Strategic Communication is the Bridge to Long-term Business Success

A guest lecture at UMN’s Lecture Theater on Wednesday (4/12/24) invited two communication practitioners from two major companies in Indonesia.

TANGERANG – One key aspect that is often overlooked is communication. On the other hand, businesses cannot operate in a vacuum. Companies are connected to various stakeholders, from customers and investors to local communities.

This is where communication practitioners are needed in a company that acts as a bridge to build and maintain strong relationships with each party. Communication practitioners must be able to ensure the message reaches the right audience, building trust and sustainable collaboration as the foundation of long-term business success.

The guest lecture at UMN’s Lecture Theater on Wednesday (4/12/24) invited two communication practitioners from two large companies in Indonesia. They were Nutrifood’s Public Relations and Sustainability Manager, Arninta Puspitasari and Smartfren Telecom’s Head of Corporate Communications & CSR, Dr. Dani M. Akhyar, S. T., M. Si.

According to Arninta, communication practitioners must be good at speaking and understand the dynamics of a company’s industry. This includes the production process from the factory to the point of distribution.

According to Nutrifood Public Relations and Sustainability Manager Arninta Puspitasari, communication practitioners must understand the dynamics of a company’s industry.

“So, communication practitioners must understand all processes in the company. Of course, we don’t just understand business processes, but we must know the dynamics of stakeholders inside and outside the company. Including industry dynamics and technology dynamics, we must understand and follow,” Arninta said.

Similarly, Dani revealed that strategic thinking is vital for communication practitioners. “Until we reach the level of unconsciously competent,” Dani, who is also actively teaching as a communication lecturer at UMN, said.

Smartfren Telecom’s Head of Corporate Communications & CSR, Dr. Dani M. Akhyar, S. T., M. Si. revealed that strategic thinking as a communication practitioner is essential.

Unconsciously competent means someone has mastered a skill or knowledge to an automatic level. Mastering communication techniques is not only about mastering communication techniques but also about understanding the business context, target audience, organizational goals, and how communication can contribute to achieving those goals.

English translation by Levina Chrestella Theodora