n this era that heavily relies on connection through the internet, the government public relations sector requires collaboration in carrying out its in duties and functions to provide information to the public.
“Public relations are influential in building and maintaining an image, so as to create good and useful communication between agencies and the community. Therefore, reliable and competent public-relations management is needed to build a good organizational image in the eyes of the public," said Razilu, the acting director general of intellectual property, in a speech at the Kumham PR Summit 2021 at the Shangri-La Hotel on Tuesday.
Razilu said public relations staff at the Law and Human Rights Ministry were directly in contact with the interests of the community, a position that required public-relations synergy so that communication strategies can be carried out properly. Moreover, to be an essential instrument in disseminating information about policies, laws and government programs it is necessary to be creative in creating digital content that follows current trends and utilizes digital technology.
"Public relations must be able to package the information in a language that is easy for the public to understand," said Razilu.
This belief was also echoed by the communication strategy consultant of the Law and Human Rights Ministry, Bane Raja Manalu, who said that the ministry must be able to use or utilize internal institutional channels, such as social media, as well as the websites of their respective work units.
According to Bane, strategies and operational standards in conveying information also need to be made based on a clear target audience analysis. The goal is that the content created can be an informative reference and carry an educative value, while at the same time also entertaining and attracting people's sympathy.
“Besides that, it is also important to have good relations with the media in this internet era. One way of doing is by responding to their questions quickly and accurately, "added Bane.
The Kumham PR Summit 2021 was an event aimed at strengthening public-relations management for the Law and Human Rights Ministry, whether at the central unit, regional office or technical implementing unit (UPT) level. Public relations officer of the Directorate General of Immigration Dimas Zainuddin Sukmajatnika believed that the summit should be held regularly, not only at the ministry and the tiers that regularly deal with the public, but also at all levels of the government.
“This is important to improve and maintain public-relations synergy within the Law and Human Rights Ministry,” said Dimas. “At this time, public relations can no longer be underestimated, it has become the front line of relations between government agencies and the public, therefore it must continue to be addressed and improve its performance,” he added.
The two-day summit was held on Nov. 23-24 and was attended by public-relations specialists to brief all the participants. Taking part were Nia Sarinastiti from the BPP Perhumas Expert Council; Heni Susila Wardoyo, head of the Bureau of Public Relations, Law and Cooperation of the Law and Human Rights Ministry; Lestari Nurhajati, vice chancellor IV of the London School of Public Relations Jakarta; Dwi Astuti, head of the Public Relations Sub-directorate at the Directorate General of Taxes at the Finance Ministry; Arif Mujahidin, corporate communications director of Danone Indonesia.
Moreover, several prominent public-relations specialists also lent their voices, including Iman Sjafei, cofounder of Sepikul Indonesia; Susangga Surya Alam, head of brand communication at Narasi.tv; Wani Sabu, executive vice president of BCA Digital Services Center; Nico Herry Janto, head of the Information and Complaint Services Office of the Directorate General of Taxes at the Finance Ministry; and Yudistiro Yanuarianto, manager of the Contact Center & Service Desk of PT Indonesia Comnets Plus.
Share your experiences, suggestions, and any issues you've encountered on The Jakarta Post. We're here to listen.
Thank you for sharing your thoughts. We appreciate your feedback.