Meizar Ahmad Assiry, Chief Copy at ANOA and Senior Content Development Specialist at GRAB and OVO, emphasized the critical role of effective communication in building a company’s reputation and navigating crises. He noted that corporate communication in Indonesia is relatively new, requiring strategic efforts to support its development.
Speaking at a guest lecture on Business Communication at SBM ITB, on Wednesday (6/11), Meizar highlighted that strategy is a roadmap for achieving corporate goals and gaining a competitive edge.
Citing recent research, Meizar revealed that only about 52% of companies in Indonesia recognize the significance of corporate communication in maintaining their reputation. Furthermore, 63% prioritize external communication to foster positive relationships with the public.
Meizar underscored the importance of media relations in strengthening a company’s image and disseminating key information. He recommended practical activities like media visits, briefings, and media handling training as effective tools. In managing relationships with journalists, he advised companies to offer engaging stories, respect journalists’ time, maintain clarity and ethics, and clearly outline the purpose of each interaction.
He also warned that many companies implement communication tactics without a coherent strategy, often resulting in projects that lack direction and fail to achieve their intended impact. Using case studies of crises faced by Indonesian companies, such as Bukalapak, Eiger, and Es Teh Indonesia, Meizar demonstrated how a well-crafted strategy paired with effective tactical execution can help businesses manage crises and safeguard their reputations.
Through this insightful session, SBM ITB students gained a practical understanding of corporate communication, including foundational concepts and actionable strategies to support corporate objectives and mitigate reputational risks.
Meizar began the lecture by delving into the history and philosophy of corporate communication, drawing on the pioneering ideas of figures like Ivy Lee, Ed Bernays, and James Grunig, who laid the foundation for effective communication practices.
