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CHAPTER III
DISCUSSION
3.1 Overview of PT. Pertamina
3.1.1 Background of PT. Pertamina
PT.Pertamina (Persero) is a biggest state-owned oil, gas and
renewable energy company in Indonesia that established since December
10th
, 1957. PT. Pertamina (Persero) Center Office located in Jl. Medan
Merdeka Timur No. 1A, Jakarta Pusat. Firstly, this company named
PT.Permina then based on Principle Number 8th
1971 the company
changed its name becomes PERTAMINA. Pertamina strives to provide the
best and a real contribution for the welfare of the nations in utilizing every
potential of Indonesia. Besides, Pertamina has a commitment to create
improvement and innovation in all operations, as demanded by global
conditions.
PT. Pertamina as Powerhouse of Indonesia needs support from
stakeholders, government, and public in order to the business process can
run successfully. Pertamina which has a slogan to be a world class oil and
gas company is hoped can compete with Multinational Energy Company
such as Exxon, Chevron, Shell, or BP. Nowadays, many problems that can
attack reputation of a company, especially a big company like Pertamina.
So, it is a duty of PR Practitioners to solve this problem.
20
21
Since established on December 10th, 1957, Pertamina has
participated in the oil and gas business such as, upstream and downstream
sector. Pertamina’s upstream business is conducted in several regions in
Indonesia and abroad include activities in the fields of exploration,
production, and oil and gas distribution. To support the exploration and
production activities, Pertamina also pursues technology and drilling
service businesses, as well as other activities that develop geothermal
energy and Coal Bed Methane (CBM). In exploiting oil and gas both
within and outside the country, Pertamina operates either independently or
through various partner cooperation arrangements, namely through
Cooperation Operations (KSO), a Joint Operation Body (JOB), a
Technical Assistance Contract (TAC), Indonesia Participating/Pertamina
Participating Interest (IP/PPI), and a Joint Operations Board (BOB).
There is two different periods about history of Pertamina, two of
them are before and after UU No.22/2001. Before there is UU No. 22/2001
Pertamina has a special status as regulator of oil and gas based on law.
Pertamina becomes an operator that monopole Indonesia’s fuel industry, in
downstream sector, as the only one operator of oil and gas. In the upstream
sector, Pertamina sign contract with another company with Production
Sharing Contract.
Yet, there is a change after UU No. 22/2001 states all of oil and gas
business in Pertamina regulated by government. Finally, Pertamina
becomes an operator oil and gas. Upstream business opened for operators
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that get a contract with government by ESDM Ministry and downstream
business also opened for everyone that get license from government for
entering Indonesian Market, for example: PGN (Perusahaan Gas Negara)
compete with Pertamina and Total E&P in upstream and downstream
sector.
1.1.2 Vision and Mission
PT. Pertamina has a vision, becoming a world class national
energy company and the mission is running business of oil, gas, new
energy and seven renewable energies integrally, based on strong
commercial principles. PT. Pertamina lowered becoming quantitative
aspiration, and then becomes a big theme of the company. The Pertamina’s
aspiration in 2025 is becoming Fortune 100 that can energize around Asia
with the earn about 200 billion USD/EBITDA 40 billion USD and
becoming integrated new and renewable energy company. Besides, now,
Pertamina is doing transformation process towards World Class National
Energy Company. “Semangat Terbarukan (Renewable Spirit)” is
Pertamina’s tagline. Now, Pertamina is trying to achieve the Regional
Leader target in 2018. It means Pertamina becomes market leader in Asia
or it’s upper than Petronas and PTT. Then, in 2023, Pertamina has a goal
to be World Class National Energy Company that has capability like
British Petroleum (BP), ExxonMobil, Total, Shell, and Chevron.
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1.1.3 Pertamina Corporate Values
Pertamina has established six corporate values which serve as
guidelines for all employees in their effort to run the Company. The six
corporate values are:
a. CLEAN
Managed professionally, avoiding conflicts of interest, zero
tolerance of bribery, upholding trust and integrity. Based on the
principles of good corporate governance.
b. COMPETITIVE
Being able to compete regionally and internationally, boosting
growth through investment, establishing of a culture of cost
consciousness and rewarding performance.
c. CONFIDENT
Contributing to national economic development, pioneering the
reform of state owned enterprises, and enhancing national pride.
d. CUSTOMER FOCUS
Being customer oriented and committed to delivering the best
service to customers.
e. COMMERCIAL
Creating commercially oriented added value, taking decisions
based on sound business principles.
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f. CAPABLE
Managed by leaders and employees who are professional and
talented with strong technical abilities and who are committed to
building research capabilitiy and development.
