In the world of public relations (PR), trust is an important element for building sustainable relationships. Without trust, the messages conveyed by the company will not be effective.
According to the Chairman of the Central Board of Public Relations Association (BPP PERHUMAS) Agung Laksamana, trust is very influential on the sustainability of a corporation. Because without a sense of trust between the corporation and the institution with its stakeholders, any attempt by the corporation to reach its target will be useless. "Trust should continue to be built.
Can not be instant. If the trust is lost, the cost of recovery will be quite high, "said Agung to PR Indonesia in Jakarta, Wednesday (8/3/2017). To quote Stephen M. R. Covey in his book The Speed ??of Trust, Agung explains, the trust formula is High Trust = High Speed ??+ Low Cost. Low Trust = Low Speed ??+ High Cost. For example, before the 911 incident first, the time required to enter the airport is up to an hour. But after the incident, the examination done layered up to take 2 - 3 hours.
"This means that low trusts result in low speed in the process (much wasted time) and high costs (due to the extra tight security of security must be installed at the airport)," explained the man who is also Director of Corporate Affairs APRIL.
Trusts are built on integrity, credibility, and transparency. Companies that are considered credible, it would be easier to gain the trust of its stakeholders. Among the factors that influence the rise and fall of trust are honesty in doing business, public information disclosure, and the credibility of the company or institution.
Agung acknowledged, CEO has an important role in building corporate trust, especially in providing vision and mission of the company. However, the true trust of a corporation can not be achieved only by the business of CEO alone, but it needs the cooperation of all stakeholders of the company including employees. "But the most important is the implementation and how to achieve the company's goals?" He said. Walk the Talk!
In order for trust does not fade, Agung suggested, a leader should give an example and appreciate every effort that has been done by people who have helped build credibility and trust company. That way they can maintain and improve their performance.
Ideally the trust and credibility of the CEO and corporation are matching, because otherwise the sustainability of the company will be disrupted, as both affect each other. However, if it happens then it needs to be communicated in order not to adversely affect the company.
Of course public relations practitioners have an important role in building corporate trust. Therefore, according to Agung, PERHUMAS continues to encourage public relations practitioners in Indonesia to increase their competence to become professional public relations, such as certification program and public relations accreditation.
Ultimately, the company will continue to grow sustainably if it is ready and adaptive to change. As Charles Darwin advises, it is not the strongest of the species that survives but the most adaptable. "It means that who can succeed is the Adaptive! Companies and public relations practitioners must be adaptive in this change, "he concluded. (nif )
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.jpeg&w=417&h=289 "Afifudin, IndiHome: Orchestrating Empathic Communication")
In the world of public relations (PR), trust is an important element for building sustainable relationships. Without trust, the messages conveyed by the company will not be effective.
According to the Chairman of the Central Board of Public Relations Association (BPP PERHUMAS) Agung Laksamana, trust is very influential on the sustainability of a corporation. Because without a sense of trust between the corporation and the institution with its stakeholders, any attempt by the corporation to reach its target will be useless. "Trust should continue to be built.
Can not be instant. If the trust is lost, the cost of recovery will be quite high, "said Agung to PR Indonesia in Jakarta, Wednesday (8/3/2017). To quote Stephen M. R. Covey in his book The Speed ??of Trust, Agung explains, the trust formula is High Trust = High Speed ??+ Low Cost. Low Trust = Low Speed ??+ High Cost. For example, before the 911 incident first, the time required to enter the airport is up to an hour. But after the incident, the examination done layered up to take 2 - 3 hours.
"This means that low trusts result in low speed in the process (much wasted time) and high costs (due to the extra tight security of security must be installed at the airport)," explained the man who is also Director of Corporate Affairs APRIL.
Trusts are built on integrity, credibility, and transparency. Companies that are considered credible, it would be easier to gain the trust of its stakeholders. Among the factors that influence the rise and fall of trust are honesty in doing business, public information disclosure, and the credibility of the company or institution.
Agung acknowledged, CEO has an important role in building corporate trust, especially in providing vision and mission of the company. However, the true trust of a corporation can not be achieved only by the business of CEO alone, but it needs the cooperation of all stakeholders of the company including employees. "But the most important is the implementation and how to achieve the company's goals?" He said. Walk the Talk!
In order for trust does not fade, Agung suggested, a leader should give an example and appreciate every effort that has been done by people who have helped build credibility and trust company. That way they can maintain and improve their performance.
Ideally the trust and credibility of the CEO and corporation are matching, because otherwise the sustainability of the company will be disrupted, as both affect each other. However, if it happens then it needs to be communicated in order not to adversely affect the company.
Of course public relations practitioners have an important role in building corporate trust. Therefore, according to Agung, PERHUMAS continues to encourage public relations practitioners in Indonesia to increase their competence to become professional public relations, such as certification program and public relations accreditation.
Ultimately, the company will continue to grow sustainably if it is ready and adaptive to change. As Charles Darwin advises, it is not the strongest of the species that survives but the most adaptable. "It means that who can succeed is the Adaptive! Companies and public relations practitioners must be adaptive in this change, "he concluded. (nif )