Evaluating WWF's International Public Relations Strategy in Indonesia

This report provides an analysis of the World Wildlife Fund's (WWF) international public relations campaign in Indonesia, focusing on their efforts to combat plastic pollution. It examines the cultural context of Indonesia, utilizing Hofstede's cultural dimensions to understand the local values and behaviors that influence the effectiveness of PR strategies. The report also discusses the legal and regulatory environment in Indonesia, including relevant environmental protection acts and waste management laws, and how these factors impact WWF's communication strategies. It further explores the use of various communication channels, such as internet, media, and community engagement, considering the accessibility and cultural relevance of each. The report emphasizes the importance of understanding the local culture, government regulations, and media landscape in order to effectively implement a public relations campaign in Indonesia.

[International Public relation]
WWF: A fight against plastic pollution

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Executive summary
Public Relation is a formal method in order to communicate with people in general or through
the mass media. It is the demo of creating and keeping up the generosity of an association over
the exposure and other non-paid types of communication. PR falls under the showcasing
coursework and can even be sought after freely. International PR Characterize as the arranged
and sorted out exertion of an organization foundation or government to build up a commonly
valuable connection with people of another country. WWF is a campaign runs against plastic
pollution. This report will assess the international public relation and also analyzes how WWF
has to initiate its campaign with the culture of Indonesia.

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Table of Contents
Introduction......................................................................................................................................3
International public relation in Indonesia and WWF......................................................................4
PR campaign in Indonesia...............................................................................................................4
PR communication, internet and government laws.........................................................................8
Conclusion.....................................................................................................................................11
Bibliography..................................................................................................................................12

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Introduction
Public Relation’s importance can be clarified as the way toward managing the
transmission of data between organization and individuals with the network. The administration
comprises of individual or association acquainting with watchers using themes of the public
issue (Cronnin, 2018).
Public relation can term as the demonstration of managing the flow of information
between an individual or affiliation and the overall public (Cronnin, 2018).
WWF is running many PR campaigns against critical and environmental problems across the
globe. With this report, it can be analyzed that how WWF is initiating for better IPR across the
globe and will also cover, how its campaign has to communicate PR in Indonesia by assessing
the culture, governments, regulations, and media with its laws and regulations in Indonesia.

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International public relation in Indonesia and WWF
Public relation is a process of communicating a message and awareness amongst people
through various forms such as international media traditional media and government. This
industry is responsible for making and maintaining the relationship between the public and
customers. PR professionals are the key element of PR communication and they have to be
aware that how to deal with cross culture with its own cultural traditions, attitudes, government,
laws, and regulations (Arhlene, 2015)It is a process to manage relationships and sharing
information through the many sources such as media internet and several more.
WWF runs many campaigns towards a better environment across the world. It is one of
the campaigns against plastic pollution works across the globe (WWF, 2018). Plastic pollution is
a global issue. But in Indonesia, it is at vital situation. In order to aware people and communicate
the issue Indeed to assessing the pestle analysis.
PR campaign in Indonesia
WWF has its offices in Indonesia (Indonasia, 2014). For better PR process WWF needs
to understand the culture of Indonesia and its laws and regulation as well. Indonesia’s national
cultures are multicultural, rooted in older societies with older traditional culture, just like India.
WWF firstly needs to recognize that at what extent Indonesia struggles with plastic pollution.
However, there is a law introduced by the government, The Environmental Protection
and Management Act specifies that the cooperation of networks ought to be founded on the
arrangement of data. The polluters are obliged to moderate the danger of contaminating, among
others, by giving data about the notice of natural contamination as well as harm for networks. In
addition, the national and local governments will create and make accessible an ecological data

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framework, where data about the natural status, powerlessness maps, and other critical data
ought to be distributed (ENVIROMENTAL PROTECTION AND MANAGEMENT, 2009).
Still, Country has thousands of islands which is located the mid of Indian and Pacific
ocean, Bali is one of them which is the most common place of tourism which struggles with
plastic pollution and Indonesia needs to combat plastic pollution, however, local authorities in
Bali introduced a ban on the single use of plastic, such as shopping bags (Adamkasi, 2016).
WWF’s PR coordinator needs to collaborate with the governments of Indonesia and
firstly needs to distinguish between degradable plastic, recycle plastic, and biodegradable plastic
and compostable alternatives to plastic. Some strict laws could ban the usage of plastic and set
standards for the waste decrement in packaging and impose manufacturer responsibility for
waste disposal, also set out reuse of plastic, and its recycling and disposal duties
According to waste management law in Indonesia states that the national and regional
governments will share the responsibilities against plastic pollution, however, the law does not
mention that who is to do what (Menon, 2018). WWF needs to have a mutual conversation that
what everyone needs to do and how to engage the public in this fight against plastic pollution as
it is impossible to win this battle without involving local communities of Indonesia.
PR coordinators first need to understand the behavior and culture and attitude of
individuals and communities of Indonesia.
Hofstede theory can help the campaign to understand the culture of Indonesia. There are
several cultural dimensions to understand the culture and can manage better PR into the
community.

