The Three Competencies Needed by PR in the Era of VUCA
JAKARTA, PRINDONESIA.CO – Raising the theme “Mapping Public Relations Capabilities in ASEAN Perspectives: Towards a Global Framework”, a routine agenda organized by ASEAN PR Network (APRN) invited the participants who were PR practitioners to be ready to address the era of volatility, uncertainty, complexity, and ambiguity or VUCA. The era where changes of social, economic, and political aspects happen quickly, issues are difficult to predict, disruptions are getting more complex, and situations are getting more unclear. This condition is changing the way the world works, including PR practitioners. Professor Anne Gregory from the University of Huddersfield UK in her research titled Global Capacity Network stated that the company affected by VUCA needs to revive or redefine its unique and different identity. “Building an authentic corporate character is important in this era,” she said while speaking at the ASEAN SPOT. In addition, new digital platforms and technologies that increasingly shape perceptions, beliefs, and actions also require investment and expertise. To increase trust from stakeholders, Anne said there needs to be reliable content, the formation of a digital future, and communication technology. This result in PR practitioners must have various capabilities. Anne then shared those capabilities into three main points, namely communication, organizational, and professional capabilities. To become a PR that has communication capabilities, at least there are four skills that must be possessed. First, the ability to align communication with the goals and values of the organization. Second, the ability to identify and handle communication issues proactively. Third, the ability to conduct informative and evaluative research to support strategy and communication tactics. Last, the ability to communicate effectively on various platforms and technologies. Meanwhile, to be able to fulfill the second capability, which is organizational, PR must have these three abilities, such as facilitating relations and building trust with the internal and external stakeholders, and the public, building and increasing the organization’s reputation, and giving contextual intelligence. For professional capabilities, there are at least four abilities that must be possessed by PR, namely giving valuable advice and being a trusted advisor, offering organizational leadership, working within an ethical framework on behalf of the organization in accordance with professionals and public expectations, and developing oneself and others, including continuing professional learning. The Same Perception Prita Kemal Gani, President of APRN, which is also the founder and CEO of LSPR Communication and Business Institute, did not deny the challenges of PR practitioners nowadays are extraordinarily high. “The impact of globalization makes the world more competitive. This condition requires PR to be able to embrace all public domains, both local and international,” she said. Prita hoped ASEAN SPOT can be a platform for PR practitioners in ASEAN to form the same perception. Besides Prof. Anne Gregory, other speakers were also present such as Robert Matheus Michael Tene, Deputy-Secretary General of ASEAN for Community and Corporate Affairs, and Jaffri Amin Osman APR, VP of Institute PR of Malaysia. Still, on the same occasion, APRN gave the Honorary Fellow Accredited PR award to Agung Laksmana, the Chairperson of the Indonesian Public Relations Association (PERHUMAS), and accreditation to participants who had been assessed. (rvh)
COMMUNITY || 29 January 2020
Redefining the Meaning of Digitalization
JAKARTA, PRINDONESIA.CO – This phenomenon has the attention of Anastasia Grace, Senior Brand Consultant of DM ID. According to her, not all strategies implemented by a startup company are suitable to be implemented in other company’s products/services. Because different industries also have different customer’s behavior and perception of technology. For example, the public perception of the existence of a motorcycle taxi application is different from the doctor consultation application, even though both are based online. “Don’t be mistaken,” said the woman who was met by PR INDONESIA after speaking at the DISRUPTO event in Jakarta on Monday (22/11/2019). According to Grace, it would be better if public relations (PR) as an agent or department that is in charge of managing the brand is able to redefine the meaning of digitalization for the company or its brand. Because she often still finds PR practitioners who think that digitalization is the same as building new infrastructure and everything is completely online. “Although, the role of technology is more to the ability to make digital technology relevant to the products and services that they deliver to the target audience,” she said. For example, the digital era allows customers to be smarter because they can get the same information as PR as the producer. Customers now tend to demand the same value. They become way more selective in determining the choices and brands they will use. “Therefore, PR is required to know the value that the customers want. Don’t let PR just invest in something that is actually not needed by the target audience,” she advised. Nowadays, the way PR sees the audience is not only in terms of demographics such as gender, age, and socioeconomic status (SES) alone. This is because those backgrounds are not enough to be a benchmark of a person’s buying power. Furthermore, today’s audience tends to be divided into two sides. First, the hobby side. Second, their habits in