Case Study

Governments: Branding, Investment, Tourism, Information
Government of Indonesia: Communication Training

The information staff and spokespeople responsible for day-to-day communications in Indonesian embassies and consulates were not professionally trained in communications techniques. Yet, as nationals, they were potentially the best spokespeople because they had the knowledge of their own homeland and the pride in its accomplishments.

The Indonesian government, therefore, decided to provide instruction needed to make their own people proficient in handling media relations and interviews and disseminating material to international organizations and the local media. They called in the professionals at Strategy XXI to conduct the training.

Four training sessions were carried out in Jakarta, Washington DC, London and Cairo. Information officers from all the embassies and consulates in the regions attended.

The Strategy XXI trainers were working broadcasters, journalists and public relations professionals. The intensive sessions included simulations of interview situations and role playing so that each attendee had the experience of personally being interviewed by media.

Following the training, the Indonesian government found that their communications programs around the world were more effective and that there was more enthusiasm among communications officers for engaging the media and talking about the successes of their country.

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