3.1.4 Company Logo
The development of philosophy and the visual appearance of
Pertamina logo is the result of in-depth research and analysis undertaken to
understand how the business environment and market operating at
different levels. Based on convention of the workers and top management,
a symbol or emblem is describing Philosophy, Vision, Mission and
Aspiration Company.
Image 1: Pertamina Logo
“Arrows” symbol in front of PERTAMINA mean Pertamina
organization symbolize aspiration to constantly move forward, advanced
and progressive. The symbol looks like a monogram letter “P” which is
the first letter of the word “Pertamina”. These three elements symbolize
the island with different scale which is a form of Indonesia. The word
“Pertamina” is the name of the company of PT. Pertamina (Persero) and it
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is not an abbreviation or acronym, and writing should be black unless
specified otherwise in the provision.
There are three colors in Pertamina Logo, first is red. Red
symbolizes the tenacity, explicitness, and bravery in facing the difficulties
or problems. Blue reflects capable, believable, and responsible. The last
one is green. Green symbolizes the energy resources that has been had by
PT. Pertamina is abundant.
3.1.5 Pertamina Products and Services
There are various PERTAMINA products consisting of fuel
(BBM), non-fuel, gas, petrochemical products, and lubricants.
Fuel (BBM)
Petroleum products which consist of:
Oil Gasoline
Kerosene
Oil Solar
Diesel Oil
Fuel Oil
Special Fuel (BBK)
BBK product consisting of:
Aviation Gasoline (petrol aircraft)
Aviation Turbine Fuel (fuel air-turbine aircraft)
Bio Pertamax
Bio Diesel
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Pertamax
Pertamax Plus
Pertamina Dex
Pertamax Racing
Premium
Fuel Subsidy
Products Fuel Subsidy consisting of:
Bio Diesel
Premium
Non-fuel
Fuel instead of oil which consists of:
Asphalt
Lubricants (Lube Base Oil)
Solvent (Solvent)
In running their business Pertamina has many subsidiaries, they
are; Petral, PT Patra Niaga, PT Pertamina Retail, PT Pertamina Trans
Kontinental, PT Pertamina Lubricants, Korea Indonesia Petroleum Co.
Ltd., PT Patra Dok Dumai (DL). Besides running in downstream sector
(oil), Pertamina also has subsidiaries in gas sector, they are: PT Pertamina
Gas, PT Nusantara Regas, PT Badak LNG, and the new one, PT Arun
LNG. In Non-Core Business sector, Pertamina has PT Patra Jasa, PT Pelita
Air Service, PT Pertamina Bina Medika, PT Tugu Pratama Indonesia, PT
Pertamina Dana Ventura, etc.
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3.1.6 Pertamina Achievements
Pertamina has got so many excellent achievements. In 2013,
Pertamina ranks 123 of Global 500 FORTUNE Best Company with 94.27
Score GCG; it means Pertamina got an excellent score. Pertamina also has
added National Earnings, 9 Q in Rupiah (2013). It means Pertamina has
more earning than PLN, BRI, and Telkom. The third is Pertamina won
BUMN Innovation Award in 2014, Indonesia Most Admired Companies
for 2011-2014, Best Company to Work for Asia in 2014. Recently, in May
2015, Pertamina got The Best Contact Center in the world in ICCA event.
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3.1.7 Structure of Organization
Image 2: Structure Organzation
President Director & CEO
Dwi Soedjipto
Corporate Secretary
Petrochemical Project
Coordinator
Chief Audit Executive
Chief Legal Counsel
and Compliance
Director Marketing and Retail
Ahmad
Bambang
Director Human
Resources
Dwi Wahyu
Daryoto
Director EBT (NRE)
Yanni
Handayan
i
Director Finance
Arief
Budiman
Director Refining
Rachmad
Hardadi
Director Upstream
Syamsu
Alam
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3.2 Overview of Corporate Secretary Division
3.2.1 Corporate Secretary
Corporate Secretary in PT. Pertamina is a division for running
Public Relations activity. There are so many functions in Corporate
Secretary, like, Media Relations, External Communication, Internal
Communication, Brand Management, Data and Information, Corporate
Social Responsibility (CSR), Compliance, BOD and BOC Support. There
are so many roles of Corporate Secretary, such as:
a. As a media or contact person between Director, Commissioner,
Stakeholders, Government and Public.
b. As an event organizer in secretariat sector for Director and Perseroan,
also, as administrator in managing and saving documents related to
company activity include RUPS, Risalah Rapat Direksi, Risalah Rapat
Gabungan.
c. As an executor in running multimedia communication strategy include
coordinating the publishing of Annual Report, Continuously Report,
Company Profile, and corporative brochures.
