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Back to the Office, This is What PR Has to Do
JAKARTA, PRINDONESIA.CO – In July most employees will most likely be back in the office. This follows a number of government policies related to relaxation, PSBB (large-scale social restrictions) transition, and the operation of public transportation. In contrast to the state civil service (ASN) and SOEs which had returned to the office since the end of May, private corporations adopted a more flexible policy. Anthony Kosasih’s reason, Chief Operating Officer of Mekari, might represent most private corporate actors. "Because it’s just the PSBB that has ended, while the number of Covid cases is still increasing. It’s natural if there are still concerns from management and employees,” he said while speaking at a virtual discussion event titled "Insight Talents: HR Guide for Effective Office Reopening " on Tuesday (9/6/2020). For startups in the technology industry, going back to the office is not an issue. Because they are used to working in a digital way and system. "In fact, the issue lies in office space because not all startup companies have large offices. Meanwhile, when returning to work, companies must follow the rules of physical distancing," said Ken Ratri, founder and CEO of Geek Hunter at the event titled "Best Practice in the New Normal Era to Manage Your Business Productivity" on Thursday (11/6/2020). One thing for sure, currently all divisions, especially the HR, Risk Management, and PR teams, are collaborating intensively in developing protocols and communication strategies to prepare a new work culture when the office returns to operations. For DANA, a digital funding application company, PR became an important part of the critical team during the pandemic. They are the ones who make work plans, including managing information, education, and company policies, both to internal and external parties. "Including, socializing New Norms Socialization in a new normal era," said Agustina Samara, Chief People Officer of DANA on Tuesday (9/6/2020). Protocol Mekari, who re-opened the office on June 8, 2020, decided to choose employees to work from the office based on the priorities and survey results. Activities are still limited such as not working at the office every day, there are team rotations, working according to office hours, and following safety and healthy workplace guidelines. Before the office reopened, they had made a number of preparations. "We decided to empathize and respect every employee's decision by not forcing them to return to work from the office," he said. Working at the office must also have a clear purpose. For example, the work is more effective if done in the office or in order to be more effective in coordinating and communicating with teams. Even so, this policy must be supported by technology tools so that each employee can work from anywhere (working remotely). Agustina agrees. "Technology and automation support employees to be able to help their divisions achieve targets, agile in making decisions and short-term plans," she said. Companies must also meet the needs of the employees to support their work from anywhere. For example, laptops, internet networks, and making sure employees are up to date with technology and disciplined.  Other important things are ensuring that every leader has a virtual leadership mindset. "The mindset of leaders must be changed. Don't be paranoid when you don't meet physically because right now the focus is on result driven and productivity tracking," she said. "Leaders must also have good listening skills, be proactive in building a new normal, and sensitive work culture. Especially, if there are members who experience demotivation," she concluded. (rtn)
CORPORATE || 01 July 2020
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Five Actions of Business Communication in the "New Normal" Era
JAKARTA, PRINDONESIA.CO – According to Prof. Ibnu Hamad, Dean of FIKOM UPI YAI, business communication is the production and dissemination of messages aimed at building brand positioning. "To build brand positioning, PR must collaborate with marketing," he said in the webinar "Business Communication Strategies in the New Normal Era" initiated by the Association of Higher Education Communication Studies (ASPIKOM) on Thursday (25/6/2020). Benny S Butarbutar, Media & Communication Advisor to BDO BULOG, agreed. According to him, public relations and marketing must be in line with the business recovery effort. There are several things that must be considered to align marketing and public relations functions, such as marketing strategy, corporate communications, public relations, branding, digital strategy, website, advertising and media, sales and business collateral, events and promotions, marketing recruitment, employer branding, and market research. Benny also outlined five actions that must be taken by the organization in dealing with new normal. The first, he said, we must realize that this condition requires immediate treatment (resolve). Second, resilience in dealing with crises. Third, restore business (return). Fourth, re-imagine the next normal condition (reimagination). Fifth, reform of the industry. Deddy Irwandy, Chairman of the ASPIKOM Jabodetabek Region, saw it from the perspective of the higher education. Several things that universities can do in communication are maintaining and enhancing their image, providing information about educational services, building graduate loyalty, and being active in "picking up" students. "Universities must also prioritize branding in terms of the quality of teaching, research, courses, student selection, social facilities, and curriculum," he said. Strengthen IT All speakers agreed that digital devices became one of the supporting components of communication during the pandemic. "This new normal situation strengthens the internet of thing-based communication," said Ibnu. He continued, especially to achieve engagement between organizations and audiences, public relations must serve the public through the internet, websites, and social media. Until later created AISAS which consists of attention, interest, search, action, and share. For Ade Kadarisman, ISKI Deputy Chairperson, rapid digital growth must be balanced with sustainable communication innovation. This is in line with the Sustainable Development Goals (SDGs) to support the development of domestic technology, research, and innovation in developing countries. (rvh)
