PUBLIC RELATIONS

IN THE AGE OF DISRUPTION

AGUNG LAKSAMANA MSc, IAPR
Chairman of Indonesia PR Association| Director Corporate Affairs APRIL Group

Agung.laksamana234@gmail.com

@agunglaksamana1

0811 16 9398

agunglaks

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Public Relations is a strategic
comunication process that
builds mutually beneficial
relationships between
organizations and their
publics
“Praktisi kehumasan seluruh Indonesia hendaknya
tidak sebatas mengelola informasi, melainkan ikut
membangun narasi-narasi yang menarik hati,
bermakna, berkarakter dan memuat nilai-nilai”
- Joko Widodo, Pidato Pembukaan KNH 2015

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 10 MOST STRESSFULL JOBS
IN 2017

1. Military personnel
2. Firefighter
3. Airline pilot
4. POLICE OFFICER
5. Event coordinator
6. Newspaper reporter
7. Corporate executive (senior)
8. PR EXECUTIVE
9. Taxi driver
10 most stressful jobs (as compiled by CareerCast.com).
10. Broadcaster
#1DUNIA KERJA BERUBAH!

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#2 INFORMATION OVERLOAD

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SURVEY : SETIAP HARI KITA TEREKSPOSE
DENGAN 30,000 PESAN ADVERTISING
LEBIH DARI 72 JUTA CONTENTS 2016!
300,000 ARTIKEL per HARI
Contents Tsunami in 2018

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#3 MEDIA HAS CHANGED!
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SEMUA….ON THE RECORD

JUBIR Coffee morning Perhumas

FAKE NEWS - HOAXES
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ROBOTORIAL
PUBLIC MEMUTUSKAN SESUATU VIA…..
 Highly
Recommended

Nielsen : 92% of respondents reported that a positive recommendations from a friend,

family, or someone they TRUST is the biggest influence on whether they buy a product or
service. VS 58% they trusted editorial content

*getting your Key Stakeholders & Key Influencers - Highly Recommended you ! 23
 TANTANGAN KITA KEDEPAN?
 OTHERS TALK ABOUT YOU!
 TSUNAMI CONTENTS
 CEPAT - SPEED
 NEWS TIDAK DALAM – Dangkal
 TIDAK PERLU VERIFIKASI
 HARUS POPULER AGAR DIMINATI PUBLIK!
 BISA PENGARUHI TREND – CLICK BAIT
 DIGITAL DIGITAL DIGITAL
 OUTCOMES
 ROBOTORIAL 24
APA YANG HARUS KITA LAKUKAN
NOW ?

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#1 READ READ READ
#2 PR IS ABOUT BUSINESS

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 Increase Profits
Growth
Higher Revenue
Operation
ROA

ROI

Product
Trends
Portfolios
#interview
Innovation with Bill Gates
Competition 29
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Serpong, Kominfo - Juru Bicara Presiden RI Johan Budi mengatakan humas pemerintah harus berada dalam posisi
strategis.
"Humas harus mengerti persoalan karena humas harus memahami isu. Oleh karenanya, humas harus diposisikan strategis
memperoleh akses itu,” katanya dalam Konvensi Humas Pemerintah Tahun 2016, di Serpong, Tangerang, Rabu (20/04/2016).

Johan Budi menyarankan humas tidak terletak pada eselon dua tetapi eselon satu. Selain itu ia menekankan perlu dihilangkannya
persepsi lama tentang humas. “Jika dahulu humas dikenal dengan mengliping koran, sekarang humas harus mengerti persoalan,”
tegasnya.

Menurut mantan Juru Bicara Komisi Pemberantasan Korupsi itu, Biro Humas harus mengerti apa yang harus disampaikan kepada
publik.
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 APA ITU HUMAS STRATEGIS ?
PR
MANAGER
PERAN HUMAS
PR
TECHNICIAN
• Write articles
• Keep media clippings
• Generate publicities
• Organize events
• Edit PR materials
• Provide audiovisual
material
• Photos, Videos,
Socmed
PR
Business
STRATEGIST
Partners
• Act as early warning system
for Top Management
• Act as advocate for key
stakeholders
• Intiate dialogue with
pressure groups
• Reduce uncertainty in
• Responsible for the strategic decision making
success/failure of corp • Explain to CEO, impacts
Comm Plans-strategy through research regarding
• Develop Corp Comm stakeholders
strategy – support • Bottom lines
corporate strategy
• Implement Cor Comm
plans
• Monitor performances
TRANSFORMASI PERAN FUNGSI
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 Know the business
Rapid response Global perspective.
inside and out.

Master the ‘new’ channels Strong focus on internal High-resolution

communications. measurement.

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 GLOBAL MIND-SET: Tiru Humas
Amerika & India

AGENDA SETTING : humas PROAKTIF ! humas harus aktif

harus mempunyai agenda berkomunikasi kepada rakyat.
„setting‟ & narasi tunggal dalam
berkomunikasi ke masyarakat.

ENGAGEMENT : TRANSPARAN - menjelaskan

mendorong keterlibatan publik isu secara terbuka kepada
dalam mengambil keputusan masyarakat.

CEPAT & AKURAT: memiliki KOLABORASI ! tidak memiliki

kecepatan dalam merespon ego sektoral, jangan bertarung
sekaligus memberikan informasi. informasi antar instansi
Terutama, terkait pencapaian dan pemerintah.
terobosan kebijakan pemerintah

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CRISIS ITU BERASAL DARI MANA ?

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 Where does a crisis begin ?
75% of Corporate Crisis triggered by within

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#3 KOMUNIKASI INTERNAL
Harvard Business Review Survey:

5% peningkatan dalam staff attitudes (sikap) akan berdampak 1.3%

pada peningkatan atas persepsi customer yang berimplikasi pada
0.5% atas peningkatan dalam pertumbuhan Revenue (growth)

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 Perbandingan Biaya dari Department
Top 200 Companies by Bottom 200 Companies by
Reputation Reputation
Media Relations $1,096 Media Relations $ 723
Executive Outreach $ 227 Executive Outreach $ 165
Investor Relations $ 635 Investor Relations $ 367
Annual & Qtr Reports $ 920 Annual & Qtr Reports $ 357
Industry Relations $1,247 Industry Relations $ 329
Employee Employee
Communications $1,621 Communications $ 545
Department Mgmt. $ 256 Department Mgmt. $ 312
Total $6,002 Total $2,797

Agency Support $2,534 Agency Support $1,072

Percent of total 42% Percent of total 38%

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Council of Public Relations Firms‟ spending survey
UPDATE YOUR STAFF!

THEY ARE YOUR BRAND

AMBASSADORS!
TERIMA KASIH