Diverse PR Challenges in 2020: Four New Competencies
PRINDONESIA.CO |
Tuesday,
February 04, 2020
In 2020, PR practitioners must do more about big data and AI than just awareness.
Doc. PR INDONESIA
The development of public relations (PR) trends should also be taken seriously by academics to prepare skillful graduates that fit the industry needs and changing of time.
YOGYAKARTA, PRINDONESIA.CO – The involvement of practitioners in the academic world is believed to complete the learning process of students. Their presence is also expected to produce more qualified graduates according to industry needs. This motivation encouraged Nurlaela Arief, a professor of Communication Science from Padjadjaran University, to dedicate her life in the world of academia.
Nurlaela, or Lala, was previously known as a PR practitioner. She worked in PT Bio Farma (Persero). Her last position was Head of Corporate Communications. By being fully involved in the campus, she is not only discussing theoretical science but can also provide implementation examples based on her experience as a PR practitioner.
According to Lala, academics need to have this ability. Especially based on her observations while joining the School of Business and Management of the Bandung Institute of Technology. 2019 is the year in which PR people begin to become aware of big data and artificial intelligence (AI).
"This is a sign of a very important change," said the Director of Communication & Alumni Relations of SBM ITB who was met by PR INDONESIA during the 2019 National Public Relations Convention in Yogyakarta on Monday (16/12/2019). "The PR candidates need to be prepared since they are still in college. Likewise, PR practitioners who have entered the field must be more creative in following changes," she added.
Lala emphasized that PR practitioners in 2020 must do more about big data and AI than just awareness. In addition, PR practitioners must be able to know more about big data and AI. Because, these two things can enrich the strategic function of PR, as long as they have the ability to optimize it.
Data analysis
She also said that in 2020, corporate and institutional PR need to continue to pay attention to the use of influencers as a promotional medium. The trend of using influencers are expected to still be relevant in 2020.
Lala did not deny that influencer is one of the effective communication strategies. Especially for empowering potential employees to help the company branding. Because, based on Nielsen's research, 92 percent of respondents trust more what is conveyed by others rather than the content submitted by official corporate accounts.
In addition, according to UFC America, 48.7 percent of people will trust the advice of family members or friends more. Therefore, internal influencers do not need to have a very large number of followers. The important thing is that the content is solid and has good insight.
Seeing so many trends, Lala emphasized the things that public relations students, practitioners, and academics must learn to welcome the new decade. Fundamental things that become basic PR professionals must still be mastered. In addition, there are four new skills that need to be paid attention to such as data analytics, influencers, social media handling, and content creation. "Among these things, the most important thing is the ability of data analysis accompanied by effective and clear communication. So, PR can convey the results of data analysis well to the CEO, "concluded Lala. (den)
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.jpeg&w=417&h=289 "Afifudin, IndiHome: Orchestrating Empathic Communication")
The development of public relations (PR) trends should also be taken seriously by academics to prepare skillful graduates that fit the industry needs and changing of time.
YOGYAKARTA, PRINDONESIA.CO – The involvement of practitioners in the academic world is believed to complete the learning process of students. Their presence is also expected to produce more qualified graduates according to industry needs. This motivation encouraged Nurlaela Arief, a professor of Communication Science from Padjadjaran University, to dedicate her life in the world of academia.
Nurlaela, or Lala, was previously known as a PR practitioner. She worked in PT Bio Farma (Persero). Her last position was Head of Corporate Communications. By being fully involved in the campus, she is not only discussing theoretical science but can also provide implementation examples based on her experience as a PR practitioner.
According to Lala, academics need to have this ability. Especially based on her observations while joining the School of Business and Management of the Bandung Institute of Technology. 2019 is the year in which PR people begin to become aware of big data and artificial intelligence (AI).
"This is a sign of a very important change," said the Director of Communication & Alumni Relations of SBM ITB who was met by PR INDONESIA during the 2019 National Public Relations Convention in Yogyakarta on Monday (16/12/2019). "The PR candidates need to be prepared since they are still in college. Likewise, PR practitioners who have entered the field must be more creative in following changes," she added.
Lala emphasized that PR practitioners in 2020 must do more about big data and AI than just awareness. In addition, PR practitioners must be able to know more about big data and AI. Because, these two things can enrich the strategic function of PR, as long as they have the ability to optimize it.
Data analysis
She also said that in 2020, corporate and institutional PR need to continue to pay attention to the use of influencers as a promotional medium. The trend of using influencers are expected to still be relevant in 2020.
Lala did not deny that influencer is one of the effective communication strategies. Especially for empowering potential employees to help the company branding. Because, based on Nielsen's research, 92 percent of respondents trust more what is conveyed by others rather than the content submitted by official corporate accounts.
In addition, according to UFC America, 48.7 percent of people will trust the advice of family members or friends more. Therefore, internal influencers do not need to have a very large number of followers. The important thing is that the content is solid and has good insight.
Seeing so many trends, Lala emphasized the things that public relations students, practitioners, and academics must learn to welcome the new decade. Fundamental things that become basic PR professionals must still be mastered. In addition, there are four new skills that need to be paid attention to such as data analytics, influencers, social media handling, and content creation. "Among these things, the most important thing is the ability of data analysis accompanied by effective and clear communication. So, PR can convey the results of data analysis well to the CEO, "concluded Lala. (den)