The special staff of the Minister of Education, Culture, Research, and Technology, Radityo Prabowo, emphasizes the importance of corporate communication when the world is promoting the Sustainable Development Goals (SDGs) program. Prabowo, who has 13 years of experience in broadcast media and ten years of experience in public relations, was also a speaker in a webinar held by the SBM ITB in collaboration with Vokraf on Saturday, May 27, 2023. Prabowo is currently studying at MBA ITB.

Prabowo discussed how vital communication is to advance and maintain company goals. According to Prabowo, effective communication has two objectives: “promoting products and services while ensuring long-term brand protection.”

He offers a holistic communications approach spanning four main channels: paid, earned, shared, and owned. According to Prabowo, integrating various media allows an organization to communicate effectively with its target market.

Prabowo also emphasized the difference between sustainability communication and ESG (Environmental, Social, and Governance) communication. “ESG Communications primarily focuses on providing information to investors and financial stakeholders, while Sustainability Communications has a broader scope, aiming to build brand reputation and engage with a wider range of stakeholders,” explained Prabowo.

According to Prabowo, clear goals, supported statements, persuasive communication, and readily available information are the basis of ongoing communication. He cited the case of McDonald’s (McD), whose decision to change its logo from “M” to “W” in celebration of International Women’s Day led to protests about the company’s commitment to gender equality in its internal processes. Prabowo emphasized the importance of coordinating communication efforts with practical activities to ensure the fulfillment of significant demands.

Finally, Prabowo stressed the importance of “Messaging House,” a solid communication framework. This method can reduce Complicated storylines and keywords to simple, direct messages. It consists of broad messages summarizing key processes and results, supported by specific messages providing more background information.

Prabowo underlined that, “we need to demonstrate our commitment, use careful words, highlight concrete actions, and demonstrate our strength and position in the business community.”

As a fusion of science and art, communication is essential in advancing sustainable development and achieving commercial success, as Radityo Prabowo briefly summarized.

Prabowo discussed how vital communication is to advance and maintain company goals.
Written by Student Reporter (Muhammad Zem, Management 2024)