The government is urged to improve its communication with the public, not just in delivering programs but also in showing empathy during public crises. Ideally, political communication should reassure citizens, not stir further unrest.
Thus, a more diplomatic approach is needed, one that engages a broader audience.
Dr. Nyarwi Ahmad, a lecturer in Communication Science at Universitas Gadjah Mada (UGM), observed the Indonesian Presidential Communication Office (PCO)’s defensive and argumentative style and warned that it could erode public trust.
He criticized the approach taken by Hasan Nasbi, Head of Indonesian PCO, when responding to the incident involving the delivery of a pig’s head and dead rats to the editorial office of Tempo.
Dr. Ahmad said Nasbi’s response resembled campaign-style communication, whereas the presidential office should adopt public diplomacy and inclusive strategies.
“If the government’s communication continues to be defensive, even to blame or belittle others, it can create negative sentiment toward the Prabowo administration. This could backfire and erode public support,” he asserted on Wednesday, Apr. 9, 2025.
Dr. Ahmad recommended a more responsive, thematic, and empathetic communication strategy as a solution.
He stressed the importance of avoiding statements that might provoke controversy and called for a more deeply rooted communication approach.
“It’s not just about delivering a message but also considering its impact on the public,” he explained.
He warned that similar incidents could recur without changes and further damage the government’s image.
This is significant considering President Prabowo’s promise during his visit to the Press Council as a presidential candidate that he would uphold press freedom as the fourth pillar of democracy.
He even described the press as a critical partner in holding the government accountable.
“The current government’s political communication should be in line with the principles once expressed by Prabowo, not create the impression of going in the opposite direction,” he emphasized.
He added that the government should focus more on its role as a protector of press freedom rather than responding with jokes that could trigger public debates.
He also reiterated that government communication should ideally offer reassurance, not generate more controversy.
“The public needs statements that provide a sense of calm, not ones that stir conflict,” he said.
Based on his observations, Dr. Ahmad noted the absence of a clear and structured communication standard within the office.
As a result, individual communication styles stand out more than a cohesive institutional approach.
“We haven’t seen a distinct communication style from Indonesian PCO. What’s more visible is the personal style of its officials. Their communication should be more elegant and integrated with the overall strategy of the Prabowo administration,” he concluded.
Author: Bolivia Rahmawati
Editor: Gusti Grehenson
Post-editor: Lintang Andwyna
Image: Freepik