Bulletin No. 11 | September – October 2002

Topics in this issue


Never has communication been so important to all walks of life as it is today. In global politics, we see communicators in whatever forms he takes, disseminate messages to the worldwide audience, shaping a country’s image, telling about outside of the story in time of crisis. In corporate level, in military service, in non profit organizations, tourist industry – we see wider and the various media of communications has been exploited to the maximum. 

Communications play a key role in developing new identities and positioning of any organization. Yesterday communications focused on ‘who we are and what we are going to sell’. Today communication demands explanation on ‘how are we changing and how we show; how we benefit others’. Business leaders know they must grow in size if they are not to be swallowed by a bigger enterprise. How to keep you survive, make peace, reputation and profit – it all depends on how we see ourselves as being positive. 

Any organization shapes its culture respectively, and it depends entirely on the single individuals who run the organization. Establishing a positive profile will have to start from the very bottom : competence, confidence and credibility, respectful and ethical. Blended with emotional intelligence plus leadership qualities – a person can be promising in this competitive environment. 

No single remedy can give you the answer to your survival, but self evaluation – to what extent i could adjust myself to the changing paradigm – where is my position today? Forget about your success in past decades, as the personal conflicts, the family conflicts, the organizational conflicts, the culture conflicts are all on the increase.

We all want to survive, power, pride, money – yet, peace.

Happy reading!

Elizabeth Goenawan Ananto


Establishing a Positive Profile
Only shallow people judge by appearance (Oscar Wilde)

If you are still afraid of your superior – you must be a working person. If you are afraid of losing your income – you might be an entrepreneur. But if you are afraid of being sued because you violate code of ethics, then you are entering a professional status. 

Being a professional, you don’t have to worry about losing your job, your income, your boss. Being a professional – you must worry about losing your credibility!
If you look like a doormat then, in all likelihood, people will walk all over you!

Professionals are concerned about profile. Your power to influence is directly affected by how you are seen. Your manner, appearance, way of thinking, working and how you conduct yourself all attribute to your competence, confidence and credibility

Some qualities of a professional are reliable, interested in what you do, responsible, experienced, expert, thorough, sincere, careful, creative, a good communicator, approachable, well prepared and organized. A real professional is the one who is respectful and ethical

A professional NEVER
1. Overdo things
2. Want a reputation for being unpleasantly pushy
3. Show off
4. Steal the show
5. Ask for mercy or promotion

What exactly a professional?

It is like beauty, largely in the eye of the beholder. How do your own manager and others view, rate and judge people? You need to think about it and adapt accordingly. 
A real professional never talks alone. 
You have to show that you are : competent, confident and credible!

(Source : The Managing Upwards, Patrick Forsyth)


Corporate Reputations Management

The challenge of most public relations practitioners in a major organization is the management of corporate reputation. Reality and corporate reputation are linked. Not even the most skilled PR Professional can create and sustain a good reputation for a bad company. But at one time or another, many PR counselors are indeed asked to work this magic and some foolish practitioners believe they can do it (Morleey, 2002). In such cases, the role of the PR executive is to persuade management to change the reality by revising offensive policies and practices, and then communicate these efforts so as to improve reputation. Persuading management of the real benefits that will follow the establishment of a good reputation, turning it into a corporate ‘must’ rather than a ‘nice to have’. 

Corporate reputation management process recommended 13 steps, stretching from initial audit to measurement of achievement: 
1. Audit
2. Research
3. Analysis
4. Benchmarking
5. Re-examination
6. Goal setting
7. Strategy
8. Targeting
9. Messaging
10. Mapping
11. Infrastructure
12. Program

Fortune magazine has set the following criteria for corporate reputation:
– Quality of Management
– Quality of products and services
– Innovativeness
– Long term investment value
– Wise use of corporate assets
– Ability to attract, develop and keep talented people
– Responsibility to the community and environment

Source: How to Manage Your Global Reputation – A Guide to Dynamics of International Public Relations, Michael Morley


Golden World Award 2002

Two Indonesian programs gain first ever win Golden WOrld Awards for Excellence in public relations organized by the International Public Relations Association (IPRA), held on Monday, October 7th, at Marriot Hotel, Grosvenor Square London, UK

Thirty public relations programs from 12 different countries won top prizes in the 2002: USA Hungary, Serbia & Montenegro, Australia, UK, Germany, Hong Kong, France, Turkey, Switzerland, Spain and Tanzania

The competition’s International jury, composed 41 senior practitioners from 21 countries, completed its adjudication of 268 entries in London last May. Following a record number of entries from 42 countries, Jury Chairman Michael Morley – a Deputy Chairman of Edelman Public Relations Worldwide, believes this must grow considerably to be totally representative of the best ‘the world class’ public relations programs from around the world. Criteria used by the jury to examine each entry included the competence and quality demonstrated in terms of Research, Planning, Execution and Evaluation, the clarity and coherence of message, creativity and ethics, as well as local conditions in the country of origin. 

