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IPRS 2020: A Call for PR to Keep Moving and Be Optimistic
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)   
COMMUNITY || 08 November 2020
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Tips for Brand to Stay Relevant in E-Commerce
JAKARTA, PRINDONESIA.CO –  Almost all business actors market their products through e-commerce. Based on data submitted by Blibli.com, currently, there are 50 thousand official brands on Blibli.com. Meanwhile, the total products sold reached more than 12 million products. It seems impossible to attract the attention of netizens in the midst of so many brands doing the same thing.  Marien Deine, SVP Brand Management of Blibli.com offers several tips. According to her, what public relations (PR) practitioners should first do is find out how long it will take for a prospective customer to explore information (browsing). "On average, they spend about three minutes," she said when speaking at the 2020 Indonesian Content Marketing Forum (ICMF) talk show titled "The Brand Page's Playbook ", on Thursday (9/10/2020).  Then, we think in reverse pyramid logic. "Use the 3C method, namely contents, click, and conversion," she said. It means, if the content is interesting, it will automatically invite lots of clicks. These clicks will lead to conversions or sales.  So, to create interesting content, PR practitioners must create engaging and adaptive content. A brand must have a story to be a unique selling point (USP). In addition, interactive content is also of interest to the audience. For example, by frequently providing tips. These two things are then accompanied by promotional content to increase sales.  Three Things  According to Marien, in order for a brand to stand out, there are three things that must be considered. First, manage brand pages. "At Blibli.com, we have provided a section description template so brands can tell about themselves," added Marien.  So, this feature must be used as well as possible. Here, brands can build story angles. For example, telling stories about brands that are environmentally friendly and brands that empower communities.  Another important thing, explaining the variants and contents in one photo. "Don't forget to also highlight priority products," she said.  Second, participate in live brand sessions. "This session is a live video session where brands can participate," she said. So, brands can directly interact with the audience.  Third, take advantage of the promotional page. For example, brands need to know when a flash sale page is empty. So, they can create promotional content to increase sales.  One brand that has successfully combined these three steps is Cotton Ink. "Together with them, we created a 360-degree campaign to introduce Cotton Ink on-line," she said.  It's not enough to stop there, Cotton Ink and Blibli.com also made exclusive collections together. As a result, impressions increased 400 times and sales increased 800 percent.  A similar thing was also experienced by the PTI cosmetics company which houses the Wardah, Make Over, and Emina brands. PTI and Blibli.com also drove online sales by creating exclusive products. In addition, PTI also collaborates on Blibli off-line events, customer gatherings, We the Fest, and collaborates with influencers. (rvh)   
COMMUNITY || 04 November 2020
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Tips on Optimizing TikTok for Building Engagement
JAKARTA, PRINDONESIA.CO –  Because of its popularity, this Chinese-made application download beat the Zoom video-conferencing application that was widely used during the Covid-19 pandemic, it was used 87 million times in June 2020. According to Angga Anugrah Putra, TikTok Indonesia's Head Officer and Content Operation, the average TikTok application user in Indonesia are able to watch more than 100 videos per day.  “TikTok is a short video platform with an inspiring creative mission to bring happiness. This is indeed the destination for short videos. So, we want to be a center of entertainment," he said when speaking at the 2020 Indonesia Content Marketing Forum (ICMF) Webinar titled "Video Quality and Content Hacks are on Your Hands ", on Thursday (9/10/2020).  Angga emphasized that TikTok is not like social media platforms in general where users have followers. TikTok is a content distribution platform that is a combination between the user side and the content side by utilizing machine learning.  In addition, the application that represents themselves as seconds/time (tick and tock) is also seen as a video shooting tool. “Simply by using our smartphones, we can become content creators. In TikTok, everything is there, starting from frames that can be changed, adding music, and users can always improvise from a visual side,” he explained.  Complete Each Other  Angga then revealed five tips for building good engagement through TikTok. First, profile. The presence in TikTok is important because every uploaded video will be offered through the features For You. "At TikTok, we don't try to compete with each other but we try to complement each other," he said.   Second, don't make advertisements but create TikTok. Make sure when using this application we have the ability to create native TikTok style content. Recently, the most popular videos are those that are tips, educational, and description of something. Third, be aware of emerging trends. Fourth, explore the features available.  Lastly, take advantage of TikTok for Business features. Here, users can create their own campaigns, adjust the target audience, and maximize automated creative optimization (helping users to drive traffic). “So, the short video is very compact and to the point. Starting from the first second to the first five seconds, the video engages right away," he concluded. (ais) 
