PR & Culture: how PR of Lazada.com doing a responsive strategy based on Indonesia culture and the environment

by: Rintasari Mandala Putri (125120207121016)

My argument:  Professionals PR is PR who responsive to handling company or organization crisis with the culture and environment

            

           Public relations is important in the company or organization as well as in the modern era is not the people who need company, but companies need the community to create a positive image within the company itself , for that public relations should be has an ability to be a public relations auto communicative because in the era this modern rapid development of the media and always give information to be presented to the public through interactive telephone , interviews, etc.

            In the journal entitled  What should public relations theory do, practically speaking? I assume that there is a controversy between Public Relation theory and practice relating to identity, image, organizational culture, representation, audience, advocacy etc. in this journal are 7 questions were questioned by the authors of the journal why the 7 different aspects of the practice. so the Public Relation must adapt to the environment so that PR is not only pegged to the theory itself but Public Relation must know the culture and environment.

          As we know the theory in science journalism where "Bad news is good news", in addition to the  actual news and controversial media does not have the power to attract the public in creating public opinion, to divert the boredom of the public media add news as light as news inspiring or impressions - nuanced impressions motivation. Strategically media has an agenda setting on topics what will they inform that for the Public Relations practitioners is very important to know the culture and values of the order of media in the planning of creating public opinion can be achieved.

A Public Relation have technical skill and managerial skill  in normal situation, but PR must have the ability in anticipation and handling  when crisis hit a company or organization such as crisis of trust, crisis of image and restore the positive image after a crisis in the company or organization.

When crisis hit companies , the media became one of the key stakeholders who must served by Public Relations ( PR ) . Because , until now still public media as an independent party every once in communicating the latest developments surrounding the crisis experienced in the company or organization.  “Professionalism meant possession of a body of knowledge greater than that of the recipients”. (Reginald Watts, 2006, p. 1). This journal explain professionalism is part of the Public Relation activity, public relations should have more knowledge than recipient , in my opinion the recipient is media which provide information to public about issues that developed.

            Here, I would raise the case a few months ago faced by selling online companies is lazada.com  . The case of sticking originated from a customer who expressed frustration because the items received do not match the order on twitter so it gets a lot of attention of netizens who use twitter , this is the statement :

 by: teknologi.metronews.com

Responding to the case Public Relation of Lazada.com also take responsive action from all the twitter reply Danis , The following return:

 "@danisdarusman Hi Danis, mungkin tweet saya sebelumnya belum terbaca. Saya PR Manager Lazada, boleh saya minta kontaknya supaya bisa saya bantu?" tulis @amaliatanya.

Separately , Merdeka.com Tania contacted by phone . According to him , currently being explored such issues. Danis Twitter post about it , Tania said straight away ask Danis email address . "We asked for their email address and minutes Danis answer and tell the chronology of the problem , " he said . ( Fauzan Jamaludin , 2015 )

Responding to the parties directly Lazada CMO meet Danis and give iPhone 6+ ordered. So far point of the problem is still being investigated , whether the error on courier or sekotar others. But most important for us is customer satisfaction which must be resolved as soon as possible . initially we offer replacement goods or refund the money back , "said Alexander Dardy , Co - CEO Lazada Indonesia on Thursday ( 2/7 ) , as reported by Merdeka .

Based on the culture , values ​​and environment are now being developed in Indonesia, where the Indonesian people the majority are already using online media in any case to communicate , read news , search for information and even shopping , Public Relations must be responsive in addressing issues that evolve based on cultural values in organizations where it is located , in the journal entitled what should public relations theory do , practically speaking ?, in this journal are questions and answers about the actual How organizational culture should be taken into account in Public relations theory , then the authors answer these questions “Like many communications functions of organizations that are primarily “externally”directed, PR has tended to ignore, hold static, or even render invisible the internal affairs of organizations, including the values, opinions and preferences of employees. This has only exacerbated the cynicism of members of many organizations and has, in a way, limited the horizons of communication between the organization and its various publics.” (George Cheney and Lars Thøger Christensen, 2006, p.2)

After the Public Relations of Lazada.com take responsive measures , PR Lazada also restore the positive image of the company by using either a television commercial advertising media or online advertising in social media and YouTube , here I will add video advertising Lazada.com after the case , the advertisement are based on the Lazada 's case , this advertisement enter the number of call centers as well as how to act when the customer received does not match the order , this is the video :

References:

Cheney, G., & Christensen, L.T. (2006). DEBATE PAPER: What should public relations theory do, practically speaking?. Journal of Communication Management. Vol. 10 No. 1, 2006 pp. 100-102. DOI 10.1108/13632540610646418

Jamaludin, F. (2015). Heboh kasus beli iPhone dapat sabun, Lazada: Lagi kita telusuri. Merdeka.com. http://www.merdeka.com/teknologi/heboh-kasus-beli-iphone-dapat-sabun-lazada-lagi-kita-telusuri.html

Watts, R. (2006). DEBATE PAPER What is the role of public relation theory?. Journal of Communication Management. Vol. 10 No. 1. pp. 103-105. DOI 10.1108/13632540610646427