1. Nice meeting you today!
___
Dian Noeh Abubakar
Senior Vice President, Weber Shandwick / Indonesia
M +62 855 100 2796
dabubakar@webershandwick.com dian_noeh@hotmail.com
Twitter: @dian_noeh Facebook & LinkedIn: Dian Noeh Abubakar
Blog: http://diannoeh.wordpress.com
Weber Shandwick
Advocacy starts here.
PRWeek International Consultancy of the Year 2009
PRWeek Global Agency Report Card 2009 – Gold Medal Winner
The Holmes Report Global Agency of the Year 2008

2. Dian Noeh Abubakar
Senior Vice President , Weber Shandwick / Indonesia
Dian was contributor at SBS Radio Melbourne then she started her PR
career by joining Ogilvy PR Worldwide / Jakarta, Indonesia. Her portfolio
includes corporate communications, banking and finance,
brand/consumers, Islamic Finance and public advocacy.
Dian worked at Time International then in January 2005, joined the
leading Swiss based financial firm, UBS AG, holding an in-house role.
In late 2007, she returned to Ogilvy PR Worldwide / Jakarta and led the
firm to become the winning Agency of the Year Award in two consecutive
years, honoured by a reputable local media group based on client and
journalist nominations.
Dian joined Weber Shandwick in June 2009 as Vice President, bringing
with her communications expertise in many growing sectors in
Indonesia, such as – but not limited to – banking, finance, brand PR,
corporate communications and luxury brands.
In her free time, Dian lectures public relations courses at leading
communications and business universities and is a regular contributor to
major publications on the communications industry. She’s now lecturing
on part time basis at Prasetiya Mulya Business School at present.
Dian is also an active member of the Indonesia PR Practitioner Group
[IPPG], a community PR group that focuses on education.

3. Why PR and Soccer?

4. I am happy to work in PR industry;
both in leading PR firms and as in-house.
It gives the pleasure of learning,
that I have to hunt and achieve goal.
It gives so much fun as I have been
working as an individual and a team.
It’s fun, guaranteed. Like soccer.

5. PR Industry in Indonesia has been growing
• Global operators build strong presence with the
support of local force
• The growth of local PR firms which show there has
been transfer of knowledge. Plus greater
competition that excites PR people
• Market that has understood the role of PR in
communication.

6. Hence, with the growth of Public Relations,
let’s see our understanding on PR first, then
move on!

7. What’s PR?

8. Let’s begin with…
Female, July 2004 edition

9. Public Relations
• PR campaigns enable others
do the talking for you.

10. PR compared to advertising fellow
• the big bang approach advocated by
advertising people is different with a slow
build-up by PR
• crucial ingredient in brand building

11. How PR Differs from Advertising
• Advertising can precisely control the
message and the delivery vehicle
• You can control the “look,”
frequency and content of the
message
• You can control the timing

12. Business leaders and how they use PR
• Build loyalty and trust
• Face fewer risks of crisis and recover sooner
• Build momentum
• Shape brand and reputation of the company, connect to
communities of the organization that he / she represents
• Cost effective and fluid

13. How we do PR as a team?
I am Gunners, I like 4-3-3.

14. How do we build PR Program?

15. PR material starts with
aspiration and trust.
Not popularity.
Delivered brand experience through his
consistent fair play and amazing matches. He
recorded achievement as a group, and
individual. Zidane and his strong
determination made him the star of the match
and the engine for the team and lastly, Zidane
has been able to apply the concept of
emotional branding.
Marc Gobe in his book Emotional Branding
said that emotional branding occurs when
there is aspiration. Zidane has inspired
children, especially immigrants, about hard
work, reward and accolades.

16. Trusted communicator
Personality. Zidane has an emotional
dimension of being a soccer genius and
patient general. This is aligned with Karl
Speak’s thought that personal branding is
about value system between the brand and
audience.
TRUST. Trust level grows along with
reputation and it takes time to build one. List
of awards and consistency those reflected
positive quality have produced a bank of
high trust level of Zidane resulting caliber
soccer player Beckenbauer supported him
in the case of heading Materazzi.

17. Why are they in media?

18. Understanding How the Media Works
Elements of an interesting piece:
controversy, conflict, drama,
personalities and change

19. The key in PR: messaging.
We can use moments and unintended
moments to become PR moments.

20. @marketPluzMagz
Sepakbola:
panggung selebritas
Dan, industri besar.
Inspiring stories,
inspiring messages

21. People listen to they who
(1) Appropriate
(2) Meaningful
(3) Memorable
(4) Understandable
(5) Believable

22. People listen to they who
 Properly and effectively use language
 Write clearly
 Use symbols, acronyms and slogans
 Avoid jargon
 Avoid clichés
 Avoid discriminatory language

23. What we can do.

24. Social media
empowers people.
We can drive
others to do
something positive
for others.

25. Thank you.
___
Dian Noeh Abubakar
Vice President, Weber Shandwick / Indonesia
M +62 855 100 2796
dabubakar@webershandwick.com dian_noeh@hotmail.com
Twitter: dian_noeh Facebook & LinkedIn: Dian Noeh Abubakar
Blog: http://diannoeh.wordpress.com
Weber Shandwick
Advocacy starts here.
PRWeek International Consultancy of the Year 2009
PRWeek Global Agency Report Card 2009 – Gold Medal Winner
The Holmes Report Global Agency of the Year 2008