Five Actions of Business Communication in the "New Normal" Era

PRINDONESIA.CO | Wednesday, July 01, 2020
Resolve, resilience, return, reimagination, and reform
Dok. McKinsey & Company

Collaboration between PR and marketing becomes important in order to build brand positioning in the new normal era.

JAKARTA, PRINDONESIA.CO – According to Prof. Ibnu Hamad, Dean of FIKOM UPI YAI, business communication is the production and dissemination of messages aimed at building brand positioning. "To build brand positioning, PR must collaborate with marketing," he said in the webinar "Business Communication Strategies in the New Normal Era" initiated by the Association of Higher Education Communication Studies (ASPIKOM) on Thursday (25/6/2020).

Benny S Butarbutar, Media & Communication Advisor to BDO BULOG, agreed. According to him, public relations and marketing must be in line with the business recovery effort. There are several things that must be considered to align marketing and public relations functions, such as marketing strategy, corporate communications, public relations, branding, digital strategy, website, advertising and media, sales and business collateral, events and promotions, marketing recruitment, employer branding, and market research.

Benny also outlined five actions that must be taken by the organization in dealing with new normal. The first, he said, we must realize that this condition requires immediate treatment (resolve). Second, resilience in dealing with crises. Third, restore business (return). Fourth, re-imagine the next normal condition (reimagination). Fifth, reform of the industry.

Deddy Irwandy, Chairman of the ASPIKOM Jabodetabek Region, saw it from the perspective of the higher education. Several things that universities can do in communication are maintaining and enhancing their image, providing information about educational services, building graduate loyalty, and being active in "picking up" students. "Universities must also prioritize branding in terms of the quality of teaching, research, courses, student selection, social facilities, and curriculum," he said.

Strengthen IT

All speakers agreed that digital devices became one of the supporting components of communication during the pandemic. "This new normal situation strengthens the internet of thing-based communication," said Ibnu.

He continued, especially to achieve engagement between organizations and audiences, public relations must serve the public through the internet, websites, and social media. Until later created AISAS which consists of attention, interest, search, action, and share.

For Ade Kadarisman, ISKI Deputy Chairperson, rapid digital growth must be balanced with sustainable communication innovation. This is in line with the Sustainable Development Goals (SDGs) to support the development of domestic technology, research, and innovation in developing countries. (rvh)