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Digital Literacy in the Middle of a Pandemic
JAKARTA, PRINDONESIA.CO – This is the momentum for the community, including public relations (PR), to participate in educating people to be wise and smart in using digital media. This discussion emerged at the Husni and Friends event with the title "Wise and Smart Broadcasting Through Social Media," which was held online on Thursday (9/7/2020).  Moreover, the Broadcasting Bill (RUU) has not yet been completed. Many parties suggested that the initiative be carried out at the community level. This urge is motivated by the increasing number of broadcasting forms on social media. Meanwhile, the existing regulations cannot be used as a guard in keeping the content from disturbing the public interest. The Indonesian Broadcasting Commission (KPI) did not remain silent. "KPI continues to strive so that this broadcasting regulation will soon be formed," said Agung Suprio, the Head of the Indonesian Broadcasting Commission (KPI). He suggested that the Law only regulates macro matters. The more detailed and technical provisions can be made in the form of government regulations.  The Sooner, The Better Yadi Hendriana, the chairperson of the Indonesian Television Journalists Association (IJTI), , had a similar hope. According to him, the sooner the legal basis is published, the better the journalistic work will be. "We cannot stem the digital technology revolution," he said. This condition certainly has an impact on the press industry, including television. Moreover, social media is closely related to journalism and provides a large space for broadcasting. Even so, Yadi agreed that the public should not rely on regulations and merely passively wait for government regulations. Technological advances bring many benefits. For example, the public actually benefits because information promotes transparency. Yadi continued, what is important is that content creators re-examine the impact and influence when information is uploaded to social media. This step becomes the main filter to make sure the information is suitable to be disseminated or not. "If the impact is negative, don't spread it," said Yadi. Rizka Septiana, a public relations practitioner and lecturer from the LSPR Communication and Business Institute, does not deny that so far not all people have received education on how to use social media well. Coupled with a pandemic, people are required to be fast learners and adaptable. Thus, the potential for negative impacts is also large. Moreover, social media is able to reach a much wider audience. If the wrong information is spread to many users, it will become a wild ball, then viral. "The government cannot work alone, we must also contribute actively," she said. This effort can be started from the smallest environment, the family. According to Rizka, the family can be the first digital literacy gateway. This step is even more productive and effective amid the pressure to do digital literacy. (rtn)
COMMUNITY || 11 July 2020
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Relevant Communication in the New Normal Era
JAKARTA, PRINDONESIA.CO – This topic became a hot topic in the talk show of Ramadan Talk with Siblings Rumah Millennials titled "Public Relations in a New Normal World" which was held online on Saturday (16/5/2020). According to Boy Kelana Soebroto, the Head of Corporate Communications of Astra who was speaking at the event, the preparations made by the public relations/PR must be now, not later. PR practitioners must also be prepared to face new challenges. Starting from staying relevant to the stakeholders in the midst of uncertainty, managing the right time for communication in times of uncertain trends, building engagement with audiences, to maximizing the use of media platforms that are in line with the communication objectives. To answer these challenges, public relations must remain in the corridor, namely maintaining and building a positive reputation and image of the company through management, monitoring of information, and structured communication. If described, Boy said that the role is divided into four, such as internal relations, partnership, and government relations, media relations, and brand communications. Internal relations play a role in managing the internal communication system and facilitating internal communication channels. Its function is important, ensuring good communication and coordination. At Astra, they held the Astra Group Regional Coordinator Online Forum by utilizing the Zoom application. The agenda discussed the prevention of the Covid-19 pandemic at each Astra group installation. In addition, holding an experience sharing session through Casual Chat "KolaborAksi" for the company’s internal groups. Fardila Astari, the Communication Director of the Rajawali Foundation also emphasized the importance of internal relations. According to the woman who was appointed as a speaker that day, internal communication is an early-stage communication that companies must do. This is related to employee safety. The messages that need to be communicated include the initiation of flexible work and protection for workers in the field. "Ensure that communication is built transparently and in line with government policies," said Fardila, adding that internal communication was also needed to focus on business continuity strategies, building resilience, and preparing for recovery. External Communication Don't forget