Review of "PROtalks 2.0: Enlighten Your Career with 3 Public Relations Battlegrounds"
Jatinangor, 19 September 2022- On Monday, 19th of September 2022, three speakers from three different branches of Public Relations came to visit Padjadjaran University to discuss the three branches of Public Relations (Governmental, Corporate, and Agency PR).
This talk show was held during "PROficient 2022 : Enlighten The Uncertainty" during the series of PRO talks 2.0 : Enlighten Your Career with 3 Public Relations Battlegrounds". That was such an enlighten experience for us the new Student of Public Relations at Padjadjaran University as it helped us get an image of what our future would look like.
The speakers of this PROtalks 2.0 were Rd. Anton Julianto Pramono as an Expert Public Relations Institution at the Ministry Industry, Fransisca Kurnia Widyasari as an expert strategist for Magnifique Indonesia, and Chika Nur Rachma Koeswandi as External Communications manager for Danone SN Indonesia. The information given by the speakers were entertaining yet informational.
What is the Differentiates of the Three Branches of PR ?
The Three Battlegrounds of Public Relations
Despite being under the same umbrella of Public Relations, all of the three branches of PR are significantly different. Here is what differentiates the three branches:
Understanding of PR
Generally, Public Relations is create and maintain a positive public image for whom they represent. However, the understanding of Public Relations differ according to each branch they represent. For example, in Government, PR is about the way they involve the public's participation. In Agency, PR is about all the publicity activities according to the brand or client they are working with. In Corporation, PR is promoting and protecting the company's image to build trust from stakeholders.
Job Description of PR
A Public Relations Officer is an expert in developing and sustaining a favorable image for a company, organization, or client. Specifically, Corporate PR is in charge of every communicational activities for the sake of publicity, such as promoting and protecting. As a PR, we should be responsible for each information that we publish. Work is done speed-oriented, and as a PR, we should be able to predict future trends. Next, Agency PR are in charge of being an advisor or consultant, meaning a PR should think of relevant campaigns and reach out to clients. PR in Agency plans publicity activities from A-Z to prevent risks as trends come and go quickly. Lastly, PR in Governmental institutions works on the basic things, such as releases, identifying stakeholders, media, and so on. Governmental PR works in layers, bureaucracy is done before a clarification is made.
Work Prospect and Criteria
In common, the work prospect and of a PR differs according to the divisions made in each branch,
however hard skills and soft skills are required to excel in every field in that Three Branch. These divisions can be seen clearly in Agency PR. The divisions that falls under Agency PR includes PR Consultant, which listens
to the clients and find the gist of each client's request.
KOL Specialists are in charge of stakeholder mapping, while Media Relations are in charge of mainstream and side stream media mapping, Media Monitoring works with tools and dashboards that helps with the analytical aspect of Public Relations.
In a Corporation, PR is split into three divisions, Corporate Communication, Brand
Communication, and Digital Communications. They are differentiated by its focus. While Brand
Communication focuses on the community, Corporate Communication focuses on stakeholders, and
• internal and external affairs. Publicity activities are more comprehensive in Corporate
Communication. Digital Communication is most different as it handles all the publicity activities.
Lastly, in Governmental PR, the options and positions of divisions are limited as employees are hired
and chosen only from Probationary Civil Servants. Therefore, Governmental PR focuses more on
supporting organizational activities, such as nonprofit organizations.
Personal Opinion Preference About...
three branches of Public Relations (Governmental, Corporate, and Agency PR).
This was such an enlighten experience for us, Undergraduate Public Relations Student as it helped us get an image of what our future would look like.
By comparing the information given by the three speakers, I was most interested in Agency PR. Because it is the one that speaks to me the most as I have always been interested in working in the creative industry.
Rd. Anton Julianto Pramono as an Expert Public Relations Institution at the Ministry Industry.
Fransisca Kurnia Widyasari as an expert strategist for Magnifique Indonesia.
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