Bulletin No. 13 | January – Februari 2003

Topics in this issue


It has been two years since to EGA briefings – the bi-monthly source for promising executives come to its readers. EGA briefings is aimed at sharing trends, knowledge, strategies and tactics relating to the practice of communications public relations and management issues. Each issue is meant to develop the reader’s potential as an individual in the hope that it will inspire the surrounding environment for necessary changes in the new paradigm.

Since its launching in January 20th 2001, we have several forums of interaction among member and interested individuals notably : Roundtable discussion (5), Workshop (3), Seminar (3), Panel Discussion (3), Members Gathering (3), Clean Up The World Campaign (2) and Field Visit to SCTV. With IPRA networks we invited prominent speakers : Wisaksono Noeradi, Dr A. Fuad Afdhal, Teddy Kharsadi, Chadd McLisky, Dr John Allert, August Parengkuan, Nina L. Kairupan, Ina Nidya – all IPRA Members. Some academician like Prof Andre Hardjana, Dr Bob Widyahartono, Dr Harsini Soetomo, and PR executives and counsultans : Miranthy Abidin, Kurie Alim, Indra Sukirno, Arief Warsito, Nunik M. Maulana, Nur Huda Ismail, Ludwig Suparmo have shared with us.

Thanks to EGA supporters: karir.com, Ckaram Komunikasi, Perhumas, Indo Pacific Reputation Management Consultant, Rio Tinto, Freeport Indonesia, Caltex Pacific Indonesia, Indofood SUkses Makmur, Bank Internasional Indonesia, Exxonmobil Indonesia, Pertamina and last but not least Trisakti University where the editor spend most of her time as a faculty for the last twenty five years. Today we have some 200 EGA members – young executive with various background and titles, senior students of several universities, independent consultants and entrepreneurs.

In this new year edition, you will find some inputs on what and how we need to update our talents and expertise in each area of specialization. Be firm to go ahead among the panicking people around you.

Minal Aidin Wal faizin, Merry Christmas and Happy New Year !
Make peace wherever you are. Enjoy your reading.

Elizabeth Goenawan Ananto


Why cannot people reach the TOP

One of the so many reasons that some people do not develop and cannot reach to the top is just self-denial. Many promising persons deny their talents. By denying their talents they show others that they contribute nothing to them. The second reason why people do not maximize their talents is postponing. ‘Tomorrow’ is the classical answer to save your energy. The next is anxiety. Most people do not believe that failure is an incident, not personal case. They just decide to be safe by doing nothing. The fourth reason is lack of responsibility. They prefer doing other things and blaming others for their failures.

The most discouraging words such as ‘I have no time’ – ‘I have no money’ – ‘I have no friends’ – ‘ I have no confidence’ seem to be an excuse. Time , money, friends, confidence – they do not come to you. You are the one who should find and explore around.

Just look at people around you.

Find successful persons – find out their records. No one without working hard, discipline and networking can ever win the game, in whatever field he/she doing. This fact is universal. Find them, talk to them, explore their background and experience, learn from them and find any opportunity to get to know them and how they exploit their talents.

I don’t know who you are.
I don’t know what you are doing.
I don’t know what you are trying to say and do
I don’t know if it is worth spending my time talking with you
I have no idea about you
So – Why should I care about you?

“I am sorry, I have no time for you”
– Tell who you are. Tell people what you are doing
– What you are aiming, how you benefit others, show yourself that you are worthy for others, that you care for others, that you are sensitive to what happens around you. If you practice this advice, the world is wide open for you, in whatever you do, whatever you go. You can reach the top, as

The sky are the limit !


Common Errors When Dealing with the Competition

In the era of open market, marketing intelligence is more than necessary.
Have you observed why some market leaders are no longer leading in their business? Here are some common errors when they are dealing with competitors.

  • Under or overestimating the reactions of your competitors
  • Thinking that, because you have a strong business, competitors are not relevant
  • Underestimating the willingness of some competitors
  • Trying to avoid meeting competitors at public events
  • Not using the in-built agility of your small business
  • Thinking that a large competitor is not vulnerable
  • Forgetting that competitor make good take-over bidders or targets
  • Not exploiting the weaknesses of your competitors.

Some potential danger sign
– Has a change of senior management
– Move into larger premises
– Take over another business or taken over
– Starts to recruit more sales staff
– Raises capital
– Launches a product or service similar to yours.

