Bulletin No. 15 | May – June 2003

Topics in this issue


Successful leaders develop an entrepreneurial mindset, including the ability to hold on to ideas over time. They don’t necessarily move on them right away, but they don’t forget about them either. Strong leaders learn from failure. If things go wrong, leaders do not call it failure. Typically, they describe what happened as a ‘mistake’ or ‘setback’’ or anything, you name it, but not ‘a failure’.

Experts advise us not to believe the myth that senior team leaders need to spend time together  building consensus – in fact, consensus decisions aren’t necessarily better than individual decisions, particularly critical corporate decisions and actions. Strong cadres of leaders down the line make key decisions, most of which never reach the top management’s attention. At the top, real time efforts don’t avoid conflict; they thrive on it. Conflict is essential in situations with high ambiguity, high stakes and extreme uncertainty. 

In this issue, you are invited to highlight the leadership characteristics for your checklist. In line with the leadership, you can observe how you and your colleagues react to organizational change. In communications – some tips to improve international emails and in Marketing – how public relations is empowered in facing the challenge to brand loyalty, fragmentation of media and the pressure of marketing budget. 

Public relations is Marketing. PR is designed for external public only. It is wrong!
Use Public Relations to reveal Your company’s Human Side.
Should you start a Freelance in PR business? In PR you will get what you pay for. 
Join our one day workshop – PR in Marketing and Human Resource.
In PR Networking is vital.  


Leadership checklist

  • If you are true leader, people will follow your steps, wherever you are going
  • It is not a position that makes someone a leader, the leadership is. 
  • The essence of power in leadership is the ability to influence others without power
  • If a person does not know what he does not know, he will never grow
  • A leader is a person who sees more than others, looks further than others, and sees things before the others
  • The obstacles to success planning are the resistance to change, feeling indifference, the uncertainty about the future and lack of imagination
  • If you see the difference between who leads the meeting and who leads people, the one that leads the meeting is not true leaders
  • The real test to Leadership is not where you start, but where you end

A true leader is the one who has : 

  1. Characteristic
  2. Connection
  3. Knowledge
  4. Intuition
  5. Experience
  6. Track record
  7. Ability

A leadership quality starts within yourself. 
Leadership is not given, it is earned!


The Trend Towards Marketing PR

  1. A challenge to brand loyalty
    In a new paradigm, there are nothing more myths such as ‘brand loyalty’ customers. Since people care more for quality of product and efficiency of spending, marketing communication should be more strategic than it used to be. 

    The 12 marketing communication tools (word of mouth – advertising – public relations – sales promotion – point of purchase – packaging – exhibition – sponsorship – internet – direct marketing – personal selling – corporate identity should be applied strategically)
  2. Fragmentation of media
    With the development of IT, traditional marketing seems to be left behind. For fast moving consumer goods, fragmentation of media has increased the marketing budget significantly, yet
  3. Marketing budget is put under pressure and…
  4. There is a great drive to the maximum efficiency in company budget
    • Find out more info about PR in Marketing Mix – strategy and tactics will be discussed intensively in One day  workshop on June 28th


IPRS Public Lecture in Yogyakarta

Some 180 participants gathered for a one day lecture on Friday, May 2nd in Saphir Hotel Yogyakarta. The enthusiastic audience came from Surabaya, Malang, SOlo, Semarang and Yogyakarta – consisting of university students to a majority, PR practitioners and a number of academia from several universities in Central and East Java.

Elizabeth Goenawan Ananto, IPRA Board Member, together with G. Arum Yudarwati, IPRA Collegiate Member have shared their views on Research Development & PR Evaluation, PR Challenges in New Paradigm. Luncheon Speaker : Sribugo Suratmo of PT Indofood Sukses Makmur presented  Pustaka Anak Nusantara – a philanthropy project that has international recognition the Golden World Awards conducted by The International Public Relations Association (IPRS) in October last year. 

Case study was presented by Bambang Chriswanto of PT Coca Cola Bottling Indonesia. Audiences were more cheered with the abundance of door prizes from the Sponsors. 

Thanks to PT Indofood Sukses Makmur, Tbk for sponsoring the venue. 


Being a leader who develops other leaders demands focus and attitude which are totally different from those who develop followers. Check the differences in the following characteristics. 

