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Diskusi PSDMA NADIM: Strategi Pemasaran Terpadu Pasar Tradisional di kala Pandemi

Reading Time: < 1 minute

Nasib pasar tradisional selama ini dipandang sebelah mata. Tapi parasr tradisional Perumda Pasaraya justru sebaliknya. Hanya saja, setelah pandemi pasar ini mengalami penurunan drastis. Menurut data Asosiasi Pedangan Pasar Seluruh Indonesia (APPSI), omset penjualan pasar tradisional menurun hingga 35%. Kondisi ini membuat pengelola pasar tradisional harus segera membuat strategi untuk kembali mendatangkan konsumen ke pasar.

Topik Strategi pemasaran di pasar tradisional ini adalah penelitian yang dilakukan oleh Amalia Nur rachman. Ia adalah mahasiswa Komunikasi Universitas Islam Indonesia (UII) angkatan tahun 2017. Pada kesempatan ini Amalia berbagai hasil penelitiannya dalam diskusi yang diadalakan oleh Pusat Studi dan Dokumentasi Media Alternatif (PSDMA) NADIM Ilmu Komunikasi UII pada Kamis, 29 Juli 2021.

Dalam penelitian berjudul Strategi Pemasaran Terpadu untuk Meningkatkan Antusiasme Berbelanja di Pasar Tradisional ini, Amalia fokuskan di sebuah pasar traditional di area menteng, Jakarta Pusat. Strategi pemasarannya tidak cukup hanya sebatas melakukan revitalisasi pasar saja. Tapi juga melaukan berbagai strategi pemasan yang lebih terintegrasi.

Beberapa elemen yang digunakan Perumda Pasarjaya adalah melakukan promosi dengan beriklan baik cetak mapun digital. Amalia menjelaskan beberapa contoh advertising dengan cara promosi cetak produk iklan berbayar, cetak spaduk dan poster. Sedangkan promosi digital dengan totem video wall untuk event yang akan diselenggarakan. Selain iklan tersebut, Perumda Pasaraya juga mengaktifkan media sosial sebanyak 4 akun resmi untuk mempublikasikan acara yang akan dilaksanakan maupun sudah.

Perumda pasaraya juga melakukan personal selling dan promosi lain dengan membuat event tahun wisata belanja, bazar semabako untuk warga sekitar, memberikan diskon, kupon, hadiah.

Upaya Corporate Sosial Responsibiity (SCR) juga dilakukan oleh Public Relation (PR) Perumda Pasaraya ini.  PAUD untuk warga sekitar dan pedangan, bantuan korban musibah, sentra UMKM, mesin kontrol atmosfer untuk memperlama usia sayuran, bawang dan cabai, Pemeriksaan kesehatan gratis, pemberian masker, handsanitizer, faceshiled dan sosialisasi protokol kesehatan, membangun 40 titik lumbung pangan, dan pengelolaan sampah.

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Becoming a Hero Against the Corona Virus

Reading Time: 3 minutes

No one is affected by the year then, he stays at home patiently and hopes for his blessing, so he always gets a reward. If he also realizes that no one can be hit by tha’un other than because of Allah’s provisions, then that will be a way to get rewards from Allah as well. If he dies, he is a martyr.

Veby Novri Yendri, a doctor at UII Hospital and a lecturer at FK UII, cites one of the prophet’s hadiths which tells about the plague. Veby said Indonesian Muslims, especially academics at FPSB UII, should become heroes who help reduce the spread of the Covid-19 outbreak. The simplest way is to be disciplined in applying the 6M and 3T protocols. 6M consists of avoiding crowds, keeping distance, wearing masks properly, washing hands, getting enough rest, reducing mobility, and maintaining a healthy diet. In comparison, 3T stands for testing, tracing, and treatment.

“Hopefully we will be given instructions, and become heroes in the fight against COVID-19,” said dr. Veby Novri Yendri, Sp.THT-KL (FK UII) at the routine recitation of FPSB UII with the theme ‘Pandemic is getting stronger again: how to take care of yourself?’ on Friday, July 23, 2021.