COMMUNITY || 03 November 2020
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The 2020 IPRS: The Acceleration of Digital Transformation and Its Impact on PR
JAKARTA, PRINDONESIA.CO – As conveyed by Ajit Pathak, India's National President Public Relations Association while speaking at the 2020 International Public Relations Summit (IPRS) which took place online on Tuesday (10/27/2020). According to him, knowledge of social media, executing online events, communicating with internal and external digitally, producing content, and telling stories on social media are mandatory competencies for public relations (PR) practitioners during a pandemic.   The pandemic has pushed the acceleration of digital transformation even faster. In fact, according to Timothy Coombs, Texas A&M University USA Department of Communication Professor, digital transformation is an important component for companies when they are facing a crisis. Including the crisis due to a pandemic like today. "Companies must have a website, a microblog, and a social network page that is always ready if one day the corporation faces a crisis," he said.  In addition, Coombs said that corporations must have certain websites for crises as well as content that is ready to be uploaded if they face a crisis. "Corporations can also optimize the existence of social media to follow up on information related to the crisis they are facing," he said. He also appealed to PR to always monitor in order to carry out regular evaluations and improvements. And, take wisdom for future lessons.   Meanwhile, Sandra Macleod, the Group CEO of Echo Research UK, argued that the acceleration of digital transformation has also brought about several system changes and focuses on climate change, sustainability, education, health, and community empowerment.  “PR practitioners must be aware of the changes that are happening while still creating engaging contents. Although during the pandemic this effort can only be done through digital media,” said Sandra while emphasizing in this difficult and uncertain time, what companies do is more important than what they say.  Gap Minimization  Different countries have different conditions. According to Noke Kiroyan, the Chairman & Chief Consultant of Kiroyan Partners, the convergence of the pandemic and digital technology has sharpened two very opposing conditions in society, especially Indonesia. "Apart from accelerating digital transformation, the Covid-19 phenomenon has also exacerbated the digital gap in Indonesia," he said.  On the one hand, there are people who have extensive digital access. On the other hand, there are communities that are limited or untouched by digital technology. “This is where academics and PR practitioners must come into play. They must have a sense of calling to bridge this social gap," he said.  To minimize the gap, Bank Indonesia (BI) communicates through three stages. As explained by Onny Widjanarko, the Head of the BI Communication Department. First, managing expectations. Namely, developing a communication strategy that is able to direct public confidence in policy. Second, managing literacy. For example, explaining to the public about BI and education about macroeconomics. Third, managing credibility to build trust. (rvh) 
COMMUNITY || 29 October 2020
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There are many ways that public relations (PR) can do research.
JAKARTA, PRINDONESIA.CO – Research is conducted to sharpen communication strategies and tactics. Starting from doing the SWOT method, namely evaluating the strengths, weaknesses, opportunities, and threats. Second, social listening. Both from conversations on social media and news in mass media related to our brand/company.  Other research that can be done next is conducting online surveys to get direct insights from our target audience. "If the results of the survey are positive, it can be used as a key message, because the data will be very interesting," said Jojo S. Nugroho, Principal Imogen Communication Institute (ICI), during an online ICI training titled "PR Hacks: Making Good PR Proposals" on Wednesday (9/16/2020).  Insight  With research, PR will gain insight. Moreover, insight can also be obtained through air journalist/journalist insight. Namely, asking journalists who have long been experienced in their respective fields/desks.  Next, share of voice (SOV). This method is done by monitoring the news related to the activities that have been carried out by our brand/organization in recent times. According to Jojo, PR must also know the SOV of its competitors. The goal is to find out the activities they have done to avoid similarities.  PR can also gain insight from experts on the issues we raise. "It can be done by conducting competitor reviews through search engines to map the strengths we have, as well as the reasons why the public should choose our brand over competitors," said Jojo.  Finally, research through e-papers or big data that belongs to the media. For example, Living Data, Katadata, Lokadata, and Tirto. "50 percent of the PR proposal content should come from research. Because we will find new problems and challenges after conducting research," said Jojo who is also the Managing Director of IMOGEN PR. (ais) 
COMMUNITY || 29 October 2020
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IPRS 2020: Social Investment is Important in Times of Difficulty