Indonesia was represented by Pustaka Anak Nusantara – a civic education program aimed at repairing relationships under strain in a multicultural society that has recently suffered severe economic and social  dislocation. It was submitted by PT Indofood Sukses Makmur, Tbk (in-house). Another award was given to a program Coca-Cola Acquires Ready to Drink (RTD) Bottled Water for Coca-Cola in Indonesia, submitted by Indo Pacific Reputation Management Consultants.

As for Indonesia, where the public relations profession becomes very challenging after the multidimensional crisis that has happened since 1998, winning a world class recognition is significant to the development of this profession. Out of 1820 entries from 56 countries since1990. Indonesia has submitted 8 entries: 4 in 1993, and another 4 in 2002 compared with other ASEAN countries like the Philippines 52 entries, Singapore 18, Malaysia II and 3 entries from Thailand. 

It is highly expected that Indonesia will submit more entries in the years 2003. Deadline of submission end of March. First stage evaluation (summary) April and final judgement (physical evaluation) end of May. The Golden World Awards Gala Dinner for 2003 will be conducted in February 2004 in New York. 

More information on GWA can be obtained in IPRS web : http://www.ipranet.org


Frontline Indonesia is in conception

The very first and the most reliable source of reference, influential in providing latest issues on the practice and development of public relations at national and international level. 

Starting January 2003 – you will have a monthly magazine – a benchmark of IPRA Frontline in the English language, enriched with regional (Asia Pacific) and national issues reported both in English and Bahasa Indonesia.

Please apply for:

  • Free sample copy for government offices, campuses, universities, college, libraries, media network, IPRA Members – Indonesia. IPRA Student Members, PR practitioners, members of national organizations. 
  • Special price for educators and university students
  • Prospective distributors, subscribers all over Indonesia
  • Part time reporters domiciled in Jabotabek

Further info contact : ananto@indosat.net.id


  • Emotional Intelligence – what and how to develop
    EI refers to a learned ability to perceive, understand and express our feelings accurately and to control our emotions so that they work for us, not against us.

    EI is about
    • Knowing how you and others feel and what to do about it
    • Knowing what feels good and what feels good and what feels bad and how to cope with them
    • Possessing emotional awareness, sensitivity and the management skills that will help us to maximize our long-term happiness and survival

  • Why EI is growing to be more important
    1. The changing of nature of work: flatter structures, less hierarchical, greater responsibility
    2. Increasing complexity of business: technology has a great impact on reshaping jobs
    3. Rise in competition: shorter product life cycle, more demanding customers
    4. Globalization of markets: organizations need to think global, yet act local
    5. Rapid change: change a constant feature of organization life
    6. Emergence of self-managed career: no more jobs for life
    7. The growing need to maximize self performance  : not just know how, but ability to do 
    8. Research evidence: IQ + EQ = Success

  • How to develop your EI:
    1. Self awareness – the ability to see ourselves with our own eyes: goals, beliefs, values, drivers, rules. Self-talk
    2. Emotion management – the ability to manage or emotions effectively
    3. Self-motivation – pursuing our goals with commitment, passion, energy and persistence
    4. Interpersonal Intelligence – the ability to create relationship and building effective networks
    5. Emotional Coaching – the ability to develop others to resolve difference, solve problems, communicate effectively and become motivated

(SourceWorking with Emotional Intelligence, Daniel Goleman, 1998 as quoted by Margaret Chapman, 2001)


  • The aim of marketing is to make selling superfluous (Peter Drucker)
  • The performance of business activities that direct the flow of goods and services from producer to consumer of user (American Marketing Association)
  • Getting the right goods, to the right people, in the right place, at the right time, at the right price, with the right level of communication profitably (Chartered Institute of Marketing, UK)
  • Marketing is different from Selling
Inward lookingOutward looking
Starts with the productStarts with the customer
Shorter time horizonLonger time horizon
Is about revenue this weekAbout profit this year
Focused on one aspect of your serviceThe ethos of the organization

If one has applied the four elements:
Research – Strategy – Planning – Tactics – then the person is dealing with Marketing
If not – he is only a sales person
What are you, anyway?