to establish external communication with the stakeholders when creating a communication strategy in the new normal era. The communication built includes communicating the impact on the delivery of products or services to customers, building communication plans, staying in touch with suppliers, reviewing terms and conditions with creditors and investors, and consulting with the legal team about government policies. Other stakeholders that are also important are the government and the media. "Make sure the message delivery process is carried out according to government directives," said Boy. He gave an example of holding an online press conference. This method is considered effective because it is in accordance with the government's appeal to maintain physical distance and is not constrained by distance and time. By utilizing the application, they are also free to spread messages in various forms such as videos and infographics. The communication strategy made must also be relevant to the Covid-19 pandemic situation. For example, the movement initiated by Astra, #SangatSalingBantu. An invitation to donate cloth masks and encourage community participation in preventing the spread of the plague. Also, maintaining brand visibility through creative content, promoting positive news, and engaging the audience when communicating online. (rvh)
COMMUNITY || 08 July 2020
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Maintaining Hospitals’ Reputation During a Pandemic
JAKARTA, PRINDONESIA.CO – Outpatient and inpatient visits decreased sharply by more than 50 percent during the pandemic. One of the factors is because of negative stigmatization towards positive Covid-19 patients, medical personnel, and the hospital business. Even so, there is a new phenomenon. Access to health services via telemedicine or long-distance medical telecommunications application services has increased significantly during the pandemic. From the initial 4 million downloads, it has jumped to 15 million downloads with a total of 320 thousand user patients. This fact was revealed in a virtual discussion titled "The New Business Model for Hospital: Branding Strategy During a Pandemic" held by the Association of Indonesian Hospitals (PERSI) on Friday (1/5/2020). According to Anjari Umarjianto, the Chairperson of the PR and Marketing Compartment of PERSI, the pandemic changes consumer/patient behavior in choosing health services. People are now getting used to doing more activities at home. "Seeing these conditions, there need to be new tactics so that the hospital business can continue to run," said the man who since mid-May received a new mandate as Head of Law, Organization and Public Relations Department at Dharmais Cancer Hospital. Core Value Anjari's statement was agreed by Silih Agung Wasesa, a Commercial Brand Consultant. According to him, all lines of business, including hospitals, were forced to pivot or develop business by changing their business model. Especially during the pandemic, the hospital became one of the places most people avoided. So that hospital can maintain business continuity, Silih emphasized the importance of each brand being included in their core values. The first step that must be taken is to form a business pivot task force team in charge of selecting any services/products that are considered profitable and unprofitable during the Covid-19 pandemic. For example, the rapid test service. Second, scale up or cross-selling services. When hospital pharmacies generally only carry out the function of drug distribution, try to be more proactive by offering the advantages of drugs that can increase immunity. With a note, the approach method is soft selling. One of them is through social media. Make a third effort related to medical services outside of Covid-19. The trick is to collaborate with hotels or malls to take advantage of the facilities they have as specialist service places. "When people are afraid to go to the hospital, do the hospital service at the hotel," he said giving an example. "The advantage of the hospital compared to other brands, the hospital has a good reputation with strong doctor legitimacy," he said. This value proposition is an advantage that can be used by hospitals during the Covid-19 pandemic. These advantages must always be displayed in every content created by public relations. “The hospital now has the highest legitimacy when there is a pandemic. It means, whatever is conveyed by the health group, the public will definitely believe it," he concluded. (ais)    
COMMUNITY || 07 July 2020
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Tips for Converting Offline Events to Online
JAKARTA, PRINDONESIA.CO – Working from home (WFH) does not reduce the duty of PR practitioners in fulfilling key performance indicators (KPI). Various moves were carried out even though there was limited space for movement. As experienced by Boy Kelana Soebroto, Head of Corporate Communications of PT Astra International Tbk, when he was speaking at an online event organized by LOKETalks X Perhumas Muda titled "The New Normal: How to Shift Off-line to On-line Event" in Jakarta on Thursday (16/4/2020). All events and off-line activities were automatically postponed, but the engagement with the audience must continue. "The only way is to do online activities," said Boy. Although, he admitted that he was shocked and was not used to doing virtual work in the first week of WFH. Adaptability is key. Boy shared several tips. First, don't let