Jakarta – On Friday, January 22, 2021, LSPR Research Center held a book discussion webinar which was held from 14.00 to 16.00. The discussion was about a book written by Agung Laksamana, M.Sc, MCIPR, Hon. FAPR that is entitled ‘Adapt or Die’. This event was attended by several speakers such as Agung Laksamana, M.Sc, MCIPR, Hon. FAPR, Ani Natalia, S.E., M.Ec., CPS, CPM, MPR, and Sriati Rusmin, M.Sc. This book discussion was hosted by Rizka Septiana, M.Si, IAPR and broadcast live on the Zoom Meeting platform and the LSPR Jakarta Youtube channel.
In this discussion Agung Laksamana, M.Sc, MCIPR, Hon. FAPR explains his book ‘Adapt or Die’, which is about how Public Relations work and survive in this technological era. Agung Laksamana, M.Sc, MCIPR, Hon. FAPR said that there is a formula for PR to be adaptive at this time, first by finding the right content, and then the content must be aimed at the right person at the right time, followed by placing the content on the right channel or platform, and finally, the content must be made more personalized. He also explained that PR is a ‘marathon’ not a ‘sprint’. So, to be adaptive, several stages must be carried out, start by Adopt; accept the circumstances, and then Adapt; adapt to circumstances, and lastly Adept; become more sophisticated in the industry.
Then the discussion was continued by other speakers Ani Natalia, S.E., M.Ec., CPS, CPM, MPR, and Sriati Rusmin, M.Sc. Ani Natalia gave a little review about the, she revealed that she felt like the writer (Agung Laksamana, M.Sc, MCIPR, Hon. FAPR) spoke to her through every line in the book ‘Adapt or Die’, she also said that what she got after reading the book was that Public Relation would not be extinct because Public Relation is a job related to relationships, where the relationship is full of attitude, manners, love, and passion, and these things cannot be replaced by robots. The last speakers, Sriati Rusmin, M.Si also gave her responses about adaptive PR in the current technological era, she said that we cannot deny the fact that the existence of Artificial Intelligence (AI) around us really exists and if we want one more step ahead of the AI, what we have to do is unlock the values and give more meaning to everything we do, both individually or in an organization.