Tag Archive for: Public relation

Meigitaria Sanita
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The Importance of Maintaining a Strong Company Reputation: Understanding Image, Identity, and Crisis Management

Brand

This article is a summary of the lecture material on IPC with the subject Introduction to Public Relations.


What comes to mind when you hear the name of your favorite brand or company? It could be a high-quality product, a catchy advertisement, or an impressive campaign. All of these are built on something essential—reputation. A company’s reputation is shaped by how well it maintains a positive relationship with the public, ensuring trust, stability, and long-term success. However, reputation doesn’t stand alone; it is built on two other key elements: image and identity. Together, these three components form the foundation of a well-known, successful brand.

One of the key factors that determine a company’s success is its reputation, which is built over time. From establishing its foundation to launching products and services, reputation plays a crucial role in attracting customers, investors, and public attention. It also enhances a company’s credibility and customer loyalty, making it stand out in a competitive market.

A great example is Wardah, a brand whose strong reputation has helped it gain consumer trust over competitors and made advertising new products more effective. Understanding the importance of reputation also highlights the risks of losing it. A damaged reputation can lead to two possible outcomes: either the company responds quickly through its PR team, managing the crisis and controlling media coverage, or it fails to recover, losing trust and credibility, which could ultimately lead to its downfall.

Understanding Image and Identity in Reputation

The other two key aspects of reputation are company image and company identity. Company image refers to how the public perceives a company based on what it presents to the world. This perception is influenced by factors such as media coverage, public relations efforts, and marketing strategies.

On the other hand, company identity is the foundation of a business—its core values, mission, and vision—which shape its decisions, branding, and long-term goals. The connection between these three elements is crucial: when a company’s image aligns with its identity, its reputation remains strong. Consistency across all three aspects ensures credibility and long-term success.

Rebuilding Reputation After a Crisis

The key step to saving a company from downfall is acknowledging mistakes and demonstrating a commitment to change. Reputation is built on trust and accountability, so taking responsibility and making the right improvements can help restore public confidence. If a company implements effective strategies and meaningful changes, rebuilding its reputation becomes easier. Additionally, engaging with customers and stakeholders is just as important as showing commitment.

A great example of this is Garuda Indonesia, the country’s national airline. After facing financial struggles and management scandals, the company focused on transparency, service improvements, and customer engagement to regain trust. By making significant operational changes and reinforcing its commitment to quality, Garuda Indonesia successfully improved its reputation over time.

A strong company reputation is essential for long-term success, as it builds trust, attracts customers, and ensures credibility in a competitive market. However, reputation is not built in isolation—it relies on the alignment of image and identity to create a consistent and reliable brand presence. When a crisis threatens a company’s reputation, a swift and transparent response can make the difference between recovery and failure. By acknowledging mistakes, implementing improvements, and staying true to their values, businesses can rebuild trust and even strengthen their reputation over time. Ultimately, maintaining a positive reputation requires continuous effort, ethical practices, and a commitment to delivering value to the public.

Written by: Thrya Abdulraheem Motea Al-aqab

Edited by: Meigitaria Sanita

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Qualitative Research Praxis in Corporate Public Relations

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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Praksis Riset Kualitatif dalam Kehumasan

Riset Kualitatif untuk korporasi dan humas sifatnya untuk kemajuan perusahaan. Riset juga menjadi dasar pengambilan keputusan dan kebijakan perusahaan. Ia lebih mengedepankan kepentingan praktis pengembangan perusahaan, ketimbang keilmuan.

Riset untuk humas korporat menjadi ujung tombak citra dan manajemen krisis perusahaan. “Yang terutama kita lakukan dalam riset untuk kehumasan adalah mengapa itu terjadi, apa yang terjadi, dan bagaimana solusinya,” kata Zulfatun Mahmudah, Media and Public Communication PT. Kaltim Prima Coal, dalam Kuliah pakar Peranan Penelitian dalam dunia Kehumasan, pada 10 Juli 2021. Kuliah pakar ini adalah salah satu pengayaan bersama praktisi pada mata kuliah Riset Kualitatif.

Selain melacak solusi, public relation harus menganalisa kemungkinan konsekuensi yang muncul dari solusi yang ditemukan. “Lalu kalau kita mengambil solusi tertentu, harus kita lihat cocok atau tidak, dan apa konsekuensinya. Dari konteks itu apa yg bisa dilakukan korporasi, usulan outputnya yg penting,” ujar Zulfatun yang juga adalah mahasiswa doktoral di Kajian Budaya dan Media UGM.

Zulfatun bercerita juga praksis penerapan riset dalam keseharian aktivitas kehumasan. “Misalnya ada kasus pencemaran sungai. Nah masyarakat akan bertanya-tanya. Nah kita sebagai humas perlu melakukan riset,” katanya.

