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?