1. 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

2. 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

3. Why?
Public Relations Practitioners have a Credibility
Problem...
The Central Question is:
Credibility Issue with Whom?
3

4. Board of Commissioners / Directors
4

5. Board of Commissioners/Directors
Garuda Indonesia
Merck Indonesia
SICC Singapore
5

6. “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

7. 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
7

8. Technician
• Media relations/publicity
• Organizing events
• Writing/editing corporate literature/websites
• Marketing/product communications
• Employee communications
Arms & Legs
Content
8

9. Strategist
• Counseling senior management
• Planning
• Scanning
• Research
Strategic input and insights into corporate issues
Trends , Issues and Policies
9

10. Route to professionalism
Accountant Lawyer Doctor Pilot Public Relations
(Public Accounting) Practitioner
Basic Training 3 years 4 years 5 years 2.5 years 3 years
Internship Available 6 months of 1 year - Available
pupillage
(“slavery”)
Certification/ • 3 years before Called to the Bar Yes Yes No
Licensing becoming qualified
account (CPA
Singapore) from
Institute of Certified
Public Accountants of
Singapore
Next 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

11. Are you sure PR is for you?
11

12. 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

13. 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

14. THANK YOU!
Questions?
14