Veby also suggested using cloth masks outside and surgical masks inside: double masks. This activity is an effort to anticipate the spread of the new type of Covid-19 virus mutation.

This time the Faculty recitation was held simultaneously with a prayer together. This prayer is for the big family of FPSB and family members to get healing for those who are sick and get husnul khotimah for those who have preceded.

According to Veby, as of Friday, July 23, 2021, the number of confirmed cases of COVID-19 worldwide has reached 191 million. “In fact, last week 184 million. Meanwhile in Indonesia, up to three million cases were tracked, active cases were 561.384 thousand,” said dr. Veby explained the update of data on Covid-19 cases.

What if a confirmed COVID-19 diagnosis is confirmed? Make sure the air insulation location must be good. Sunlight should also be able to enter the room. Don’t lock yourself in your room, keep trying to get fitter and fitter. “Even when we accompany us in the village, we invite video calls and ask to be enthusiastic about moving. This is to ensure that people who are self-isolating are really fit,” said Veby telling his experience.

There is no specific cure for COVID-19.

In general, in principle, treat symptoms early. Although there is no specific drug for people exposed to corona, it can handle the symptoms appropriately. When these symptoms are treated quickly, they can be cured more quickly. Based on the advice of dr. Veby, people with covid symptoms should avoid ibuprofen because it can increase the rate of covid-19. Instead, use paracetamol or CTM for anti-histamine.

“If you have a mild cough, you can use what is usually available in pharmacies. Multivitamins C, D, and E,” suggested Veby.

What if you can’t get it?

“Such as not being able to get, the important thing is that nutrition and intake meet and feel better. Try to eat well if it’s easy for us.”

Veby said that at first, the coronavirus was considered mysterious pneumonia. Then later, a variety of unexpected symptoms appeared. Even in medical circles, the corona is also called ‘the thousand faces disease’ because of various symptoms. Symptoms most often occur in the upper to lower airways.

Lots of people are afraid and don’t understand how to deal with some mild symptoms at home. For example, how to remove post-exposed virus carcasses, as asked by one of the participants, Didin Syafaat, alumni of FPSB UII.

Veby said that the public could speed up the removal of virus carcasses by washing their noses with salt. “Washing is like an istinsyak when cleaning the nose during ablution. You can also see various guidelines about corona on the UII Hospital Youtube account,” added Veby. There are also other guides on the Youtube channel, such as getting enough oxygen by prostration. You should also always coordinate every four to six hours with health workers and primary health services in self-isolation.

 

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Menjadi Pahlawan Melawan Virus Korona

Reading Time: 3 minutes

Tiada seorangpun yang terkena tha’un kemudian ia menahan diri di rumah dengan sabar dan mengharap ridhanya maka ia senantiasa mendapat ganjaran. Jika ia juga menyadari bahwa tak ada yang dapat terkena tha’un selain karena ketentuan allah maka itu akan menjadi jalan mendapat ganjaran dari allah pula. Jikapun ia mati, ia mati syahid.

Veby Novri Yendri, dokter di RS UII dan juga pengajar di FK UII, menyitir salah satu hadits nabi itu yang bercerita tentang wabah. Veby mengatakan umat muslim Indonesia, terutama sivitas akademik di FPSB UII, sebaiknya bisa ikut menjadi pahlawan yang ikut mengurangi penyebaran Wabah Covid-19. Cara paling sederhana adalah dengan disiplin menerapkan protokol 6M dan 3T. 6M terdiri dari menghindari kerumunan, menjaga jarak, memakai masker dengan benar, mencuci tangan, istirahat yang cukup, mengurangi mobilitas, dan menjaga pola makan sehat. Sedangkan 3T kependekan dari testing, tracing, dan treatment.

“Mudah-mudahan kita diberi petunjuk, dan menjadi pahlawan dalam melawan covid19 dengan taat protokol kesehatan dan protokol iman,” kata dr. Veby Novri Yendri, Sp.THT-KL (FK UII) pada pengajian rutin FPSB UII bertema ‘Pandemi menguat lagi: bagaimana menjaga diri?’ pada Jumat, 23 Juli 2021.

