IndonesianTalk.com — Antara CEO Benny Butarbutar Highlights Sustainability Communication Strategy at Universitas Pertamina
Sustainability communication can no longer be treated merely as a corporate publicity exercise or an administrative requirement. As digital technology accelerates the flow of information, communication has become increasingly important in building trust, engaging stakeholders and turning sustainability commitments into concrete action.
That was the central message delivered by Perum Lembaga Kantor Berita Nasional (LKBN) Antara president director Benny Siga Butarbutar during a guest lecture at the Master of Science in Sustainability (MSU) Batch 3 program at Universitas Pertamina (UPER) on Saturday, Sept. 26, 2026.
Speaking on the theme “Designing Sustainability Communication & Stakeholder Engagement,” Benny shared his perspectives and professional experience on corporate communication, stakeholder engagement and crisis management amid an increasingly complex business environment.
Beyond simply delivering information
Benny began the session by engaging directly with students through questions and discussions, creating an interactive atmosphere throughout the lecture.
He said the rapid development of digital technology had fundamentally changed the way organizations communicate. Information now moves in real time, while businesses and institutions face increasingly uncertain environments characterized by volatility, uncertainty, complexity and ambiguity (VUCA), as well as what has been described as BANI — brittle, anxious, nonlinear and incomprehensible conditions.
In such an environment, organizations can no longer rely solely on delivering information to the public.
“Communication today is not merely about reporting what has been done. It is about orchestrating shared meaning — coordinated meaning-making — in a measurable and participatory way, while fostering a sense of ownership that can ultimately lead to concrete action,” Benny said.
The concept was among the key points discussed during the lecture, which was attended by 48 MSU Batch 3 students from a range of professional and industry backgrounds.
Stakeholder mapping at the center
Benny emphasized that effective sustainability communication should begin with systematic stakeholder mapping.
The process includes identifying stakeholders, developing engagement strategies and formulating communication messages that are connected to the achievement of the Sustainable Development Goals (SDGs).
He also introduced the influence-versus-interest matrix as a tool for understanding the position, interests and characteristics of different stakeholder groups.
Such an approach allows organizations to tailor their communication strategies for key decision-makers and key opinion formers, while ensuring that other groups remain part of the communication process.
Benny also stressed the importance of vulnerable groups, saying they should not be overlooked when organizations design sustainability communication strategies.
Two decades in journalism
Benny’s extensive experience in journalism and corporate communications provided a practical foundation for the discussion.
Before leading LKBN Antara, Benny spent around two decades in journalism at the national news agency. He later worked in corporate communications at several companies, including Citilink Indonesia, Garuda Indonesia and Perum Bulog.
His experience across journalism and corporate communications became a reference point for discussions and case studies during the class.
Fakhrur Razy, the coordinator of the MSU Batch 3 class and a senior engineer for production asset integrity and competency development at PT Pertamina Hulu Mahakam, welcomed Benny’s participation as a guest lecturer.
He said the presence of a practitioner with extensive experience in both journalism and corporate communications gave students an opportunity to connect academic concepts with real-world challenges.
From the classroom to the real world
The lecture concluded with a question-and-answer session, with discussions continuing until the end of the class before the MSU program presented Benny with a commemorative plaque.
For the students, sustainability communication extends beyond theoretical concepts. Stakeholder mapping, message development, public engagement and crisis mitigation are increasingly becoming practical challenges that organizations must address as sustainability issues receive greater public attention.
The message emerging from the lecture was straightforward: sustainability is not enough to be implemented; it must also be communicated effectively, involve the right stakeholders and ultimately be translated into action.
