REMARKS FROM THE EDITOR

To the world shock, we all witnessed the US tragedy of Black September – Such a horrible attack that has tremendous impact worldwide. The whole world is fighting against terrorism and with so much anxiety we are waiting what will happen in the rest of the months.

In Indonesia, we experience what price for a democracy. We are now learning how to b and to live in democratic society. An instant change to democracy will create anarchy as people wish to protect their present positions. Power tends to corrupt and we know that no one wants to lose what he has gained – power, financial gains, personal influence and self esteem.

In this issue you will find tips for effective confrontation, some insights of changing paradigm in leadership practice. In career development some myths will give alarming hints for newly and mid entry professionals. You will find a continuation of new marketing concepts, both issues will be discussed intensively in our next roundtable discussion. 

Thanks to Prof. DR. Thoby Mutis, Rector of Trisakti University who has been very supportive to public relations activities – and special thanks to our major sponsors : INDOFOOD, FREEPORT INDONESIA, BANK INTERNASIONAL INDONESIA and other sponsors – we manage to participate and to act in the recent global campaign last September in 51 different locations within INDONESIA.

Enjoy the read and see you in the next roundtable discussion.

Best wishes, 

Elizabeth Goenawan Ananto
Editor

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TIPS OF THE MONTH

• Most people find confrontation difficult. Yet we know that sometimes confrontation is needed to clarify some issue that might potentially raise unnecessary conflicts
  
• If you don’t like the word ‘confrontation’. We need to clarify some issue rather than making confrontation with an individual
  
  Ten Tips to effective confrontation
  • Do it private, not in public
  • Do it promptly, do not delay
  • Talk about one subject in one occasion. Do not make a long list  of problems
  • State the problem only once. Do not ever repeat
  • Focus on what you are sure he/she can do
  • Avoid sarcastic words. Sarcasm indicates that you are mad with the person, note the action
  • Avoid the word ‘always’ and ‘never’
  • Give positive criticism or raise question as alternative
  • You don’t have to say sorry for confrontative meeting. If you do that, you are not sure that you have the right to say what you are going to do
  • Don’t forget to give compliment. Follow this sequence : Compliment Confrontation – Compliment

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LEADERSHIP

• Creating positive change is the most important test for a leader
  If you change the leader, you change the organization. Everythings goes up and down in line of leadership. Nevertheless, it is not easy to know that a leader wants to change. In reality, most leaders reject changes as well as the followers

• The profile of leader in crucial situation
  • Have a negative view on others Lack of imagination 
  • Have personal problems
  • Avoid responsibility
  • Feel safe and content
  • Unorganized
  • Easy to get angry
  • Do not want to take a risk
  • Insecure and defensive
  • Avoid flexibility
  • Have no teamwork spirit
  • Against changes

• Leader is a means of change
  If you stop to change, you stop your life because change is nothing more but development. But why people are against the change? 
  First, change does not come from themselves. Second, change disturbs routines. Third, change creates anxiety of what they cannot predict. Fourth, change means personal lost. Fifth, change eliminates personal pride.

• Checklist of change
  Does the change benefit the followers? Does the change suit the organization’s goal? Is the change clear and specific? Does the 20 percent of prominent figures accept the change and are committed? Are the physical, financial and human resources available for the change? Is the time right? Does the change take place smoothly? Is the change ethically done?
  
  (Source : J.C Maxwell, Developing the Leader within You)

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CAREER DEVELOPMENT

• Building Careers. A career is a lifelong process sequence of related jobs and experiences. As companies have downsized and employed more knowledge workers, new types of careers and career development have become more common
  
  
• The globalization of business, the rapidly changing environment and downsizing of organizations have called for new types of careers. Companies more often outsource activities, rely on part-time or contract employees, decentralize decision making, and create free-form organizations structures. No longer do people work for the same company during their entire lives. Instead they are moving away from traditional career arrangements and taking responsibility for managing their own careers.
  
  
• People move through numerous stage as they progress through their careers. The following is the timeline of career development in the United States : Entry stage (20-30), Early career (25-35), Full membership (30-50), Mid career (35-55), Late career (55-70), Pre-retirement (60-75), Retirement (65-75)
  
  
• Before you start making career development decisions, separate fact from opinion.
  Check the following myth and find out the reality in the following issue EGA briefings No. 6
  1. Good workers do not get fired
  2. Hard work and company loyalty result in job security
  3. Good paying jobs are available without a college / university education
  4. A college / university degree guarantees a good job
  5. The best jobs are in large corporations
  6. Go to work in a good company and move up the career ladder
  7. Find the hot industry and you will be in demand
  8. Don’t try to change jobs after age 40
  9. Don’t waste time on foolish dreams after college, it’s time to grow up, settle down and get a real job
  10. Company loyalty is rewarded with job security and a secure retirement
  11. It is not what you know, it’s who you know that counts
      
      (Source : L.H – Tuck, A. Price, M. Robertson, Career Patterns)

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MARKETING

Principles of New Marketing
Continuation to EGA briefings Issue No 4

• Raise question. You have to be alert, inquiring and creative. You will find new experience every day
• Similarity is not for sale. The value of a product depends on the dissimilarities from your competitors
• Establish a brand name with multiple images. Brand image, product image, consumer image, associative image
• Apply the right means of disseminating information. Focus on profit, rather than on sale ; on the real consumption, rather than market share ; and on future market, rather than brand awareness
• You must give more reasons for the consumers to buy. You need them to return to you to buy more frequently with more expensive price
• Market locally. You must give them personal interest. Global brand is resulted form many prominent local brands
• Define your market segment and identify the most profitable target market
• It is easier to improve rather than to widen and change the behaviour
• Make sure that each of your staff understand your strategy, direction and business goals and let them do in their own way
• Choose the best professional, rather than the best organization chart you have
• Apply reward and punishment system
• Choose the right advertising agency and pay according to the accountable business results
• You need to have a sense of urgency and work enthusiastically. If not what’s the use of getting up early?

