Understanding the Current Generation: Choosing a Specific Skill
PRINDONESIA.CO |
Thursday,
March 19, 2020
PR is a very challenging profession.
Doc. Special
At the age of 25, Gusti, who is the Corporate Communications and Public Affairs of Edelman, is responsible for planning, implementing, and evaluating client communication activities. Often, he received the assignment of presenting in front of clients in the "C level" class.
JAKARTA, PRINDONESIA.CO – After five years working in a multinational public relations (PR) agency company, Gusti concluded that PR is a very challenging profession. "Sometimes I like to feel stupid because there are always new things that I found every day," said Muhammad Gustiasa.
The disruptive era reinforced the position of PR as an enabler of business. "PR must become business support for companies or clients," he said. Therefore, the responsibility of PR is no longer merely reaching the target exposure on the front page of well-known media, media engagement, or media coverage. PR activities must have an overall impact on managing issues, crises, internal and external relations, and ensuring messages are delivered, to behavior changes.
To support their activities, PR must understand the information, issues, and the latest research results about the industry they manage. Especially as a PR at an agency company that handles clients from various industries. "PR is beyond reputation and 3600 communication," said the man who actively participated in various PR competitions during college.
Specific
This condition makes the PR function increases, starting from financial communication, development communication, brand communication, public affairs communication, and many more. Gusti continued, it's hard for a PR to become an expert in all PR functions. Moreover, the challenges of PR in the future will be broader.
Therefore, future PR practitioners should determine their interest in mastering certain PR functions from now on. That way, they can focus early on to equip themselves to become a PR expert in the field according to their interests. "It's better to be specific. Where do you want to be an expert in? Because PR needs vary," said the graduate of the Department of Communication Science, Social and Political Sciences of Diponegoro University. He personally claimed to have a special interest in public affairs communication because it is in accordance with his character.
Speaking about the dynamics of millennials generation PR, Gusti as well as his colleagues who are mostly under 30 years old, claimed to be too creative sometimes. The ideas conveyed sometimes are no longer out of the box, but like there is no box. "Meanwhile, we don't know what the execution is like on the field," he said. That is why there is the role of a supervisor who provides direction and guidance. "Besides being creative, they also want us to remain realistic," added Gusti.
Luckily, the company where he works wants to adapt to the character of millennials who are known to be easily bored and generally refuse to accept jobs without clear goals and relevance. "From the beginning, my employer offered me a choice. So, I just do the work according to my choice," said Gusto who is also the former Chairperson of Research and Development of PERHUMAS Semarang.
This condition makes him able to survive and motivated to continue to hone competencies as a PR because the space for learning is opened as wide as possible. The experience of doing a presentation in front of a client without being accompanied by a supervisor, for example, taught Gusti to listen, to convince clients who often underestimate, until finally reaching an agreement. "Public relations is the art of relationship," he concluded. (rtn)
.jpg&w=100&h=88 "Memahami Citra, Trust, Reputasi, dan Kredibilitas")
.png&w=283&h=194)
.jpeg&w=283&h=194)
.jpg&w=283&h=194)
.jpeg&w=417&h=289 "Afifudin, IndiHome: Orchestrating Empathic Communication")
At the age of 25, Gusti, who is the Corporate Communications and Public Affairs of Edelman, is responsible for planning, implementing, and evaluating client communication activities. Often, he received the assignment of presenting in front of clients in the "C level" class.
JAKARTA, PRINDONESIA.CO – After five years working in a multinational public relations (PR) agency company, Gusti concluded that PR is a very challenging profession. "Sometimes I like to feel stupid because there are always new things that I found every day," said Muhammad Gustiasa.
The disruptive era reinforced the position of PR as an enabler of business. "PR must become business support for companies or clients," he said. Therefore, the responsibility of PR is no longer merely reaching the target exposure on the front page of well-known media, media engagement, or media coverage. PR activities must have an overall impact on managing issues, crises, internal and external relations, and ensuring messages are delivered, to behavior changes.
To support their activities, PR must understand the information, issues, and the latest research results about the industry they manage. Especially as a PR at an agency company that handles clients from various industries. "PR is beyond reputation and 3600 communication," said the man who actively participated in various PR competitions during college.
Specific
This condition makes the PR function increases, starting from financial communication, development communication, brand communication, public affairs communication, and many more. Gusti continued, it's hard for a PR to become an expert in all PR functions. Moreover, the challenges of PR in the future will be broader.
Therefore, future PR practitioners should determine their interest in mastering certain PR functions from now on. That way, they can focus early on to equip themselves to become a PR expert in the field according to their interests. "It's better to be specific. Where do you want to be an expert in? Because PR needs vary," said the graduate of the Department of Communication Science, Social and Political Sciences of Diponegoro University. He personally claimed to have a special interest in public affairs communication because it is in accordance with his character.
Speaking about the dynamics of millennials generation PR, Gusti as well as his colleagues who are mostly under 30 years old, claimed to be too creative sometimes. The ideas conveyed sometimes are no longer out of the box, but like there is no box. "Meanwhile, we don't know what the execution is like on the field," he said. That is why there is the role of a supervisor who provides direction and guidance. "Besides being creative, they also want us to remain realistic," added Gusti.
Luckily, the company where he works wants to adapt to the character of millennials who are known to be easily bored and generally refuse to accept jobs without clear goals and relevance. "From the beginning, my employer offered me a choice. So, I just do the work according to my choice," said Gusto who is also the former Chairperson of Research and Development of PERHUMAS Semarang.
This condition makes him able to survive and motivated to continue to hone competencies as a PR because the space for learning is opened as wide as possible. The experience of doing a presentation in front of a client without being accompanied by a supervisor, for example, taught Gusti to listen, to convince clients who often underestimate, until finally reaching an agreement. "Public relations is the art of relationship," he concluded. (rtn)