Episode 20 | From Natural Disasters to "TumblerGate": The Crisis of Accountability and Brand Sensitivity

Closing out the year, the Proxemics team (Mercy, Awi, Sofyan, and Steph) sits down to dissect a chaotic week in news and communications. We start with a somber look at the natural disasters sweeping through Sumatra, analyzing the "institutional collapse" in communication where conflicting statements from officials created more confusion than comfort. We discuss why, unlike in other countries like Hong Kong, accountability for these tragedies often feels elusive in Indonesia.

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12/22/20253 min read

Mercy Tahitoe in White Wood Studio Jakarta

In the world of Public Relations and Public Affairs, the end of the year is rarely quiet. In this episode of Proxemics, the team—Mercy, Adwi, Sofyan, and Steph—tackles a spectrum of issues ranging from the tragic natural disasters in Sumatra to the absurdly viral "lost tumbler" incident.

While the topics vary in gravity, a connecting thread runs through them all: the failure of communication, the lack of accountability, and the delicate art of knowing when a brand should speak up—and when it should stay silent.

The Fragmentation of Crisis Communication

The recent natural disasters across Sumatra (Aceh, North Sumatra, West Sumatra) exposed a recurring "institutional collapse" in how crises are communicated. While aid was distributed and agencies like BNPB were present, the narrative was chaotic.

The team highlighted a critical failure: the absence of a "Single Source of Truth." Instead of a unified voice, the public was bombarded with conflicting statements from different ministers and institutions. One minister claims the wood debris was "natural," while social media footage suggests illegal logging, creating confusion and eroding trust.

Furthermore, officials displayed a jarring lack of empathy. Statements blaming social media for "exaggerating" the situation were made while victims were literally struggling to survive. As the team noted, when the government’s message is "it’s just a social media issue" while people are looting for food, it displays a dangerous level of insensitivity.

Accountability: The "Fictional Country" Problem

A major portion of the discussion centered on the concept of accountability. Drawing a sharp contrast, the team mentioned a recent building fire in Hong Kong where accountability was immediate and swift. In Indonesia, however, disasters often feel like a repeating cycle where hundreds of lives are lost, yet no one is held responsible.

This lack of legal certainty extends to the business sector. In a satirical segment referring to a "Fictional Country" (Negara Fiktif), the team discussed how legal enforcement often feels like a tool for leverage rather than justice. Whether it's the unpredictability of customs (Bea Cukai) regarding taxes or the criminalization of business judgment rules, the inconsistency makes it difficult for professionals to operate safely.

To Post or Not to Post? The "TumblerGate" Dilemma

On a lighter but viral note, the team dissected the case of a passenger who lost a Tuku tumbler on a train and the subsequent social media drama involving KAI staff.

For brands, this incident poses a classic dilemma: Should you ride the wave?

While some might argue the brand (Tuku) should have stepped in to replace the tumbler for PR points, the Proxemics team argued for caution. "Riding the wave" isn't always classy PR.

* The Risk: Jumping into a polarized debate can backfire. If a brand interjects in a situation where the public is split (some blaming the passenger, some the staff), they risk alienating half the audience.

* The Verdict: Sometimes, the best PR move is to stay away and let the investigation conclude. Unless you can solve the problem meaningfully, inserting your brand into a viral complaint can appear opportunistic.

The Resilience of Print & The Agency’s Path Forward

The episode also touched on the launch of Bloomberg Businessweek Indonesia. Despite the digital age, the team agreed there is still a prestige market for print media, specifically for targeting high-level decision-makers in government and business lounges.

Finally, reflecting on Praxis’s 14th anniversary, the team celebrated a year of resilience. In a challenging economic climate where many agencies are downsizing, maintaining the team and winning major retainers is a "good problem" to have. The focus for the year ahead remains on reinvention—specifically adapting to AI and maintaining strict professional values.

TIMESTAMPS:

00:00 - Intro: Accountability in tragedies

01:00 - Sumatra Disaster: Institutional collapse & communication chaos

03:40 - Insensitive Officials: Blaming social media during a crisis

07:45 - The Missing Brand Presence: Where are the "Power Bank" moments?

11:00 - Hong Kong vs. Indonesia: A comparison of accountability

14:37 - "TumblerGate": The viral lost tumbler on the train

24:00 - PR Strategy: When should brands "Ride the Wave"?

27:40 - Bloomberg Businessweek Launch & The niche of print media

33:00 - Customs (Bea Cukai) & The "Under-Invoicing" debate

41:40 - The "Fictional Country": Legal uncertainty and business risks

50:20 - Praxis 14th Anniversary: Gratitude and looking ahead

Brands/People Mentioned in This Episode:

* Purbaya Yudhi Sadewa: @purbayayudhi_official (Instagram)

* Tuku (Kopi Tuku): @tokokopituku (Instagram)

* Bloomberg Businessweek Indonesia: @bloombergbusinessweek (Media)

* BNPB (Badan Nasional Penanggulangan Bencana): @bnpb_indonesia (Instagram)

* Trump Golf Lido: Mentioned as a venue.

* Proxemics Podcast: @proxemicspodcast (Instagram/YouTube)