Bulletin No. 4 | July – August 2001

LEADERSHIP

The major barriers to Leadership development is ‘driving change within an organization’

• Leadership is thought to be the agent of change within the organization.
• Leadership is also blamed as the reason for company failure to meet its objectives

What is the Challenge of Leadership in the 21^st Century
There is a growing demand for leadership quality and work performance. Why do good performers leave and bad ones stay? What are the challenges of leadership in the global environment? How to anticipate the growing trend of challenging loyalty to an organization?

Leadership provides a total culture experience and the workforce should provide loyalty, energy and dedicated service. Leadership style is thought to be one significant factor in driving change is organization.

What is the guideline for driving change in organization? How to  articulate the ideology clearly and persistently?
How to identify relevant elements of the ideology to preserve? How to adapt ideology to current conditions? How to apply knowledge management to diversity culture? How to keep actions and decisions consistent with the ideology? How to develop cultural maintenance leadership at all levels?

Some leaders are not effective. Leaders must themselves exhibit the work habits, attitudes and priorities they expect their subordinates if their leadership is to be the most effective?

How to empower public relations into leadership performance and in fact organizational performance?
How is the evolution of public relations concept into corporate strategy? How is the changing role of public relations from promotion and publicity into strategic management function? How is the role of public relations in sharing values within the changing environment. How to increase your personal leadership quality to exhibit confidence in an increasingly uncertain situation?

These issues will be discussed intensively on a one day workshop on Leadership and Public Relations Empowerment, on Saturday July 21st, 2001 at Boulevard Park Plaza Hotel, Slipi, Jakarta

The workshop covers 4 topics :

1. The Challenges of Leadership in 21st century
2. The Empowerment of Public Relations into Organizational Performance
3. Strategic Public Relations Planning
4. Public Relations Measurement and Evaluation
5. Simulation and Presentation : How to propose a PR Campaign.
   Details of the programme can be seen in the leaflet provided.

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PUBLIC RELATIONS

International Public Relations Association (IPRA)
Golden World Awards for Excellence in Public Relations

The Golden World Awards for Excellence in Public Relations, GWA, has attracted a huge number of entries from around the world since the competition started in 1990. Many corporations, state institutions, associations and consultancy firms have realised the value of benchmarking their public relations. Activities against case studies from colleagues in other countries. As a complement to national competitions such as Anugerah Perhumas in Indonesia, the Anvil Awards in the US and the Sword of Excellence Awards in Great Britain, just to name a few. 

Public relations campaigns, at local, national, or international level in a wide variety of professional categories can be entered in the Golden World Awards competition. 

GWA Listed below are the specific categories in which awards are granted for 2001

1. Overall Institutional promoting general relations with all or some publics
2. Public Services promoting societal good with philanthropic motivation
3. Public Affairs specific short-term effort to influence governmental legislation or regulation, or to elect a political candidate
4. Issue Management long-term effort dealing with public policy or policies
5. Emergency dealing with disaster or other unpredicted emergency
6. Community Relations aimed at publics in one or more particular communities in which the company or institution has a special presence or interest
7. Employee Relations designed to increase efficiency or improve morale within the company or institution
8. Investor Relations intended to influence present or prospective investors and the financial community
9. Marketing (New Product) promoting sales of a tangible product new to the marketplace
10. Marketing (Established Product) promoting sales of tangible product that has been on the market for some time
11. Marketing (New Service) promoting sales of an intangible service or idea new to the marketplace
12. Marketing (Established Service) promoting sales of an intangible service or idea that has been on the market for some time
13. Special Event / Observance (under eight days) concentrated opening, celebration, commemoration or created event
14. Special Event / Observance (eight days or more) – celebration, commemoration or activity unfolding over a period of time
15. Environment concerning a real or alleged threat to the environment
16. Arts promoting or fostering the arts by an arts organization or a sponsoring company/ institution
17. Other aimed at distributors, members, educators, youth or other special publics

• Public relations campaigns entered in the IPRS Golden World Awards competition must exhibit a high standard of excellence in a variety of programme aspects.

Specifically, each entry will be judged on the basis of its competence in five areas :

1. Statement of Problem/ Opportunity
2. Research
3. Planning
4. Execution
5. Evaluation

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