INTERNSHIP REPORT PRESENTED TO THE FACULTY DEPART OF

PERFORMING ARTS COMMUNICATION STIKOM THE LONDON

SCHOOL OF PUBLIC RELATIONS

Internship at Edelman Indonesia

Submitted by

Name : Muhammad Qardhawi Gad El Haq

NIM : 1511019
Major : Performing Arts Communicaton
Class : 19-1B

In Partial Fulfilment of the Requirements for the Bachelor Degree in

Communication Studies

Jakarta 2019

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Abstract

As one of the requirements for Bachelor Degree in Communication

Studies in London School of Public Relations Jakarta, I’m required to do an

internship for three months in a company or an organisation. My

concentration in communication study is Performing Arts Communication and

for the last three years I have studies the importance of communication in

Performing Arts. I have been an intern in Edelman Indonesia from October

2018 until January 2019. The position that had been offered to me was

Media Monitoring in the Intelligence Department.

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Acknowledgement

Best gratitude to Allah SWT, the greatest and most merciful, whose

blessings have allowed me to start and complete my internship at Edelman

Indonesia.

I would like to express my gratitude towards many parties who have

encouraged and supported me. I would like to thank:

1. Mrs. Prita Kemal Gani, MBA, MCIPR, APRT, as Founder & Director of

The London School of Public Relations Jakarta.

2. Mr. Mikhael Yulis Cobis, M.Si, MM., Dean Department of Mass

Communication, Digital Media Communication & Advertising and

Performing Arts Communication Studies.

3. Head Career and Employability Centre at The London School of Public

Relations Jakarta alongside all staffs.

4. Ms. Fitriasari Yusuf, Edelman Indonesia Intelligence Department

Supervisor who has patiently supervised me throughout my internship

program.

5. Fulvia Siregar, Edelman Indonesia Media Monitoring intern who has

patiently guided throughout my time in Edelman Indonesia.

6. My family, for the love and support.

I hope this report could provide a picture of my experience at Edelman

Indonesia and may this report be useful for others, especially students with

interest in interning at Edelman Indonesia.

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 Jakarta, 10 February 2019

Muhammad Qardhawi Gad Elhaq

Table of Content
Abstract 2
Acknowledgement 3
PART I

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 Introduction 6
Importance and Benefits of Internship 6
Internship Location and Duration 7
PART II
Company Background 9
Statement of Purpose 10
Values and Mission 11
Operating Principle 13
Awards and Achievement 13
PART III
Supervision 15
Activities 16
Obstacles 16
Recommendation
PART IV
Conclusion 18
Recommendation 18
ATTACHMENTS 19

PART 1

1.1 Introduction

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 Internship is the position of a student or trainee who works in an

organisation or company, sometimes without pay, in order to gain work

experience or satisfy requirements for an educational qualification in school

and/or universities. Internships aim to gain relevant knowledge, skills and

experience while establishing important connections in the field. Internships

are also a way to get a glimpse of what is it that you want to pursue for your

career. Internship also provides networks as it gives you opportunities to

meet new people, go on meetings and events.

I have encountered a three months internship in one of the global

Public Relations agencies, Edelman Indonesia. It is really a valuable

opportunity to have a chance to be able to join the intern program at Edelman

Indonesia and it provides me example of how it like to be working in real

world and being given real clients. There is a huge difference and

responsibilities between working in an office and class. There’s pressure from

the superior if the work isn’t satisfying or does not meet the company’s

standard

1.2 Importance and Benefits of Internships

I got an enormous amount of experience and knowledge working in

Edelman Indonesia, located in Central Jakarta in Menara Sentraya. The

reason why I wanted to join the internship program in Edelman Indonesia is

because I want to build a strong foundation for my future, building

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connections as well as resume. The internship program has also aided me to

easily adapt in new working places and meeting new people or clients.

Having an internship program at Edelman Indonesia has also taught me

about time management as I had been assigned a few clients in which where

they needed their reports to be submitted in different times.

The experience has also helped me in creative writing. During my time

interning at Edelman Indonesia, I have worked with media articles and covers

thus giving me a close look on literature, especially in English Language.

1.3 Internship Location and Duration

After doing much research as well as applied to many companies, I

am grateful that I was able to do my internship at one of the leading and

global PR Agencies in the world. I was part of the Intelligence Team at

Edelman Indonesia for three months, counted from 24 October 2018, to 31

January 2019.

Name of Company : Edelman Indonesia

Adress : Menara Sentraya, Jl. Iskandarsyah Raya No.1A,

RT.3/RW.1, Melawai, Kby. Baru, Kota Jakarta

Selatan, Daerah Khusus Ibukota Jakarta 12160

Phone / Fax : (021) 27883888

Duration : 24 October 2018 - 31 January 2019

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Office Hour : 8 AM - 5.30 PM

Department : Intelligence — Media Monitoring

PART II

COMPANY BACKGROUND

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 2.1 Company Profile

Edelman is Indonesia’s largest public relations firm, helping clients

gain insights, create ideas, and engage. They protect and evolve brands and

corporate reputations, outreach to government, employees, and other

stakeholders.