(Source : Sergio Zyman, The End of Marketing as we know it)

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HUMAN RESOURCE DEVELOPMENT

• To know how to do a work is the success of a worker. To tell others about anything is the success of a teacher. To inspire other people how to do the work is the success of management. But to do the three things together is the accomplishment of a true leader
• A successful human resource manager has to understand the simple fact of life that each person deserves respect. Each one of us is hungry – hungry for acknowledgement, friends, understanding and love, just to mention a few. People do not care how much he knows until they know how much he cares for others. 
• A successful human resource manager will have to answer the following :
  1. Do I develop others or I have my own dreams and exploit others to achieve my goal?
  2. Do I care for confrontation with people of different opinion?
  3. Do I listen with my ears and my heart?
  4. Do I know the potential strength of each individual person?
  5. Do I set high priority on my responsibility?
  6. Do I create the acceptable values in my organization?
  7. Do I have enough influence to make them they listen to me? Do they want me?

The success of human resource manager is indicated by the extent on how others have developed so far in time of his leadership.

(Source : J.C Maxwell, Developing the Leader within You)

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CLEAN UP THE WORLD

The 9th Clean Up the World campaign was held over the weekend of 21-23 September 2001. 

With the slogan “IT’S ALL YOURS” the campaign aims at encouraging and empowering communities around the world to make a difference to their local environment. This global campaign is supported by some 125 countries with the Trisakti University represented INDONESIA as the founding supporter since 1993.

Through the media campaign Clean Up the World 2001 gets supports from Rector of Trisakti University in appealing some 51 organizations from educational institutions : school and university students, scouts, teachers and non governmental organizations, most of them in DKI Jakarta. Some 20,000 volunteers in some cities in Java, Bali, North Sumatera, West Kalimantan, East Kalimantan, North Sulawesi have taken part in their local areas. The volunteers have clean up activities in schools, open areas, waterways and surrounding areas in cooperation with neighbouring citizens.

Thank to the sponsors : INDOFOOD, FREEPORT INDONESIA, BANK INTERNASIONAL INDONESIA, BANK MANDIRI, JAPFA COMFEED INDONESIA we managed to distribute campaign and clean up kits like Clean Up T-Shirts, banners, posters to most of participants who join forces with us. Some twenty volunteers from English Language Lab assistants in the Faculty of Economics and Environmental Technology students have been very supportive to the campaign.

Join us Clean Up the World 2002.

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PROFILE OF THE MONTH

Cakram

Alamat Majalah CAKRAM
PURI MATAHARI
Jl. H.R Rasuna Said Kav H1-2 Jakarta
Phone : 5264362 atau 5250175
Fax : 5256440 atau 5261078
Email : ad_cakram@matari-ad.com

Majalah CAKRAM adalah satu-satunya majalah Periklanan, Kehumasan dan Komunikasi Bisnis di Indonesia. CAKRAM juga merupakan perwakilan CLIO AWARD di Indonesia. Majalah CAKRAM adalah bagian penting dari industri periklanan, kehumasan dan komunikasi pemasaran. CAKRAM mengulas dan menganalisis aspek-aspek penting dalam industri periklanan, kehumasan dan komunikasi pemasaran.

CAKRAM telah menjadi jendela bagi industrinya, untuk berkomunikasi secara nasional maupun Internasional. Majalah CAKRAM terbit setiap awal bulan dengan tiras 7,500 eksemplar setiap bulannya. CAKRAM adalah media pertama yang mengulas kreativitas periklanan, pengelolaan merek, dan topik-topik lain tentang industri periklanan, serta menerbitkan Edisi Khusus Citra Pariwara, Griya Produksi, Media dan edisi khusus Bahasa Inggris Ad Asia.

Sirkulasi Majalah CAKRAM adalah langsung ke pelanggan dan melalui toko buku Gramedia. Cakram dibaca oleh para pengambil keputusan di biro iklan – biro iklan dan 500 perusahaan pengiklan terbesar di Indonesia. CAKRAM juga dibaca oleh perusahaan pemasok industri, diantaranya pengelola griya produksi dan pasca produksi penyelenggaraan biro riset hingga perusahaan separasi percetakan.

CAKRAM berkomunikasi untuk selalu menjadi acuan industri dengan menyajikan berita-berita terpercaya sekaligus melayani kebutuhan komunikasi pengiklan.

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TEST YOURSELF

Answer these questions to determine whether you are internalizer (you feel that you can control your life and action) or an externalizer (you believe that others control you life)

• Do you believe that if somebody studies hard, he or she can pass any subject?
• Do you believe that whether or not people like you depends on how you act?
• Do you think it’s better to be smart than to be lucky?
• Are you most often blamed for things that just aren’t your fault?
• Are some people just born lucky?
• Do you feel that it doesn’t pay to try hard because things never turn out right anyway?

If you answered Yes to questions 1 – 3 > You are an Internalizer.
If you answered Yes to question 4 -6, classify yourself as an Externalizer. 

(Source : The Mind Test by R. Aero and E. Weiner)