Veby juga menyarankan agar menggunakan masker kain di luar dan masker bedah di dalam: rangkap masker. Ini adalah upaya mengantisipasi penyebaran mutasi virus covid-19 jenis baru.

Pengajian Fakultas kali ini sekaligus dilaksanakan bersamaan dengan doa bersama. Doa ini untuk keluarga besar FPSB dan anggota keluarga untuk segera mendapat kesembuhan bagi yang sedang sakit, dan mendapat husnul khotimah bagi yang telah mendahului.

Menurut penuturan Veby, per Jum’at, 23 Juli 2021, kasus terpapar covid-19 terkonfirmasi di seluruh dunia mencapai 191 juta. “Padahal seminggu lalu 184 juta. Sedangkan di Indonesia, yang terlacak hingga tiga jutaan kasus, kasus aktif 561,384 ribu,” ungkap dr. Veby memaparkan pembaharuan data kasus covid-19.

Bagaimana jika didiagnosis konfirmasi covid-19? Pastikan udara lokasi isolasi harus baik. Sinar matahari juga sebaiknya dapat masuk dalam ruangan. Jangan mengurung diri di kamar, tetap mengusahakan diri untuk semakin bugar dan semakin bugar. “Bahkan kami ketika mendampingi di kampung, kami ajak video call dan minta untuk semangat bergerak. Ini untuk memastikan orang yang isolasi mandiri betul-betul bugar,” kata Veby menceritakan pengalamannya.

 

Belum ada obat spesifik untuk covid-19

Secara umum, prinsipnya, atasi gejala lebih dini. Meski belum ada obat spesifik untuk orang yang terpapar korona, bisa atasi gejala dengan tepat. Ketika gejala itu tertangani dengan cepat, maka bisa lebih cepat tertangani pulih. Berdasarkan saran dr. Veby, obat Ibuprofen sebaiknya dihindari karena bisa meningkatkan tingkat covid-19. Sebaliknya gunakan paracetamol atau CTM boleh untuk anti histamin.

“Kalau batuk ringan boleh gunakan yang biasa tersedia di apotik. Multivitamin C, D, dan E,” saran Veby.

Bagaimana jika tidak bisa mendapatkan?

“Semisal tidak bisa mendapatkan, yang penting nutrisi dan asupan memenuhi dan dirasa lebih baik. Berusaha makan enaklah kalau gampangnya kita.”

Veby menceritakan mulanya virus korona dianggap pnemonia misterius. Lalu belakangan muncul beragam gejala yang tidak terduga. Bahkan di kalangan medis korona disebut juga ‘the thousand faces disease’ karena sangat beragamnya gejala. Gejala tersering muncul di jalan napas atas sampai ke bawah.

Banyak sekali masyarakat yang takut dan belum paham cara mengatasi beberapa gejala ringan di rumah. Misalnya bagaimana menghilangkan bangkai virus paska terpapar, seperti pertanyaan salah satu peserta, Didin Syafaat, alumni FPSB UII.

Veby mengatakan masyarakat bisa melakukan upaya mempercepat menghilangkan bangkai virus dengan mencuci hidung pakai garam krosok. “Mencuci seperti istinsyak ketika membersihkan hidung saat wudhu. Bisa juga ibu bapak lihat beragam panduan tentang korona di akun Youtube RS UII,” tambah Veby. Panduan lain di saluran Youtube itu juga ada misalnya panduan mencukupkan kebutuhan oksigen dengan sujud. Jika sedang isolasi, sebaiknya juga selalu koordinasi empat sampai enam jam sekali dengan nakes dan layanan kesehatan primer.

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Tuition Fee Reduction and Covid-19 Mitigation 

Reading Time: 3 minutes

The Covid-19 pandemic has impacted all fronts—political, social, cultural, and economical. According to  Tempo, in the first five months of the coronavirus spreading in Indonesia, the Indonesian Ministry of Manpower recorded more than 3 million people as having experienced layoffs. Some of these also have an impact on UII student parents.

