CEO Insights Magazine

Being able to shape the image of a company, build its reputation, and connect with stakeholders in meaningful ways! That's the power of Public Relations (PR), and it's why PR leaders and entrepreneurs play such a vital role in the success of any organization. But w hat does it take to be a great PR leader? It takes creativity, strategy, and a deep understanding of your audience and your company's values.

It takes the ability to navigate the constantly changing media landscape and the confidence to adapt to new challenges and opportunities. In this world of fast-paced innovation and constant communication, PR leaders and entrepreneurs must be able to stay ahead of the curve and stand out from the crowd. We're excited to introduce you to such a leader from Yogyakarta - Indonesia, Ayu Helena Cornellia, Founder & Director, Cornellia & Co. Behind every successful entrepreneur is a story of passion, determination, and experience. Ayu Helena Cornellia, Founder & Director of Cornellia & Co, is no exception.

With a background in PR that spans over two decades, Ayu has worked in a variety of roles, including Public Relations Officer at WHO (World Health Organization UN Office, Yogyakarta), Marketing Communication for Hyatt Regency Yogyakarta, and top PR professional at The Cangkringan Jogja Villas & Spa. But it was her time at Hyatt Regency Yogyakarta that sparked Ayu's entrepreneurial spirit. With a deep knowledge of PR and marketing, Ayu felt that she had something valuable to offer to the community, especially to youth and students of PR and communication in Yogyakarta and Indonesia as a whole.

That's why, in December 2016, Ayu founded Cornellia & Co, the pioneer, and first PR & Marketing Agency in Yogyakarta, Indonesia, with a tagline of "Creative Concept in Competency". Today, Ayu continues to be driven by her passion for PR, her commitment to making a difference in her community, and her desire to inspire the next generation of PR leaders and entrepreneurs.

What inspired you and what drives you today?

What motivates me today is the strong desire to share my knowledge and experience with the next generation. As a lecturer after my time at Hyatt, I feel a responsibility to educate and develop young professionals in the field of Public Relations, imparting the importance of adhering to five-star standards of behavior, action, attitude, and expertise. I draw inspiration from the unique perspective I bring to the table - having worked as a hotelier and now as an academician and consultant. This has allowed me to bridge the gap between practical experience and theoretical knowledge, a rarity among my peers. I feel fortunate to have had the opportunity to be a practitioner in the field, allowing me to understand and exemplify what it takes to be a successful Public Relations professional in a five-star environment.

Could you tell me about your leadership approach?

I believe in being democratic and open to feedback from my team and colleagues. However, I also value discipline and maintaining cultural respect, which is important in both Indonesian cultures generally and Javanese culture specifically. As someone with a background in the five-star hotel industry, I have high standards specifically in Public Relations and Marketing strategy, and expect my team to succeed. Before anyone joins the agency, I make it clear that I expect them to be good PR or marketing communication professionals and to understand that feedback is a means to improve their work. Overall, I strive to create a culture of excellence and creativity while maintaining a high level of professionalism.

How would you define Cornellia & Co as an organization and its current position in the market?

Cornellia & Co is a PR & Marketing Agency with the core philosophy 'Act locally and Think globally'. As the founder and CEO, I develop and teach many students of PR & Communication from various universities mostly in Java – Indonesia to work as an assistant for PR consultants which is me and some other senior staff. Local values and corporate culture are very strongly implemented at the same time having international standard behavior such as being open mind, open for feedback, discipline, and appreciating as well as respecting others.

Tell us about the value additions that customers can expect from your offerings. What is your success mantra?

We specialize in helping businesses and individuals build their brands through social media, PR, and marketing strategies. Our success comes from our strong relationships with clients, and our commitment to providing continuous support online and offline. With over 65 clients in the region, we pride ourselves on our ability to act locally while thinking globally. We strive to provide value-added services that exceed our client's expectations and help them achieve their goals. My mantra is to approach each day with positivity and a belief that everything happens for a reason.

What advice would you give to budding industry leaders?

I still stick to 'Act Locally and Think Globally'. Embrace their self-identity and unique cultural background while thinking globally. PR agencies need to have a strong character and unique selling point that sets them apart in the market. Consistency and persistence in social media presence, coupled with educational and inspiring content, such as corporate social responsibility initiatives, can help in building a strong brand image. At Cornellia & Co, we also committed to supporting those who need assistance such as communities of kidney survivors, lupus, and cancer patients through social media and event support every year.

Ayu Helena Cornellia, Founder & Director, Cornellia & Co

A PR expert with over two decades of experience in the field. She started her career as a staff at the Public Health Postgraduate Program Faculty of Medicine Gadjah Mada University, Yogyakarta – Indonesia, and worked for the World Health Organization before moving to The Cangkringan Jogja Villas & Spa, a boutique villa in Yogyakarta, Indonesia. Ayu's most significant role was as Marketing Communication for Hyatt Regency Yogyakarta from 2010 to 2017, where she gained valuable knowledge and experience in the PR and marketing industry. Ayu also holds a doctoral degree in tourism marketing from Gadjah Mada University.