prsi int pr conf 2011 day 1 - who has a stake in our business by jimmy tay
TRANSCRIPT
Business Continuity and Your Stakeholders: Who Has a Stake in Our Business?
JIMMY TAYCo-founder and Managing Partner
Tate Anzur
13 December 2011PR Society of Indonesia Conference
Jakarta
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“Public Relations for Public Relations”
Topic:
“Business Continuity and Your Stakeholders: Who Has A Stake In Our Business?”
Theme:
“The Dynamics of Value-Driven Corporate Communications: Enhancing Strategic Stakeholders Engagement to Safeguard Reputation in the Digital Era”
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Why?Public Relations Practitioners have a Credibility Problem...
The Central Question is:Credibility Issue with Whom?
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Board of Commissioners / Directors
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Board of Commissioners/Directors
Merck Indonesia
Garuda Indonesia
SICC Singapore
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“PR in an organisation is what top management says it is”
Thompson, as cited in Aronoff (1977)
CEO
CFO
Accounts
PR
CMO
Advertising
PR
CTO
C&B
PR/Internal Comms
CLO
Legal
PR
CIO
IT
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Strategic vs Tactical
Who: BOD or Senior Management
What: Competent managerial role generate value Capable of exerting influence and engaged in setting organisational
strategies and policies
Bottom Line: Strategic create and generate long-term desirable outcomes
Tactical Traditional “arms and legs” activities that impact the short-term and with
limited utility value
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Technician
• Media relations/publicity• Organizing events• Writing/editing corporate literature/websites• Marketing/product communications• Employee communications
Content
Arms & Legs
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Strategist
• Counseling senior management• Planning• Scanning• Research
Trends , Issues and Policies
Strategic input and insights into corporate issues
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Route to professionalism
Accountant(Public Accounting)
Lawyer Doctor Pilot Public Relations Practitioner
Basic Training 3 years 4 years 5 years 2.5 years 3 years
Internship Available 6 months of pupillage (“slavery”)
1 year - Available
Certification/Licensing
• 3 years before becoming qualified account (CPA Singapore) from Institute of Certified Public Accountants of Singapore
Called to the Bar Yes Yes No
Next Level • 3 years from entry-level to “Senior Associate”
• 5-6 years to become Manager
• Director• Partner (License from
ACRA)
• Minimum 5 years, Junior Partner (Salaried)
• Equity Partner
• 5-7 years to achieve accreditation as a Specialist
• Captain5,000 hours and 1,250 sectors(8-12 years)
• 2 years, Senior Account Exec
• 2 years, Manager• 2 years, Senior
Manager• 2 years, Director
Continuing Training Mandatory In the pipeline Mandatory Mandatory No
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Are you sure PR is for you?
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We need to change
• Strategist first, communicator second• Results not content• Anticipate not react• Multi-disciplinary approach not communication for the
sake of communication
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Changes needed
• Equipped with knowledge on communication excellence + strategic and operational management
1. Academically trained in PR2. Supplemented with know-how in finance, operations
and management (“business of the business”)• Professional accreditation
Recognition as a seasoned practitioner
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THANK YOU!
Questions?