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PRESIDENT Director of the National News Agency (LKBN) ANTARA, Benny Siga Butarbutar, believes that the current function of corporate communications (Corcomm) must be upgraded and no longer positioned solely as a conveyor of information.
He said changes in the media landscape and the rapid flow of digital information have made communication a determining factor in the reputation of a company or organization.
“Now is no longer the era when companies or organizations only need communication. In fact, people who are communication experts can bring a company or organization to life,” said Benny when giving a presentation at the Corcomm Summit 2026 at Telkom Landmark Tower, Jakarta, Thursday.
According to him, the power of communication lies in the ability to build narratives that can influence public perception responsibly.
Benny assesses that the shift in media towards convergence and conglomeration means that organizations must understand how the media works in more depth, not just rely on press releases.
He also emphasized the importance of message accuracy and precision, because communication errors can have a major impact on an institution’s reputation.
“Speed is important, but trust is built from consistency and accuracy,” he said.
In his presentation, Benny highlighted the need for a newsroom mindset in corporate communications, including sharpness in determining titles, main messages and points of view.
According to him, effective communication must be based on data and facts, not just opinions or assumptions.
He concluded that the communication function needs to be integrated with risk management and crisis preparedness so that organizations do not become reactive when facing pressure from unexpected issues. [antaranews]