CORPORATE || 01 July 2020
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Beware of the Dangers of Covid-19 Infodemic
JAKARTA, PRINDONESIA.CO – The flood of information both accurate and hoax information has the same impact. Namely, making people nervous, confused to find the right guide, and do not trust the government. As a result, they tend to look for information that provides emotional security. "Infodemic makes people hungrier for information, and not for objective information, but information that confirms their previous conviction," said Engelbertus Wendratama, a senior researcher at PR2Media, when speaking at an online talk show titled "Radicalism and Hate Speech During the Covid-19 Pandemic” held in HBM.TV Jakarta on Thursday (23/4/2020). This condition then prompted Wendra to conduct a survey aimed at seeing the experiences of Indonesians in the sea of information on the Covid-19 pandemic. As a result, disinformation related to Covid-19 occurred most on WhatsApp (WA). Not on television, official government sites, or printed media. Therefore, he emphasized the importance of government public relations practitioners to aggressively produce accurate and disseminating information content through the WA application. There’s no need to bother creating video content or PDF files with information that is too long and convoluted. "It is enough with a simple text that contains interesting and accurate information," he said. By itself, people are interested in sharing it to their WA group chats. Priority Meanwhile, according to Bima Marzuki, CEO and founder of Media Buffet PR & Social Media Marketing, during the Covid-19 pandemic, the government no longer had the same energy and ammunition to face the communication crisis as it was in the past. Because everything has been focused on handling Covid-19. Therefore, Bima emphasized three main priorities that must be carried out by the government. First, avoid communication blunders. Watch for information going in and out and make it one door. If this is not possible, at least one party must arrange it to avoid contradiction. "Many blunders occurred because all parties speak with their respective egos without thinking of the implications in the future," he explained. Second, gain public trust. This is important because if the government is no longer trusted by the people, it will be increasingly difficult for the government to control the people if one day there are more precarious conditions than now. And third, message consistency. Bima then offered tips on developing a communication strategy during the pandemic: listening and analyzing public perceptions more intensively; monitor and analyze the context of speech on social media and mainstream media; exercise control over who can speak, what is said word for word based on analysis, and when is the right time to speak; and maintaining message consistency and data transparency. (ais)
CORPORATE || 22 June 2020
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This is the Key to Successfully Performing Zoominar
JAKARTA, PRINDONESIA.CO – Through the Imogen Communications Institute (ICI), they conducted a survey on public preferences for using Zoom as a seminar platform and online class. The reason for choosing Zoom as the subject of the survey, according to Jojo S. Nugroho, Managing Director of IMOGEN PR, was based on the Statqo Analysis research in March 2020 which was launched by Bisnis Indonesia. The research mentioned Zoom listed as the most popular video conference application in Indonesia. The number of users as of March 27, 2020, reached 257,853. Even according to Sensor Tower research, in April 2020 Zoom was able to outperform the use of the Tiktok and Instagram applications. It was so often that various activities were done via Zoom, hence the new term zoominar. The survey was conducted on 100 respondents. The age range of respondents is 25 - 35 years. The survey was conducted throughout Indonesia during May 2020. As a result, 56 percent of respondents were interested in attending paid web-based seminars. With notes, the price is cheap, affordable, and attractive. While 44 respondents prefer to follow the free webinars. Of the total 56 respondents, there was 60 percent who were willing to take part in paid webinars with prices ranging from Rp. 100 - 200 thousand. Only 13 percent of respondents were willing to spend a budget of Rp 200-500 thousand. Less than 8 percent asked for a price of less than Rp 100,000. Also, 10 percent of respondents choose not to participate in a zoominar if they have to pay. From Content to Hours As many as 60 percents of respondents said that an interesting zoominar is one that has inspirational content (offering new things that keep them motivated), 51 percent thought the content was exclusive (good, different and rarely found elsewhere), 50 percent of respondents found it interesting if the content provides tutorials and technical guidance (teaches a step-by-step method of doing something). Lastly, 31 percent of respondents viewed a zoominar as interesting when the speaker is awesome (able to bring good speakers, difficult to access, and famous in their field). So, when is the best time to hold a zoominar? As many as 38 percents of millennial respondents voted at 7 p.m. and 32 percent of other age respondents chose 10 a.m. While the ideal duration if holding a zoominar ranges from 1-2 hours. (ais)
CORPORATE || 18 June 2020
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Seven Steps of PR to Manage Communication Crisis
