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PORTFOLIO

PT. Telkom Indonesia (Mobile Legend Tournament For

Telkom users)

Arranged by:

Muhammad Qiftharrul Darmadas

- 44220010088

PUBLIC RELATIONS STUDY PROGRAM

FACULTY OF COMMUNICATION

MERCU BUANA UNIVERSITY

2023
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PIG
INTRODUCTION

A. Background
In today's information age, telecommunications plays an important role
strategy in human life. This condition encourages people to be able to
access information and perform communication activities quickly. Through
communication technology, humans can exchange information without having to be limited by distance,

because all information needs can be obtained with a relatively fast time as well
efficient.

Through communication, humans are interconnected with each other, both internally and externally

everyday life in the household, workplace, market, community, or anywhere else

humans are. There is no human who is not involved in communication. With
communicate effectively then the activities carried out by humans can
goes well. Without good communication results
irregularity in carrying out daily activities both at home, in
organizations, companies and wherever humans are. Can be concluded that
Communication is a basic human activity.
Competition in the telecommunications business in Indonesia today is increasingly felt.
The emergence of several new providers is a tough challenge for PT. Telkom Indonesia
Tbk in getting a place in the eyes of its customers. What's more that para
these new providers such as PT. Indosat, PT. Exelindo, and other providers
offering competitive telecommunications products, both in terms of price and
range and speed of access, and sold to the public in various ways
promos both regular promos and promo packages.
Telecommunications facilities have experienced impressive development from
year to year both, quantitatively (coverage, accessibility and capacity), as well as
qualitatively (technological sophistication, efficiency and service quality). Specifically at PT.
Telkom Indonesia Tbk, has released a new product, namely indihome. In this case
the role of public relations is very important to get a position or place in the hearts of the
customers in maintaining a positive corporate image in the hearts of their customers. Embed
corporate image through strategies and direct approaches or building relationships
with customers is very effective, because the customer will feel cared for and involved
directly to the success of the company.
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CHAPTER II

PROBLEM

PT Telkom Indonesia (Persero) Tbk (Telkom) is a State-Owned Enterprise (BUMN)

engaged in information and communication technology (ICT) services and telecommunications
networks in Indonesia. Telkom's majority shareholder is the Government of the Republic of
Indonesia with 52.09%, while the remaining 47.91% is controlled by the public. Telkom shares
are traded on the Indonesia Stock Exchange (IDX) with the code "TLKM" and the New York
Stock Exchange (NYSE) with the code "TLK".

In an effort to transform into a digital telecommunication company, TelkomGroup

implements a customer-oriented company business and operational strategy . This
transformation will make the TelkomGroup organization more lean and agile in adapting to the
rapid changes in the telecommunication industry. The new organization is also expected to
increase efficiency and effectiveness in creating a quality customer experience .

TelkomGroup's business activities grow and change along with developments in

technology, information and digitalization, but are still in the corridor of the telecommunications
and information industry. This can be seen from the business line that continues to grow to
complement the existing legacy .

Telkom from now on divides its business into 3 Digital Business Domains:

1. Digital Connectivity: Fiber to the x (FTTx), 5G, Software Defined Networking (SDN)/
Network Function Virtualization (NFV)/ Satellite
2. Digital Platforms: Data Center, Cloud, Internet of Things (IoT), Big Data/Artificial
Intelligence (AI), Cybersecurity
3. Digital Services: Enterprise, Consumer

As an internet and network service provider, PT. Telkom must prove

how strong the network is provided to convince users and candidates
the user. This is in line with the program created by us as organizers
PT. Telkom namely Telkom Legends. In addition to reassuring users
as well as potential users with a network from telkom, this program is also made for
conduct relationship activities with the mobile legends or esports community.
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CHAPTER III

PROGRAM PLANNING

STRATEGY

A. Goals and Objectives

The reputation communication program aims to:

1. To maintain and increase the loyalty of internet users from Telkom and

stay trusted

2. To look for talent from the younger generation, especially in the field of esports

3. To gain a good reputation in the eyes of the public and the community

B. Identify Target Audience

The target audience that is the target of the communication strategy owned by PT.

Telkom is all users and prospective internet users with age levels

from high school children to adults who enter the classification have attitudes and behaviors

users to use Telkom products to fulfill network needs in

in the field of esports and gaming.

Telkom also provides a special network that participates in esports in mobile games

legends and Telkom have an advantage in that. The target audience of

PT.Telkom is divided into two groups, namely Demographic, namely age and interest. And

Psychographics, namely comfort and friendly service.

PT. Telkom is a company engaged in the field of technology services

information and communication (ICT) and telecommunications networks in Indonesia. So that

target audience it can be said that Telkom has a broad target audience namely

all Indonesian people and the esports community who have the ability to

take advantage of the internet network.

C. Communication Strategy and Media Activation

1. Communication Strategy

The Communication Strategy implemented by Telkom always uses communication

and open table by introducing products from indihome and holding

national scale events involving the media.

