ANTARA CEO: Public Relations a Strategic Media Partner in Delivering Credible Information

Banjarmasin - The CEO of Perum LKBN ANTARA, Benny Siga Butarbutar, has emphasised that the presence of public relations (PR) officers in every institution serves as a strategic partner to the media in ensuring credible information from institutions is delivered and presented accurately to the public.

He made this statement in response to concerns from some media circles regarding potential delays in information due to communication mechanisms through PR.

“The existence of PR is actually needed to strengthen the flow of information delivery so that it is more organised and can be held accountable. PR is a strategic partner to the media in obtaining a quality flow of information,” said Benny after the Communication and Public Relations Seminar held by the Public Relations Association (Perhumas) at the University of Islam Kalimantan Muhammad Arsyad AL Banjari, Banjarmasin, on Saturday.

He explained that PR plays a role in managing messages from government institutions or corporations to align with the context and needs of society.

In practice, he said, PR also faces high demands to deliver information quickly without neglecting the accuracy of the content.

Nevertheless, Benny emphasised that the media still holds an important role in ensuring that every piece of information meets journalistic principles, such as verification, relevance, and public interest.

According to him, this working relationship positions PR and the media as mutually complementary in the information delivery process.

He assessed that good coordination between the two parties will help present information that is easier to understand and does not lead to misinterpretations in society.

“Therefore, the partnership between PR and the media needs to be continuously strengthened so that the information distribution process runs effectively and in accordance with the standards required by the public,” Benny stated.