 JAKARTA, PRINDONESIA.CO – As stated by Wahyuningrat, Director of Imogen Public Affairs, while speaking at the event called "Kupas Setengah Tuntas: PR Crisis Handling 101" organized by Imogen Public Affairs through the Zoom application in Jakarta on Thursday (4/6/2020). The issue itself is defined as everything that will affect the image, credibility, reputation of the company. Therefore, an active effort by public relations (PR) practitioners is needed to manage the issues before they become big and turn into crises. Or, we are familiar with the term issue management. "In issue management, there are tools. Usually, companies identify issues, then analyze their reactions before a crisis occurs," he said. The classic effort that must be done first is to do stakeholder mapping. Map both the internal and external parties that are the top priority, need to get more attention, build closer relations, and parties that have the potential to protest sue when a crisis occurs. Categorize the stakeholders based on priority/interest scale. Next, do an issue mapping. To do this, continue to update regularly the five highest issues that are considered the most influential on the sustainability of the business and the reputation of the organization. Conduct an impact/risk analysis to determine an immediate response such as holding a press conference, making an apology, or withstand. Wahyuningrat advised us to identify potential crises and discuss them together. "Does it cause complaints, rumors, or messy events," he said. "Here is the art. Because each case requires its own approach. While in the midst of time constraints, the PR must look at the problem clearly," he added. Effective Rizki Akbar, the Senior Corporate Communication Practitioner, also agreed. According to him, any type of crisis whether it comes from internal or external, which certainly can have an impact on many things. Starting from reducing the level of trust from customers to business growth that is not good. Rizki then shared effective ways to deal with the communication crisis. First, identifying and knowing the problem is key. This step makes it easier for PR in developing communication strategies. Second, prepare a crisis communication team effectively. Third, collect all data and facts. Fourth, develop communication materials, such as key messages, standby statements, press releases, document briefings, talking points, anticipating questions and answers, prepare messages/information to be distributed to all media channels. Fifth, appoint a credible spokesperson. The spokesperson is adjusted to the size of the issue and not only has to be the president director. Sixth, identify 5W + 1H agencies/corporations, as simple as knowing when the right time to talk, recognize how strong our opponents are, to the position of the agency/corporation during a crisis, whether they are on the wrong side or right. Seventh, preparation is key. "We never know when a crisis will occur. Therefore, preparing it is the right step," Rizki concluded. (ais)
CORPORATE || 11 June 2020
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This is the Strategy to Restore Public Trust During a Pandemic
JAKARTA, PRINDONESIA.CO – As stated by Rustika Herlambang, Communication Director of Indonesia Indicator, while speaking at an online talk show titled "Covid-19 Pandemic Crisis Communication Strategy: Restoring Public Trust" on Tuesday (28/4/2020). According to Rustik, the Covid-19 outbreak that occurred in Indonesia has brought this country to the gates of uncertainty, in terms of health, social, and economic. "What the public needs right now is a statement from the government to reduce uncertainty," Rustika said. She continued, "If this step is carried out successfully, the public will increasingly trust the government," she said at the event initiated by the Doctorate Program of the Faculty of Communication Sciences, Padjajaran University, and Pikiran Rakyat. Unfortunately, Rustika said, what happened was that the government often gave controversial statements, such as the differences of opinion between officials. This condition makes the public confused. Inevitably the coronavirus is the most publicly discussed issue. In fact, five times more talked about than the 2019 Presidential Election. The results of media analysis conducted by Indonesia Indicator from 2 March - 26 April 2020, it was recorded that there were 2,623 Indonesian online media producing 1,336,363 news about Covid-19. "This data shows that news becomes interesting if it contains controversy," she said. Besides controversy, there are two other things that attract public attention, namely curiosity and story. Public curiosity emerged because Covid-19 comes from a new type of coronavirus. While stories related to the way the media package the story neatly. She gave an example of the media that often told the emotional story of doctors who were struggling in the front guard or about recovered patients. Meanwhile, Deddy Mulyana, Professor of Communication Sciences at Padjajaran University emphasized the importance of the government in designing one door information in terms of health socialization, handling, and assistance to the communities affected by the Covid-19. According to him, this method can also increase public confidence in the government. Mapping Nurlaela Arief, Director of Communication and Alumni Relations of SBM ITB, highlighted the need to map the media. "The government must understand which media tends to be negative or support government policies," said Nurlaela. This method helps the government to find out the media that have been supporting government policies. Then, embrace them to voice optimism together against the Covid-19 pandemic. "That way, public trust will increase," she added. Nurlaela also emphasized the importance of taking a three-level approach which consists of, approach to the chief editor or media owner, editor, and reporter. Good relations with the three levels will help the media when they have to make clarifications and confirmations before the news goes public. Finally, the media can convey information in full chronology. "We can suppress hoaxes and misleading information," she said. Another way to increase public confidence is to choose the right spokesperson and their personality. "People will trust government figures or religious leaders more," she added. Nurlalela’s statement was agreed upon by Rustika. "In fact, netizens also have reference figures," she said. Yes, based on social media analysis conducted by the Indonesia Indicator, there are three governors who seize public attention. They are the Governor of West Java Ridwan Kamil, Governor of Central Java Ganjar Pranowo, and Governor of East Java Khofifah Indar Parawansa. "These three governors are often the subject of discussion by the netizens who are pro to the government," she concluded. (rvh)