limitations make us idle. Instead, make the WFH momentum an opportunity to generate creative ideas by utilizing various digital platforms that are available. Second, transform offline plans online. Because in times like this, PR can only reach its audience online. On the plus side, this is an opportunity for PR to reach audiences that were previously unreached by offline activities. Third, make detailed event planning starting from concept, execution, to publication stage. Strive to create events that can attract attention and increase the involvement of many people. Finally, prepare a suitable place during the shooting process. Creative The impact of the pandemic was also felt directly by technology companies engaged in online ticketing and events such as Loket.com. Moreover, the focus of the event or entertainment industry is related to crowds/gathering of people, which is currently prohibited. "Before the Covid-19 crisis, we had already conducted several online events such as webinars, and ongoing online workshops. But the volume was rare," said Rama Adrian, VP Consumer of Loket.com. "Creativity is the key to organizing online events. Meanwhile, the internet network is an obstacle." Rama continued. Arninta Puspitasari, PR, Event, and Sustainable Development Manager at Nutrifood argued that this condition encourages higher collaboration. "Collaboration makes us rich. Therefore, find out what issues are related to our partners and what value we can provide," she said. The challenge is because there is no other alternative space, online events will increase in number during the pandemic. Therefore, PR must move quickly and agile in organizing online events that are relevant to the current conditions. Make sure that every event contains a strong key message that makes people interested in getting involved. Arninta emphasized three important things in establishing collaboration during the pandemic. First, prioritize empathy for partners who will be invited to collaborate. Second, find common objectives/goals. Third, the collaboration that is carried out must have a strong key message. In addition, know the difference between the online programs that we create and others. Make sure the online activity has an impact on the audience. "Be relevant, be agile, be positive," she concluded. (ais)
COMMUNITY || 06 July 2020
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The Shift in Personal Branding During the Pandemic
JAKARTA, PRINDONESIA.CO – That was conveyed by Silih Agung Wasesa, a personal branding expert who is also the author of the book Personal Branding Code at the Indonesia Brand Forum 2020 with the theme "Personal Branding in the Post-Pandemic World" on Thursday (2/6/2020). According to Silih, this is due to changes in the flow that occurred during the Covid-19 pandemic. At that time, when most people were more active and even working from home, it was encouraging a behavior known as emphatic society. "The concern between human beings is getting stronger," said the man who has been working on communication and branding strategies for 25 years. So, said Silih, someone's personal branding can change and grow. But, it's better to be planned. He took toothpaste as an example, although its main function was to clean and care for teeth, every certain period of time, it experienced developments such as preventing cavities, making teeth whiter, and so on. "Besides growing, its existence provides many solutions," he said.  Because basically, personal branding is a process carried out by someone to introduce their competence to stakeholders effectively and efficiently. "The interest in building personal branding does not have to be well-known, but known," he said. Three Elements There are three elements that must be considered in building personal branding. First, get into the circle of luck. To enter that circle, then be the opening door for others. "Because, personal branding is not about having to be famous, but known. One of them is by providing solutions for others through the competencies he/she has," said Silih. Second, has inner beauty. Beauty from within is important, but we must not forget beauty from outside. "It doesn't mean that you have to have plastic surgery, but learn to look neat, comfortable, and attractive for yourself and those who are with us," he said. Third, unique and different competencies. He took the example of a storyteller who wanted to build personal branding. He has the expertise to imitate various animal sounds. This skill is indispensable for a storyteller, but it is not special because almost all storytellers have similar skills. When it was explored, it turned out that there was one function of storytelling that was of great benefit, but not much was known by other people. Storytelling turns out to be traumatic. He then built personal branding as a storyteller who specializes in storytelling therapy. This is what we later know as a skill that becomes a solution for others. “Inward focus. Explore the competencies that exist within us," he advised.  Silih continued, if it meets the preceding rules, then we can call it personal branding, not a mere image. "It becomes an image when the packaging and contents do not match," he concluded. (rtn)
COMMUNITY || 04 July 2020
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Take a Peek at the 12 Secrets of Influencers
