materi ini dibawakan langsung oleh PR Indonesia untuk memotret kerja public relations

1. FAST MOVING
PUBLIC RELATIONS
IN INDONESIA
RICKY ISKANDAR, S.IKOM.
Community Relations PR INDONESIA Magazine
Bachelor Communication Sciences, Universitas Islam Indonesia (2007 – 2013)
Disampaikan pada materi pertemuan pertama Riset Public Relations UAD

2. What Does PR Means To You?

4. THE EVOLUTION OF PR AS FUNCTION IN INDONESIA
PAST PRESENT
PR as Propaganda & Publicity Tools
PR Bureau in Government Bodies in 1950.
Bakohumas born in March 1971
PR as Guardian of Corporate
Reputation

5. THE RISE OF PR IN INDONESIA
• Corporate/government need to build positive relationship with stakeholder
• Public Relations as a vanguard in corporation/organization
• PR as guardian of reputation, credibility, and trust for their own corporate
• PR plays strategic role in corporate/organization
Source: PR INDONESIA & DM-ID surveys in 2018

6. MOVING
Strategy/Activity Past Present
Media Relations One Way: Release Distribution, Press
Conference
Engagement: Establish Communities,
Empowere with Knowledge.
Communication Channel Mono Platform: Conventional Media Multiplatform: Influencer, KOL, media,
journalist
Brand Strategy PR and Marketing cant walk together,
its different thing
PR & Marketing should collaborate to
raise their brand, credibility, and trust.
Goals Publicity Credibility, Trust, Reputation

7. DO YOU KNOW HOW MANY
PUBLIC RELATIONS PRACTITIONERS
IN INDONESIA?

8. PR ECOSYSTEM
IN INDONESIA

9. Public Relations
Organization/Association/
Communities in Indonesia
PERHUMASRI

10. MEDIA & PUBLIC RELATIONS
Media Engagement Nowadays

11. CASE STUDY

12. CASE STUDY 1 :
SCHOOL OF VACCINE FOR JOURNALIST BY BIO FARMA
Background
• Bio Farma (vaccine manufacturer in Indonesia) needs to
educate the public about the importance of vaccine
• Direct publicity (to public) is prohibited by regulation
• They used mass media as an intermediary
• Lack of knowledge about vaccine and its terms among
journalists

13. CASE STUDY 1 :
SCHOOL OF VACCINE FOR JOURNALIST BY BIO FARMA
Tactic
• Make a training for Journalist about Vaccine and Industry itself
• Do Roadshow to Local Journalist
• Hold a Press Tour

14. CASE STUDY 1 :
SCHOOL OF VACCINE FOR JOURNALIST BY BIO FARMA
Result
• News about Vaccine (to public), increases
• Terms Misinterpretation, decreases
• Doesn’t have to break the regulation

15. CASE STUDY 2 :
JURNALIS EKONOMI SYARIAH (JES) X BANK BNI SYARIAH
• Sharia banking is one of most highly regulated
industry.
• Many terms in sharia banking are confusing both
for media and public
• Misconception about sharia on financial industries

16. CASE STUDY 2 :
JURNALIS EKONOMI SYARIAH (JES) X BANK BNI SYARIAH
Strategy:
BNI Syariah establish journalist community stands for their
issues named Jurnalis Ekonomi Syariah (JES).
JES will be their third party endorser to educate public
about their bussiness

17. CASE STUDY 2 :
JURNALIS EKONOMI SYARIAH (JES) X BANK BNI SYARIAH
Tactic:
• Hold training and workshop for journalist based on issue
• Establish and empower Board of JES (national & local board)

18. CASE STUDY 2 :
JURNALIS EKONOMI SYARIAH (JES) X BANK BNI SYARIAH
Result:
• More than 500 journalist join JES community
• News about Sharia Banking (to public), increases
• Terms Misinterpretation, decreases

19. CASE STUDY 2 :
JURNALIS EKONOMI SYARIAH (JES) X BANK BNI SYARIAH
Positive Impact:
Not only BNI Syariah, The ecosystem of
Financial Industries (in general) now having
third party endorser.

21. PR & Crisis

23. Say “Sorry” is DNA of PR
Creative copywriting

25. PR & Social Media

26. Try to Google Yourself

27. • Your digital footprints matter
• Visibility
• Tonality (Positive or Negatif?)

28. Tips on Social Media for PR

29. What social media platforms should I be on? Which social platforms do my target audiences use?

30. FACEBOOK
Paling banyak penggunanya dibanding
social network lain. Fiturnya juga
paling komplit.
Di Indonesia 130 juta user.
• Usernya lebih banyak dari user
Twitter, Instagram, dan Snapchat
digabung.
• User usia 18-24% (44,6%) dengan
25-34% (38,7%) bedanya hanya 6
persen.
• Algoritma: Limit jangkauan untuk
perusahaan/lembaga. Prioritas
teman dan keluarga, posting yang
memicu diskusi positif. Prioritas
video apalagi live.
• Facebook boost (iklan), bypass
algoritma.

