Nia Sarinastiti, Marketing and Communications Director of Accenture Indonesia: “The government is indeed running the Industrial Revolution 4.0, but the people are not being involved, except as consumers. That is the problem.
Doc. PR INDONESIA/ Rean
“Public relations (PR) practitioners will never reach the Society 5.0 era, if the Industrial Revolution 4.0 is not working.” said Nia Sarinastiti, Marketing and Communications Director of Accenture Indonesia, because technology is only functioning as an enabler.
JAKARTA, PRINDONESIA.CO – Nia, who was met by PR INDONESIA after a talk show called “PERHUMAS Roadshow Goes to Campus: Industry 4.0 + 5.0 Equal Infinity, Is It You?” in Jakarta, on Wednesday (27/2/2019), said that the Society 5.0 era seems still too far to arrive in Indonesia.
It is because Indonesia is still unable to implement 4.0 technology appropriately and entirely. “How can we reach the Society 5.0, if the government and the industry are not integrated with each other?” she asked. “The government is indeed running the Industrial Revolution 4.0, but the people are not being involved, except as consumers. That is the problem,” she added.
This problem is something that looming over PR practitioners in Indonesia. They are required to shift to automation, but they forget to think about the implementation towards the people. Just like building a sophisticated mode of transportation, but it is not yet integrated with other modes of transportation. “It doesn’t bring any benefit to the people,” Nia said.
Although, the technologies that are born in the Industrial Revolution 4.0 era can be used to find out the industrial development in the future. Just like big data that facilitate PR to gather data that is related to the stakeholder for then to be processed into key messages according to the needs of each stakeholder. Therefore, it does not only give a positive impact on the company but also to a wider variety of people. “Therefore, we must understand the concept,” said Nia.
One important thing that must be understood is that developing technology is merely an enabler to obtain as well as disseminate information. The main thing is how PR builds engagement through interpersonal communication. Because, there is a time when human must rest a moment from technology and do face-to-face communication.
Four Criteria
To respond to this change, Nia said that PR must return to corporate governance or corporate responsibility. Because actually, the people never expect the change to happen, but, whether they like it or not, they must be directed towards the change. PR practitioners must start to think about how to communicate what the company has done for community progress.
There are several criteria that are required for PR in the Society 5.0 era such as ethical, understand the target audience so that they can determine the right medium of communication, understand the implication that will arise from the communication activity and able to process feedback from the community. “The most important thing in communication is ethics. Without ethics, even the most sophisticated technology that is used will be a waste,” she said as well as advising so that PR can be an agent of change in responding to their audience. Not forcing their ego, without thinking about the impact to the community. (ais)
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“Public relations (PR) practitioners will never reach the Society 5.0 era, if the Industrial Revolution 4.0 is not working.” said Nia Sarinastiti, Marketing and Communications Director of Accenture Indonesia, because technology is only functioning as an enabler.
JAKARTA, PRINDONESIA.CO – Nia, who was met by PR INDONESIA after a talk show called “PERHUMAS Roadshow Goes to Campus: Industry 4.0 + 5.0 Equal Infinity, Is It You?” in Jakarta, on Wednesday (27/2/2019), said that the Society 5.0 era seems still too far to arrive in Indonesia.
It is because Indonesia is still unable to implement 4.0 technology appropriately and entirely. “How can we reach the Society 5.0, if the government and the industry are not integrated with each other?” she asked. “The government is indeed running the Industrial Revolution 4.0, but the people are not being involved, except as consumers. That is the problem,” she added.
This problem is something that looming over PR practitioners in Indonesia. They are required to shift to automation, but they forget to think about the implementation towards the people. Just like building a sophisticated mode of transportation, but it is not yet integrated with other modes of transportation. “It doesn’t bring any benefit to the people,” Nia said.
Although, the technologies that are born in the Industrial Revolution 4.0 era can be used to find out the industrial development in the future. Just like big data that facilitate PR to gather data that is related to the stakeholder for then to be processed into key messages according to the needs of each stakeholder. Therefore, it does not only give a positive impact on the company but also to a wider variety of people. “Therefore, we must understand the concept,” said Nia.
One important thing that must be understood is that developing technology is merely an enabler to obtain as well as disseminate information. The main thing is how PR builds engagement through interpersonal communication. Because, there is a time when human must rest a moment from technology and do face-to-face communication.
Four Criteria
To respond to this change, Nia said that PR must return to corporate governance or corporate responsibility. Because actually, the people never expect the change to happen, but, whether they like it or not, they must be directed towards the change. PR practitioners must start to think about how to communicate what the company has done for community progress.
There are several criteria that are required for PR in the Society 5.0 era such as ethical, understand the target audience so that they can determine the right medium of communication, understand the implication that will arise from the communication activity and able to process feedback from the community. “The most important thing in communication is ethics. Without ethics, even the most sophisticated technology that is used will be a waste,” she said as well as advising so that PR can be an agent of change in responding to their audience. Not forcing their ego, without thinking about the impact to the community. (ais)