consuming or using products/services. Touch the Emotion In addition, Grace said that if all this time PR has the task to raise awareness and encourage the audience to buy, in the digital era what the audience needs are customer experience. “They want to feel the emotional touchpoint that we build or offer. Because ultimately, branding is an emotional relationship,” she said. “There’s an emotion felt by customers when they hear or interact with our brand,” added Grace. Don’t forget, PR as the representation of the company must be able to build a genuine and real relation in interacting with the audience. “The customers want to see if the company/brand they use has the same sincerity as them as users,” she said. One thing for sure, a company’s reputation will not immediately be formed only by regularly distributing releases, creating a logo, or even being present on social media. Furthermore, what story that wants to be built and what message it has. (ais)
COMMUNITY || 29 January 2020
The Urgency to Conduct Research
JAKARTA, PRINDONESIA.CO – According to Elizabeth Goenawan Ananto, the founder and Director of EGA Briefings, research is needed as preliminary information for design planning. Starting from finding out hoe interested the audience on the theme that we are raising, whether the message delivered is clear enough, the purpose of delivering the information-whether to inform the audience, changing behavior, or a form of the leader’s personal interest delivery. “These points are often ignored without us knowing. We only assumed and felt that the program was good,” Elizabeth said in front of the participants of the Executive Program in Strategic Communication in Jakarta in early July 2019. Elizabeth continued that the benefits of research are huge, starting from information that is more transparent and detail, both in terms of reputation and the impact that can be felt by all stakeholders. In addition, PR becomes aware of all the weaknesses in the internal and external of the company, and PR can be more focused on the interests of the stakeholders rather than the shareholders. “We need support, especially when the company is facing a crisis. If we act transparent, then the impact will not be too bad,” she explained. The mistake that often found is the event that is organized by PR often does not have a clear theme, immeasurable, irrelevant to the problems being faced by the company, or even activities that are just for fun. Thus, the expected behavior change becomes immeasurable. Especially for companies/agencies that often hire event organizers (EO) as the event executor. Elizabeth emphasized that PR as the core holder, while EO acts as the executor. “It’s not the other way around. If deemed irrelevant, don’t surrender,” she emphasized. Coming from the Problems To determine the theme, Elizabeth advised that the theme should be based on problems or risks being faced by the company. While the event is only a means to reduce the gap between what is expected by the public and the company. Strive for an event that aims to change wrong perceptions to be right, and increase awareness. One thing to be emphasized, the flow of perception change always starts from negative to neutral, then positive. Meanwhile, between research, measurement, and evaluation are a unity that must be carried out by PR starting from pre-research to post-research. “Data must be started and ended,” she said, while the measurement is an output/result. It can be measured by how many times the PR has run the program, how much, and how big the impact. How effective, efficient, interaction, knowledge, and understanding of the target audience is. Finally, the evaluation stage is in the form of an outcome that can be seen from how far the program’s successes, perceptions, beliefs, attitudes, and behavior changes. Elizabeth explained several rules in PR research. First, conduct the research and then decide the program. Second, measure from the research, not the price. For example, it is better to organize an event every five years, but they are comprehensive, rather than too often. Third, dig up information. Fourth, use internal employees who are experienced in the field of research. Fifth, avoid myopia budget. Sixth, stay close in touch, especially for corporate/agency PR that use the services of consultants. Seventh, ready for action. Eight, open to all research results. Last, do not rely on the same research for some time to come because the condition of the company continues to change and develop. (ais)  
COMMUNITY || 22 January 2020
When Data Tells Story
JAKARTA, PRINDONESIA.CO – Generally preliminary data obtained by PR from other fields are still in the form of fragmented raw data. Before processing it into information that will be disseminated to the audience, the PR must first map which data will be used. Then, PR must still connect/correlate the data until it becomes easily digestible information. The information is expected to be a means for decision-making or wisdom and new knowledge, both for the company and the public. According to Christian Angkasa, the Head of  Analytics and Decision Making Division of Bank OCBC, there are three elements for conveying information into storytelling, namely supporting data, visualization, and narration or how to convey the context. Understand the Five Principles Furthermore, Christian who was speaking at the 2019 DISRUPTO event with the theme "Data Storytelling for Everyone" in Jakarta, (22/11/2019), explained that five principles were needed in making data storytelling. The first principle, know the target audience. Indonesian people do not only have