forward in a better future after the pandemic. "It's better not to wait for the rain to stop, but try to enjoy the rain," she concluded.  According to Ega, as Elizabeth is familiarly known, the way that PR can move forward in the midst of uncertainty is by being creative. In addition, continue to conduct research and experiments by utilizing and maximizing the existence of digital technology. In this way, PR can carry out directed communication to gain public trust based on the aspect of social engagement. Ega also encouraged PR practitioners to participate in spreading optimism.  Meanwhile, José Manuel Velasco from the Global Alliance compiled at least 12 principles of communication that public relations practitioners hold by, such as think about the impact on the organization before communicating. Second, think realistically based on facts. Third, use clear language to avoid misperception and dramatization.   Fourth, include an element of hope in communicating. Fifth, spread examples of good behavior. Sixth, identify other people's emotions. Seventh, in communicating or delivering messages, make sure they come from trusted sources. Eighth, avoid spreading fake news. Make sure we are among those who are critical about the certainty of sources of information.     Ninth, do not separate networks with messages. Tenth, don't spend time criticizing each other's public communications by other people/agencies. Instead, cooperate with them and prove what is best.  Eleventh, help the media by providing accurate and fast information. And the 12th, add some appropriate humor. (rha)