Which business survive?
Where there is competitive struggle, it is not necessary the best or the cheapest. The underlying financial strength and how well it promotes its products or services can count for much more in the long run.

(Source: Effective Marketing, Peter Hingston, 2001)


Public relations is dealing with promotion and publicity. Public relations is mainly concerned with press release. Public relations practitioners is the one who should have basic knowledge and skill on how to make press release satisfies the press and the one that pleases the eyes of the bosses.

Today – public relations practices have developed so far to meet the needs of global challenges and free trade competition era. Check the list and tell yourself if you know and practice the Elements of Public relations as suggested by Otis Baskin et.al in their book ‘Public Relations – the Profession and the Practice’.

  • Counselling. Providing advice to the management concerning policies, relationships and communications > what to do.
  • Research. Determining their attitude and behavior of public to plan, implement and measure activities to influence or change their attitude and behavior.
  • Media Relations. Relating and responding to their interests in for a certain issue.
  • Publicity. Disseminating messages through selected media without payment.
  • Employee Relations. Responding to concerns, informing and motivating employees.
  • Community Relations. Continuing, plan and participation with and within a community to maintain and enhance its environment for mutual benefit.
  • Public Affairs. Developing effective involvement in public policy and helping an organization adapt to public expectations.
  • Government Affairs. Relating directly with legislatures and regulatory agencies.
  • Issues Management. Identifying and addressing issues of public concern in which an organization is, or should be concerned.
  • Financial Relations. Creating and maintaining investor confidence and building relationship with the financial community.
  • Industry Relations. Relating with other firm and trade associates.
  • Fundraising. Demonstrating the need for and encouraging an organization members, friends, supporters, to voluntarily contribute to support it.
  • Minority Relations. Relating with individuals and groups in minorities.
  • Special Events and Public Participation. Stimulating an interest in a person, product or organization by means of events and special activities designed to create interaction.
  • Marketing Communications. Combinations of activities designed to sell a product, service or idea, collateral materials, point-of-sale display, trade shows and special events : music, sport, public health, awards, competition and many others.


The world is divided into people who do things – and people who get the credit (Dwight Morror)

Organizations have hierarchies and they do mean something. The trend may be towards flatter organization structures and more informal styles, but senior people are, well –  senior. There is something of a balancing act to be done therefore. When you come to this situation, remember that you need to

  1. Cultivate friendly relationships
  2. Maintain an appropriate degree of respect and distance
  3. Create a good working relationship with people

Balance respect with involvement to create appropriate positioning on the hierarchical ladder.

Assuming that you are relating to people in the right sort of way, another important factor is timing. Therefore, – Consider timing carefully – Plan and schedule ahead as far as possible – Stick to time

Source : The Managing Upwards, Patrick Forsyth


CEO and Company Reputation Issues

For the past year it has not just been the markets that have been falling – across the corporate world there has been a serious run on corporate reputation. The political uncertainties post September 11th, corporate collapse and a general decline in economics across the world has seen the reputations of many international business challenged. Alongside these factors, we have seen some high profile celebrity CEOs falling, driven by unimpressive financial performance or just plain ‘events’ (even those which have had little to do with their performance in office). A significant minority of international companies report that their Board of Directors use corporate reputation management as a factor in evaluating and compensating CEO performance.

These are some of the main things coming from hill and Knowlton’s Corporate Reputation Watch 2002, conducted by Harris Interactive, which examines the views of over 800 CEOs and senior managers in nine countries on corporate reputation issues.

  1. What percent of your company’s corporate reputation is based on the CEO’s reputation?
    Here is the result :
    Italy has the highest percentage (67%), followed by US (46%) and the Netherlands (42%). Next UK (39%), then Belgium and Germany which has the same percentage (35%).
  1. The five top influential issues in building and protecting reputation within Europe
    According to the survey is reported the following :
    Ability to communicate (78%), Ability to innovate (76%), Human values (71%), Financial Performance and Treatment of Staff has equal percentage (70%)
  1. Which of the following threats are you most concerned about?
    US – Europe – UK
  1. Criticism of the company products in print / broadcast media (49% – 58% – 66%)
  2. Unethical corporate behavior (42% – 33% – 24%)
  3. A disaster which disrupts operations (36% – 45% – 62%)
  4. Litigation or adverse court judgement (35% – 26% – 30%)
  5. Allegation by an interest group or customers about product safety (29% – 55% – 58%)
  6. Allegation by government officials about product safety (24% – 29% – 32%)
  7. Criticism of the company / product on the internet (13% – 18% – 12%)
  • What does the research tell you?
    “There is a strong belief that the ability to communicate is the most influential factor in building and protecting a company’s corporate reputation”

Source :
IPRA frontline, the Global Public Relations Quarterly, December 2002 contributed by Andrew Pharoah, the Managing Director, Public and Corporate Affairs, Issues and Crisis, Hill and Knowlton UK.