different backgrounds, but also different interests and levels of understanding. He then divided the audience characteristics into five types. The types are the beginner (he/she wants to get overall and detailed information), the generalist (he/she wants to know high-level information only), the specialist (reflected in the questions asked that are usually submitted in-depth), the supervisor (he/she only wants to get information that can cause action of data submitted). Finally, the executive (he/she is selective, starts from finding out who will convey information, related to his background so that the person concerned can trust more with the information submitted). The second principle that must be applied is that information will be more easily accepted if it is in the form of contrast. To compare data in graphical form, PR can use a bar chart or circular area chart. Meanwhile, to show the composition of the whole data will be easier to understand if you use a pie chart or stacked area chart. The histogram bar chart and scatter plot are used when we want to show the distribution data. The third principle, public relations must be able to convey information that can be digested in seconds. The fourth principle, develop a story. After the graphic is successfully made, the next task of PR is to arrange the graphic into a series of stories. The last principle, do emotional engagement so it is easy to remember by the audience both in terms of color and graphics. Readers tend to be more interested in simpler graphic displays, in the sense of color choices and directly capture the most dramatic contents. "This dramatic effect usually makes people happier to hear the story than reading the data itself," he explained. According to Christian, the utilization of data supported by 4.0 technologies, such as big data and machine learning, is aimed at processing data to be more accurate and to provide a more precise context of what customers feel about the company services. Starting from getting to know your customer further, knowing the level of customer satisfaction, customer experience, to the company's performance. (ais)  
COMMUNITY || 20 January 2020
Understanding the Seven Characters of Millennials
JAKARTA, PRINDONESIA.CO – William Utomo, the founder and COO of IDN shared the result of the research in front of the participants of the Indonesia Millennial Summit (IMS) in Jakarta on Friday (17/1/2020). According to William, so far there are only two characters of millennials that are known to the public, namely adventurer and socializer. “There five more millennials type that the public doesn’t know so far, namely the visionary, the artist, the leader, the conservative, and the collaborator,” said William. Nielsen’s research result was then developed by the IDN Research Institute to describe more deeply about the seven characters. The adventurer character for example, just like the saying “the dog barks, but the caravan moves on”, the adventurer does not care about negative comments and stay focused on their goals. They are more open and dare to try new things. “They are typical of high entrepreneurial spirit. Everything became a business field, from jastip or buying service, to manufacturing,” added William. The pattern of their consumption is social image. Meanwhile, the visionary is like the saying “falling crumb one must content with a crust”. They are persistent, charismatic, and inspiring. They prioritize in consuming content that is believed to be credible. Another type is the artist, their character is like the saying “still water runs deep”. They do not talk much, tenacious, more relaxed, but also spontaneous. “In running their work, they tend to do it quickly. The pattern of their consumption is seeing the story behind the product,” William said. How about the leader type? According to William, the leader type is like the saying “no pain, no gain”. They understand the purpose they are aiming for. They work diligently to achieve that goal. They are not easily tempted by impulsive temptation. They are also charismatic and detailed. “They prioritize the principle of origin, rank, and quality. They follow political news, but they don’t voice it,” he said. The socializer is the type that is closely associated with the millennials. This type is like the saying “eating or not eating, the most important thing is togetherness”. They have a high level of mutual cooperation and kinship. They are understanding, sociable, and fun. Another strength of this type is that they are also tolerant and have high empathy. Meanwhile, the conservative is like the saying “slowly but surely”. They are familial and reliable. They have many hobbies. The common thread is respecting friendship values. The last is the collaborator. This type is like the saying “Tut wuri handayani“ which means for those in front should set an example. They are able to be an example and create a conducive environment. They speak softly, have many ideas, and tolerant. The message Then, what’s the next step? “For the government, we suggest identifying the root of the problem, promoting localization, and being the bridge of the digital gap, and strengthen social involvement,” he said. Meanwhile, for the private sector, the keywords that are most valued by millennials in the workplace are meaningful work, autonomy, recognition, feedback, opportunities to improve themselves and support their future. "It might be easy to attract them to work in our company, but managing and retaining talent is difficult," William said. To the millennial, Erick Thohir, the Ministry of SOE, who opened the event that morning advised not to lose the momentum of Indonesia’s demographic bonus in 2030 to 2045. Therefore, he encouraged to the younger generation to keep learning, working hard, and innovating. “Don’t only busy with your own thing, for example, the adventurer whose daily life is just busy adventuring, or doing unimportant things that don’t give positive impact to others and bring change to many people,” he said (rtn
