The Obstacle of Public Relations Practitioners, Guyub Faces the VUCA Phenomenon

“Adjust is the norm, except an corporation sees its endeavor is to guide a transform, that organization will not endure.” (Peter F Drucker)

FOR many situations the name of the Indonesian Nationwide Law enforcement has been challenged. Not extensive back a online video that went viral on social media (sosmed) showed a traffic police officer ticketing a motorcycle driver for escorting an ambulance. The video clip was recorded – it would seem – by his personal colleague (the online video recorder exhibits the driver’s car registration and driver’s license).

This video clip went viral right after remaining uploaded by the account Sennulvc in app Tiktok, has been viewed by a lot more than 2 million people and preferred by far more than 70 thousand accounts. It truly is just funny, netizens +62 loaded the remarks column with many steps. No exception authorized practitioners also commented. The place is that most of them regret the incident.

This incident included to the confusion of the police impression which was afterwards ‘hit’ by several other viral incidents. So it was time to make #percumalaporpolisi and #NoViralNoJustice Turns into trending topic. The act of recording an incident with a smartphone has now become commonplace. In actuality, men and women are like journalists. They file and toss it on social media. Habits that are basically worrying in terms of mass conversation, simply because not occasionally the recording is not intact so that it can direct to misperceptions.

This is (in fact) a large homework for all of us, in particular similar functions this kind of as the Ministry of Interaction and Data (Kominfo), journalists’ organizations, qualified businesses of community relations/PR consultants (general public relations).


In the past several months, there have been lots of important times amongst the general public relations/PR consultant professional group in Indonesia. There was a improve of management in Perhumas (Humas Association) and ISKI (Indonesian Interaction Bachelor Association), the National General public Relations Convention/KNH Perhumas and the Indonesian PR Jamboree/Jampiro (Journal) PR Indonesia). A person extra celebration that is currently underway is the awarding of general public relations for BUMN (BUMN Communications Sustainability/BCOMMS) whose last will get place in early February 2022.

The leadership at Perhumas shifted from Agung Laksamana (Chairman for two phrases) to Boy Kelana (2021-2024) who is also Head of Corporate Communications of PT Astra Worldwide. Meanwhile at ISKI, the leadership is continue to entrusted to Dadang Rahmat Hidayat- Dean of Fikom Unpad.

Boy’s occupation is not easy. Even so, it will be strategic if it cooperates with ISKI from a scientific position of watch. Why? This basically departs from the narrative ‘Collaboration is the Essential, Togetherness is Strength’ that Boy carried in the election for the Common Chair of Perhumas. This collaboration need to also be feasible with other companies these types of as Iprahumas (Ikatan Pranata Humas), Perhumasri (Indonesian Medical center Public Relations Affiliation) and even with a consulting firm/general public relations company – APPRI (Affiliation of Indonesian PR Corporations).

Collaboration concerning corporations of general public relations practitioners, conversation students and PR consultants can be a essential remedy in an era that is at this time staying impacted by the VUCA phenomenon.volatility, uncertainty, complexity and ambiguity). With these keys and strengths, it will undoubtedly be helpful for community relations practitioners in working with circumstances that are in some cases difficult to predict, or can out of the blue modify, or can become stagnant, which are the features of the VUCA phenomenon. Not everyone can very easily detect it, enable by yourself deal with it. No exception for public relations practitioners or PR consultants on their own, if they are not observant, they can get caught up in the stream of this phenomenon that appears together with developments in communication and electronic technology.

Of training course we don’t want any a lot more incidents of a police officer recording a online video of an incident that is in fact true, but as an alternative backfires on the police institution. An additional viral incident also transpired to the Ministry of Manpower when an add on its social media appeared to demean pupils who were being interning at the ministry. The write-up has beentake down by the admin to cease netizens’ feedback.

Primary narration

These two incidents are component of numerous viral incidents, which most probable demolish the impression of government/non-federal government companies and institutions or a non-public business. These incidents could have been avoided, at the very least minimized, if the being familiar with and implementation of PR interaction measures were powerful and measurable.

Determination of the large vital narrative or concept (grand essential message) is very essential so that it becomes the principal guidebook for general public relations actors and staff of the related companies. This should really be the to start with move at the starting of every yr, as a shared resolution. Narratives can be derivatives of the eyesight and mission of a firm/institution or establishment. It can also be from values ​​(values) corporation/company or institution.

The key narrative is significant to be printed and socialized internally. The purpose is that public relations employees and personnel in distinct, can recognize and can be the foundation of everyday actions in social media. Or even connected to community conversation.

The viral incidents earlier mentioned need to have to be investigated and investigated. Is it since there is no significant narrative? Or even if there is a massive narrative, but it is not very well socialized, so it just results in being mere jargon that decorates the walls of the workplace. This demands to be carried out so that these incidents do not transpire yet again.

The role of the general public relations board

The issue now is irrespective of whether specialist general public relations businesses/PR consultants can perform a purpose in minimizing this going on yet again. In simple fact, numerous incidents, in fact in our country, exhibit that there is a weakening of the narrative of a nation that is united, helpful and wise.

The VUCA phenomenon is not to be taken lightly. If still left unchecked, quicker or afterwards it will make mass interaction and social preparations even much more sophisticated. The existing viral events are the result of our neglect of the VUCA phenomenon.

It truly is time for public relations/PR practitioners to get together and test to formulate the wonderful narrative of this nation that can be a information for any individual. This could be the role of community relations practitioners in this region so that viral incidents do not recur or at least be minimized.

The trouble then is that general public relations practitioners nevertheless never seem to have a single discussion board which is a combination of all reps of community relations/PR professional companies. The not too long ago appointed Director General of Facts & Community Conversation (IKP) of the Ministry of Communications and Informatics Usman Kansong as Mr. Public Relations of Indonesia by the Magazine PR Indonesia (leader Asmono Wikan) in the 7th Jampiro in Bali, can be used as a great momentum to sort this unifying forum.

If in the press business there is a Press Council, why can not the PR field have a Community Relations Council or whatever. Usman, who has been a journalist for a very long time (afterwards as a senior chief in Media Group) can absolutely get gain of his posture in the present-day government to initiate this. Or it would be even superior if the development of this forum could be independently initiated by public relations/PR practitioners.

The COVID-19 pandemic has changed lots of issues in present-day planet. It can be time for public relations/PR specialist businesses to make breakthrough modifications to be equipped to participate in a additional active position in mass communication in this nation. We need to have to replicate on the estimate from Peter F Drucker at the starting of this write-up, if we however have the spirit of survival (survive), naturally. If not, I don’t know, it is tricky or relatively terrifying to envision that we are continue to cozy with this ailment and go on to disregard the VUCA phenomenon.