With over 140 full-time employees, Edelman is Indonesia’s largest

public relations firm, offering clients communications marketing solutions to

evolve, promote and protect their brands. Edelman Indonesia’s truly

integrated brand PR and digital services include creative campaign

development, research and planning, content development, production and

amplification.

In line with over two decades of heritage in Indonesia, They remain

the leading firm for financial PR, crisis management and litigation PR,

corporate, public affairs and foreign direct investment consultancy with in-

house experts in government relations. Reflecting Indonesia’s unique

features and challenges, They have an in-house team of experts in NGO

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relations and community outreach, and offer a team of employee

engagement specialists.

2.2 Statement of Purpose

Edelman partners with clients across a broad range of industries and

global markets. Because they are retained as advocates on behalf of our

clients, each engagement presents distinct opportunities and sometimes

challenges. They believe clients deserve representation if they are committed

to fact-based, truthful and transparent communications.

They have, and will continue to take, an informed approach to managing our

portfolio, business strategy and client engagements in a manner consistent

with our values. In addition, They evaluate all potential client engagements

with regard to potential ethical, commercial, reputational and legal

implications.

Edelman respects the diversity of our employees, our clients and the

communities in which They do business. Recognising that not every

practitioner is suited to work on every account, and not every account is

suited to every practitioner, Edelman supports an employee’s right to elect

not to work on a piece of business that does not align with his or her personal

beliefs. Edelman refuses to do business with entities that operate in a

manner inconsistent with our corporate values.

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As a communications marketing firm, our job is to help clients tell their

stories, which when done with integrity, will advance their interests. They

believe that independently held, opposing views deserve to be heard in the

court of public opinion and They assert our role as a firm to being advocates

for our clients. Doing so doesn’t condone every action every client takes or

imply implicit support for every position a client may adopt, but does reflect

our absolute commitment and support of their right to exercise their freedom

of expression. They reserve the right to express views and take positions as

an institution that may differ from those of some of our clients.

2.3 Values and Mission

While their culture has evolved over their firm’s 60-plus-year history,

they are still driven by Dan Edelman’s founding principles, including

entrepreneurship, independence and the mandate that everyone is an

account executive. Core to their culture are their values, which guide our

behavior, support a client-centric approach, influence the way they work with

each other, our clients and the community, and inspire great work.

• The Relentless Pursuit of Excellence: Bringing the best of ourselves and

partners to our clients.

• The Freedom to be Constantly Curious: Tenacious and thorough approach

that drives creativity and growth for clients and ourselves.

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• The Courage to do the Right Thing: Trusted and resilient partner for clients,

colleagues and communities.

• Excellence, curiosity and courage are very much at the heart of who They

are and drive our continued evolution as a firm. They describe us at our

very best and ensure They remain distinctive to our clients and to the

industry.

To provide public relations counsel and strategic communications

services which enable our clients to build strong relationships, and to

influence attitudes and behaviors in a complex world.

• They undertake our mission through convergence by integrating specialist

knowledge of practices and industries, local market understanding,

proprietary methodology and breakthrough creativity.

• They are dedicated to building long-term, rewarding partnerships that add

value to our clients and our people.

• Their clients are leaders in their fields who are initiating change and

seeking new solutions.

2.3.3 Operating Principles

• Edelman is committed to honesty.

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• Edelman is committed to transparency.

• Edelman is committed to fair dealing.

• Edelman ensures business activity aligns with the interests of all

stakeholders: clients, employees and parties with whom They interact.

• Edelman strives to model best practice in all areas of our business.

• Edelman does not violate legal obligations. Read more in our Statement of

Purpose.

2.4 Awards and Achievement

They have a reputation for market leading PR work that integrates

traditional, digital, social and creative contents, and have been recognised as

leaders in their field by winning multiple industry standards.

