Analysing the Role of Spokespersons: More Than Just a Messenger, but a Creator of Impact
Jakarta (ANTARA) - The launch of the book “SPOKESPERSON: Perspectives on Political Communication Management in the Era of Disruption” by Benny Siga Butarbutar and Marlinda Irwanti Poernomo has sparked in-depth discussions from various perspectives regarding the role of the spokesperson profession.
During the discussion, the role of a spokesperson was deemed increasingly crucial in the digital era, as they do not merely serve as a mouthpiece for their institution, but can also act as strategic figures who create a significant impact for many parties.
The Dean of the Faculty of Da’wah and Communication Sciences (FDIKOM) at UIN Syarif Hidayatullah Jakarta, Gun Gun Heryanto, emphasised during the discussion that the presence of a spokesperson must be placed within the mainstream of change, rather than being a mere supplement to an institution.
“A spokesperson must have access to the leadership within their institution. If there is a gap between the spokesperson and the leader, they will never truly grasp the underlying sentiment of what needs to be communicated,” said Gun Gun during the discussion held at the ANTARA Heritage Centre, Central Jakarta, on Friday.
Therefore, the position of a spokesperson must be placed in the most strategic position and not sidelined, so that the communication conducted to the public regarding their institution can truly be impactful.
Despite this strategic role, Gun Gun reminded that a reliable spokesperson should not highlight an overly strong personal persona, but should instead highlight the character of the institution they represent. When a spokesperson perceives themselves as the most important figure, it becomes dangerous as it diminishes the impact and the message intended by the institution they serve.
Highlighting the importance of the spokesperson’s role within an institution, the Deputy Editor-in-Chief of Harian Kompas, Paulus Tri Agung Kristanto, representing the media, observed that the duties of a spokesperson extend beyond ordinary public relations.
In his view, the scope of a spokesperson’s work has entered the ethical realm, moving beyond the mere task of explaining technical or general matters.
From a government perspective, the Director General of Public Communication and Media (KPM) at the Ministry of Communication and Digital, Fifi Aeyda Yahya, assessed that spokespersons do not only function as information providers but must also be equipped with emotional intelligence in the form of empathy.
This is essential to ensure a shared sentiment between the sender and the receiver of the message. Therefore, a spokesperson cannot simply bombard the public with words and data alone; they must possess empathy to understand the public’s current sentiment.
“I believe a spokesperson cannot simply choose one aspect as the most important. It cannot just be about speed or accuracy. If I were to add something, it would be empathy. When we convey information, we cannot be detached from the message being delivered. We must also consider the current sentiment of the community,” stated Fifi.
Complementing the discussion, the General Chairman of the Indonesian Public Relations Association (PERHUMAS), Boy Kelana Soebroto, highlighted that the role of a spokesperson in this highly advanced era is indeed very strategic. Indeed, their duty transcends technical communication and transforms into that of an organisational strategic advisor.
“I agree that a communicator should not only answer what needs to be conveyed but must also be able to see the larger aspects. They must understand the business context, macroeconomics, reputation risk, and the impact on stakeholders,” said Boy.
With a comprehensive understanding, they can provide crucial input before decisions are made by leadership, ensuring that the role of a spokesperson is not just a mouthpiece but a strategic advisor who creates a real impact.
“I strongly agree that a communicator does not just deliver messages, but must serve as a strategic advisor,” added Boy.
The book “SPOKESPERSON: Perspectives on Political Communication Management in the Era of Disruption” was co-authored by Benny Siga Butarbutar, who is also the President Director of LKBN ANTARA, and Marlinda Irwanti Poernomo.
Both are mass communication practitioners who hope the book will serve as a guide for readers interested in pursuing roles as communicators in both public service and private sector institutions. The hope is that these communicators can perform their roles as spokespersons not just by explaining issues, but by creating a tangible impact on society through their messages.