Episode 13 | Beyond the Press Release: How Public Affairs Shapes Government Policy

What is the fundamental difference between Public Relations and Public Affairs? If PR is often seen as the function that polishes a company's image, then Public Affairs is a discipline that plays in a different league—changing the rules, influencing policy, and navigating a complex regulatory ecosystem.

In the latest episode of Proxemics, we dissect the rarely-discussed world of policy advocacy with one of the industry's most seasoned practitioners, Jeffrey Haribowo. From a teenage football reporter to a corporate strategist, Jeffrey shares his unexpected career journey and reveals what it truly takes to succeed in the world of Public Affairs.

The Unexpected Journey: From Football Supporter to the Corporate World

Many assume the path to a career in communications is a straight line. However, Jeffrey's story begins in an unlikely place: his love for the Arema Malang football team. In high school, his interest in journalism grew when he became a reporter for a supporter website, Aremania Cyber. This experience led him into broadcasting as a host on RRI Malang radio.

Although he loved the world of broadcasting and had internships at major networks like SCTV and Global TV, a harsh reality confronted him after graduation. A job offer in Jakarta at the time wouldn't have allowed him to be financially independent without burdening his parents—a principle he was determined to uphold. This moment became his turning point. On the advice of his dean, Roni Mustamu, Jeffrey opened his eyes to opportunities beyond the newsroom: the world of corporate communications.

PR vs. Public Affairs: Demystifying the Core Difference

For many, the terms PR and Public Affairs (PA) are often used interchangeably. However, Jeffrey explains the distinction clearly.

• Public Relations (PR) has a narrower scope, focusing on the reputation and image of a single organization or company. Its goal is to build a social license to operate.

• Public Affairs (PA) operates in a broader arena, impacting an entire industry. Its focus is on the technical license to operate—influencing or advocating for government regulations and policies to create a conducive environment for the industry to operate.

"Public Affairs isn't a sprint. The work of Public Affairs is like a marathon, Bro."

Public Affairs in Action: The Excise Tax Case Studies

To make these concepts tangible, Jeffrey discusses the issue of excise tax as a perfect example of a PA practitioner's work. When the government plans to impose an excise tax on sweetened beverages, it's no longer a problem for just one brand, but for the entire industry.

A PA practitioner's job is to find the middle ground. On one hand, there's the good intention of health authorities to control sugar consumption. On the other, there's a wide-ranging economic impact on everyone from beverage companies to sugarcane farmers. This is where advocacy comes in, presenting evidence-based arguments from academics and economists to help policymakers see the full picture.

One of the proudest moments of Jeffrey's career was when he and his team at JUUL successfully advocated for excise tax regulations on tobacco products to be made proportional to their health risk (risk-proportionate). The study they conducted was eventually adopted and became part of a Ministry of Finance Regulation, a real-world example of how effective advocacy can change the rules of the game

The Essential Toolkit of a Public Affairs Pro

So, what does it take to make the leap from PR to PA? Jeffrey highlights several key pillars:

• Resilience & Persistence: Because PA is a marathon, it requires a strong mentality to navigate a long process that is often filled with setbacks.

• A Willingness to Constantly Learn: PA practitioners must be open to learning about new industries in-depth, from healthcare to manufacturing, to be effective advocates.

• Networking: Building connections is crucial. As Jeffrey puts it, "What's important is whether that person knows you back."

• Critical Thinking: The ability to think critically, question assumptions, and not take information at face value is the foundation of all strong arguments.

The Human Side of High-Stakes Advocacy

Behind the strategies and lobbying, there's a human side that often goes unseen. Jeffrey openly shares his experience of having a breakdown due to an accumulation of disappointments when his advocacy efforts didn't yield results. This moment of vulnerability led him to a crucial realization, thanks to a colleague: focus on the things you can control, and let go of the rest.

This story serves as a reminder that behind high-pressure jobs, it's essential to be able to step back, detach from the outcome, and return with a renewed perspective.

To hear more about Jeffrey Haribowo's career journey and the intricacies of the Public Affairs world, listen to the full episode on the Proxemics YouTube channel.

Timestamps from the Episode

0:00 - Intro & Selamat Datang Jeffrey Haribowo!

1:59 - Kenapa Jeffrey Haribowo Pilih Jurusan Komunikasi?

3:42 - Awal Karier: Jadi Reporter Bola Arema di SMA

6:29 - Dari Jurnalisme ke Dunia Radio Broadcasting

10:29 - Realita Pahit: Gaji Pertama & Momen Pindah Haluan dari TV ke Korporat

14:56 - Apa Bedanya Public Relations (PR) vs. Public Affairs (PA)?

18:17 - Studi Kasus PA: Perang Opini di Balik Cukai Minuman Berpemanis

22:36 - Toolkit Public Affairs: Dari Aliansi Industri sampai Data Akademis

29:35 - Proudest Moment: Mengubah Regulasi Cukai Tembakau (Kisah JUUL)

34:13 - 3 Skill Wajib untuk Lompat dari PR ke Public Affairs

40:05 - The Art of Networking: Siapa Jagoan Koneksi di Industri?

44:24 - Apa yang Kurang dari Kurikulum Komunikasi Zaman Sekarang?

46:50 - Cerita Jujur: Momen 'Breakdown' dan Cara Bangkit Lagi

58:16 - Outro & Final Words

Brands & People Mentioned in This Episode

• Brand & Perusahaan: ExxonMobil (@ExxonMobil), Sampurna (@sampoerna), JUUL (@JUULvapor), Mars (@MarsIncorporated), SCTV (@SCTV_), Global TV / GTV (@GTVIndonesiaOfficial), Arema Malang (@AREMAFCOFFICIAL), RRI (@RRINET_Official).

• Tokoh: Jeffrey Haribowo (@jharibowo), Agung Laksamana (@agunglaksamana), Rosiana Silalahi (@rossipastimemilih), Roni Mustamu, James Gwee (@jamesgwee), Prabowo Subianto (@prabowo).

• Platform & Organisasi: Askindo, Universitas Kristen Petra (@uk_petra), Perhumas (@perhumas_indonesia).