JAKARTA, PRINDONESIA.CO – Yes, there are many opportunities that can be obtained by becoming an influencer. According to Content Creator Benazio Rizki Putra, besides being able to open up opportunities to gain income such as brand deals and endorsements, becoming an influencer can expand networks. In addition, it proves that the person concerned has the value, influence and trust of the netizen. "This is proofed by the number of followers and their interactions in the form of likes and comments," he said while speaking at a webinar organized by Terang Jakarta titled "Social Media A to Z: Things that You Don't Know about Social Media"on Monday (15/6/2020). If observed closely, said the man whose nick name is Bena Kribo, every influencer has a characteristic or personal branding. For example, they have different hobbies like make-up, device review, cooking, culinary tours, traveling, and so on. "We can choose whatever we want to show, but not everything has to be shared on social media," he said.   Important Bena summarizes 12 important things that must be considered in managing social media accounts. In particular, Instagram. First, username. Keep it short, unique and easy to remember. Second, biodata. The contents revolve around what other people want to know about us, make it brief and to the point because the number of characters is limited. Third, set a target audience and get to know it. Starting from the age range, their life style, to their average income. "So that we can connect when we’re building communication with them," he said. Fourth, create content that is informative (tutorials, useful), entertaining (interesting, attractive, fun). Fifth, engaging, it means that the content must be useful, shareable, and relatable. Sixth, pay attention to the thumbnails, make sure they look neat and attractive. Seventh, take advantage of the caption column to write important information with storytelling. Eighth, call to action by making questions, inviting discussion, including video links, inviting to mention friends, to asking their opinions. Ninth, establish interactions by replying to comments, direct messages, or giving like to people's comments on our uploads. Tenth, never buy followers. "If we get followers instantly, it's instant loss too. Just enjoy the growing process because it's more valuable,” said the man who started his career as a blog writer. Eleventh, attention span. Get people interested in the first seconds. Continue to innovate and adapt content according to the latest trends but still relevant to our personalities. Lastly, or the 12th, pay attention to the size of the photo/video, upload time is usually between 7 - 9pm, riding the trend, and uploading consistently. (ais)  
COMMUNITY || 30 June 2020
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The Role of PR in the Age of the New Normal Order
JAKARTA, PRINDONESIA.CO – This is in line with the statement of Israel Yuval Noah Harari quoted from Time, "The best defense humans have against pathogens is not isolation – it is information." According to Imam Suryanto, the Public Relations Officer of the Ministry of Trade (Kemendag), PR has roles starting from developing a communication strategy that prioritizes health protocols, running public communication programs, to maintaining a positive image of each agency/corporation.    According to Imam, in formulating this communication strategy, PR practitioners must pay attention to changes and the current conditions of society. "As we know, the pandemic has brought people into VUCA conditions, namely volatility (anomaly), uncertainty, complexity, and ambiguity." he said at a virtual discussion held by the Student Executive Board of Public Relations Study Program, the State University of Jakarta with the theme "Public Relations in Pandemic and the New Normal Era" on Saturday (20/6/2020). The man who was born in Jakarta in 1991 continued, this condition has an impact on changing consumer behavior, or as we know it as the 4 Consumer Megashifts. The pandemic has changed the lifestyle of people who were active in outside to be more active at home. To avoid physical contact, they also interact more virtually, one of which is using digital media. In addition, the pandemic has encouraged greater empathy and solidarity. Also, there is a shift from the need for self-actualization to fulfill basic needs, such as food and health. ABCDEF Therefore, in formulating a communication strategy in the new normal era, the 2019 PR INDONESIA Icon emphasized the importance of PR applying the ABCDEF concept, namely agile, balance, collaborative, deliverable (information conveyed in the right way), empathy (upholding empathy), and fair (information conveyed clearly, honestly, and openly). Meanwhile, in order to remain agile in responding and adapting to the many changes, Imam who is also the founder and CEO of Bright Up Indonesia encouraged PR to always improve competence. Starting from the ability to tell stories, mastering social media, updating information technology, research, and writing, time management, creative thinking, to collaboration. (ais)  
COMMUNITY || 23 June 2020
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Stop Hoax Starting with Us