GPR || 01 May 2020
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Five Steps to Maintain Brand Reputation During the Pandemic
JAKARTA, PRINDONESIA.CO – A similar thing is also experienced by DMID, a branding consulting company that specializes in forming branding strategies, corporate identity, to brand engagement. "The policy of maintaining physical distance and working from home is certainly a challenge for us, including other companies in maintaining the brand," said Almira Shinantya, Managing Director of DMID, through a written statement received by PR INDONESIA on Tuesday (21/4/2020).   Almira gave five tips to save the brand in times of uncertainty like today. First, show the original color of the brand. "It's the right time for us to evaluate and readjust the values and positions of the brand, without having to shift from the essence or purpose of the brand's goals," she said.  In a confusing situation like today, many people are looking for a brand that they can trust and show sincere actions without having the impression of using a difficult situation. "Stay focused on finding new ways to stay relevant and add value to your brand in the daily life of the community," said Almira. Because they will remember the brand that has made a positive contribution to themselves and around them. This step can be done easily if the brand already has a strong foundation. If not, then this is the right time to invest in building a more strategic brand. Like the saying ‘Life is short, brand It!’ That is, life is short, so build the brand as well as possible.   Innovate and Communicate Second, keep innovating. "Changes in the midst of a crisis occur very quickly, then the ideas we have and when they are realized must proceed at the same speed," she said. Almira encouraged us to accelerate each process, and apply new ideas in ways that are easily practiced.  "This is a matter of life or death. Do a deeper data analysis, understand what the community is doing, re-examine every relationship your brand has built up over the past years," she said. This step will provide a firm grip for companies to think about and adjust their products or services. With notes, do not shift from the essence of the brand. Third, continue to communicate and connect. "Don't fall asleep at a time like this!" She said firmly. Because this is the worst time for a brand to be silent. "The world can leave us if we don't do something," she added. So, keep communicating with consumers/audiences by using a language that is simple and easy to understand.  Sharing messages that are too complicated will only make it difficult for consumers/audiences to understand. Moreover, when spending more time at home, people actually have more news consumption patterns than usual. "Dissemination of information that is messy will only make our information not conveyed," said Almira. Therefore, double-check the message you want to convey and how to convey it. Build communication and open conversations with the audience. Actively involved in relevant topics. Be friends with them on social media. Until finally, they remember our brand. "Sincere, educative and relevant communication is the hero content in the current situation," she added.  Fourth, provide a good and uninterrupted experience. Today’s conditions are the beginning of many new expectations from the public towards the brand. Therefore, make sure the brand is able to meet, even exceeding their expectations. If it works, it's not only the brand that stands out. More than that, stronger loyalty builds than before.   The way is to understand changes in audience behavior. After the enactment of the Large-Scale Social Restrictions (PSBB), for example, community space was limited. "Create innovations that can make consumers/audiences still be able to enjoy our services, even though the space for movement is limited," she said. One of them is by building memorable experiences through technological sophistication such as augmented reality and virtual reality. Fifth, look inside. "Make sure we are with an internal team who are willing to struggle to face this difficult time. Let go of those that make us not free to act and move to save the brand," she concluded. (ais)  
CORPORATE || 21 April 2020
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The Law of “Campfire” in Social Media