JAKARTA, PR INDONESIA.CO – According to Zehra Gungor, CEO and founder of Stage Communication Consultancy Turkey, this is the momentum for corporations/institutions/agencies to make genuine social investments. She believes that social investment made in difficult times like today will have an invaluable impact in the future or pot-pandemic. This can be in the form of trust, reputation, to make the corporation/brand more respected by the public. “Compared to competitions, solidarity is much more important for the internal and external party of a company. Especially in difficult times like today,” she said while speaking at the 2020 International Public Relations Summit (IPRS) on Tuesday (10/27/2020). Zehra said that companies can take advantage of opportunities to impart company values to the public while carrying out social responsibility activities. For example, regarding the company’s concern for the values of the green business – a concept in which a company in running its business is not only profit-oriented, but also the impact it causes, the environment, children’s rights, and so on. Krishnamurty Sriramesh, Professor of Public Relations from the University of Colorado Boulder, United States, agreed with the statement. According to him, social responsibility must be considered when a corporation determines its corporate strategy. “Companies carry out social responsibility activities for both practical and moral reasons,” he said, citing several social responsibility actions taken by several companies in the world. In fact, the founders or leaders of these companies also donated some of their wealth as a form of empathy as did Jeff Bezos, CEO of Amazon, and Bill Gates. He also emphasized the importance of companies communicating their social responsibility activities to the public. “The public must get to know the company through their social responsibility practices,” he said. (rvh)
COMMUNITY || 28 October 2020
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Predicting the Future of PR
JAKARTA, PRINDONESIA.CO – The results of this survey were conveyed by Sari Soegondo, Deputy Chairperson of APPRI, at the APPRIentice Workshop held by the Association of Indonesian PR Companies (APPRI) on Monday (10/12/2020). According to her, although the survey was conducted by an agency from the United States, the USC Annenberg Center for PR, it is quite relevant and can become a reference for public relations (PR) in Indonesia.    The findings from this survey are also expected to provide an overview of the future of PR, the challenges that will be faced, as well as innovations or tools that can be used to support PR work. Thus, their existence can have a bigger impact on the corporation/industry.  The survey was conducted by involving respondents from two categories. Namely, CEOs and PR people from both corporate PR and PR agencies. Sari said the result was quite concerning. When asked about the communication agenda that is considered the most important for the next several years, for example, 44 percent of respondents from the CEOs category agreed that sales and services are the most important.   However, both CEO and PR respondents agreed on the importance of brand differentiation so that they stand out in the midst of intense competition. Unfortunately, only 4 percent of respondents from CEOs have the awareness to defend a brand when it is under threat.  CEO awareness was also still low regarding the importance of overseeing data and analytics to provide insights for the company when building opinions, trends, let alone shaping the position of the company amid social issues. In addition, both CEO and PR respondents were still not too focused on utilizing data and processing information analysis. In fact, Sari, who is also the Executive Director of ID Comm, said that data and analysis are the heart for companies and PR to get deep insights if they want to build and communicate their brand differentiation.   In addition, as many as 60 percent of CEOs were not interested in communicating social issues related to their business. On the other hand, 69 percent of respondents in the PR category recognized the importance of communicating this to safeguard ecosystems and strengthen safety nets for companies.   Furthermore, will the PR industry experience any significant changes in the next five years? As many as 61 percent of respondents from PR agencies said yes, but corporate PR was not entirely optimistic. This also appeared in the question, will the budget for public relations develop in the future? Only 69 percent of the corporate PR group said yes. Meanwhile, 26 percent answered that there was no change, and 5 percent answered that it was decreasing. However, both of them agreed that in the future PR and marketing would be more integrated.  Continuous Education  The lesson from this finding, Sari continued, PR needs to provide continuous education to the CEO, balanced with performance proofs so that the CEO is aware that PR is part of the strategic management function. "PR is not only a support system for providing information, but it is capable of being a strategic 'whisperer' to direct where corporations want to be taken," she said.   Given that the applied science of PR is predicted to be increasingly integrated with marketing, this shows that CEOs demand that PR is not just about maintaining reputation and networking. More than that, the CEO hopes that PR, through its function and role, will contribute to the company's agenda. "If this can be done, it is possible that it will open greater opportunities for PR to enter a deeper realm within the company and encourage structural changes within the organization," she concluded. (rtn)   
COMMUNITY || 19 October 2020
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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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