PR schools not reflecting modern business

JAKARTA (JP): Eighteen-year-old Dody is radiant in the hope of becoming a public relations (PR) officer at a multinational company.

After graduating from high school, he enrolled at the Interstudi Public Relations School, a well-known public relations school in Jakarta, the capital where business flourishes.

But what he found at the school was far from his expectations.

"I still have to study Pancasila, the state ideology, and other irrelevant subjects. It's just a waste of time," said Dody.

His friend, Agustina, found English lessons depressing.

"It is ridiculous, we have to memorize poems, study concise literary novels and review films as if we are students of an English department," Agustina said.

Sri Lestari, co-owner of Cognito PR, recalls her time at the Communications School at the University of Gadjah Mada in Yogyakarta as less than helpful.

"We learned about the theories of communications and public relations from (out-dated) textbooks. My lecturers used similar old-fashioned books for years," remembered Sri, who also graduated from the English Department at Sanata Dharma Teachers College in Yogyakarta.

She said the curriculum at her communications school was too rigid.

"Our minds were filled with theories on journalism, public relations and advertising in very general terms," Sri noted.

It was somewhat different between theory and practice.

Her working experience as a journalist has equipped her with writing skills, a broad network and close ties with media and business people.

The director of the Interstudi Public Relations School, Toto Riyanto, agrees that the curricula of communications and public relations schools needs major revision to adjust to the real world.

The Interstudi Public Relation Schools, established 10 years ago, offers both intensive and short courses, from diploma to undergraduate level.

He said his school stresses PR-related subjects and frequently invites PR practitioners

Currently, there are 1,300 students enrolled at the Interstudi Public Relations School. To develop a close relationship with the business world, most of the lecturers are PR practitioners. Some of them come from state universities and others are communications experts.

"We provide a wide opportunity for our students to discuss, share and solve problems with their lecturers," Toto said.

PR students should not only rely on textbooks. They need practice and contact with the business world, Toto said.

Established in 1992, the London School of Public Relations, which is linked to the London Chamber of Commerce and Industry Examinations Boards, holds diploma programs and awards post graduate Diplomas.

The school's director, Prita Kemal Gani, said the students can take local and international examinations. Those who have already passed local exams and wish to take international exams are allowed to do so in Jakarta. Their diplomas are accredited by the London Chamber of Commerce.

"By maintaining strong links with industry, the school caters to the changing needs and demands of a wide range of businesses," she explained.

The school now has five study programs divided into 22 morning and evening classes, for about 1,000 students.

According to Prita, PR firms in Indonesia sometimes prefer to hire those with backgrounds in the media, arts (computer graphics), marketing or other related professions instead of graduates of PR schools or courses.

This is partly a result of the PR situation in Indonesia. So far, the majority of companies in Indonesia prefer to hire partial PR services, such as organizing news conferences and producing printed material (news letters, brochures and logos, among others).

She said these types of services needed only specific skills, and that it was not necessary to have much knowledge in PR. A good and established PR firm will send their staff on PR courses, she added.

"In this case, many of our graduates are taken up by the various PR departments in the hospitality, industrial and government enterprises sectors," she explained.

Toto added there was still a misleading perception among business people and the public toward the work of public relations officers.

"Many people and employers as well are of the opinion that PR jobs are easy and quite glamorous. That is not true," Toto said.

He said it would take quite some time to change the image of PR.

A good PR officer must master all necessary knowledge and skills in his or her field, including writing and communication skills, media relations, business planning and strategies, human relations and have a strong personality.

"He or she is the spearhead of the company, a communicator and a problem solver in times of crisis. It is a demanding and complicated job that requires professionalism," Toto explained.

He said many companies chose public figures like movie stars as their PR officers. "That's fine as long as they are capable and professional," he added.

President director of Fortune PR Miranti Abidin conceded that fresh graduates needed more training and practice in the employment world.

"You can't immediately become a good PR officer as soon as you graduate from communications schools or PR courses," Miranti said.

She asserted that the PR world was very dynamic. In the early l980s, PR companies focused their concepts more on marketing and product image. Now, the trend is shifting to corporate and community development strategies, Miranti said.

"We are now broadening our subjects from solely being economic to social, political and cultural. Therefore, we should continue updating our knowledge," she explained. (raw/ste)