Leadership develops every day, not in one day. When a genuine leader talks, everybody will listen. The potency of a leader depends on the people around. If you want to be a leader, do not ever lose the momentum. If you want to grow, lead the followers  – if you want to multiply, lead the leaders. The higher you climb, the more you need leadership quality. A leader is the one who sees more than the others, who see further and earlier than the others. No matter how much you learnt in the past, it won’t be enough for the future.


Dear Boss,

Loyalty the basis of dedication. Dedication should be there if we want to have high performance. Yet, loyalty is earned, loyalty exchange. One’s loyalty is highly depends on how others loyal to him/her. There are certain things in human life that should be earned, not by force, inspired, not by penalty. None of us can control morality. Neither one of us can detect one’s loyalty (Alfred W. Grisworld)

Why should you be loyal to us?

We seldom express our sincere loyalty to you. The majority of us quit because there are better jobs with better pay no matter how little loyalty we show them. It is just understandable that you have low loyalty to us.

If we show more commitment to you, in the work we do, your loyalty will increase. In fact you have shown your higher loyalty to some of us – those who support your ideas and decisions (most of us think that they are opportunists by showing off to you). You think it is not necessary to give loyalty to us, as we do not show our loyalty to you. Many of us do our jobs strategically without showing off our loyalty in front of you. We have never heard that the staff should give example to their boss. Loyalty deserves pride. How can we be loyal to you if you are not proud of us? After some employees quit, you are killing their characters. Those who have been working hard for so many years, are criticized after they go. Maybe you feel you are betrayed after they go, and yet why you are creating public opinion that they are showing low ethos of work?

Another thing is your attitude towards our careers. So far we get more respect if we hold higher position. At least, this is the public opinion. Now we realize how we need to struggle for our own career development – this is why some of us have left their unchallenged job here. And yet you do little to make us develop. If you show your dedication to us, we will be loyal to you. You will receive more than what you gave. Do it honestly, profoundly and fairly and you will have the best loyal employees in your organization.

(Source: Dear Boss, William B. Werther, Jr – pages 55-57)


Perhimpunan Hubungan Masyarakat (Perhumas) was established in 15 December 1972. In its 30 years anniversary, some events have been conducted : National Public Relations Congress covering Book Launching, Ing Griya Awards, Writing Competition, Student Public Debate, Golf Competition, and its special Perhumas Awards for Mr Ali Alatas for his outstanding performance in handling public relations for the government. Some prominent figures, shared their ideas and anxiety in the convention among others:

Dr. Syahrir, Irawan Abidin, Dr. Ishadi SK, Prof. Komaruddin Hidayat and Prof. Paulus Wirotomo. The 30 years anniversary has a significant closing that the BPP Perhumas appealed to President Megawati Soekarnoputri on December 20th in the President Palace. You will join us thanking August Parengkuan and welcoming Dr Indrawadi Tamin as the President Perhumas 2003-2004.


Call for Entry > IPRA Golden World Awards

Show your public relations programs : global, regional and local feature in the best of the best public relations showcase. Add more to the list of INDONESIA winners. Anyone involved in the strategy or execution of a winning campaign is perfectly justified in feeling very proud. Deadline for submission – end of May 2003. GWA gala Dinner : New York, US – February 2004.

Call for Presentations > IPRA World Congress 

You are invited to share your expertise and experience with the most dynamic gathering of international public relations professionals. Take this opportunity to submit a paper for presentation at the International Public Relation Association 2003 World Congress 26-29 October, 2003 – Hobart, Tasmania, Australia

Please visit : http://www.ipranet.org for further information

Agenda January – July 2003
January 18th – at 10.00 – 14.00
Members Gathering
March 29th – at 09.00 – 16.00
IPRA Lecture III
March / April
FRONTLINE Indonesia Launching
May 24th – at 09.00 – 16.00
Panel Discussion
June / July – Field visit

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