Indonesia Raya

Do we able to memorize the text of Indonesia Raya? Do we know, the story behind the creation of the National Anthem of Indonesia by Wage Rudolf Supratman? How many times in a year we sing it ? Or, try to recall, when was the last time you sang the song solemnly?
Perhaps, to answer these questions, in the ceremony of the 58th National Independence Day in Presidential Palace, Sunday, August 17, the coordinator distributed a book on National Anthem Indonesia Raya, written by Bondan Winarno.

This book, which prelude written by President Megawati Soekarnoputri is not only discuss the history of Indonesia Raya, also a search of the actuality of this song in the context of being a nation and a country at present day.

In the midst of economy and political turmoil today, and the prominent threat of disintegration, we seemed as in the dire needs of ’instruments to bond’ the sense of nationalism.
And one of those ’instruments’ is the National Anthem Indonesia Raya, which lyric was written by WR. Soepratman in 1924, and played for the first time two years later.

During colonialism period, the Dutch government prohibited the display of Indonesia Raya, and prohibited the reference as National Anthem. But this prohibition was the element that pumped the sense of patriotism amongst Indonesian youth to fight the Dutch colonialism.

Indonesia Raya was even sung with such pride and gusto – to accompany the departure and victory of the fighters of independence.

Such fond memories on courage and sincerity of the fighters shall be treasured and planted till now. But us – who should be grateful on the fruit of independence presented by those fighters – remain apathyst.

Many of us only sing Indonesia Raya during celebration of August 17, in our workplaces, if not performed half-heartedly.

Even though, when we were still schooling – from elementary school to high school – we used to sing Indonesia Raya once a week during flag-raising ceremony every Monday.

After we left school, there are no more liabilities to attent such ceremony. Even private TV stations, seldomly play national and patriotic songs. It’s lack of wonder, when we grow up as adults, we oftenly forget Indonesia Raya, literally or metaphoric.

Build the Nationalism

The absence of such obligation will indirectly crush our nationalism. To prevent similar things, in few countries, for example Phillipines, the government rules that National Anthem should be played before and after movie screening in cinemas.
In neighboring countries, Singapore and Malaysia, videoclips of national anthem are aired frequently.

To preserve nationalism, perhaps we shall sing Indonesia Raya more often – especially in special occassions. For example, in the inauguration of People Consultative Assembly summit, big or small.

At least, this could remain the parliament members, that they stand there to fight for the interests and aspirations of people that they represent.

Perhaps Indonesia also need to implement national service like in other countries ? May be not that extreme, for ’Penataran P4’ made our young generation felt allergic. Because of the tendency to ’enforce’ rather than persuasive process to ’nurture’ or to ’sell’.

To nurture the sense of nationalism is not an easy task. Even though in real sense it shall be not too difficult. In the perspective of communication, to encourage nationalism should not be much different from the efforts to cultivate consumer fanatism to certain brands.

It means, to nurture the love and pride to own nation, is not effective if done sporadically, with methods that tend to be symbolic.

Ceremonial occassions still needed, but there are needs for communication forms that persuasive and ’trendy’ that love is cultivated not forced.

The same ways producers use to seduce consumers into using their products. These are done with well planned marketing and promotion strategies.

In other words, to cultivate the nationalism, should be conducted in persuasive ways which could nurture the sense of belongings and pride – proud of being Indonesian, proud of singing Indonesia Raya in international stages, proud of using Indonesian products, and the list continues.

Obviously for these to succeed, the precise strategies are needed. Thus, people will not think twice, when asked to sacrifice for their nation and country. And this scenario will made easier – as what I have stated above – if there are ’bonding instruments’, one of which the National Anthem Indonesia Raya.

In the context of the period of the struggle for independence, President Soekarno was a brilliant strategic communicator, he was a high-skilled world communicator.

Soekarno had precise understanding on the conditions of Indonesia people at that time. He understood precisely what messages should be delivered and how to deliver them. He was able to optimize all available media, both locally and foreign media.

