Challenge

Changes in the Central Bank regulations and establishment of the Indonesian Financial Services Authority transformed the role of the communications function of the bank significantly. The Public Relations bureau of the bank was tasked with a new mandate to communicate macroeconomic policies of the central bank and to embrace new technologies, but was faced with internal challenges at their headquarters, branch/regional offices and various departments/work units.

Strategic Approach

Edelman Indonesia responded to the challenge by developing the Communications Blueprint 2012-2015.

The Communications Blueprint was based Edelman Indonesia’s thorough perception audit and focus groups discussions among internal and external stakeholders. The results of the audit were presented at a strategic national planning workshop, followed by benchmarking visit to the Central Bank of Malaysia and Reserve Bank of India. Key structural changes and business process improvement opportunities were identified during the audits and benchmarks, resulting in key strategic recommendations for the Central Bank.

Result

The Communications Blueprint recommendations are now implemented in stages, and the Central Bank’s Public Relations Bureau is upgraded to become a directorate with clear division of responsibilities, internal and external business processes and evaluation procedures.