JAKARTA, PRINDONESIA.CO – This discussion surfaced amid the increasing number of hoaxes circulating on social media, even on instant messaging media such as WhatsApp. The WhatsApp Group (WAG) is one of the most vulnerable media as a source of hoaxes. According to Dr. Lestari Nurhajati, Deputy Chancellor 4 of the LSPR Institute of Communication and Business, hoaxes should stop at us. Therefore, she said, it is important for us to understand the content, to have convincing evidence that the information is correct before it actually spreads to others. Lestari also encouraged participants to be critical against hoaxes, especially during the Covid-19 pandemic. Referring to the Digital Literacy Activists Network (Japelidi) campaign, the first thing to do is analyzing the message. Beware of excessive and provocative information. For example, information that consists of many capital letters, uses of exclamation points and uses of viral command signs. Second, verification. Compare with other information, check the source of reliable facts, check the update of the information. "There are many sites that help us to check facts, take advantage of their existence," said Lestari. Third, evaluation. Don't rush into sharing, make sure the message is really important and not risky. "We have to evaluate the news that we want to spread," she added. Fourth, participation. If you find a hoax, don't just stay quiet. Remind them politely. Share the clarification again. Even if you need to be repeated to remind each other. "Sorry, this seems like a hoax. There is no reliable source or link. I'm sorry if it is not pleasing. Just a reminder,” she said giving an example. She continued, “Make WAG like a real organization. This agreement must also be implemented in the digital world so that we do not lose ethics when using digital media. Make the intention to build the group stick to its corridors, build positivism," she added. Fifth, collaboration. "Create positive content together. Open networks, reach out to those who have the skills to support the cooperation process, and have the same concerns," concluded Lestari. (rtn)
COMMUNITY || 19 June 2020
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The Challenge of Communicating Climate Change Amid the Lack of Public Awareness
JAKARTA, PRINDONESIA.CO – Based on YouGov-Cambridge Globalism Project data, 18 percent of Indonesians doubt that climate change is caused by humans. "This is dangerous. This is because doubts are one of the factors of awareness of change to lack," said Yenrizal, a researcher in environmental communications at the Faculty of Social Science and Political Science of the Raden Fatah Islamic State University Palembang, South Sumatra, at a discussion titled "Climate Communication Forum #5: Emergency Communication on Climate Change, Development and Environment Issues" held by CPROCOM virtually on Thursday (18/6/2020). "We don't realize that the real problem comes from us," he added. Yenrizal then explained Indonesia's contribution to climate change, such as fossil energy like natural oil and coal, exhaust emissions, agriculture and livestock, industry, to deforestation. Referring to this fact, according to him, the village community is one of the stakeholders whose understanding must be improved. This is because the village is not only one of the causes of climate change, but is also the one that is affected. Change of land use, forest fires, and agricultural systems occur here. "Unfortunately, so far, the village has only been required to understand, but there is minimal facilitation. Supposedly, we encourage and support them to modernize agriculture that is environmentally friendly," he said. The next challenge, 90 percent of villagers, especially in South Sumatra, do not understand the term climate change. What they do know is that the planting season is getting worse, the weather is getting warmer, drought and floods are getting more frequent. "Climate change predictions need a separate language to make it easy to understand," he said.  According to him, one of the ways that can be done is to update local wisdom according to the current context while still bringing up the noble values of local wisdom that are beneficial to the villagers. This step must be strengthened with the support of environmentally friendly facilities and applied technology. The campaign is delivered in the form of a direct action using more down to earth terms.  To get around this, the Ministry of Villages, Development of Disadvantaged Areas, and Transmigration (Kemendes) has implemented a ten-step communication strategy. Agus Kuncoro, the Director of Facilities and Infrastructure Improvement of Kemendes, mentioned several of them. For example, there needs to be an assessment, production planning, action, and reflection. "To generate good environmental communication, it is necessary to begin with analysis, development of communication strategies and messages, to its dissemination through various communication media channels," he said. Participation According to Suzy Hutomo, the Executive Chairperson of The Body Shop Indonesia, conducting a campaign to raise public awareness must be done in an exciting, memorable, and inspiring way. Plus, give them incentives. For example, The Body Shop gives points every time they return used bottles. The efforts to invite public participation are also carried out by the Provincial Government of DKI Jakarta, such as holding the Climate Village program, Waste is Shared Responsibility (Samsata), and the Garbage Bank, Adiwiyata School. "No less important, we from the local government must also set an example," said Agung Pujo Winarko, the Head of Community Participation Department at the DKI Jakarta Environment Agency. The method that has been done is to reduce and sort waste within the DKI Jakarta Provincial Government. (rtn)  
COMMUNITY || 18 June 2020

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