The In’s and Out’s of Media Relations through the Lens of US Embassy Spokesperson

Jakarta—20 October 2024—Media relations are integral to a communication practitioner’s work. How can students majoring in communications learn about this from an expert? They had a rare opportunity to meet with Jamie Ravetz, the spokesperson for the U.S. Embassy in Jakarta.

His extensive experience in this field gave students insights into interacting with the media and practical engagement techniques. As a spokesperson, he delivers clear statements about the issue. He must understand the geopolitical context and convey impactful messages to the media.

For example, there are four key terms to be aware of: “off the record,” “on the record,” “on background,” and “deep background.” During an “off the record” session, journalists may receive information that the communication practitioner did not share during public engagements. He added that upholding the truth during this process is essential to avoid miscommunication. This allows journalists to understand better the issue, which can help them craft their material accordingly.

Another important lesson the student learned was the significance of effective interpersonal communication. Journalists from various media outlets will likely attend the event to investigate the issue and seek statements from the spokesperson or other vital stakeholders to help develop news coverage. Jamie emphasized that as a spokesperson, it is essential to understand the media landscape, as this will influence the approach to communication style. He added that while journalists in Indonesia can be challenging, they are more manageable compared to those in other countries.

The students’ interaction with Jamie was engaging. They learned the importance of communication students in developing politics and international relations, which will help them improve the quality of their communication engagement strategies, including brand foundation. In addition, they had the opportunity to engage several interesting personnel such as Irmina Reniati as the Representative from the Young Southeast Asian Leaders Initiative (YSEALI), Iqbal from EducationUSA, and Okti from MyAmerica Jakarta (MAJ).

At BINUS University, we are always eager to enhance their study through engagement that helps to seek relevance between theory and reality. The visit to the US Embassy in Jakarta helped the students understand that they have an essential role in shaping public perception by creating mutual understanding with the stakeholders – especially the media. Their role can enhance this effort with another integrated effort contributing to the organization’s success.