The Islamic University of Indonesia (UII) responded to this impact by providing tuition waivers. Undergraduate and diploma program students can access this fee waiver in the 2021/2022 school year. This cost reduction program is a form of UII’s adjustment to the pandemic.

Students can choose various types of waivers according to family conditions affected by Corona. There are four types of fee waivers. Starting from relief for students who are not affected, those affected are mild, moderate, to severe.

Severely impacted students can apply for a 25% tuition fee waiver. Students can also choose a 20% tuition fee reduction if they are moderately affected. At the same time, the remaining students can also choose a 15% waiver. Last but not least, students who are not affected by COVID-19 will be given a 10% reduction in tuition fees.

All active students will automatically be deducted 10% from the nominal bill for the first and second installments for the 2021/2022 academic year. For professional students, masters, and doctorates will be arranged by their respective administrators. Requests for additional assistance can be made via the UII Gateway website no later than July 21, 2021.

Requirements

There is a file that the applicant must upload. First, scan the Identity Card (KTP) and Family Card (KK) of the insurer or the person who pays the tuition fee. If the insurance company has a tax ID Number, they must attach a scan of the Annual Tax Return (SPT). The applicant also needs to upload a scan of the insurance payslip before and during the pandemic.

Insurers also need to install a scan of the sub-district original income report for cost bearers who do not work formally. All the files mentioned above must be in PDF format. Students are asked to record the processing schedule. Verification and authorization will continue on 9-24 July 2021. After that, the authorization results will be announced on July 20, 2021. Students must make all payments on 27 July-24 August 2021.

Service for Covid-19 Self-isolating Student

Additional notes for FPSB UII students who are currently self-isolating in-home or boarding house in Jogja or outside Jogja, The FPSB COVID-19 Task Force Team asks you to fill in the following basic data to add you to the Whatsapp group. The FPSB COVID-19 Task Force Team will monitor the group during self-isolation and provide further information in the WhatsApp group.

“There are two groups, for students who currently live in Jogja and for the public. For the general group, students who live in Jogja or outside Jogja can follow it,” said Muhammad Novaliant, the FPSB UII COVID-19 Task Force (Faculty of Psychology and Socio-Cultural Sciences).

The FPSB Covid-19 Task Force team provided medicines and food for students living in Jogja. Each Head of the Department at FPSB UII will monitor The WhatsApp group. “Meanwhile, students outside Jogja can exchange information and support each other during the self-isolation period,” added Novaliant.

Students must fill out a form before joining the group. Photos and the name linked to the google account will be recorded when you upload the file and submit this form at the following link: https://s.id/Cq7Vh

Also, due to COVID-19, all services are carried out online. Students can check UII’s Digital Communication Services During the COVID-19 Mitigation Period on the Department of Communication website.

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Author/ Reporter: Erinna Zandra (Student of Department of Communications, Batch 2017, Student Intern at International Program at Department of Communications UII)

Editor: A. P. Wicaksono

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Keringanan Biaya Kuliah UII dan Mitigasi Covid-19 di Masa PPKM

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Pandemi Covid-19 berdampak di segala lini. Baik lini politik, sosial, budaya, hingga ekonomi. Menurut laporan Tempo.co, pada 5 bulan pertama corona menyebar di Indonesia, lebih dari 3 juta orang Tercatat mengalami Pemutusan Hubungan Kerja (PHK). Beberapa di antaranya juga berdampak pada orang tua mahasiswa UII.

Universitas Islam Indonesia (UII) merespon dampak ini dengan memberikan keringanan biaya kuliah bagi mahasiswanya. Mahasiswa pogram sarjana dan diploma  dapat mengakses keringanan biaya ini pada tahun ajaran 2021/2022. Program keringanan biaya ini adalah salah satu bentuk penyesuaian UII menghadapi pandemi.

