Depok-Public Relations (PR) study program, Vocational Education Program, UniversitasIndonesia (UI) held a guest lecture entitled “Management Reputation for Corporates” on December 2, 2022. The activity, which was guided by a lecturer in Fundamentals of Public Relations, Wida Septarina Wijayanti, S.S., M.Si, presented Siti Sufintri Rahayu, Corporate Affairs Director of Nestle Indonesia, as a speaker.
In her presentation, Siti said that in a corporation, the role of public relations is needed to build harmonious communication between internal and external parties. “Good communication will lead to a company’s reputation which is reflected in the attitudes and values of stakeholders. In addition to the logo and brand, each organization must have its own identity, such as the company’s philosophy and purpose of the company being founded. These values must be conveyed by a spokesperson for a company properly,” said Siti.
(Photo: Siti explains how to manage an organization’s reputation well)
She also said that in an organization there are two parties, namely internal and external. Internal stakeholders are employees, directors, and shareholders. While external stakeholders consist of a number of institutions, including the government, the press, educational institutions, and the general public. All of these stakeholders play an important role, so that public relations practitioners must be able to align the messages to be conveyed and those to be received.
“To get superior resources and specific target markets, a company must also have deep values and big goals. For example, Nestle has been committed for hundreds of years to improve children’s nutrition with products that are accessible to the wider community, both in terms of price and availability in several areas. When an institution and its stakeholders have the same values, a connection will be created and a brand will have its own place in the hearts of the public,” added Siti.
(Photo: Siti presenting Nestle’s case study in reputation management)
The Head of the Public Relations Study Program, Mareta Maulidiyanti, S.Sos., M.M., said that the guest lecture activities were held to increase students’ knowledge, especially first semester students, regarding matters that need to be mastered by a public relations practitioner in an organization. “Of course, the presence of industry practitioners will provide new knowledge to students when they enter the world of work. I hope that this guest lecturer’s lecture can be an initial provision for students to continue to add insight in the world of public relations,” said Mareta in her remarks.
