PR schools not reflecting modern business

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)