COMMUNITY || 17 January 2020
Building Loyalty on Social Media
JAKARTA, PRINDONESIA.CO – The development of information technology has influenced the work of PR, especially in terms of developing strategies to build communication on social media. According to Cecilia Gandes, the Social Media Assistant of Harian Kompas, the first step is to first determine the purpose of using social media. “When we know the purpose of using social media, the character of social media and the targeted audience, then it will be easier for us to package content,” she said. Cecilia mentioned that there are two types of social media audiences, the first is rational and the second is emotional. Audiences with the rational type prefer content in the form of data exposure, infographic, and chronological story. Meanwhile, the audiences with the emotional types prefer content that uses storytelling and analogy. “For this type of audience, we must be able to translate the data into a simpler language,” she said. Cecilia invited the audience to identify several ideas sources that can make content attracts the attention of netizens. The first is important days. “The content that we create will then be adjusted to the company’s products or campaigns,” she said. The second is trend. A trend can be responded spontaneously, depending on the readiness. Based on her experience, Cecilia usually refers to the conversations on Twitter. Another method is to ask directly to the audience, it is simple and only needs minimal budget. “Invite them to chat via social media. Netizens are happy when we respond,” she said. The conversation is not only useful for increasing engagement and strategy for mapping the audience but also can provide insight for us when we are creating content. According to the Needs The keys to creating content on social media are creative, contextual, relevant, collaboration, and consistent. When all of that has been applied, then the strategy is to package the conversation. According to Cecilia, the conversation should be built naturally. The communication style that is used is the everyday language. Storytelling can be the answer. “Storytelling began to trend because the writing style is like storytelling. When telling stories, the audience doesn’t feel like they are being patronized,” Cecilia said. She continued, the important skill to create good storytelling is copywriting and flow selection. The power of storytelling feels even more powerful when it’s applied in the form of video. The common thread is the flow. Then, start from the problem, its journey, and to the closing. When creating a story, conduct research, especially a research related to history and plot. “When we know the plot of the story based on data, the story will get stronger,” she said and added that another important thing is the look of the content. According to Cecilia, the advantage of managing relations on social media is that PR can see the level of audience loyalty. To increase loyalty to PR campaigns, it can be done through idea exploration, creating an editorial plan, and archiving campaigns. If it works, the strategy can be continued. Cecilia summarized five stages of a campaign on social media, namely awareness (introduce the problem to the audience), a feel (visual interest and the story that is presented), ask (invite the audience to actively ask), actions (start ad move with the audience). At this stage, the audience begins to invite their friends to follow the content created. (mai)
COMMUNITY || 14 January 2020
PR Support is Needed in Producing Positive News
YOGYAKARTA, PRINDONESIA.CO – Wenseslaus Manggut, the Chairperson of the Indonesian Cyber Media Association (AMSI), at the 2019 PERHUMAS National Convention explained a number of challenges faced by the media. The new media ecosystem in Indonesia now is heavily influenced by tech companies. Tech companies become the key intermediaries between the media that distribute their contents through the internet and audience. A survey result shows that nowadays there is only 20 to 30 percent of people who are looking for news directly from the media’s official website. 70 percent of people prefer to look for news topic keywords in search engines such as Google. The change of landscape forced the media to follow the workings of tech companies in order to keep getting readers. All media are competing to be ranked first or at least on the first page of search results in search engines. To support the raise of the ranking, the media relies on search engine optimization (SEO).  SEO has some criteria that must be met, such as the use and quantity of certain keywords in the news. These criteria affect the way journalists think and often make the composition of the news incoherent. The search engine and social media algorithm also add to the rise of hoaxes and clickbait, because hoaxes and clickbait have a bigger potential for news to become viral and bring in more ads. This phenomenon makes the media that contains quality content becomes unpopular, such as local wisdom that has difficulties in getting the attention of the audience and advertisers. The Role of Public Relations In order to amplify the local wisdom optimally, the media cannot work alone. Media needs support from the public, private sector, and the government to continue to exist and consistent in creating content that promotes the local wisdom. Wenseslaus suggested that PR plays its role in convincing the stakeholders to not advertise on sites that are only chasing for numbers but are no quality and cannot be trusted. Agus Sudibyo, Chairperson of the Commission on Inter-Institutional Relations and Foreign Affairs of the Indonesian Press Council, agreed. According to Agus, advertisers should consider the placement of their ads in the media. Don't just look at the scale, but also the quality and trust. "Readers and advertisers who prioritize quality media and content will support the ecosystem to build newsrooms that are also consistent with positive content," he said firmly. (den)