5 Myth of Leadership

Many people have misconceptions about leadership. If someone holds an impressive academic degree or position in management, they assume one has the leadership. To a certain degree, it might be true. But in reality, an academic degree is nothing to compare with leadership quality. A real leadership cannot be awarded, given, or assigned. Leadership comes from the influence, and the influence cannot be delegated. Influence should be earned. Time really matters in earning leadership. 

The following are the five myth of leadership:

  1. Management
    The fundamental difference is that in leadership the power of influencing really matters, while in management what matters are the system and process of management
  1. Entrepreneur
    It is assumed that sales person and entrepreneur are leaders. People might only buy the product, they are not necessarily the followers
  1. Knowledge
    Many people believe that knowledge is the core of leadership. Practically those who have the knowledge are leaders. In reality, we will find many brilliant academicians or high caliber researchers with low quality of leadership. IQ does not guarantee leadership quality
  1. Frontliner
    Another misconception is that whoever stays in front, who speaks loudly is a leader
    And yet, the first one does not necessarily mean the leader. To be a leader, one must not only stay in front, but one who makes people follow up his/her vision
  1. Position
    The most common misconception is that leadership is gained through position.
    It is not position that makes one leader, but the one’s leadership makes the position

You will find many brilliant, talented, successful persons with limited / low quality of leadership. There is no shortcut to leadership. There is no shortcut to leadership, no matter how many years one leads the people. Leadership is the combination between strategy and character. Character makes trust and with trust, one creates leadership. Many organizations collapse because the leaders have no character. Despite the long listed achievement, the negative character in leadership will turn the organization into disaster, sooner or later.

(Source: The 21 Irrefutable Laws of Leadership, John C. Maxwell)


A masterpiece of public relations in 12 countries : Malaysia, Singapore, Thailand, South Korea, India, China, Taiwan, Hong Kong, Philippines, and Japan. The authors are established scholars mostly from US University and in some cases are established public relations professionals who can give an insider’s view of the public relations scene in Asia.

The book is edited by Dr. Krisnamurthy Sriramesh, of Nanyang Technological University, Singapore and is produced by Pearson International, Singapore. The anthropology is expected for sale in mid 2003.


More than 20.000 volunteers from 42 organizations participated in clean up activities organized by Trisakti University last September. Celebrating 10 years the world campaign for clean up activities, the 2002 theme YOUR COMMUNITY. OUR EARTH – this world campaign has succeeded in motivating more than 150 million people in note less than 125 countries.

As for Trisakti participants, some notably institutions which mobilized more than 300 volunteers are : SMU 80 Sunter, SMU Kristen Kanaan, SLTP Islam Al-Azhar Kelapa Gading, SMUN 81 Kali Malang, SLPN 2 Sumbul-Medan, Tramp Indonesia reported 1825 members cleaning up the area around Gunung Gede and Gunung Pangrango. The Trisakti committee will end up this activity for 2002 by joining forces with the local people in the area around Borobudur Temple and Parang Tritis, seahorse in Yogyakarta. 

Exact number of participants and total weight of rubbish collected are not yet known as the committee is still pursuing the report from the report from participants.

Some 146 school kids joined a drawing competition held in TMII, Ancol on Sunday, Sept 22nd. The 9 top winners of each category were rewarded trophy and cash for school facilities by the Rector of Trisakti University, Prof. Dr. Thoby Mutis who showed great interest until late afternoon together with Bapak Hardi Utomo, Campus Director. 

The campaign was launched by the giant banner of 16×24 meters in A Campus Trisakti, Jl Kyai Tapa I, organized by Aranyala Trisakti, together with stickers, balloons, banners, postcards, posters, and T-shirts distributed to all local organizing committees ins respective clean up areas.

The committee wish to extend hearty gratitude to: 

  • Rector or Trisakti University and all Ttisakti academia concerned
  • SCTV, Metro TV, Antara, Suara Pembaruan, Bisnis Indonesia, Suara Karya, Sinar Harapan, Terbit, Pos Kota, Bobo, Indosite, Kompas Cyber Media, Detik.com
  • Jakarta News FM, MsTri, RRI, Elshinta, Trijaya FM
  • Local organizing committees – volunteers, students, school teachers, environment observers, NGOs and the sponsors:
    Indofood, Exxonmobil, Freeport, Rio Tinto, Pertamina
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