Even with the limited media, Soekarno was able to deliver his messages to the whole nation in such clarity. To build the strong patriotism, even though attacked by various disinformation by the colonial government.

Soekarno understood well the formation of reputation of Indonesia, both in the eyes of world and its own people. Probably Soekarno’s technics and strategies are still relevant, but they should be adapted accordingly to the current context of Indonesia and the development of communications in present day.

There’s missing feeling to hear Indonesia Raya sung with love and pride.

Over Expose

Over Expose

The significance of Public Relations is undoubtable, the realization have been developed not only in big corporations or multinational companies, but also small and medium enterprises.
A law firm which has been established for a year by young low graduate, for example, is taking off after implementing a correct Strategic PR. Or when an unique beauty salon which conceptualized by a young woman is able to developed vastly because since the conceptualization period a Strategic PR have been implemented, whether in room design, brand, services provided. The strategy become very public oriented, beside to its consumers, also to efforts to fulfill public demand as a whole.

In a corporate world, PR roles become very important and more complex. An accurate strategy is needed, also in the implementation. There are needs on a precise Communications Audit before a strategy is defined according to the conditions of the company. For example: media perception, consumers, investors, government, competitor and other public to our company.
Every public perceive different characterization, and possess different perception. Different public need different approaches. The way we interact with investors should be different with the way we interact with government, for example.

After a Communications Audit is conducted, a strategy is needed, few PR strategy scenarios are formed by considering the situations and conditions. What is the A Plan, and B Plan as the contingency plan. Later, by analysis on precise diagnosis, a strategy is implemented. In the implementation period, the capability in Art of PR is crucial. A good strategy could be spoiled by wrong implementation. But on the other side, PR Action could become a boomerang, if the strategy is not precise.

Over Expose

Most of people still consider PR as appearing in media or in front of public, or making news. This is wrong! Appearing by public, media or being in the news without a correct strategy is very dangerous. This could cause an over expose, an uncontrolled reputation and could lead to crisis.
Become famous, appearing in media, become news material oftenly bring excitement to the directors. But being exposed without a correct strategy could be dangerous. Because public perception is running wild and in the end reach a critical stage of uncontrollable monster. The simplest are that public perceptions are not as we targeted. For example, when an International Bank which known as a Card Center rather than its existence as a global bank. Only because the public expose emphasized on its credit card product.

But in the reality, there are many companies still have principles of as long as famous, as long as able to be covered, to be in the news. There are no strategic PR planning and oftenly different from the planned company strategy. Oftenly the reputation formed is far deviated from the corporate vision and mission, under-positioning, over-positioning or confused positioning.
For example, a bank shall be perceived as a professional, credible, prudent and trustworthy institution, in the end perceived by public as nest of crooks. This is an example of wrong strategy which is very eminent.

Or a lawyer who should be perceived as justice defender, but seen by public as mafia of justice, because oftenly appeared in TV and printed media sporadically and misdirected. Or when an investment bank with various comprehensive financial services is perceived by public as a mere fund manager. Or when a printing company is perceived as packaging company, an others.
Once again, Public Relations is not merely appearing in media and become famous; but more than that, achieving corporate vision and mission.
To conduct repositioning on public perception which have been misled and planted strongly in their minds would need tremendous efforts, also a great deal of time and expenses, with low level of success.

Public Relations strategy is same as an headache, could be self-cured, could be cured by going to drug merchant, shaman, traditional healer, doctor or specialist. The way to diagnose may be different, which lead to different recipes and different results. A specialist will perform analysis and diagnosis carefully with more accurate results. The headache could be only a symptom, but the illness turns out to be high cholesterol, diabetic, high blood pressure, etc where treatment of each illness will be different and could not be cured by a mere pain killer.
Imagine when the illness is diabetic, but everyday we take only painkiller ? Thus, the Over Expose is exactly same like overdose of a wrong medicine. When the medicine is wrong, topped by overdose! The result is a critical and fatal illness, which may lead to the failure of the company.