Relevant Communication in the New Normal Era
PRINDONESIA.CO | Wednesday, July 08, 2020
Relevant Communication in the New Normal Era
Public relations must remain in the corridor, maintain and build a positive company reputation and image.
Doc. Special

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)

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