PR firms found lacking in depth

PR firms found lacking in depth

JAKARTA (JP): The allure of a pretty face is still considered
the most important component in running a public relations firm
in Indonesia, a mass communications expert said Saturday.

Newly installed professor M. Alwi Dahlan of University of
Indonesia told a course on public relations that physical
appearance was championed at the expense of professionalism.

"Talking about public relations is synonymous with beautiful
female staff, regardless of their capabilities as employees,"
said Alwi, a founder of the Association of Indonesian Public
Relations (Perhumas).

The course, jointly held by Perhumas and the International
Public Relations Association (IPRA), ends today. IPRA founder Sam
Black was another speaker in the course.

Alwi recommended the public relations sector should focus on
professionalism in preparing for the next century.

"The basic roles of public relations staff are to build good
images of the companies, corporations or institutions they
represent," Alwi said.

Alwi, who also chairs the Pancasila state ideology propagation
agency, said the nation's public relations sector would take on
tougher competition and mastery of technology in the near future.

He called on Indonesian public relations professionals to
promote local products in the face of the unavoidable entry of
foreign companies in the 21st century.

"PR staff often manage to promote foreign products to become
part of the daily needs of people here," Alwi said. "Why does not
he or she do the same thing for local products?"

He warned that in a free global market, Indonesian consumers
would opt for foreign products if they were unfamiliar with the
competitiveness of local ones.

"National PR is obliged to advocate nationalism in the economy
and information to enable our people to love local goods and
services," he said.

"We don't want to see Indonesia become a big market for
foreign products but fail to sell its own products on home soil
after 2003."

The year 2003 has been set for the implementation of a free
trade area in Southeast Asia. (amd)