ANTARA CEO: PR Can No Longer Be Just a "Firefighter"

Jakarta (ANTARA) - The CEO of Perum LKBN ANTARA, Benny Siga Butarbutar, stated that in the current era of disruption, public relations can no longer merely act as a “firefighter” or only emerge when a crisis has already occurred. “Transformation for PR; here, PR must be proactive. It can no longer be just a firefighter, but it must also be active,” said Benny while serving as a speaker in the communication strategy class session at the Immigration PR Gathering 2026 in Cibubur on Wednesday. He explained that the current communication landscape has changed, necessitating a transformation from a bureaucratic approach to public responsiveness. Benny also reminded that PR is the command centre for narratives. According to him, in the era of disruption, PR needs to transform from merely waiting for instructions to reading situations, from responding to managing expectations, and from clarifying to building trust. Benny advised that PR should not only work when there is a problem. There must be thorough planning, stakeholder mapping, and consistent and sustainable communication campaigns. He underlined the importance of a rapid response when facing a crisis. The first hour is crucial time that determines the success of communication crisis management. “Crises now will be more frequent because globalisation creates complexity and chaos, so crises must be understood in the first 60 minutes; this is where the battle is,” he said. According to him, a rapid response is a principle in facing crises. “In the current era, if not answered quickly, we will be the ones swept away,” he said. However, he assessed that a rapid response also needs to be accompanied by caution. If data is not yet complete, he suggested using the “yes, but” principle, namely providing a temporary response while completing the data. He emphasised the prohibition on giving “no comment” statements when facing a crisis. Such statements are considered an admission of failure that actually triggers greater pressure. “Never say ‘no comment’. Why? Because ‘no comment’ is actually seen as a mistake. That’s why if someone is given a ‘no comment’ answer, they are immediately bombarded and grilled,” he said. Benny explained that an apology alone is not enough to restore the situation. An apology must be followed by three main conditions to be considered credible by the public. “Apologising doesn’t mean everything is settled. Apologising is demanded: first, is the apology authentic? Second, is it proven not with follow-up? Third, is the corrective action (improvement steps) carried out?” he clarified. Closing the session, Benny reminded that a reputation built over decades can be destroyed in minutes. Therefore, reputation needs to be managed well and sustainably. The Immigration PR Gathering is an annual event organised by the Public Communication Function of the Directorate General of Immigration. The event was attended by hundreds of immigration office heads and immigration detention houses from across Indonesia.