"SPOKESPERSON" Book Provides Perspective and Preparation for Impactful Communicators

Jakarta (ANTARA) - Communication practitioner and President Director of LKBN ANTARA, Benny Siga Butarbutar, has released the book “JURU BICARA: Perspektif Manajemen Komunikasi Politik di Era Disrupsi” (SPOKESPERSON: Perspectives on Political Communication Management in the Era of Disruption). The book is intended to equip communicators with the tools to create impactful communication rather than merely acting as messengers.

Co-authored with Marlinda Irwanti Poernomo, who possesses a strong background as an academic and mass communication practitioner, the book is designed to provide perspectives and address the challenges currently faced by many spokespersons in the era of digital disruption.

“Until now, there has been no book regarding spokespersons that provides both textual and practical guides or Standard Operating Procedures (SOP). This is an effort to create a clearer understanding so that anyone can become a spokesperson,” Benny stated during the book launch at the ANTARA Heritage Center, Central Jakarta, on Friday.

Benny explained that in performing the duties of a communicator, a spokesperson must fulfil three key aspects: explaining, convincing, and influencing.

“Based on those concerns, I worked with my colleagues and Professor Marlinda to develop a structure or a guide, which eventually evolved into this book,” said Benny.

In this book, Benny utilises his real-world experience as a communication practitioner—ranging from his time as a journalist to working in corporations such as airlines and food logistics companies, and finally within government communication bodies—as a learning resource for readers to become impactful spokespersons.

Co-author Marlinda Irwanti Poernomo stated that the book aims to provide a clearer perspective on the role of spokespersons, particularly within government institutions.

She hinted at a key message within the book: that a spokesperson must act as a ‘Chief Reassurance Officer’, ensuring that impactful communication does not merely mask a problem, but instead instils confidence in the recipient that the issue is being handled appropriately.

The book received a positive reception during its launch, including from the Head of the Government Communication Agency, Muhammad Qodari, who delivered the keynote speech.

He noted that the book provides a clear overview of the structure and methods required to execute government communications optimally.

“Therefore, I am confident that this book has very strong and high relevance to the current situation and conditions on the ground. Hopefully, it can serve as a reference for practitioners and communication learners throughout the country,” said Qodari.