Telkom Indonesia - Media Relations Campaign
Company: Telkom Indonesia, Jakarta, Indonesia
Company Description: Telkom Indonesia is the largest Telecommunication company in Indonesia, a state-owned enterprise, providing wide range of service spanning from Telecommunication, Information, Media, Edutainment, and Service.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Media Relations
Nomination Title: MAGIC: Media Activities to Get Impressive Coverage
Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
It is undeniable that communication strategy has always been one of key business strategies to win a rapid competition that is getting more intensive and tougher every day. As an enterprise business that is oriented as B2B (Business-to-Business) and B2B2C (Business-to-Business-to-Consumer), one of the communication strategy preparations to win the market is to firstly ensure that our target market knows and understands well about the values and benefits through the offered solutions that we provide for their business, particularly when it comes to technology services. Mapping out the methods of discovering the best approach to deliver our message to the targeted audience definitely needs communication strategy that can be optimized effectively and efficiently as well as expected to bring more values but with less expenses.
Having an effective communication could be implemented in various ways. However, having the right and relevant audience to be the message recipients, is definitely the crucial part to be initially targeted and fully focused prior to conduct the communication. When selecting the right audience for a communication strategy that also includes for B2B and B2B2C orientation, apart from the actual target market (i.e. corporate customers, and organizations), media/ press are considered as a target audience that can help bringing more values to the business by increasing the brand awareness positively across their (media) wide-reach readers/ audiences, but only if the communication activities are optimized properly.
Derived from the above background, as a new enterprise business that has only been established for less than 2 years since its commercial launch on 17 September 2015, Telkomtelstra (Member of Telkom Indonesia) decided to optimize one of the communication strategies by having a MAGIC innovation that stands for Media Activities to Get Impressive Coverage, which focused on engaging Media Relations, started from January until December 2016. The objectives of this initiative are as follows:
-Familiarize Telkomtelstra’s target audience with its flagship product and services
-Strengthen Telkomtelstra’s positioning among ICT industry in Indonesia
-Increase public awareness of Telkomtelstra as one of the most end-to-end managed solution provider
-Educate the target audience about the importance and benefit of utilizing managed solution services that are provided by Telkomtelstra
-Communicate Telkomtelstra’s unique and flagship products to the target audience
Telkomtelstra implemented the MAGIC innovation that consisted from a range of media activities such as media perception audit, media interviews (briefings), media trip, media workshop, media update, press release and also media monitoring. The result of media perception audit that was conducted on December 2015 by surveying around 20 media in Indonesia both printed and online sector, acted as a trigger for Telkomtelstra to optimize more on media engagement in order to increase Telkomtelstra’s brand awareness as well as to strengthen the positioning that aligns with Telkomtelstra’s vision, which is to be “Indonesia’s Partner of Choice for Managed Solutions”. This MAGIC innovation was considered as a successful implementation because it has given a significant result from only reached 90 news coverage out of 26 media in 2015, Telkomtelstra increased up to 176% with 249 news coverage out of 72 media with 93% positive tonality in 2016. With this total number of news coverage, Telkomtelstra has successfully achieved a tremendous PR Value that is up to IDR 16, 4 Billion, and hit the ROMI (Return of Marketing Investment) up to 15, 8 Billion IDR, which is equivalent to ± USD 1, 2 Million.
In conclusion, Telkomtelstra has experienced an enormous benefit with a high result achievement in 2016 by having the MAGIC innovation to optimize the communication strategy through media relations. This result has proven that maintaining media relations can surely help driving the success of brand awareness towards wider market-reach and enabling a stronger preparation for winning the market competition in the end.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
-As a new enterprise business that has only been established for less than 2 years Telkomtelstra (Member of Telkom Indonesia) needs communication strategy to make target market knows and understands well about the values and benefits through theoffered solutions that we provide for their business.
-Telkomtelstra developed communication strategies called MAGIC, stands for Media Activities to Get Impressive Coverage, which focused on engaging Media Relations, started from January until December 2016.
-MAGIC has given significant result: from only reached 90 news coverage out of 26 media in 2015, Telkomtelstraincreased up to 176% with 249 news coverage out of 72 media with 93% positive tonality in 2016.
-Telkomtelstra has successfully achieved a tremendous PR Value that is up to IDR 16, 4 Billion, and hit the ROMI (Return of Marketing Investment) up to 15, 8 Billion IDR, which is equivalent to ± USD 1, 2 Million