31. TWITTER
Penting ketika orang mencari organisasi anda.
• Ada 500 juta kicauan setiap hari atau
6.000 kicauan/detik.
• Sering digunakan sebagai customer care
tool
• Penting dalam hal eksistensi dan
kredibilitas, juga untuk melindungi brand
dari komentar negatif.
• Berbagi pikiran, menunjukkan sisi
manusiawi dari sebuah brand/lembaga.
• Kolaborasi bersama komunitas.
• Organisasi yang menggunakan humor,
berlaku lebih sebagai manusia akan
memiliki engagement dan brand
awareness lebih tinggi.
• Pemikiran, idea, canda, rekomendasi buku,
cerita di balik layar, sentilan perlu
diutamakan, produk dan layanan baru
ditambahkan belakangan.

32. INSTAGRAM
• Wajib kalau mau menjangkau Generasi
Y dan Z. Terutama Instagram Stories.
• 53 Juta user di Indonesia, 20% populasi,
49% cewek, 51% cowok.
• 90% User Instagram di bawah 35 tahun.
• Strategi Hashtag.
• Facebook dengan 2 miliar lebih user
menang dalam hal jangkauan, tetapi
instagram unggul dalam sisi
engagement.
• A visual-first platform

33. OPTIMIZING SOCIAL MEDIA

34. 1. LAKUKAN RISET, PLATFORM MANA YANG
PALING SESUAI DENGAN AUDIENS ANDA

35. 2. PILIH SOCIAL
MEDIA MANAGER
TERBAIK

36. 3. TENTUKAN TEMA UTAMA
A. USER GENERATED CONTENT
Menggerakkan user untuk mengunggah foto dengan men-tag Instagram anda atau menggunakan
hashtag tertentu.

37. B. HUMOR (Meme, Pantun, Humor Ringan.)

38. 3. TENTUKAN TEMA UTAMA
Cara terbaik mendulang respons dari audiens.
• Beri caption untuk foto ini.
• Isi titik-titik yang kosong
• Pilih gambar terbaik.
• Sumbang ide untuk pengembangan layanan.
• Tebak Gambar
C. PERTANYAAN UNTUK MEMBANGKITKAN
ENGAGEMENT)

39. 3. TENTUKAN TEMA UTAMA
Mencitrakan perusahaan tampak manusiawi. Selalu berusaha menunjukkan keceriaan. Mengungkap kebanggaan
perusahaan pada karyawan
D. CERITA DI BALIK LAYAR

40. 4. KONSISTENSI
Jaga Konsistensi:
• Replies
• Call to Action Phrases
• Captions
• Social Media Bios
• Direct Messages
• Visuals (Text on Visuals)
• Ads & Promotions
• Hashtags

41. YANG HARUS
DIHINDARI

42. YANG HARUS DIHINDARI

43. Case Studies: Blunder Social Media

44. BLUNDER MEDIA SOSIAL

45. BLUNDER MEDIA SOSIAL

46. BLUNDER MEDIA SOSIAL

47. EXERCISE!
• Team Up! Make Group of 5
• Choose any corporation/organization
• Which platform you choose?
• Decide each theme for each platform
• Create 4 or 5 content to be post (photo, video, text)

49. Since 2006 Serikat Perusahaan Pers (SPS)
Pusat -- The Indonesia Asociations of News
Publishers -- have conducted Media
Handling Workshop for Public Relations
practitioner. It produces 1500 PR
practitioners alumnae until December 2014.
In February 2015, SPS Pusat decided to issue
media for PR practitioners dedicated for
workshop alumni.

50. WHO IS PR INDONESIA MAGAZINE
PR INDONESIA is a medium for PR
practitioners to escalate their competencies,
networking, and skills.

51. We Are The Only Community Based
Magazine for Public Relations
in Indonesia

52. PR INDONESIA as The Bridge of PR
Knowledge in Indonesia
POSITIONING

53. Community Based Media
In the age of technology numbers of mass
decreased. But Community Based Media is
rising!

54. DO YOU KNOW WHY?

55. • Tsunami of news and information make a tight
competition in media industries
• News are easily accessed by gadget & social media

56. WHY COMMUNITY BASED MEDIA MATTERS
CASE STUDY FROM PR INDONESIA
• Very segmented audience (focus)
• Focus on the big picture but detail (A to Z about PR, figure, crisis,
communication hot issues, and ideas)
• In-depth

57. PR INDONESIA
EDITORIAL
FLOW
Editorial
Plan
Interview &
Reporting
Editing
Layouting
Printing
Distribution

58. THE POSITIVE SIDE
• PR INDONESIA is very segmented, easily become
TOP OF MIND
• In-depth reporting & content
• Collabolate with audience to contribute
communication industries (competencies,
knowledge, skills)

59. HOW PR INDONESIA CONTRIBUTE TO PR INDUSTRIES
• Develop Training
• Awarding
• Sharing Session
• And Others Event

60. www.prindonesia.co