Edelman further cemented its status as Indonesia’s leading and most

highly acclaimed PR firm this week, winning a total of six awards at the 11th

Annual International Business Awards, otherwise known as the Stevie

Awards, which took place on Wednesday 13th August in the USA. Edelman

Indonesia took home to Jakarta two Gold Awards, one Silver Award, and

three Bronze Awards across a number of categories. The awards are the

only all-encompassing international business awards, where Gold, Silver and

Bronze winners are selected from more than 3,500 nominations from over 60

countries, demonstrating the international quality of the work being produced

here in Indonesia and our ability to compete on the global stage. Soon to

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take their place in the already bristling trophy cabinet, Edelman Indonesia’s

Stevie Award wins include:

• Gold Stevie Winner: Stephen Lock, Edelman, Chief Executive Officer

Indonesia & Head of Public Affairs, South East Asia Category: Executive of

the Year – Advertising, Marketing & Public Relations

• Gold Stevie Winner: Kaltim Pasifik Amoniak Honoring the Dayak Heritage

Category: Other – Association or Non-Profit

• Silver Stevie Winner: Edelman Indonesia Category: Public Relations

Agency of the Year (Asia, Australia and New Zealand)

• Bronze Stevie Winner: European Union’s Study in Europe Video

Advertisement Category: Communications Team of the Year

• Bronze Stevie Winner: Building KakaoTalk Brand in Indonesia Category:

Marketing Team of the Year

• Bronze Stevie Winner: Prudential’s Idola Cha-Ching Video Campaign

Category: Communications or PR Campaign of the Year – Social Media

Focused.

PART III

INTERNSHIP ASSESMENT

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3.1 Supervision

During my internship at Edelman Indonesia, I was assigned to the

Intelligence Department, more specifically media monitoring. I worked under

the supervision of Ms. Fitriasari Yusuf as Intelligence supervisor. Intelligence

team was fairly small, only consisted of six people. Essentially, we are

responsible for monitoring what the media says about the brands that have

appointed to each individual.

Ms. Yusuf Fitriasari is the Intelligence Supervisor. Almost every

completed work in the team needs to go through her. In regard to our writing,

before sending report to the clients, the writing needs to be approved by the

content team or editor. Mr. Abdullah Matzen is the editor for media

monitoring, where reports will be sent to him in the morning for corrections.

The team communicate through emails and Skype. There’s also a whatsapp

group containing people from our division. Meetings and brands allocation is

communicated in meetings. As for data collection, the data are collected on

google sheets or Edelman dashboard online.

3.2 Activities

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 As I was hired for Media Monitoring, I was assigned to an American oil

and gas company called Chevron. I was assigned monitor what the public

and media discuss about regarding the brand or the industry on the brand.

My daily task is to open the data collected by the media tracker, who

find and track findings or articles on the brand or the industry. From the

tracked articles, I was able to see how the company has developed as well

as the how industry developed. My job is to analyse as well as to make

summaries on the articles found daily and send them to the client, Chevron.

There are approximately 10-20 articles a day that I need to analyse and

report to. Not all the medias are included, media list is what we look upon

when tracking the medias.

On top of the regular daily tasks, I also manage monthly report for the

client. Wrapping the data for the month, organising and make new

documents with the data of KOL, Articles Topics to the reach of the media.

The last few weeks of my internship, I was assigned to a different

client, Chubb, an american insurance company. For this client, I needed to

learn about the insurance industry and how the industry developed in the

country.

3.3 Obstacles

During my internship, there were several obstacles that I faced along

the way. First obstacle was the fact that I was assigned to a client in which I

was not familiar with the industry. Oil and gas industry were the least topic I

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was familiar with, thus I get familiar as I was doing my task. I got familiar after

a month with the client. I learned about the industry and ministerial

regulations towards oil and gas industry. As for the last few weeks of my

internship program, I was assigned a different client, Chubb, where I needed

to learn new things about the insurance industry in Indonesia.

3.4 Evaluation

I’m grateful for the opportunity to serve as an intern at Edelman

Indonesia. Apart from obstacles, the experience has taught me a lot of things.

I was lucky to be a part of a team and a global company with big and global

clients. My co-workers and supervisor has patiently guided me through my

time at Edelman Indonesia in which I felt grateful for.

The internship does live to its definition, which is an opportunity for

students to gain experience in a real working environment. I personally

gained not only experience, but also knowledge, relatives, soft skills and

better view on the industries I was assigned with.

PART IV

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 CONCLUSION AND RECOMMENDATION

4.1 Conclusion

Internship programme is important for students or fresh graduates to

experience a real world working environment before deciding a certain career

option or jumping right into it. I count my internship as a valuable experience

and grateful that I got hired in a company as great and global as Edelman

Indonesia.

The experience has pushed me into another level of learning process

as well communication with people. It showed me how to complete work

effectively and efficiently, how to be adaptive and how to maximise your

talent and potential, to be discipline and most importantly have a good time.

4.2 Recommendation

I recommend LSPR Students especially in Public Relations

concentration to try and apply to Edelman Indonesia. I believe that they

would gain benefits from the experience as I did so. Doing internship in well-

reputed and known PR Agency will definitely add extra points in your resume

or CVs based on my experience, Edelman Indonesia is the right place to start

my career.

ATTACHMENTS

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Pic 1. All Edelman interns and my supervisor after the staff meeting

Pic. 2 Intelligence Department with my supervisor

Pic. 3 Me giving presentation on Chevron’s monthly report

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Pic. 4 My working space

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