Mahasiswa dapat memilih beragam jenis keringanan sesuai kondisi keluarga terdampak Corona. Ada empat jenis  keringanan biaya. Mulai keringanan untuk mahasiswa tak terdampak, terkena dampak ringan, sedang, hingga parah.

Mahasiswa dengan dampak parah dapat mendaftar keringanan biaya kuliah sebesar 25%. Mahasiswa juga bisa memilih pengurangan biaya kuliah 20% jika terdampak level sedang. Sedangkan sisanya  mahasiswa juga bisa memilih keringanan 15%.  Last but not least, mahasiswa yang tidak terdampak covid-19 akan diberikan pengurangan 10% dari biaya kuliah.

Semua mahasiswa aktif otomatis akan dikurangi 10% dari nominal tagihan angsuran pertama dan kedua tahun ajaran 2021/2022. Untuk mahasiswa profesional, magister, dan doktor akan diatur oleh masing-masing administrator. Permohonan bantuan tambahan dapat dilakukan melalui laman Gateway UII paling lambat tanggal 21 Juli 2021.

Ada berkas yang harus diunggah pemohon. Pertama, scan Kartu Tanda Penduduk (KTP) dan Kartu Keluarga (KK) penanggung atau orang yang membayar biaya pendidikan. Jika perusahaan asuransi memiliki NPWP, mereka harus melampirkan scan Surat Pemberitahuan Tahunan (SPT). Berkas selanjutnya yang perlu diunggah pemohon adalah scan slip gaji pihak asuransi, sebelum dan selama masa pandemi.

Penanggung juga perlu memasang scan laporan pendapatan asli kecamatan bagi penanggung biaya yang tidak bekerja secara formal. Semua file yang disebutkan di atas harus dalam format PDF. Mahasiswa diminta untuk mencatat jadwal pemrosesan. Verifikasi dan otorisasi akan dilanjutkan pada 9-24 Juli 2021. Setelah itu, hasil otorisasi akan diumumkan pada 20 Juli 2021. Semua pembayaran harus dilakukan pada 27 Juli-24 Agustus 2021.

Catatan tambahan bagi mahasiswa FPSB UII yang saat ini sedang melakukan isolasi mandiri di rumah atau kost di Jogja atau di luar Jogja, kami mohon untuk mengisi data dasar berikut untuk menambahkan Anda ke grup Whatsapp. Tim Satgas COVID-19 FPSB akan memantau grup selama isolasi mandiri dan menginformasikan informasi lebih lanjut di grup.

“Ada 2 rombongan, untuk mahasiswa yang saat ini tinggal di Jogja dan untuk umum. Untuk rombongan umum, mahasiswa yang tinggal di Jogja atau di luar Jogja bisa mengikutinya,” kata Muhammad Novaliant, tim Satgas COVID-19 FPSB UII (Fakultas Psikologi dan Ilmu Sosial Budaya).

Tim Satgas Covid-19 FPSB menyediakan obat-obatan dan makanan bagi mahasiswa yang tinggal di Jogja. Grup akan dimonitor oleh masing-masing Ketua Program Studi. “Sedangkan mahasiswa di luar Jogja bisa saling bertukar informasi dan saling menguatkan selama masa isolasi diri,” tambah Novaliant.

Mahasiswa harus mengisi formulir sebelum bergabung dengan kelompok. Foto dan nama yang tertaut dengan akun google akan terekam saat Anda mengunggah file dan mengirimkan formulir ini di tautan berikut: https://s.id/Cq7Vh

Juga karena COVID-19, semua layanan dilaksanakan secara online. Mahasiswa dapat memeriksa Layanan Komunikasi Digital UII Selama Masa Mitigasi COVID-19 di website Prodi Ilmu Komunikasi UII.

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Penulis/ Reporter: Erinna Zandra (Mahasiswa Komunikasi UII, Angkatan 2017, Mahasiswa Magang di International Program at Prodi Komunikasi UII)

Editor: A. P. Wicaksono

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Following the Four Characteristics of AES Thought

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Media life in Indonesia lost a lot after the departure of Amir Effendi Siregar (AES). This media thinker and guardian of media democratization in Indonesia is the cornerstone of media management studies and the forerunner of UII’s Communication Study Program. Many are inspired by and imitate the thoughts of AES. This is especially the case after the publication of Amir Effendi Siregar’s book “Against Capital Authoritarianism” in the Thought and Movement of the Democratization of the Media.

