Episode 2: Big Pharma, Big Tobacco & The Birth of Iluminar

In this episode, Reza Amirul shares his journey from corporate leadership to launching his digital PR agency, Iluminar. He talks digital strategy, media relations, AI in comms, and what truly matters in team dynamics. A must-listen for PR, marketing, and communication pros navigating today’s fast-evolving industry landscape.

PUBLIC RELATIONSMARKETINGCOMMUNICATIONTRENDSARTIFICIAL INTELLIGENCE

3/21/20253 min read

Get ready for another insightful episode of Proxemics! This time, we're sitting down with Reza Amirul to explore his experiences in the corporate world, his transition to entrepreneurship, and his take on the ever-evolving landscape of digital PR.

From Corporate Life to "Ada Apa Dengan Reza"

Reza shares his journey from spending over a decade in the corporate sector to venturing into his new project. He talks about his fascination with podcasts and how it has inspired him to start his own.

Corporate Insights: Reza discusses his curiosity about the inner workings of the corporate side, driven by a desire to understand what goes on beyond handing out tasks to agencies.

Industry Hopping: His career journey includes stints in the pulp and paper industry (navigating geopolitics and sustainability), pharmaceuticals (tackling unique communication challenges due to regulations), and FMCG (dealing with the complexities of controversial products).

Tech and Travel: Reza also recounts his experience at a travel tech company during the early days of the COVID-19 pandemic, providing a unique perspective on crisis management and the resilience of the tech industry.

Navigating the Digital PR Landscape

The episode delves into the nuances of digital PR, drawing from Reza's experiences and observations.

International Media Relations: Reza shares valuable insights on engaging with international media outlets like CNBC and Bloomberg, emphasizing the importance of thorough media training and tailored communication strategies.

Cross-Cultural Communication: The challenges of communicating across different languages and cultural contexts are also addressed, highlighting the need for clarity, accuracy, and repetition.

Talent and Team Dynamics

Reza opens up about his perspectives on talent, sharing what he values (and doesn't value) in team members.

Qualities He Dislikes: Arrogance (despite high IQ), constant complaining, and tardiness are identified as major pet peeves.

Emphasis on Collaboration: He stresses the importance of collaboration, a positive attitude, and accountability.

Wisdom with Age: The discussion touches on gaining wisdom with experience, including the ability to understand different perspectives and choosing one's battles.

AI in the Workplace

The episode explores the role of Artificial Intelligence (AI) in the communication and PR industry.

AI Adoption: Reza shares his experiences with AI tools, from initial restrictions due to data security concerns to its growing acceptance in tasks like performance reviews and data analysis.

AI as a Tool: He argues that AI is more likely to augment human skills rather than completely replace human workers, citing examples of how AI can streamline tasks like media monitoring and proposal preparation.

The Future of Work: The importance of mastering AI tools and adapting to technological advancements is emphasized, drawing parallels to the necessity of computer literacy in previous decades.

Iluminar: A New Venture in Digital PR

Reza unveils his new venture, Iluminar, a digital PR agency.

Why Now? He shares his personal motivations for starting this agency, driven by a desire to stay productive and build something of his own.

What Sets Iluminar Apart? Reza highlights Iluminar's unique selling points, including his diverse industry experience and the team's expertise in digital strategy, content creation, and reputation management.

Key Takeaways

The episode wraps up with reflections on vision, motivation, and personal growth.

The Power of Vision: The importance of having a clear personal and professional vision to guide decision-making and stay motivated is underscored.

Finding Your Drive: The podcast acknowledges that motivation can fluctuate and suggests looking to peers for inspiration and striving for continuous self-improvement.

Growth Mindset: The episode concludes by emphasizing the significance of adopting a growth mindset at any career stage to foster personal development and positively impact those around you.

This episode offers a blend of career insights, digital PR strategies, and personal reflections, making it a valuable listen for anyone in the communication, marketing, or related industries.

People/Brands Mentioned:

@CNN
@Traveloka
@tempodotco
@CNBC
@business
@CNN
@Sampoerna
@InsidePMI
@mercytahitoe
@ignesmessyta
@stephaniesicilia
@clashabel