Understanding the Current Generation: Learn from Practical Experience
PRINDONESIA.CO | Monday, March 30, 2020
Understanding the Current Generation: Learn from Practical Experience
The task of senior PR practitioners is to be a mentor as well as a coach about the real life of PR for millennial PR.
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JAKARTA, PRINDONESIA.CO – Having a public relations (PR) team whose age is generally under 30 years makes Corporate Communication division of PT Telekomunikasi Seluler (Telkomsel) has its own story. Adita Irawati, former VP Corporate Communications of Telkomsel, was once in that position.

Adita admitted that they are a creative and passionate generation. However, their understanding of PR is sometimes still limited to what is written in books or is still influenced by the impression of PR that is always beautiful and glamorous.

Whereas PR is a dynamic world that does not only requires understanding of content, but also the context as a whole. "Actually, the PR world is much harder than that. It takes extraordinary understanding of the PR itself and the physical and mental strength of the practitioner," she said.

Even so, the woman who has been experienced across the world of telecommunications industry communication saw that working with young people is always interesting. Millennial PRs usually have ideas that are out of the box. However, in channeling their energy and creativity, they must be given direction to remain in context. During the execution, for example, they often forget that there are corridors in the form of broadcasting ethics and other rules that apply in organizations or companies that must be followed. "The execution must remain in the box. This is what must be built continuously from young PR, " said the Special Staff of the Minister of Transportation for Public Communication.

It is the duty of senior PR practitioners to be able to be a mentor as well as a coach about the real life of PR for millennial PR. Because the life of PR at the practical level is actually full of challenges and tests. To encourage this effort, Adita actively conducts sharing sessions with PR practitioners, especially those who are just starting their careers. In this way, she hopes that more and more mature PR practitioners will be born, who learn from practical experiences that may not be found in both textbooks and journals.

These steps must be continuously carried out. Especially in this unlimited the era of communication, the challenges of future PR will certainly be harder and varied. The public spotlight on organizations or companies is higher and the potential for crisis is greater.

Resilience

It is at that time that tough PR figures who mastered various competencies are needed. Starting from understanding content, having good communication and listening skills, being active in building relationships, knowing the latest information on various issues on social media, to being good at using technology. "Even though the world is all digital, it does not mean we are ignorant of more personal direct communication skills. Because PR is also about the heart that cannot be replaced by technology," she said.

By mastering those competencies, she is optimistic that the world of PR will be more advanced in the hands of millennials. Moreover, the digital era provides many facilities for them to take part in the PR world. A large number of digital communication channels makes PR able to carry out its communication activities faster, at any time, and in real-time. "This opportunity should be used as well as possible by them," she said.

She also believes that they are capable of becoming extraordinary PR practitioners, with the condition that they want to undergo this profession and its dynamics seriously and professionally. The resilience of real PR will only be tested when they are in difficult conditions and crises. "To get to that position does require flying hours, never stops learning and continues to foster a mentality in order to become a PR that is resilient and wise PR in making decisions," Adita said. (rtn)

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