Leaders who develops followers

  • Ask the attention
  • Focus on other weaknesses’
  • Develop 20% out of those in the lowest level
  • Give equal treatment for the sake of ‘fairness’
  • Building and maintain power
  • Spend time with others
  • Give impact only to certain people with personal touch

Leader who develops other leaders

  • Desire for success
  • Focus on power
  • Develop 20% out of those in top level
  • Treat others as individuals for the sake of ‘impact’
  • Sharing power
  • Create time for others
  • Give impact to those beyond his/her personal touch

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


The 16 dimensions of least preferred employees

1. PleasantUnpleasant
2. CheerfulGloomy
3. HelpfulFrustrating
4. RelaxedTense
5. Self-assuredHesitant
6. FriendlyUnfriendly
7. Co-operativeUnco-operative
8. SupportiveHostile
9. HarmoniousQuarrelsome
10. AcceptingRejecting
11. EnthusiasticUnenthusiastic
12. CloseDistant
13. WarmCold
14. EfficientInefficient
15. OpenGuarded
16. InterestingBoring

Ask your colleagues or some honest friends to evaluate your character. Discuss with them why so and find a solution to improve these 16 dimensions.


Organizational Change

Rapid change may be ‘normal’ but it can also have severe psychological consequences. Alvin Toffler (1970) argues that the rate of change was out of control, and that society was ‘doomed to a massive adaptional breakdown’. He believed that there is a limit to the amount of change that we can handle. Too much change in too short a time is unhealthy. Toffler’s name ‘future shock’ is the stress and disorientation suffered by people when they are subjected to excessive change. He labeled this future shock as the ‘disease of change’. 

In organization change, there is a series of stages and each stage characterized by a particular emotional response, this response cycle has been used to understand resistance and other responses to organizational change, which for some individuals, sometimes, can be particularly traumatic and stressful. 

The five typical stages according to Ross response cycle are these:

DenialUnwillingness to confront reality. 
This is not happening’. 
‘There is still hope that this will all go away’
AngerTurn accusations on those apparently responsible
Why is this happening to me?’
‘Why are you doing this to me?’
BargainingAttempts to negotiate
What if I do it this way?’
DepressionThe reality of loss or transition is appreciated.
It’s hopeless, there is nothing I can do now. 
I don’t know which way to turn’
AcceptanceComing to terms with and accepting the situation.
What are we going to do about this? How am I going to move forward?’

Think of the changes – technological, personal, social, organizational, political, economic – that you have observed and experienced over, say, the past two years. 

  • Do you feel that you are suffering from future shock?
  • Describe your symptoms and compare your responses to rapid change with your friends.
  • Mind you ! Do not expect others to change, if you yourself are resistant to it !


International Communication through Email

Communication through email has been a global business practice since the 1990s. If you communicate through email, there will be no longer international phone bills, there will be no charge for express courier services, no waiting for overseas mails – we don’t have to wait until late at night to call a friend overseas due to the time difference. Yet, we need to remember that email sometimes can lead to misunderstanding. A hasty reply to an email, will sound informal and ambiguous. Email as a business tool deserves self control particularly if intercultural aspects are involved. 

Here are some tips to improve your international email

  • Always type the subject. Email without a subject tends to be deleted or treated as junk mail. Make sure that the subject is short and clear.
  • Keep your message short. Focus on main ideas and what you expect the reader to do after reading your email. 
  • Check the spelling. Read your message two or three times before sending
  • Put your complete identity – name, designation, email address, country code for telephone and fax numbers
  • Avoid directness to certain people particularly in Eastern cultures
  • Be careful when you use ‘reply all’, unless you really know they are
  • Remember that there is no such private email. Emails are easily accessed by other persons particularly in offices. It is not a personal mailbox 
  • Take special care for attachment. In most cases, attachment cannot be opened due to the difference in software
  • Think before you reply and spend some time to arrange your message thoughtfully. If you are not in a good mood, wait for another day to reply.
  • Take your time, watch your fingers, control their steps


All volunteers, in more than 120 countries, participated in the Clean Up the World campaign in 2003. It is easy, it is fun. Let;s create a sense of togetherness without having extra effort financially and physically. Cleaning up your environments. It can be in your neighborhood, offices, schools, campuses, public parks, beaches, just name it !

No matter how small your part, if we do it together, we can make the difference. 
You can get involved in Clean up the World campaign by

  • Establishing your local clean up activities.
  • Being a local organizing committee to coordinate clean up in your area.
  • Distributing campaign kits : T-shirt, caps, posters, banners, postcards, stickers and even garbage bags.
  • Disseminate campaign news : articles, releases to public at large.
  • Be the Sponsor for – Panel Discussion, Clean up campaign kits, activities and Drawing competition for school kids.

Information :
Clean Up the World Trisakti, Indonesia
Menara Batavia, 2nd Fl
Communications and Public Relations Program
Trisakti International Business School (TIBS CPR)
Jl. K.H Mas Mansyur No 126, Jakarta
Tel 021 5793 0234, 5793 0241
EGA briefings, Tel 021 567 3696, Fax 021 560 0251
Email : ananto@indosat.net.id

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