KAI Strengthens Communication Skills in the Digital Era Through Newscraft & Relationlab

Through a public training programme titled ‘Newscraft & Relationlab’ organised in collaboration with detikcom, KAI presented a training session that discussed communication strategies from branding to understanding media operations. A total of 25 participants from KAI’s Corporate Communication division attended the event. They were equipped with knowledge on compiling information, managing public relations, and building strong, relevant narratives amid the flow of digital information. In the first session, Head of Brand Communication at detikcom, Karel Anderson, explained corporate branding and the role of public relations in building a company’s image. According to him, communication and branding are not just about the message, but also how that message is perceived by the audience. “Branding is not about following hype (trends), but building long-term value,” he said at Artotel Thamrin, Central Jakarta, on Wednesday (6/5/2026). He assessed that the success of communication is not only determined by what is conveyed, but also by how the audience responds to the message. “We can control the message, but we can’t force the impression. So the narrative can be the same, but the feel must be different,” he stated. Meanwhile, in the second session, detikcom’s Editor-in-Chief Ardhi Suryadhi presented material on journalism and reporting. He explained how media determines whether information is newsworthy. “News Value is the value of news, that’s its translation. But simply put, News Value is this. In my view, as a media outlet that often interacts with friends in corporate or government public relations, this is important,” he said. He explained that the editorial process is now supported by technology, including the use of artificial intelligence (AI). “In the past, if I were in the editorial room, ‘Oh, it seems busy tomorrow’. ‘Oh, tomorrow seems okay’. But now, we use all the tools,” he said. Nevertheless, he emphasised that AI use is limited to support tools, not to replace journalists’ roles. “But in the end, one of the AI tools we use for editorial development is to provide recommendations. I underline and bold this: not for writing, but for providing recommendations,” he stressed. Ardhi also highlighted the importance of verification in journalistic practice, including when sourcing information from social media. “For media, is it allowed to quote from social media, according to friends? Why? Because it’s permitted by the Press Council,” he said. “But there’s a but. It must also be checked and re-checked, fact-checked, and clarified. That’s the difference between us in the media and individual social media users,” he continued. He hoped that the material presented in this training would have a broad impact on improving the quality of KAI’s communication services. “The hope is that the information conveyed (workshop material) can permeate all areas served by KAI. Thus, the services provided to its users will be much better,” he stated. Meanwhile, KAI’s VP of Corporate Communication, Anne Purba, appreciated the collaboration between KAI and detikcom. She welcomed this collaboration and hoped the training would enhance participants’ competencies, particularly in supporting the company’s reputation. “The hope is that through this collaboration, friends (participants) can further improve the quality of their writing, how they can enhance their competencies for the company’s reputation improvement, and engage with all media in the regions, especially Java and Sumatra,” she said. “May this collaboration provide insights for KAI (and) detikcom, so that in the future we can cooperate even better for a more advanced Indonesian transportation,” she added. In agreement, one participant, Rizky Firman Prasetyo, said the event provided valuable experience by directly connecting practitioners with media industry players. “In my view as a participant attending the workshop organised by KAI and detikcom, it’s very interesting, because as an institution, as a corporation, we can be directly connected in a moment that I think is very rare,” he stated. The event concluded with interactive games involving participants to reinforce the material in a lighter and more enjoyable way. The activity continued with a group photo session as a marker of the end of the ‘Newscraft & Relationlab’ Public Training series between KAI and detikcom.