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
The Two Powerful Combinations to Build Public Trust
YOGYAKARTA, PRINDONESIA.CO – without us realizing it, the era of globalization and digitalization has eroded cultural values and local wisdom. Although according to Raden Prabowo Yuwono, Head of Community Information Bureau of the National Police’s Public Relations Division, a communication strategy that promotes local wisdom is believed to be an effective weapon for public relations (PR) to build public trust. “With local wisdom, the message delivered will be easier to accept by the public in accordance with the values adhered to,” said Raden while speaking at the talk show titled “Indonesia PR Road Map 2019-2024” as a part of the 20th PERHUMAS National Public Relations Convention in Yogyakarta on Monday (16/12/2019). This communication style is also applied by Bank Mandiri. According to Rohan Hafas, Corporate Secretary of Bank Mandiri who is also the Chairperson of SOE Public Relations Forum, one of the strategies that can be applied to explore local wisdom is by appointing a communication person in charge (PIC) at the regional level to carry out the functions of media relations, media communications, and crisis handling. Mutual Support According to Rohan, this strategy will be more maximal if it’s disseminated by utilizing the existence of information technology. The message is also more relevant, personal, and in accordance with the targeted audience. Widodo Muktiyo, Director General of Information and Public Communication of the Ministry of Communication and Information Technology (Kemenkominfo), stated that in designing communication strategy, PR cannot be separated from technology. Moreover, the development of information technology and communication has influenced social life to be more complex. This social complexity happens much faster than the development of the human cognitive mind. This condition has an impact on the change in the way public relations approaches to build communication. As stated by Muhammad Sulhan, the Chairperson of ASPIKOM, the rapid development of information technology also resulted in unconscious syndrome, a condition where we feel all disruption that is happening is right and fine, though in reality, it doesn’t seem so. That is why Agung Laksamana, the Chairperson of PERHUMAS Central Governing Body, said that the future starts now, not tomorrow. “There are many things that we imagine are in the future, when in fact it is already in our grasps now,” he said. “What is the example? Artificial intelligence (AI) which we unknowingly have become a major influencer of our daily lives,” Agung added. Another phenomenon, today the audience is exposed to so much content every time and PR must find a way to attract attention and make the audience trust the brand. Therefore, Agung who is also the Director of Corporate Affairs of APRIL Group said that PR needs to be good at adapting and changing mindset in working. “In designing communication strategy, we must use big data analytics and understand artificial intelligence,” he said. Even so, Widodo added that technology is only a tool. “PR must utilize this tool to share educational information,” he added. (den)
COMMUNITY || 17 December 2019
Genuine Communication, the Key to Win Audience’s Heart
YOGYAKARTA, PRINDONESIA.CO – If we look at its history, Danone entered Indonesia through an inorganic way, precisely acquisition. The global brand that spreads in 160 countries is a collection of local companies that have merged to become a multinational company. “Our challenge as Danone PR in every country is how to localize the global, while globalizes the local,” said Arif Mujahidin, Communication Director of Danone Indonesia when he was speaking at the 20th PERHUMAS Public Relations National Convention in Yogyakarta on Monday (16/12/2019). To unite local and global, one of the efforts they do is to conduct annual activities. Every year, all Danone employees throughout the world do voluntary activities in their respective regions. The activities are then shared by Danone’s platform. According to Arif, the main thing in building communication that promotes local wisdom is by creating genuine communication. “We shared stories about the company’s activities in Indonesia through building a method connecting inside out outside in with the media and bloggers,” he said. “We invited them to interact with the surrounding community and factory employees so they can feel the diversity of our company,” said Arif at the event that raised the theme “PR and Sustainability Business through Local Wisdom Understanding”. Arief argued, even though information technology is developing rapidly and all parties are racing to get the attention of the audience in the midst of the swift flow of information, the most important thing for a PR is building communication and good personal relations to win the heart of the public/customers/audience. This method can be improved through various activations, as Danone did by holding the Danone Blogger Academy, Danone Vlogger Academy, and many more. Relation and communication should also be maintained in such a way, do not only last for a moment or when there is a need only. “Build connections that are more than just a professional relationship. Establish and maintain communication and relationship continuously. So, when they get information, they can easily confirm to us and vice versa,” said Arif. Because according to Arif, successful communication and relations are when our partners, for example, a blogger, offer to help us when they hear bad news about our company. “The work of PR is like a trip. We can enjoy it if we are able to create genuine stories throughout the journey,” he added. Meanwhile, for Astra International, local wisdom has become a part of the company’s vision, namely Sejahtera Bersama Bangsa which means proper with the nation. The commitment is implemented in various programs. This activity is also in line with the Sustainable Development Goals. One of them is Kampung Bersih Astra (Astra Clean Village) and Satu Indonesia Astra (One Indonesia Astra). “There is a lot of potential in this country that is so sophisticated and is no less competitive,” said Karnanda Kurniardhi, Head of Internal Relations Department, Corporate Communication Division of PT Astra International Tbk. (rtn)
COMMUNITY || 16 December 2019
Get to Know How to Protect Personal Data
JAKARTA, PRINDONESIA.CO – This was the main topic in the interactive dialogue called Bright Talk initiated by Bright Up Indonesia community at the National Library of the Republic of Indonesia in Jakarta on Sunday (8/12/2019). With the theme “Your Meditation (Your Media, Data & Information)”, they invited the participants who were mostly students to care about protecting their personal data. According to Imam Suryanto, the founder of Bright Up Indonesia, the issue of data protection and security is already in the dangerous category. Therefore, education and literation about data protection are important especially as the younger generation is more active through digital platforms. “Through this event, we want to educate them to better understand the ways to protect personal data and to literate information media in the midst of the popularity of social media use,” he added. Hendri Sasmita Yudha, Head of Sub Directorate of Personal Data Protection Management of the Directorate General of Informatics Application of the Ministry of Communication and Information Technology (Kemenkominfo), who was also a speaker of the event said that the vulnerability of personal data to irresponsible people does not limit us to always being closed. “We can be open as long as we know the purpose and the way service providers process it,” Hendri said. According to Hendri, there are two concepts that must be known about personal data. First, there is management control from the service provider. Second, service providers process data in a transparent and accountable manner. “After knowing the concept of personal data, then we find out how to protect personal data,” he said. There are four ways to protect personal data, they are: Get to know personal data The data such as name, place, and date of birth, biological mother’s name, ID number, and so on. Relevance It means, there is a link between the service provider with the requested data. Hendri gave an example. “I have to register for a car repair. The data requested is the car brand and year of production. That is relevant,” he said. So, what if the service provider has another business unit? Can the data be shared? Hendri said yes, as long as there is an agreement and a clear purpose. “Every data provided must have approval from the data owner and every processing must have approval,” he said. Check privacy policy The long permission details make people less likely to read them. They immediately clicked on the accept button without paying attention and understanding the terms and conditions. “What’s important is that we know our rights. We also have to know who the third party is involved,” he said. Be wise in using social media Maintaining the security of personal data starts with yourself. Therefore, we must be able to sort out which things should be stored or consumed for personal use and which are uploaded to the public. Hendri’s statement was agreed by two other speakers, they were Yosi Mokalu, Chairperson of Siberkreasi, and Ardiyamsi Sarmoko who was a former television journalist. According to Yosi and Ardiyamsi, the public must be wise in using social media and do not easily provoke to judge others. “Always think positively so you can convey your message in a creative and positive way,” concluded Yosi. (rvh)
COMMUNITY || 10 December 2019