3.2.2 Corporate Secretary Framework
Image 3: Corporate Secretary Framework
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3.2.3 Corporate Secretary Organizational Structure
Image 4: Corporate Secretary Organizational Structure
Corporate Secretary
Nursatyo Argo
Manager Data & Informasi
Ernayetty
Secretary
Rudang Mayang
Corporate
Comm.
Investor
Relation
Compliance CSR BOD
Support
BOC
Support
Internal
Comm.
External
Comm.
Media
Relations
Brand
Capital Market
Corporate Action
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3.3 Job Training Activities
The purpose of doing the job training is to learn more about Public
Relations both practically and theoretically. PT. Pertamina is a biggest
state-owned oil and energy company that has so many PR Practitioner.
Moreover, PT. Pertamina gets so many issues that can decrease Pertamina
reputation. It can be a lesson for PR Practitioner to solve the existing
issues becomes a good feedback to increase Pertamina reputation. So, I
thought PT. Pertamina is the best choice for me to do my job training.
The job training was started on March 2nd
till June 2nd
, 2015 in
Central Office of PT. Pertamina which is located in Jl. Medan Merdeka
Timur No. 1A, Jakarta Pusat. I did my job training in Media Relations
Office. Media Relations is a part of Corporate Secretary Division that
located on the 1st floor of Perwira II Building. During the job training, I
worked as an officer that starting their work from 7.00 am to 4.00 pm on
Monday till Friday (Office Hour). When I did my internship program, I
was mentored by Mr. Dofa Purnomo as Assistant Media Manger and Mrs.
Indah Khairunisa as Contact Pertamina Officer. Basically, I worked and
learned everything about PR practically because there are so many
activities that I could do by a PR Practitioner in this company, such as;
Press Conferences, Media Gathering, Press Release, Seminar, Advertising,
etc.
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I did my job training for three months. The first month, I worked in
Media Relations Office. My job desks were holding press conferences,
media gathering with internal and external public, and making press
release. There were so many activities in Media Relations Office. Thus, I
could role as a real PR Practitioner. During my job training, I rather
understood about business world especially the role of Public Relations. I
was not alone during did the job, I was helped by the officer and another
interns. There were about seven internship students who did the job
training in Media Relations Office.
Besides, I worked in the office, I often visited some events outside.
One of them is Press Conference Rio Haryanto Goes to F1 with Pertamina.
In this event, I observed how a PR Practitioner can speak in front of the
media and public to share about his/her company. I also could learn about
how amazing a PR Practitioner in responding the questions from mass
media.
In the Media Relations Office, I also often joined the meeting with
manager and media relations officer in facing the existing obstacles that
related to PT. Pertamina. In the first chance, I joined the meeting about
LPG 3 KG. I listened how media manager explain to one of the
demonstrator who prosecuted about the rarity and the price increasing of
LPG 3 KG. In the second day when I did my job training, I was asked by
media manager to report a demonstration about LPG 3 KG that located in
front of Perwira Building Office PT. Pertamina. The demonstrators
33
prosecuted the PT. Pertamina to lower the LPG 3 KG price in order to
cause the rarity.
For the second and third month, I replaced to Contact Pertamina
Office. In the Contact Pertamina Office I worked as an outbound agent.
Outbound agent is an agent that has duty to call the customer to confirm
about products. During I becoming an outbound agent, I received some
criticisms and suggestions. I learned about the characteristics of the
customer, and I also learned how to handle the customer when they feel
unsatisfied with our services.
Not only called the customer, I also joined the Toastmaster
International English Club. Every Wednesday I had a routine activity to
join this club. I learned how to speak English well in business world. In
the first time, I spoke in front of the officers from some divisions. In this
club, we were asked to speak fluently. But, fortunately, I did not fell
nervous at all. I was chosen as the winner of table-topic spoken. I was
excited when I was being called to stand in front of the other officers.
The last thing that I did in the Contact Pertamina Office was
becoming a supporter in ICCA events. ICCA or International Contact
Center Award is an event to find the best Contact Center of a company. In
this event, I met so many great people. I also shared the knowledge and
information from the participant.
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3.4 The Problems Faced by PT. Pertamina
As we know that Pertamina is a big company that can increase the
exchequer of Indonesia. Although, there are so many state-owned
companies in Indonesia, PT. Pertamina is the one which has the biggest
contribution. Pertamina becomes an operator that believed by government
to produce and manage their product for the peoples. So, if there is
anybody says that Pertamina as a regulator in their business, I think it is a
big mistake. It is stated in UU No. 22/2001, Pertamina becomes an
operator oil and gas. Upstream business opened for operators that get a
contract with government by ESDM Ministry and downstream business
also opened for everyone that get license from government for entering
Indonesian Market.