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Power dimension
Assessing this dimension of power it can be considered that Indonesian are depends on
hierarchy, people often listen to their leaders, employees listen to their seniors and managers and
there is a large difference amongst poor and rich people (Hofstede Insights, 2018). To win this
battle WWF’s coordinators need to select the leader such as government and other lawmakers
and stakeholders or other community leaders to communicate the public and set a process for
communicating in such way that they can better understand the issue, for instance, first they has
to make them understand that (1) what plastic pollution is then (2) how it creates land to land and
water pollution than (3) what are the consequences than (4) how to fight against this issue (5)
how to join this fight against plastic pollution. This process can influence them clearly and easily
and people will understand and join the issue
Individualism
This dimension states how individualism and community works. Indonesian culture
usually believes in communities they do what their communities and culture allows them to do
(Hofstede Insights, 2018). PR coordinators have to target the communities, they have to organize
an event for community gathering, then explain the issue if its members get the point, the whole
community will join the fight of plastic pollution. The whole process of communication must be
traditionally structured.
Masculinity
Indonesians are low at masculine. People often believe the upper appearances and gets
influenced and motivated. It is important to maintain outward appearance for impressing and
creating the aura of the status (Hofstede Insights, 2018).

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PR coordinators have to first make their appearance creative and impressing, and make people
believe that they have deeply researched on the issue by creating the hoardings and websites
which contains strong, creative, and attention seeking tagline with the points which covers the
whole issue and solution.
Uncertainty avoidance
According to this dimension Indonesians usually does not believe the direct
communication of any conflict resolution they often react negatively when someone does this
(Hofstede Insights, 2018).
For better PR in Indonesia, PR coordinators can utilize the concept of indirect communication.
They can create messages on hoarding and also use the internet for the solution of the plastic
polluted environment, however, these messages must not contain the points which have a
negative appearance, for instance, not to inform how it negatively impacts but the how to create a
safe environment and clean the polluted land and water by not using plastics.
Long term orientation
People believe that truth depends on the situation. They accept and adjust traditions easily
to change the condition (Hofstede Insights, 2018).
For PR, communications and information have traditionally structured and also makes
people believe that solution can bring long-term benefit for the country and community.
Indulgence
Indonesia has a culture of restraint. People in Indonesia usually keeps controls to their
desire and they believe that their actions are restricted by social laws and regulations (Hofstede
Insights, 2018).

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PR coordinators should involve government and lawmakers to communicate this issue.
People often listen to their leaders and follow the rules, therefore, the government needs to create
the laws to stop buying the plastic for a buyer and stop selling the plastic for sellers, and other
shop keepers.
PR communication, internet and government laws
In Indonesia, around 22% of the population lives under the poverty line and there is a
large difference between poor and rich people. WWF campaigns have to be organized differently
for two groups of people as poor and rich (Adamkasi, 2016).
Indonesia is a developing country. Around 5 million tourists every year visit Bali and dependent
on tourism which is 80 % of its economy. However plastic pollution on its beaches threatens
these statistics (Menon, 2018).
The campaign needs to create greater collaboration with the political parties and the government
and Media to share this data and communicate the issue.
The Internet is the most common source used in PR communication, as this can measure with the
circuit of culture model; it states that the PR specialist serves as intermediaries operating with
how communication can be done and aware people the way they would understand according to
their culture and community. Media and governments are key elements of this procedure (Leve,
2012).
But it is indeed to know that to what extent people in Indonesia use the internet and
media also the laws and regulation of media and internet.
WWF’s coordinators can easily communicate in public, as according to article 28F
indicated that every person has the right to communicate and obtain information for the purpose

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of the social environment. People have the right to seek and obtain and convey information using
available channels. According to article 23 “people are free to have, to convey, and to share
opinion according to their consciences, either orally or written, either through the printed media
or electronic media by considering the religious values, moral values, harmony, public interest,
and national integrity” (Article 19, 2015).
Area, where the spoken word is used in PR, should be prepared according to Indonesian
culture and language. Newspaper and other media source must contain the only language which
is most commonly speaks in that particular area, people are familiar with the English language,
but English an additional language, therefore, it is indeed to communication language has to be
Bahasa Indonesia which is commonly used in Indonesia (OECD, 2016). At the point when the
verbally expressed word is utilized the culturally diverse qualifications of the objective culture
must be fused so as to enable the speaker to engage and relate to the gathering of people.
There are several ways, through the people receive information, and this has to be utilized for
communication as this will cover the wide geographical area.
 Radio and television
 Internet
 Newspaper (Ajith Abraham, 2017)
At the point when the verbally expressed word is utilized to convey a message through social
media such as Facebook and Twitter are the most common and effective. This campaign has to
utilize web portals like Facebook, Twitter and also can create websites which includes
information and data also the join option must be included to the website. When it comes to the
access of media and internet, Indonesian often use the radio. In Indonesia, there are 31500000
users of radio this campaign can use radio as the source of communication. Around 53mn

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population have access to the internet and around 91.5% of the population is watched television
(ICLG , 2019). People generally access the internet through cell phones, more than through PCs.
As of now, practically all mobile phones flowing in Indonesia can be utilized to get to the
Internet. In 2017 there were 371.4 million phone clients, 142 percent of the absolute populace
(240 million individuals) (ICLG , 2019).
Therefore indirect communication would be effective in Indonesia as most people use media
such as newspapers and news channels.

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Conclusion
It is concluded that the term Public Relation is all about the relationship between the
organization and the different communities of different countries, and it is difficult to
communicate with cross culture. The key elements of PR are its organization’s coordinator,
government media and the public.
In order to create good Public relation, it is important to understand the culture, economy,
and governments which are the important factors of any country.
Indonesia is a democratic country its media laws and regulation are favorable and media
is free to write and show anything which is important to society culture and environment. The
campaign can create better PR between people by indulging the governments, leaders,
lawmakers and community leaders as people follow the rules and listen to their leaders
obediently.