Iwan Awaluddin Yusuf, UII Communications Lecturer, student and successor of Amir in two institutions (UII Communications and PR2Media), noted the exemplary characteristics of AES’ thinking. He sees AES thinking always brings up four things. These four things are the characteristics that make AES’ thinking timeless. In addition, AES’s passion for science can also be seen from this characteristic.

First, AES’s thinking is always accompanied by a philosophical study. This is characteristic of studying things from the roots, from philosophy. “He always philosophically talks about big macros, then secondly, his thoughts always bring up data,” said Iwan, a doctoral graduate from Monash University, Australia, at the Book Discussion via Zoom, which was held on Saturday, July 10, 2021.

The involvement of the data for every AES’s writing shows that AES is always based on empirical data. It constantly updates and relates to the latest conditions.

In addition to philosophy and data, said Iwan, Bang Amir also did not forget to compare practices in other countries. “In fact, he often argues between data and data. Usually, for example, AES always emphasizes seeing India and other countries that are socially similar,” said Iwan recalling the time when AES was still alive and active in PR2Media.

The fourth characteristic, AES thinking, is always contextualised and refers to the constitution. This reference to the constitution makes AES’ thinking always worth considering in reviewing and updating regulations. This includes AES studies on media technology in the digital era.

“Where I study, Monash University no longer uses the word new media because new media is relative. So digital media is used,” said Iwan. “New media will become old media in time,” he added. No matter how advanced the development of technology and media is, the keyword remains the same, namely democracy, with a keyword that AES often mentions as diversity.

 

 

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Six Dimensions of Media Management with Amir Effendi Siregar

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Business and media management are studies that are not widely used as special courses or majors in communication campuses in Indonesia. Not many people focus on being both a reviewer and a practitioner at the same time. Amir Effendi Siregar (AES), the founder of the Department of Communications at UII, and PR2Media, is one who presents media management studies in a complete definition.

Media management dimensions based on the AES definition, said Iwan Awaluddin Yusuf, are mapped into six dimensions. Iwan extracts these six dimensions from the definition made by AES on media management. “The first is media management with management principles and processes. This dimension includes philosophical, methodological, and practical levels,” said Iwan Awaluddin Yusuf, a doctoral student at Monash University, Australia, on July 10, 2021.

Iwan spoke as one of the authors in a book entitled The Book Against Capital Authoritarianism. The book is a collection of AES Thought and Movement writings from AES students, friends, and associates. This book was reviewed and launched on July 10, 2021, collaborating with PR2Media, UII Communications, and SPS. This discussion was also held to commemorate the 17th Anniversary of UII Communications and PR2Media’s 11th Anniversary. Both institutions are institutions where AES is the founder and foundation.

Iwan said there is also a second dimension of Media Management which essentially examines the position of the media as an industry and the media as an institution. What is the character of the media as an industry, and the role of the media as a press institution, for example. 

It is also important for media managers, said Iwan quoting AES, to determine the direction of the media paradigm. “The market paradigm or the propaganda/missionary paradigm,” said Iwan. Defining this paradigm is the third dimension that AES often puts forward.

Furthermore, assessing media management must also pay attention to the environmental context as the fourth dimension. That is, how the existing media system in a region or country affects Media Management.

The media management study will also look at the fifth dimension, namely the development of technology in terms of impact and anticipating it. While the sixth dimension, AES also often explains that scholars must study media management based on its usefulness as a science. Especially benefits for those who study and society in general. 

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Qualitative Research Praxis in Corporate Public Relations

Reading Time: 2 minutes

Qualitative research for corporations and public relations is for the advancement of the company. Research is also the basis for company decisions and policies. PR Research prioritises the beneficial interests of company development rather than science.

