Indonesia needs effective PR, not propaganda

Yuli Ismartono, Jakarta

Now that the dust has settled over our successful general and presidential elections, it is time to start selling Indonesia.

In light of the many changes that have transpired in Indonesia -- and in the world for that matter -- the only kind of public relations campaign that is likely to be effective, given our past history of less-than-democratic regimes, are not those that simply carry the government's messages. If it is to be credible, it must be a realistic and critical campaign.

Yes, like it or not, that is what we must sell: credibility. Telling the world that all is roses in this country would be an outright lie; that we are on our way and committed to improving the situation, warts and all, would be far, far more credible.

Promise and potential is what we have, but to cover up the fact that corruption and legal uncertainty remain the biggest stumbling blocks would leave us in a state of denial.

By all means, organize government-to-government road shows, which are, admittedly, very much needed. But the very moment the government dictates the messages that are to be conveyed in a genuine public relations campaign aimed at a global audience, the campaign would cease to be a people-to-people form of communication. And the biggest loss would be credibility.

Unlike his predecessor, the newly appointed State Minister of Communications and Information, Sofyan A. Djalil, is a professional and not a political party appointee. So on this score, Muhammad Qodari, who argued in this paper not long ago for a professional information minister to ensure the success of President Susilo Bambang Yudhoyono's administration, ought to be happy.

Qodari's point that the communication and information ministry must be an effective "public relations agency" is apt. If the new government is serious about transparency and honesty, about keeping the public informed of its policies and programs, and acts out its commitment to attract direct foreign investment to alleviate unemployment, it must make certain that this ministry is run by experts in communication and public opinion.

One big caveat, however, is that the ministry must not be a vehicle for government propaganda; neither must it take on the role of a media minder, as it did during the Soeharto days.

So, one might ask, what else is there for the ministry to do? Plenty. For one thing, the most urgent task at hand is to repair the country's image since it embarked on the rocky road to democratization six years ago.

Such a mission must not target only the outside world, but more importantly, the national population, which would be served well by more positive and uplifting news. This is precisely the point: There is plenty of good news around, even if it doesn't always make it on the newspapers or television screens.

Take the heart-warming story that appeared recently in a regional magazine about Susi Pudjiastuti from Pangandaran on West Java's southern coast. She started out buying fish from fishermen along the coast on a motorcycle and retailing it to markets and restaurants. In less than 10 years, she had built up the business to a point where she is buying two airplanes to fly live seafood to Jakarta and to regional markets. In the wake of the financial crisis, such success stories would do wonders in countering the people's wounded pride in this beleaguered country of ours.

Then there is the case of a teenager from the remote and often neglected province of Papua, Septinus George Saa, who recently won a coveted award in the International Physics Olympiad. Tout him around the country, show that honest and hardworking people can succeed.

For those of us who are always carping about the overwhelming corruption that has taken root in our society, why do we not hear more about those people in Sumatra, South Sulawesi and Cirebon, to name a few, who dared to take on their corrupt legislators?

Certainly, not enough analysis and discussion on sensitive issues are featured on the 11 national television stations. Television is, after all, our most popular medium. Time after time, it is proven that a crisis or conflict is caused by a failure to communicate effectively. Could the problems in Poso, Ambon, and recently, in Mamasa, southwestern Sulawesi, have been averted if contentious issues had been better communicated? This is difficult to say, but all that can be done in those areas now is post-conflict damage control, which never really addresses the roots of the problem.

Many good things that are happening are not being effectively disseminated and shared among the people. They could go a long way towards building goodwill and support. But the government doesn't need to disseminate propaganda on how good the situation is; it should instead urge the public to be proactive in improving the situation.

What the government really needs to do is provide the tools to mold the public image, such as campaigns to keep the streets clean, to stop drug abuse or to teach the people to queue. Singapore, a tiny city-state of three million was able to attain a high level of discipline by conducting public awareness and public education campaigns one after another.

In Indonesia, campaigns for everyday matters are urgently needed: throw trash in its proper place, cross roads only at zebra crossings or pedestrian bridges, follow traffic regulations. This is what the government should be doing more of; and this, more than anything else, paints a picture of a government that cares.

Yes, it is equally important to get the message out to key countries that provide economic and development assistance to Indonesia.

In short, the government needs to embark upon a comprehensive public relations campaign to improve the country's image, both domestically and internationally. Such an effort would instill a much-needed confidence among the people of this country -- and who knows -- it might, miraculously, prod people into doing something positive and productive. We certainly need the encouragement.

To its credit, the communications ministry under Megawati initiated a unique road show, allowing five independent experts the freedom to tour Australia, the United States and Europe to explain the positive changes taking place in Indonesia. It cannot have been easy for a government institution to permit a former diplomat, a businessman, a journalist, a military expert and a religious scholar to represent the country and its interests.

It must be said that it was precisely because there was no government representation that the delegation and its messages were credible and accepted, as was evident in the positive and objective media coverage that ensued.

The writer is a journalist and a communications specialist.