Perhumas Makassar inauguration emphasizes proactive public relations

During the inauguration of the Perhumas Makassar regional board in Makassar, communication experts emphasized a fundamental shift in the role of Public Relations (PR). Speakers, including Perhumas Central Vice Chairperson Gloria Oyong and Secretary General Benny Siga Butar Butar, argued that PR professionals must move away from being reactive "firefighters" who only respond during crises.

Instead, practitioners should adopt a proactive stance by focusing on preventive measures, long-term strategic planning, and empathetic crisis management. Gloria Oyong highlighted that consistent communication builds the trust necessary for collaboration, citing PT Vale Indonesia's tactical approach of involving local communities during crises as a positive example.

Benny Siga Butar Butar identified several areas for improvement in current PR practices, including strategic campaign sustainability, advanced media relations, and the ability to handle complex communication crises in an era of rapid information flow. He noted that PR must evolve to become a decision-making function that can shape public perception and motivate action.