The well-executed media relations are crucial to effective communication strategies. Anggini Setiawan-Harvey (Anggi), Director of Communications at TikTok Indonesia, believes that perception and influence are key indicators for measuring the success of media relations.
According to her LinkedIn profile and public records, Anggi previously served as Head of Corporate Communications at Ruangguru before joining the TikTok team in Jakarta, among other professional experiences. She offers valuable insight into the role of media relations within a company.
How Anggini Setiawan-Harvey Measures Media Relations Success
RadVoice Indonesia interviewed Anggi about her experience in assessing the impact of media relations as a communications practitioner.
How do you measure the impact of communication, particularly in media relations?
“When measuring the impact of communication, specifically media relations, I focus more on qualitative metrics.
“First and foremost, I analyze how the media perceives us — perception is the foundation. Second, I assess the level of trust — whether they trust us or not.
“Trust doesn’t mean they must always defend us. The media is a watchdog, and the key is open communication.
“For instance, if someone says something negative about us, the media should not immediately pass judgment. Instead, they should give us the benefit of the doubt, call us, and listen to our point of view.
“Third, I assess influence. This does not mean we control or dictate them. The media must maintain their independence to uphold their credibility. Influence, in this context, refers to how seriously they take our statements.
“They should see our messages not as baseless or irrelevant, but as credible perspectives from the company.”
Do you also measure media relations using quantitative metrics?
“Quantitative metrics are available, but I don’t see them as direct indicators of impact.
“I also evaluate the penetration of top-tier media within that share of voice.
“For example, a high share of voice means little if it doesn’t reach a wide or relevant audience.
“Sentiment analysis is also crucial. A high share of voice means little if the sentiment is predominantly negative.”
What are the most common mistakes technology companies make when communicating with the media and the public?
“For me, the biggest mistake is not listening. If we want to deliver a message without listening first, it turns into one-way communication.
“Good communication is not just about getting our message across; it is also about receiving feedback.
“We need to understand how people perceive us and what their opinions are. To craft a message that makes sense and is well received, we must first identify the right entry point.
“And the only way to find the entry point is by actively listening.
“Second, whether we listen or not, messaging often becomes too self-centered.
“For example, if I am promoting Product A, I might focus only on listing its benefits.
“But is Product A relevant? Does it solve a real problem or meet a genuine need? Those are the real questions.
“It is not just about what Product A can do but rather what value it provides to its users.”
What have you learned from being a communications expert in various organizations?
“I see communication as an art — there are no absolute rules, though some things are clearly off-limits.
“One key takeaway is that communication is neither instant nor reactive.
“”In today’s fast-paced world, everything moves quickly — but communication isn’t a short-term project you can finish in two weeks.
“At the end of the day, if you seek perfection — forget it.”
Conclusion
In building relationships with the media, Anggi Setiawan-Harvey emphasizes the importance of perception, trust, and influence as key factors for success.
As director of communications, Anggi aims to foster trust with the media. She believes that when trust is well-established, effective communication naturally follows.
Anggi also stresses the importance of clearly articulating a company’s stance while preserving strong media relationships.
The interview with Anggini Setiawan-Harvey, conducted by Randy Mulyanto on November 23, 2024, was first published in Indonesian on November 29, 2024.
