PRSI Int PR Conf 2011 Day 1 - Who has a stake in our business by Jimmy Tay
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PRSI Int PR Conf 2011 Day 1 - Who has a stake in our business by Jimmy Tay






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PRSI Int PR Conf 2011 Day 1 - Who has a stake in our business by Jimmy Tay PRSI Int PR Conf 2011 Day 1 - Who has a stake in our business by Jimmy Tay Presentation Transcript

  • Business Continuity and Your Stakeholders: Who Has a Stake in Our Business? JIMMY TAY Co-founder and Managing Partner Tate Anzur 13 December 2011 PR Society of Indonesia Conference Jakarta
  • Theme:“The Dynamics of Value-Driven Corporate Communications: Enhancing Strategic Stakeholders Engagement to Safeguard Reputation in the Digital Era” Topic: “Business Continuity and Your Stakeholders: Who Has A Stake In Our Business?” “Public Relations for Public Relations” 2
  • Why?Public Relations Practitioners have a CredibilityProblem...The Central Question is:Credibility Issue with Whom? 3
  • Board of Commissioners / Directors 4
  • Board of Commissioners/Directors Garuda Indonesia Merck Indonesia SICC Singapore 5
  • “PR in an organisation is what top management says it is” Thompson, as cited in Aronoff (1977) CEO CFO CMO CTO CLO CIO Accounts Advertising C&B Legal IT PR/Internal PR PR PR Comms 6
  • Strategic vs TacticalWho: BOD or Senior ManagementWhat: Competent managerial role  generate value  Capable of exerting influence and engaged in setting organisational strategies and policiesBottom 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 7
  • Technician• Media relations/publicity• Organizing events• Writing/editing corporate literature/websites• Marketing/product communications• Employee communications Arms & Legs Content 8
  • Strategist• Counseling senior management• Planning• Scanning• Research Strategic input and insights into corporate issues Trends , Issues and Policies 9
  • Route to professionalism Accountant Lawyer Doctor Pilot Public Relations (Public Accounting) PractitionerBasic Training 3 years 4 years 5 years 2.5 years 3 yearsInternship Available 6 months of 1 year - Available pupillage (“slavery”)Certification/ • 3 years before Called to the Bar Yes Yes NoLicensing becoming qualified account (CPA Singapore) from Institute of Certified Public Accountants of SingaporeNext Level • 3 years from entry- • Minimum 5 • 5-7 years to • Captain • 2 years, Senior level to “Senior years, Junior achieve 5,000 hours and Account Exec Associate” Partner accreditation as a 1,250 sectors • 2 years, Manager • 5-6 years to become (Salaried) Specialist (8-12 years) • 2 years, Senior Manager • Equity Manager • Director Partner • 2 years, Director • Partner (License from ACRA)Continuing Training Mandatory In the pipeline Mandatory Mandatory No 10
  • Are you sure PR is for you? 11
  • We need to change• Strategist first, communicator second• Results not content• Anticipate not react• Multi-disciplinary approach not communication for the sake of communication 12
  • Changes needed• Equipped with knowledge on communication excellence + strategic and operational management 1. Academically trained in PR 2. Supplemented with know-how in finance, operations and management (“business of the business”)• Professional accreditation  Recognition as a seasoned practitioner 13
  • THANK YOU!Questions? 14