PR Corner: What CEO Wants from PR?

“PR is getting someone else to say you’re good.” – Jean-Louis Gassee (Founder of BeOS)

Nowadays the role of PR is very important for a company. Not just to build a reputation, but also tp create PR Strategies that could help CEO to realize the vision of the company.

Last Monday, January 19th 2015, PR Corner hosted by the Founder and Director of LSPR Jakarta, Mrs. Prita Kemal Gani, accompanied by co-host Mr. Ariel Brown, held its PR Corner Live On-Air at Prof. Dr Djajusman Auditorium and Performance Hall LSPR from 7-10 PM and it was aired over at 105.8 Lite FM from 8-9 PM on the same night.

The theme of this event was; “What the CEO Wants from PR”, same as the book published by one of the speakers, Mr. Agung Laksamana, a Country Corporate Affairs of Citibank Indonesia as well as the Chairman of Perhumas 2014-2017. In addition to Mr. Agung, there were also Mr. M. Arif Wibowo as the CEO of PT. Garuda Indonesia Tbk and Mr. Mardi Wu as the CEO of PT. Nutrifood Indonesia.

In writing his book, Mr. Agung had the full support of about 20 CEOs in Indonesia, that’s why this book took him about 2 years to publish. Based on the roles of Public Relations which are writing skills, managing and organizing and also PR Strategies, Mr. Agung emphasized that the role of a PR should reach the stage of becoming a PR Strategies for the company, so that they can know the most potential outcome to deal with the issues. PR also have to know their CEO, how does the CEO work, have solid communication skills, never stop learning, and other capabilities that are listed in the 7 things that must be understood by a PR.

Mr. Arif Wibowo said that as the CEO he also acts as a PR, but he needs PR team to build a better reputation of the company, so the company can be trustworthy by the society especially when PT. Garuda Indonesia Tbk gives services. To build a reputation and trustworthiness, it needs good communication so that PR should have the technical capability and competence, also have extensive networking and know exactly how does the company works so they can solve the problems immediately.

PT. Nutrifood Indonesia is a FMCG (Fast Moving Consumer Goods) company which has a vision to inspire people to live healthier. In order to achieve this vision, PR is needed to communicate the company’s vision to public. Public Relations works to communicate the company’s vision it doesn’t always need a high budget. Nowadays, social media can be used as a strategic communication and since it is spontaneous, public could get the company’s respond directly.

In conclusion, CEO wants a PR who can understand what is desired by the CEO, fully understand the company’s vision, also understand the company’s business so that it can quickly pinpoint and be responsive in solving the problems that arise, as well as PR who have extensive networking and insight. Are you one of the PR that the CEO wants?

Cornelia Alverina