COMMUNITY || 10 January 2020
The Importance of Media in Producing Positive Content Intensively
YOGYAKARTA, PRINDONESIA.CO – “Even though local wisdom is about ethics or morals,” said Arifin Asydhad, the Secretary General of the Editor in Chief Forum, when speaking at the event with the theme “Local Wisdom Perspective and Media Innovation: The Role and Responsibility of the Media in Building Local Wisdom” in Yogyakarta on Monday (16/12/19). According to Arifin, keeping local wisdom alive is the obligation of all elements of the society, including the media. Arifin, who is also the Editor in Chief of Kumparan said that the media can play the important role in amplifying the values of local wisdom, one of them is by applying excellence in journalism and excellence in technology. Excellence in journalism is important to create media content for a mere narrative but also can change mindsets and encourage real action. Meanwhile, excellence in technology allows the media to distribute information more effectively, efficiently, and on target. Nezar Patria, the Editor in Chief of the Jakarta Post, added that the media can be a cultural tool by implementing journalism solutions. This is a form of journalism that responds to social change by reporting what can be learned and how the change can happen. Agus Sudibyo, the Chairperson of the Commission on Inter-Institutional Relations and Foreign Affairs of the Indonesian Press Council, believed that the media must get out of the “Jakarta centric” news circle. Instead, start to focus on quality local reporting so that they can promote the local wisdom in detail. (den)
COMMUNITY || 09 January 2020
Interaction, the Key to be Healthy in the Digital Era
JAKARTA, PRINDONESIA.CO – According to Nia Sarinastiti, Marketing and Communication Director of Accenture Indonesia, managing employees is not about giving more salaries, but also routinely providing the best employee experience. Nia considered this method to be effective to reduce the percentage of employees who are resigned, especially the millennial generation. Moreover, there are so many start-up companies popping up nowadays. Like the saying, the grass is always greener on the other side, a lot of young people are tempted to join. “What needs to be emphasized here is not only communication. In our company, the important thing is engagement,” Nia said while speaking at the PERHUMAS 1st Conference with the theme Internal Communication in Jakarta at the beginning of 2019. According to Nia, in addition to providing employee experience, what is also important is building a work culture that upholds a sense of belonging, respect, and creates the impression that working does not always have to be serious. She gave the example of a program that was done by Accenture called Blue Sky on the Sea. This game was aimed to invite the employees to go home from work before sunset. Whoever went home at 6 p.m. and provided a photo or video as evidence, they would get a point. Another interesting program is the Talk with Managing Director. If in other companies employees tend to be afraid to talk with their CEO, in Accenture employees are required to interact directly with the leadership, even take a photo together. Another program called Me at Accenture aims to find out how far the employees know the company. This program is carried out in the form of a game. “Do I understand the core value of the company? Do I know what the company’s code of conduct? But it is made in an interesting way,” Nia said. According to her, this strategy is important especially since 50 percent of their employees are millennials. Detox There are also other interesting programs such as Connecting One Accenture, Work from Somewhere, Team Fun Activity, and About My Supervisor. In addition, there is also a simple activity called Thanking Someone, where they are looking for employees who say thank you. The employee who has accumulated the most points will get an appreciation in the form of a free movie ticket. “We are in the 4.0 era, we are in the effort of managing future workers. We can’t just rely on salaries but also explores what is needed in the internal of the company. It turns out that one of them is employee experience,” she added. Not only creating fun programs, but Accenture is also concerned with the lifestyle and health of the employees. One of them is by holding a program called Screenagers where the company invites the employees to detox or take a break from any activities related to screens, be it laptops, computers, cellphones, tablets, and etc. Employees are encouraged to charge themselves by participating in four main activities, such as mental focus, health talk, heart sense of belonging, and sense of purpose. “We as humans must still be able to interact in this digital era,” Nia concluded. (ais)
COMMUNITY || 06 January 2020