Research for corporate public relations is the spearhead of corporate image and crisis management. “What we mainly do in research for public relations is why it happened, what happened, and how to solve it,” said Zulfatun Mahmudah, Media and Public Communication of PT. Kaltim Prima Coal, in an expert Lecture on the Role of Research in Public Relations, on July 10, 2021. This expert lecture is one of the enrichments with practitioners in the Qualitative Research course.

In addition to tracking solutions, public relations must analyse the possible consequences of the solutions found. “Then if we take a certain solution, we have to see if it fits or not, and what the consequences are. From that context, what can corporations do, the output proposals are important,” said Zulfatun, who is also a doctoral student at UGM, Department Cultural and Media Studies.

Zulfatun also talked about the practice of applying research in daily public relations activities. “For example, there is a case of river pollution. So people will ask questions. Now, we as public relations need to do research,” he said.

While waiting for research to be carried out, public relations can provide temporary information. “It is true that this incident has occurred, but we will investigate it and conduct research. If it comes from us, we will be responsible,” said Zulfatun, recounting the experience and praxis of public relations when facing crises that hit corporate.

According to him, that is the function of PR. PR manages issues so that companies do not become victims of prolonged public bullying.

Puji Rianto, the lecturer of this course, also asked questions. “What should PR anticipate to monitor the issue like what? Do you use big data or what? We can predict and handle the mass media, but social media is very wild,” he asked Zulfatun.

Zulfatun said that this social media could be an attacker or a supporter. Even the big media sometimes don’t balance it. “What do we need to do? We have social media which is a medium whose delivery is faster than waiting for official media such as mass media,” he replied. “We also have a special division that handles media relations which we call media relations.”

The practise of public relations research in the company is not too critical in the use of theory. The theory is used as the basis for viewing in a practical context.

According to him, if the corporation took a team of research consultants from universities, it could be a different story. “It could be that the theory was used to provide a brief basis for explaining the conclusion’s position.”

However, transparency of interviews and methods is also essential to represent research findings in the community. The PR research can be used as a basis, and we have to see how the public perception, what steps need to be prepared.

“Essentially, research in the corporate world is problem solving oriented.”

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Enam Dimensi Manajemen Media Bersama Amir Effendi Siregar

Reading Time: 2 minutes

Bisnis dan Manajemen media adalah kajian yang tak banyak dijadikan mata kuliah khusus atau jurusan di kampus-kampus komunikasi di Indonesia. Tak banyak pula orang yang memfokuskan diri menjadi pengkaji sekaligus praktisi dalam satu waktu. Amir Effendi Siregar (AES), pendiri Komunikasi UII dan PR2Media, adalah salah satu yang menhadirkan kajian manajemen media dalam sebuah definisi yang komplit.

Dimensi Manajemen Media berdasarkan definisi AES, kata Iwan Awaluddin Yusuf, terpetakan menjadi enam dimensi. Enam dimensi ini disarikan oleh Iwan dari definisi yang dibuat oleh AES tentang manajemen media. “Pertama adalah pengelolaan media dengan prinsip-prinsip dan proses manajemen. Dimensi ini mencakup level filosofis, metodologis, dan praktis,” kata Iwan Awaluddin Yusuf, mahasiswa doktoral di Monash University, Australia, pada 10 Juli 2021.

Iwan bicara sebagai salah satu penulis dalam buku berjudul Buku Melawan Otoritarianisme Kapital. Buku itu adalah kumpulan tulisan Pemikiran dan Gerakan AES dari murid, teman, dan sahabat AES. Pembicara lain adalah Dr. Rahayu, wakil ketua PR2Media dan Editor buku ini. Buku ini dibedah dan diluncurkan pada 10 Juli 2021 atas kerjasama PR2Media, Komunikasi UII, dan SPS dan dipandu oleh Ignatius Haryanti sebagai moderator. Diskusi ini juga digelar sebagai peringatan Milad ke-17 Komunikasi UII dan Ulang Tahun ke 11 PR2Media. Kedua lembaga tersebut adalah lembaga dimana AES menjadi pendiri dan peletak dasarnya.