Sembari menunggu riset dilakukan, humas bisa menyampaikan informasi sementara. “Bahwa betul telah terjadi peristiwa ini, tetapi kami akan dalami dan riset. Bila itu berasal dari kami, kami akan bertanggungjawab,” ungkap Zulfatun menceritakan pengalaman dan praksis humas ketika menghadapi krisis yang menerpa korporat.

Menurutnya, Itulah fungsi PR. PR mengelola isu agar perusahaan tidak menjadi korban perundungan (bully) masyarakat berkepanjangan.

Monitoring isu dan Netizen

Puji Rianto, dosen mata kuliah ini, juga menyampaikan pertanyaan. “Apa yang mesti diantisipasi PR untuk memonitoring isunya seperti apa? Pakai big data atau seperti apa? Kalau media massa kan bisa kita duga dan atasi, tapi media sosial ini kan liar sekali,” tanyanya pada Zulfatun.

Zulfatun mengatakan bahwa media sosial ini bisa menjadi penyerang maupun pendukung. Media besar pun kadang kala juga tidak menjadi penyeimbang. “Apa yang perlu kami lakukan? Kita punya media sosial yang menjadi media yang penyampaiannya lebih cepat daripada menunggu media resmi seperti media massa,” ujarnya menjawab. “Kami juga punya divisi khusus yg menangani hubungan dengan media yang kami sebut media relation.”

Praktik penelitan kehumasan dalam perusahaan, tidak terlalu utama dalam penggunaan teori. Teori dijadikan dasar untuk melihat dalam konteks praktis.

Menurutnya, jika korporasi mengambil tim konsultan riset dari perguruan tinggi, bisa jadi beda cerita. “Bisa jadi teori itu dipakai untuk menjadikan dasar sekilas untuk menjelaskan posisi kesimpulan.”

Namun transparansi wawancara dan metode juga penting dilakukan agar temuan penelitian di masyarakat juga menjadi representatif. Ini bisa dijadikan dasar, kita harus melihat bagaimana persepsi publik, apa langkah yang perlu disiapkan.

“Intinya, penelitian di dunia korporasi berorientasi pada problem solving.”

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Pelatihan dan Sertifikasi Public Relations (Skema Media Relations Officer) untuk Mahasiswa

Pelatihan dan Sertifikasi Public Relations (Skema Media Relations Officer)

untuk Mahasiswa Program Studi Ilmu Komunikasi Universitas Islam Indonesia

📆 Waktu:

8-10 Oktober 2020

 

🏬 Tempat :

STMM MMTC Jl Magelang, Yogyakarta. Pelaksanaan : Dilaksanakan secara luring dengan protokol Covid19 yang ketat dan peserta terbatas.

 

✅Penyelenggara :

LSP STMM MMTC

 

💰Biaya : Free.

 

🆗 Persyaratan yang wajib disiapkan peserta :
-Fotocopy KTP
-Fotocopy Kartu Mahasiswa
-Fotocopy Ijazah Terakhir
-Foto 3×4 2 lembar ( background merah)
-Wajib membawa laptop pada saat pelaksanaan

 

📞Bagi mahasiswa Prodi Ilmu Komunikasi UII yang sedang berada di Jogja dan berminat untuk mengikuti kegiatan tersebut silahkan menghubungi Pak Subhan Afifi (WA 081328351800)

Kerjasama LSP STMM MMTC dan Prodi Ilmu Komunikasi UII

 

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Melacak Sejarah Public Relations di Indonesia di Forum AES

Mengapa melacak sejarah humas itu penting? Di negara lain, sejarah humas hanya berkonteks negara masing-masing. Studi ini peminatnya banyak, buku ajar banyak ditulis, tetapi persoalan sejarah humas tak banyak. Maka saatnya kini Melacak Sejarah Public Relations di Indonesia di Forum AES.

“Beberapa buku memang sudah menulis deskripsi sejarah public relation/ PR di Indonesia, tetapi miskin konteks sosial, politik, dan budaya,” kata I Gusti Ngurah Putra, Akademisi dari Departemen Ilmu Komunikasi UGM, sebagai pembicara pada Sabtu (22/8) di Forum Amir Effendi Siregar (AES) yang disiarkan langsung Channel Uniicoms TV.

Buku-buku dari negara lain sudah membahas sejarah sesuai konteks negaranya. Misalnya, Ngurah mennyontohkan buku The Unseen Power, Public Relation: A history. Scott M. Cutlip menulis itu sampai setebal 832 halaman soal sejarah PR. Jacquie L’Etang juga menulis sejarah PR di Inggris dalam buku berjudul Public Relations in Britain.

Sedangkan di Indonesia, sejarah PR masih belum digarap serius. Menurut Ngurah, jika penulisan sejarah humas tidak dimulai, ada ketakutan sulit mengakses data dan informan.