Using AIDA theory which is divided into two categories of Pre and Post Event, viz

including:
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a) Pre-Event
1. Attention: Telkom always uses communication and open tables in a way
introducing products from indihome and holding large events
national scale to attract the attention of consumers and of course with
involve the media. Telkom also innovates with social media such as
Instagram, TikTok and youtube.
2. Interest: Telkom often offers attractive and affordable prices
and a very quality network and also provide promos to
loyal customers using Telkom.
3. Desire: Telkom's strategy to convince users
telkom by improving network quality and reaching remote areas
remote area.
4. Action: The final stage carried out by Telkom is action or
take action, this is because in this stage it is a form of implementation
from an established idea. Telkom held a poster making contest
by involving consumers based on the concept of giving information
related to telkomsel. The results of the work will be posted on all Telkom social media and

given a prize in the form of internet quota.

D. Main Narrative and Derivative Narrative

Main Narrative :

Providing the best network for consumers to provide comfort in

playing games especially for competitive.

Derivative Narrative:

1. Consumer satisfaction is our happiness as PT. Telkom

2. Using a stable Telkom network
3. With the Telkom network, there is minimal risk of lag

4. PT. Telkom protects consumer data

5. Afraid of lagging ? use Telkom
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TACTICS

A. Channel Selection (channel selection)

The selection of channels or channels has an important role in influencing

the result of the program or action that will be carried out by PT Telkom. See
the development of Social Media with a very large impact becomes a reference
we make a determination in selecting the channel we choose, namely

is Social Media consisting of Instagram, Twitter, Youtube, and Tiktok.

Social media users in Indonesia in January 2023 are reported from uici.ac.id
is 167 million people out of 212.9 million internet users. Based on
with these facts and data, we have positive expectations of

the success of the program or action that we carried out by selecting and
use of the channels we choose through social media. As a big company
PT.Telkom has ambitions, strategies and tactics for a bigger purpose
increase the loyalty of users and potential internet users. Instagram and

Twitter will be the source of the promotion of the campaign that will be created, see
Instagram and Twitter algorithm performance that is neutral in creating
an action. Youtube and Tiktok will be the source of live streaming
has a wide range of actions and campaigns that use visuals and

the results can be monitored through insight.

The selection of channels or channels that we do, of course, goes through several ways

considerations and also calculations of risk management that could occur during the action
taking place and also see the probability and percentage of success of the action

through the social media. Not only based on assumptions but with
It is a well-known fact that now there are a lot of Indonesian people who are
Using Social Media will support the success of the action and accelerate it
information dissemination to be made.

Telkomsel. In the FGD, the organizers discussed with

the target audience present whether the message the party wants to convey
organizers have delivered in accordance with the intent and purpose of
holding of the online game competition program.

B. Determination of Timeline of Media Activities and Activations

Execution Time: July 30, 2023

Venue: Mall Taman Anggrek Hall

Rundown :
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NO TIME NAME INFORMATION

ACTIVITY

1 13.30 - 14.00 WIB REGISTRATION/ ENTIRE

CHECK IN PARTICIPANT

2 14.00 – 14.30 WIB OPEN EVENTS MC

3 14.30 – 15.30 WIB SEMI FINALS PARTICIPANT

MOBILE RACE

LEGENDS

4 15.30 – 16.00 WIB ICE BREAKING MC

5 16.00 – 17.00 WIB RACE FINALS PARTICIPANT

MOBILE

LEGENDS

6 17.00 – 17.15 WIB GIVING EVENT COMMITTEE

GIFTS AND

CUP

7 17.15 – 17.30 CLOSING MC

PROGRAM

C. Determination of Activity Costs (Event)

NO DESCRIPTION VENUE TOTAL TOTAL NUMBER

1 VENUE RENTALS IDR 20,000,000 IDR 20,000,000

2 GENSET IDR 5,000,000 IDR 25,000,000

3 DECOR IDR 7,500,000 IDR 32,500,000

4 SOUND SYSTEM IDR 5,000,000 IDR 37,500,000

5 RACE EQUIPMENT IDR 2,500,000 IDR 40,000,000

6 CONSUMPTION IDR 10,000,000 IDR 50,000,000

7 PRIZE POOLS IDR 50,000,000 IDR 100,000,000

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D. Materials

STORY BOARDS :

No. Description Description

1. It's not a movie but it is

ADVERTISEMENT

2. Made in the style of a film

very

3. Make a lot of shows

which can be seen

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4. Subscribe a
Steam app or
online games and earn
quota too

5. Use Telkomsel satisfied

everyone, Subscribe
now on MyTelkomsel

Event Activity Posters:

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CHAPTER IV

EVALUATION

Outputs

Carry out the Mobile Legend Tournament "Telkom Legends" to improve

the trust and loyalty of Telkom users/customers. As well as To gain reputation

good in the eyes of the public and the online gaming community.

Outtakes

Telkom also provides a special network that participates in esports in mobile games

legends and Telkom have an advantage in that. Participants can be estimated/calculated from

How many high school students are Telkom users who take part in the "Telkom" Campaign

Legends " through numbers or percentage of participation.

Outcomes

Telkom customer/user loyalty can be seen from the number of Telkom users

among high schools participating in the "Telkom Legends" Campaign.

impact

The increase in the number of users using Telkom besides the occurrence of repeat orders

increasing customer trust.