Yet, behind the success of a big company, there are so many
obstacles that faced by Pertamina. The obstacles are:
a. The Increase of Competitors
A company is usually faced some obstacles when they run their
business. One of them is the increase of competitors. Pertamina is one
of big companies which have so many competitors such as, Exxon,
Shell, BP, and Petronas. The existing of competitors make Pertamina
must compete firmly to get the attention of the customers. The
competitors which come in to Indonesia, of course provide the best
products and services.
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The low price is also one of the best reasons for the competitors
attract the customers. They provide the best quality with the low price.
Of course, it is a chance for the competitors to persuade the customers
in order to change their products. There is a case when Pertamina
launch the new product Petralite as the substitution of Premium,
because of the increasing price of crude. It causes pro and contra
between government, Pertamina, and citizens. Finally, the competitors
try to take this chance to promote their products with the cheap price.
So that, Pertamina should work harder in order to not lose their
customers.
b. Customers Credibility
The problem is not only the competitors but also the credibility of
customers or citizens. Credibility is an important thing when a
company runs their business. Customers credibility can influence what
a company like. It is also can make misunderstanding between a
company and customers if the credibility does not be created as good
as possible. Pertamina as a state-owned company should be able to
attract the customers. Although, many issues state that the most of
companies in Indonesia doing the corruption. It is a challenge for
Pertamina shows the ability to interest the customers or citizens. When
a company has been believed by the customers to provide the best
products and services, so that a company cannot lose this chance.
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c. Customer Satisfaction
Customer satisfaction is the good or the bad feeling of the
customers with the products provided by the company. Customer
satisfaction is the most important thing in business world. When the
customers feel satisfied with the products, it means the company has
given the best services for them. On the opposite, the customers will be
unsatisfied when the company does not give the best services. It
becomes a usual thing faced by the company. Pertamina as a big
company, of course faces this problem. When there is a problem
related to customer satisfaction, it must be the first that should be
solved.
I had a case related to customer satisfaction that I faced when I did
my job training. On March, 3rd
, 2015 there is a demonstration in front
of my office. The demonstrator prosecuted the rising price of LPG 3G
in some districts. The demonstration happened because the citizens felt
disappointed with Pertamina. Pertamina limits the stocks of LPG 3 KG
and make the high price. Pertamina try to calm down the situation with
asking the representative of the demonstrator to come in the office and
discuss the solutions.
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3.6 The Solutions for The Problems
A big company with a great success usually has so many problems
that can influence the company reputation. This is one of Public Relation
role to protect the company from the existing issues. A PR Practitioner
should be faster solving the problems.
On the previous subchapter, there are some problems faced by
Pertamina and on this subchapter I write down the solutions from the
problems.
a. Observing the competitors
A company should have a strategy to face the competitors in order
to be able attract the customers. Pertamina also has some strategies to
face their competitors. The most important thing when a company face
the competitors is observing how the competitors are, whether the
competitors have an ability or not. After Pertamina understand the
characteristic of the competitors, Pertamina should prepare the
strategies. In this case, Pertamina try to sell value not price. The
Pertamina’s strategies to increase the value added are; following up to
the customers when they complain, giving a special program to the
customers (for example: buy 1 get 1 free or sales promotion), and the
last is recruiting skilled-officers to serve the customers.
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b. Improving the product quality and services
Pertamina as a national oil and gas company has so many
customers. The customer’s credibility is an important factor in building
the good image of company. Pertamina in increasing the customer’s
credibility, Pertamina should improve the product quality and services.
Although many corruption issues occur to Indonesia companies,
Pertamina still shows their chariness to the citizens. It is shown by
holding some charity events in some areas in Indonesia. There were
some activities which were held by Pertamina, such as, Pertamina
Foundation, Pertamina with 1000 Mangrove, etc. This events aimed to
improve Indonesia becomes a country which has a better life both the
nature and the citizen.
c. Utilizing the Contact Center and Communities gathering
Solving customer satisfaction is the same as customer’s credibility.
Pertamina should give the best products and services. For improving
customer satisfaction, Pertamina has a Contact Center Function. The
duty of Contact Center is receiving complains, criticism, and
suggestion. Contact Center officers obligated to follow up the
complains to sales counter in order to be solved as soon as possible.
While for the demonstration case, Pertamina always holds
communities gathering to find out the best solution with discussing
what the matter is.