Bulletin No. 11 | September – October 2002 – Page 2

MANAGEMENT

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
13.Measurement

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

PUBLIC RELATIONS

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

IPRA NEWS

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