Iwan mengatakan ada pula dimensi kedua Manajemen Media yang intinya mengkaji posisi media sebagai industri dan media sebagai institusi. Apa karakter media sebagai industri, dan peran media sebagai institusi pers, misalnya.

Penting juga pengelola media, kata Iwan mengutip AES, menentukan arah paradigma medianya.

“Paradigmanya pasar atau paradigma propaganda/ misionaris,” kata Iwan. Menentukan paradigma ini menjadi dimensi ketiga yang sering dikemukakan AES.

Selanjutnya, mengkaji manajemen media juga harus memperhatikan konteks lingkungan sebagai dimensi keempat. Maksudnya, bagaimana sistem media yang ada dalam suatu kawasan atau negara mempengaruhi Manajemen Media.

Kajian manajemen media juga akan melihat dimensi kelima yaitu perkembangan teknologi dari sisi dampak dan bagaimana mengantisipasinya. Sedangkan dimensi keenam, AES juga sering menjelaskan bahwa manajemen media harus dikaji berdasarkan kegunaanya sebagai ilmu. Terutama manfaat bagi mereka yang mempelajari dan masyarakat pada umumnya.

 

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Meneladani Empat Ciri Pemikiran AES

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Kehidupan media di Indonesia kehilangan banyak setelah kepergian Amir Effendi Siregar (AES). Pemikir media dan pengawal demokratisasi media di Indonesia ini adalah soko guru kajian manajemen media dan cikal bakal Prodi Komunikasi UII. Banyak yang terinspirasi dan meneladani pemikiran AES. Terutama hal ini muncul setelah terbit buku Melawan Otoritarianisme Kapital, Amir Effendi Siregar dalam Pemikiran dan Gerakan Demokratisasi Media.

Iwan Awaluddin Yusuf, Dosen Komunikasi UII, murid dan penerus Amir di dua lembaga (Komunikasi UII dan PR2Media), mencatat ciri khas yang bisa diteladani dalam pemikiran AES. Ia melihat pemikiran AES selalu memunculkan empat hal. Empat hal ini adalah ciri yang membuat pemikiran AES tak lekang oleh jaman. Selain itu, semangat AES pada ilmu juga terlihat dari ciri khas ini.

Pertama, pemikiran AES selalu disertai dengan telaah filosofis. Ini ciri khas menelaah sesuati dari akar, dari filosofi. “Ia selalu filosofis berbicara soal makro yang besar, lalu kedua, pemikirannya selalu memunculkan data,” kata Iwan, doktor lulusan Monash University, Australia, pada Diskusi Buku tersebut via Zoom yang dilaksanakan Sabtu, 10 Juli 2021.

Pelibatan data ini menunjukkan bahwa AES selalu berdasar pada data empirik. Ia selalu memperbarui dan merelasikan dengan kondisi termutakhir.

Selain filosofi dan data, kata Iwan, Bang Amir juga tak lupa untuk memberi perbandingan dengan praktik di negara lain. “Bahkan ia seringkali melakukan pembantahan antara data dengan data. Biasanya misalnya AES selalu menekankan untuk melihat india dan negara lain yang secara sosial mirip,” papar Iwan mengenang masa ketika AES masih hidup dan berkiprah di PR2Media.

Ciri keempat, pemikiran AES selalu dikontekskan dan merujuk pada konstitusi. Rujukan pada konstitusi ini membuat pemikiran AES selalu layak dipertimbangkan dalam mengkaji dan memperbaharui regulasi. Termasuk di antaranya kajian AES tentang teknologi media di era digital.

“Di tempat saya belajar, Monash University, sudah tidak menggunakan kata media baru karena media baru itu relatif. Maka digunakan digital media,” papar Iwan. “Media baru akan menjadi media lama pada waktunya,” tambahnya. Semaju apapun perkembangan tekonologi dan media, kata kuncinya tetap sama, yaitu demokrasi, dengan kata kunci yang sering disebut AES: diversity.