“Informan ahli dari kalangan pelaku awal atau perintis awal humas di Indonesia tinggal sedikit. Tantangan lain adalah dokumen terkait praktek humas dan gagasan yang berkembang tidak mudah untuk diperoleh,” jelas Ngurah.

Ia memberi penanda soal siapa yang bisa dijadikan peletak awal PR di Indonesia dalam sejarah. Misalnya Prof. Alwi dahlan yang mendirikan konsultan humas di Indonesia, “lalu ada Wicaksono Noeradi, praktisi humas yang pernah sekolah di School of Journalism di Negeri Abang Sam. Lalu Amiruddin, humas PT. Astra,” imbuhnya.

Bagaimana Humas di Indonesia Mula-mula

Dalam sejarahnya, humas masa kemerdekaan dan era Soekarno lebih banyak diarahkan pada membangun semangat baru sebagai sebuah bangsa yang baru. Menurut Ngurah, PR Indonesia di awal republik ni berdiri, dijalani sebagai public diplomacy dan hubungan internasional, kata Ngurah yang menyelesaikan studi Master-nya dan mengkaji PR Indonesia di University of Canberra, Australia.

Tak hanya itu. Perusahaan minyak asing di awal tahun 1950-an seperti STANVAC, Shell, Caltex, BTM ke Indonesia sering dianggap sebagai awal munculnya Corporate PR di Indonesia, katanya. Pada saat yang hampir bersamaan, beberapa perusahaan atau lembaga negara seperti Kepolisian, RRI dan Garuda Indonesia juga mulai memiliki bagian Humas.

Di tahun 60-an, Tahun inilah yang menjadi cikal bakal berkembangnya PR di Indonesia. Istilah “purel” sebagai akronim PR makin populer daripada istilah “humas”. Lalu pada 1962, presidium Kabinet PM Juanda menginstruksikan agar setiap instansi membentuk divisi humas.

Perkembangan selanjutnya, kata Ngurah, pada era orde baru, lembaga pemerintah mulai memeiliki bagian humas. Departemen Penerangan/ Deppen juga menjalankan fungsi kehumasan untuk pemerintah.

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Tracing the History of Public Relations in Indonesia with AES Forum

Why is tracking the history of public relations important? In other countries, the history of public relations only has the context of each country. This study has a lot of enthusiasts. Its also many writers write textbooks, but there are not many issues in the history of public relations.

“Some books have written descriptions of the history of public relations / PR in Indonesia. The problems are they lack social, political and cultural contexts,” said I Gusti Ngurah Putra. Ngurah is a scholar from the UGM Department of Communication Sciences. He speak on Saturday (22/8) at the Forum Amir Effendi Siregar (AES) which was broadcast live on the Uniicoms TV Channel.

Books and Reference of History of PR                                                 

Books from other countries have discussed history according to the context of their country. For example, Ngurah cited the book entitled The Unseen Power, Public Relations: A history. Scott M. Cutlip wrote it up to 832 pages in thickness about the history of PR. Jacquie L’Etang also wrote the history of public relations in England in a book entitled Public Relations in Britain.

Meanwhile,  the history of PR in Indonesia is still not seriously worked on. According to Ngurah, if the writing of public relations history does not start, there is a fear that it will be difficult to access data and informants.

“There are only a few expert informants from the early actors or public relations pioneers in Indonesia. Another challenge is that documents related to PR practices and developing ideas are not easy to obtain,” explained Ngurah.

He gave a marker about who could be the starting point of indonensian PR in history. For example Prof. Alwi Dahlan, who founded a public relations consultant in Indonesia, “then there is Wicaksono Noeradi, a public relations practitioner who attended the School of Journalism in the United State. Then Amiruddin, PR of PT. Astra,” he added.

How Public Relations in Indonesia Early

In its history, public relations during the independence and Soekarno era were more focused in particular issues. Soekarno focused on building a new spirit as a new nation. According to Ngurah, public diplomacy is Indonesian PR focus at the beginning of the republic. It also focus on international relations, said Ngurah. Ngurah completed his Masters study and studied Indonesian PR at the University of Canberra, Australia.

Not only that. “Foreign oil companies in the early 1950s such as STANVAC, Shell, Caltex, BTM to Indonesia are often seen as the beginning of the emergence of Corporate PR in Indonesia,” he said. At about the same time, several companies or state institutions such as the Police, RRI and Garuda Indonesia also started having a Public Relations section.

In the 60s, this year was the forerunner to the development of PR in Indonesia. The term “purel” as an acronym for PR is getting more and more popular than the term “public relations”. Then in 1962, PM Juanda’s Cabinet presidium instructed each agency to form a public relations division.

Further developments, said Ngurah, during the New Order era, government agencies began to have a public relations department. The Ministry of Information / Deppen also performs a public relations function for the government.