Angkie Yudista stands out for someone who works at a non-profit organization.
At a presentation recently she held the attention of the crowd. Then she paused and pulled off something attached to her ear. “Without this I can’t hear you.”
The crowd was mesmerized. What she had in her hands that she showed to the audience were her hearing aid and in a few short moments drove home her message about the important work that Thisable Enterprise, the organization she leads, empowers those with disabilities to fulfill their full potential; and how she’s managed to grow the organization from scratch in large part with strategic communications.
Communicating effectively, she said, has allowed her to build the trust and the networks with her prospective investors. There are many “angel investors” out there, she said, but they’ll only be able to help you if you have the capability to communicate your working plan.
Being able to communicate by yourself, however, is not enough. To be really successful in projecting your organization you also need to cultivate influencers and journalists in the mass media. They can amplify whatever you have to say and give you a credibility that your owned content cannot. It is therefore important to befriend them so you know what stories they would be interest in, such as human interest and inspiring stories.
Angkie was one out of four speakers who shared their stories at the 5th series of ASEAN SPOT “PR for Non-Profit: Doing Well Doing Good”, held at the London School of Public Relations campus in Jakarta, on June 27. Along with Angkie, WWF Indonesia Director of Communications Elis Nurhayati, Rumah Autis Founder Deka Kurniawan, and Warung Nasi Podjok Halal Founder Jusuf Hamka also shared their experiences and lessons learnt in building trust and support from their stakeholders.
Photo taken by: LSPR
With the exception of WWF Indonesia that has been well-established much earlier, the other three more recent non-profits have limited resources, both in terms of manpower and capital, for their communications efforts.
Nevertheless, they all shared the conviction that communications are key to their growth and success because of its ability to expand their networks, instilling trust among their stakeholders, and in recruitment.
As PR consultants, it was heartening to hear the speakers talk about the importance of communications but we could not help but wonder how they manage to recruit communicators with enough experience to help them achieve their business goals.
Written by Iyos Kusuma Mulya, Associate