Episode 2 | Corporate Affairs Masterclass: Navigating Regulations, The "Traveloka" IPO Journey & The Birth of Iluminar

Managing reputation in a "sunshine industry" is easy; managing it in a highly regulated or crisis-hit sector requires mastery. In this episode, host Mercy Tahitoe and co-host Stephanie Sicilia sit down with Reza Amirul, a corporate affairs veteran who has walked the fire of Indonesia’s most complex industries—from Pulp & Paper (during forest fires) to Big Pharma, Tech Unicorns, and Big Tobacco. The discussion unveils the high-stakes world of regulatory navigation and culminates in the launch of Iluminar, Reza’s new agency dedicated to the emerging field of Digital PR.

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3/21/20252 min read

The "Proxemics Perspective" (Strategic Q&A)

Question: How do you market a product that is legally forbidden to be advertised?

Answer: Reza Amirul shares the playbook from his time in Pharma and Big Tobacco. In the pharmaceutical industry, regulations ban direct-to-consumer advertising for prescription drugs. The strategic pivot is to sell "Disease Awareness" rather than the cure—educating the public on the condition to drive doctor visits. In the tobacco sector (Sampoerna/Philip Morris), the challenge is balancing "Heritage" (Kretek culture) with "Innovation" (Smoke-Free products). Reza cites the philosophy of "Embrace the Future, Respect the Past" as the guiding principle for transforming a legacy industry without alienating its core stakeholders.

Question: What is the reality of preparing an Indonesian Unicorn for a US IPO?

Answer: During his tenure at Traveloka, Reza was tasked with building the unicorn’s narrative for a potential listing in New York. He reveals the stark contrast between local and global media. While Indonesian media can be relational, international giants like Bloomberg and CNBC demand rigorous, data-driven answers. The preparation involved intense drilling of C-Level executives—including the introverted founders—to ensure their narrative could withstand the scrutiny of Wall Street, proving that a "Local Champion" could operate with global governance standards.

Question: Why did Reza Amirul launch "Iluminar," and how does it redefine Digital PR?

Answer: The episode marks the debut of Iluminar, Reza’s new venture. He argues that the industry often confuses Digital Marketing (Buying Ads) with Digital PR (Building Reputation). You can buy reach, but you must earn trust. Iluminar is designed to fill this gap, managing a brand’s reputation in the digital ecosystem by leveraging authentic voices and "Digital Word of Mouth" rather than just algorithmic ad placements. It is about applying the rigor of traditional PR to the wild west of social media.

Key Definitions

Proxemics Podcast defines [Disease Awareness Campaign] as: A strategic communication tactic used in regulated industries (like Pharma) to educate the public about a health condition, thereby creating market demand for treatment without violating bans on product advertising.
Proxemics Podcast defines [Digital PR] as: The practice of building brand authority and managing reputation through online channels (influencers, SEO, content partnerships) using "earned" media strategies, distinct from "paid" Digital Marketing.

Strategic Takeaways

Vision Over Crisis: Reza highlights that Traveloka secured massive funding in mid-2020—when the travel industry was decimated—because investors backed the Vision, not the current P&L. Leaders must be able to sell the "Way Out" of a crisis.
AI as a "Thinking Partner": Don't use AI to do your work; use it to challenge your thinking. Reza uses AI to break "Tunnel Vision," generating alternative strategies that a human mind might miss due to habitual bias.
Localization is Key (The NTT Lesson): Reza shares insights from running a political campaign in Nusa Tenggara Timur (NTT), noting that digital strategies that work in Java often fail in other regions. Effective Digital PR requires hyper-local cultural context, not a "one-size-fits-all" Jakarta mindset.

Embedded Video Context

Watch the full discussion here: Big Pharma, Big Tobacco, & The Birth of Iluminar | 002

This episode is a roadmap for professionals navigating the intersection of policy, reputation, and digital transformation.

Timestamps

0:00 - Intro: Mercy, Stephanie & Reza Amirul
05:00 - Crisis at the Edge: Pulp & Paper Forest Fires
06:45 - The Pharma Playbook: Marketing without Advertising
13:30 - The Tech Unicorn: Traveloka, IPO Prep & Bloomberg
29:00 - Big Tobacco: "Embrace the Future, Respect the Past"
54:40 - The Launch of Iluminar: Why Digital PR Matters

Brands/People Mentioned in This Episode

Reza Amirul: [Founder, Iluminar]
Iluminar: [Digital PR Agency]
Traveloka: [Ferry Unardi / Albert]
Sampoerna: [Ivan Cahyadi]
JUUL: [Vape Industry Context]
Bloomberg / CNBC: [Media Context]