Bank Officials Allergic to Public Attention: Criticizing the Journalist Expelling Case?
Typically, all public companies enjoy positive publicity about their activities. In fact, many allocate significant funds to promotional and advertising activities, which can now be implemented through various methods, particularly through digital technology and mass media. There is a paradoxical phenomenon in companies where advertising expenditures exceed production expenditures.
It is odd that a publicly-owned banking company like Bank Syariah Indonesia (BSI) is actually allergic to publicity. In fact, the journalists were there to cover the distribution of aid to 5,000 orphans from the BSI Berbagi Program last March.
Ironically, the journalists were not at the event as unauthorized visitors. Several journalists stated that they had come because they received an invitation to cover the event from BSI Headquarters. However, upon arriving at the event, they were expelled by the manager of the BSI Kuala Simpang Branch Office, Aceh Tamiang.
The expulsion was condemned by the Indonesian Journalists Association (PWI) Aceh Tamiang Regency. They considered the expulsion an insult to the journalistic profession and a violation of Law Number 40 of 1999 concerning the Press. Actions that result in hindering or obstructing a journalist's duties are punishable by a maximum of two years in prison or a maximum fine of IDR 500 million, as stipulated in Article 18 Paragraph (1).
The actions of the individual (we will call him that to avoid generalizations) in the Kuala Simpang BSI official could be categorized as an attempt to hinder and obstruct the journalists' duties. Before making a decision that could potentially violate the law, the individual should have consulted with their superiors, especially when the journalists were invited by the BSI Headquarters.
Even without an invitation, the individual has no authority to expel journalists who come to report. BSI is a public company whose shares are widely owned by the public through the stock market, albeit at a low nominal value.
Amidst intense banking competition, the individual should have been more friendly and tactful. His attitude represents the company. The more friendly and courteous he is, especially toward the mass media, which represents public opinion, the better the company's image. Don't assume that BSI is a monopoly bank in Aceh due to regulations on Islamic financial institutions. Such an arrogant attitude creates negative public perception: the bank is already Islamic, but its management isn't!
Once again, this is just an individual act, as we believe many BSI officials are still friendly and humble. Therefore, it's crucial for BSI to respond to this incident. After a month, the public has yet to hear a response from BSI, either an explanation or an apology, allowing journalists to present balanced news according to the code of ethics.
We hope similar cases will not recur in the future, anywhere, in any form. Everyone at BSI, from top officials to cleaners and security personnel, must realize that they work for a public company and should not be intimidated by public scrutiny.[]
Thank so much, Bro!