JAKARTA, PRINDONESIA.CO – According to Wicaksono, a social media expert, there are two of the most fundamental changes that happen in social media. First, the way people act has changed 180 degrees. Second, every individual is now able to act as a content producer. “Like a sudden journalist, they can produce and share any information among other social media users,” he said in front of the participants of the Government Digital Media Festival organized by the Corruption Eradication Commission (KPK) in Jakarta, on Monday (9/12/2019). Meanwhile, Wicaksono said that the advantage of social media compared to mainstream media is the interaction between the content creator and the audience can happen easily. This is what then makes the existence of mainstream media began to be disrupted. Another concerning thing is that as many as 65 percents of internet users in Indonesia believe in the truth of the information in cyberspace without first doing a crosscheck. Fake news that is shared massively is possible to be considered true. “This post-truth condition makes PR practitioners, including government PR, have more difficulties in explaining everything,” he said. Not to mention the various phenomena that occur on social media, such as the circulation of hoaxes, memes, doxing (gathering someone’s personal information to be shared without the owner’s consent), hate speech, persecution, black campaign, to trolls (uploading posts or messages which purpose is to provoke the anger of internet users), participate to be the cause of changes in communication patterns. Furthermore, people now tend to trust and listen more to information from influencers or key opinion leaders than companies or governments. This condition is a challenge for PR practitioners, especially those who work in the government. “The law of the jungle has collapsed. Now, this is the law of the campfire, namely the people they like will become influencers,” he said. Beware of Crisis To avoid a crisis on social media, Wicaksono urged that PR always be alert and appropriate in responding. “The speed in responding is the main key,” he said. As for the technique, first, PR must be able to convince the leader about the importance of crisis guidelines on social media, “Discussions with the leadership aim to equalize perceptions about social media as PR tools,” said the former Editor in Chief of Beritagar.id. Master the standard operating procedure (SOP) from A to Z before the crisis expands on social media. Furthermore, the social media team must have full authority to manage emerging issues and crises. With notes, they must have a broad understanding, know what really happened, so that they can detect the issues as early as possible. “Not all comments on social media need to be taken seriously,” he said. Wicaksono continued, in the social media itself, there are two signals, such as quality signal/information and signal in the form of noise (noisy/rowdy). “We have to listen to quality information although it comes from a micro influencer. While noise, we must ignore it although it comes from a mega influencer,” he concluded. (ais)  
GPR || 27 January 2020
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Understanding Social Media Characteristics for Maximal Use
JAKARTA, PRINDONESIA.CO – This topic surfaced at the Government Digital Media Festival talk show session in Jakarta on Tuesday (10/12/2019). With the theme “Choosing the Right Social Media Platform to Deliver Information to the Public,” the Corruption Eradication Commission (KPK) as the organizer invited the participants who were government public relations across ministries, institutions, and regions to delve deeper into how to maximize social media platforms such as Facebook, Instagram, YouTube, and Twitter. Especially the admin who manages the government social media accounts. According to Noudhy Valdryno, Government Relations of Facebook Indonesia, to produce quality content, PR must pay attention to four things. First, the content presented must be interactive, not too rigid but still relevant to the related agency. Second, authentic. “It means, the content produced is not too much made up,” he said. Third, be on time and try to upload the content as soon as possible. If the content is uploaded late, the impact will not benefit the audience. Last and foremost, consistency. “Every day, there are more than two billion contents uploaded on Instagram,” he said. “Try to upload no more than five times a day. Because if it’s more than that, it’s considered as spam,” Noudhy added. Noudhy also emphasized the importance of maximizing the search feature, Instagram Stories, including using additional features in the application such as boomerang, stickers, questions, polling, to hashtag. Additionally, pay attention to the shape of the photo frame. It is better to upload pictures in the square form. Then, give a description that contains elements of a call to action. Unique Meanwhile, the social media platform which is quite popular among the millennials is Twitter. Its characteristics are also unique. According to Agung Yudha, Chief Representative of Twitter Indonesia, Twitter has four unique characteristics. First, it is live in which the time span of an issue only lasts between 3-4 hours, after that the information is stale. Second, conversational. Twitter is known as a place of people to chat, share information, and even discuss. Third, it is public. Therefore, he suggested that accounts belonging to government agencies not to be private. Lastly, distribution. Agung then shared tips on maximizing the use of Twitter for government public relations. First, broadcast. Try to tweet as often as possible. Second, actively interact with the audience. “Use replies and likes as often as possible to keep the engagement with the audience,” he said. Third, home for the topic. It means, be consistent in using language style and choose the topic of discussion. Four, piggyback on trend, or riding the issue that is being widely discussed to convey the institution’s message. With a note, stay relevant to the related agency. Last, drive impact with the media. “Keep in mind that the first three seconds of a video is very crucial,” he said. Managing YouTube is also interesting. As the most popular social media platform today, YouTube has three advantages that can be utilized by government public relations, such as controlling issue that is circulation in online media, broadcasting life events, and interacting with the community. “YouTube is able to bring local creativity to the world until finally, the world recognizes the quality of Indonesia,” said Ryan Rahardjo, Public Policy and Government Affairs Manager of Google Indonesia. (ais)
GPR || 10 December 2019

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