Where would we be placed?

I suppose one should congratulate The Hoffman Agency for opening shop in Indonesia.

They have a curious way of evaluating how they differentiate themselves in this market though, best exemplified by this chart of theirs:

In their reckoning, until they came around clients in Indonesia had to choose between bureaucratic, international-standard agencies or high touch (whatever that means) local-standard agencies.

Unspun supposes that he should take offence because Maverick is not included in their analysis.

But then again, if we are included the top right quadrant in the chart wouldn’t be exclusively occupied by Hoffman then, would it?

Adding a role at The Palm Scribe

Recently I added another role to my LinkedIn account and have since been getting lots of well wishes but also a number of concerned questions on whether I had stopped working at Maverick to become advisor at The Palm Scribe.

So here’s a note of explanation to the concerned and the curious.

Palm Scribe Logo

The first thing to point out is that the new title does not change anything at Maverick.

I continue to work there but because I’ve been fortunate to have found a very capable team who are able to take over much of what I do, I have decided to take Fridays off to reflect and have some me time; as well as to take on more of a mentor and advisory rather than operational role.

At the end of the day, however, this is a people and relationship business and if the clients need me I’m always there for them.

In the meantime, however, I’ve taken on the role as advisor in a platform run under the auspices of Maverick, The Palm Scribe.

What is The Palm Scribe?

In short The Palm Scribe is a platform that supports the development of the Indonesian palm oil industry through constructive journalism.

Like all elevator pitches, that description is meant to pique rather than provide a comprehensive explanation.

So if you’re piqued here’s the reasoning behind The Palm Scribe.

To start with, consider the palm oil industry.

It is complex and controversial because it is the frontline of many opposing issues: Sustainability vs environmental destruction, conversation vs deforestation, development vs conservation, East versus West, developed vs developing countries, palm oil vs soy, people vs big business, NGOs vs planters…

Strong opinions are expressed on all sides but the playing field is a bit uneven as its tilted in favor of the Western/Green advocates. There are several reasons why this is so.

  1. The Western players are more sophisticated in lobbying and communication techniques. They take their communications seriously and are more able to put their side of the story across. Their Asian/African counterparts do not take communications seriously and are usually outflanked.
  2. NGOs are social media savvy. They are hungrier because they have to earn their funding and as a result they are more innovative and creative in using paid, earned, shared and owned media to make themselves known. Many of them also realize that to persuade is to appeal to the emotions first and foremost an they succeed admirably.
  3. The mainstream media is devastated by falling readership and revenue. As a result they have few journalists and resources left to raise the right questions and issues and to ask the right questions of and hold accountable the policymakers, players and NGOs. Reactive journalism, click baiting stories and cut and paste reporting happens more often than we would want them to be.
  4. Most journalists think that palm oil players are slimeballs because they often do not act like they are open, accessible or accountable. Combined with #3, they are disposed to carry any attacks on the palm oil players prominently and tag on their responses (if they get around to issuing one at all in a timely manner) later in the story. By then the damage is done.
  5. The palm oil players themselves are bad communicators. Many of them are owned and run by business people more accustomed to deal making in backrooms than realizing that public opinion can affect their businesses. Others are run by families where bloodlines rather than competencies determine who is the decision maker. The result is that there are almost no oil palm player that can communicate in a persuasive, authentic and credible manner.
  6. Ineffective committees and trade associations. Apart from Malaysia that has quite an active lobbying and communications effort, their Indonesian counterparts are more mired in bureaucracy and pleasing all stakeholders rather than projecting a favorable image for the industry.
  7. Most importantly, however, because of all the elements mentioned above the public discourse on palm oil has gone askew. There is a world shortage of food and in edible oil that will be more acute with time. Of all the oil crops, palm oil is the most efficient oil to help address this shortage. As such you would think that the discourse on palm oil should be on how to make the industry strong, viable and sustainable. Unfortunately, however, most of the conversation and discourse on palm oil is about violations to conservation and sustainability standards (some arbitrarily advanced by this body or that) and the wrongdoings of the players. Something needs to be done about this if palm oil is indeed the crop for the future.

Having helped some palm oil companies manage attacks agains them as well as helping to tell their side of the story when it coms to sustainability issues, one of the things I realized is that many of the palm players are so traumatized by what they perceive is an antagonistic media/NGO environment that they do not know what to do. So many of them opt to keep their heads below the parapet instead. This does not serve them well because every negative story or article gets accumulated in Google and when investors and others want to find out about you, guess where they go to first?

Out of all this the idea of The Palm Scribe was born. Instead of fault-finding journalism we would adopt the principles of Constructive Journalism (a concept I personally poo pooed until I started to research more about it).

We would cover the palm oil industry, raise the issues that ned to be raised, ask the right questions. We would focus on the solutions the companies adopt or put in place in response to allegations of wrong doing. And we would also provide them a “non-editorial” space on our website to showcase their CSR, sustainability and community engagement efforts as well as space of their announcements and press releases.

In going into this we were aware that the success of such a platform rests on its credibility, judged by the quality of it content. As such, we scouted around and was fortunate to be able to enlist the talents of Bhimanto Suwasteyo, a veteran Indonesian journalist who has worked for AFP for years and one of the founding editors of The Jakarta Globe to generate our content. He works with Wicaksono, better known as Ndoro Kakung, who is a very respected name in social media circles, as well as a team that supports the content generation in the platform.

On the question of credibility, some might question whether a platform run by a PR consultancy can be trusted not to spin things. To them I can only say that if they understand what PR truly does they would understand that it is about getting companies and clients to communicate authentically and credibly. You cannot do that if your words are not matched with your actions.

Will The Palm Scribe work? Who knows. We live in an age of disruption where old ways of doing things no longer work and nobody can say with great certainty what does and what does not. We at Maverick think that this is worth a try because if we succeed we could potentially change how companies in controversial industries can communicate.

If you are still interested in The Palm Scribe, write to me at ong[at]maverick.co.id or check out its website.

Did Jokowi also call for Pribumi privileges?

This is what I wrote in the Maverick blog today

Did Jokowi say the P word as reported by CNN?

These are sensitive times. Since newly installed Jakarta Governor made his Protect Pribumis speech at his inauguration the P word has gained new political impetus.

One thing about the internet is that what is old can be made new again, with a new twist.

Responding to the widespread criticism against their leader, Anies Baswedan’s supporters trotted out CNN Indonesia’s report on 22 June saying that he was not the only Pribumi champion and the cue was actually set by Jokowi.

 

Going beyond the headline and reading the news, however, reveals that Jokowi did not say the P word.

What he actually said was read more here

Some questions about #SayaPancasila

The hallmark of a good campaign is that it spurs public discourse on a particular subject. In this sense, the #SayaPancasila campaign can be said to be successful, if the preponderance of the hashtag and profile pictures bering the message on social media are concerned.

Effective public discourse, however, exists when there are differences of opinion and when the participants abide by rules of rhetorical fair play. So here goes Unspun‘s contribution to the public discourse on the#SayaPancasila campaign.

Three questions spring to mind from all the #SayaIndonesia and #SayaPancasila profile photos being used on Facebook Instagram and other social media channels:

  1. Are atheists allowed to proclaim #SayaPancasila? Pancasila requires the belief God, in whatever form she exists. Arising from this should there be a discussion on which is more appropriate for Indonesia today – a concept from 1945 repurposed to knit together Indonesia in 2017; or would Embracing Diversity be a more appropriate idea to campaign on?
  2. When people these days declare #SayaPancasila can it be taken as their full subscription to the five principles formulated by Sukarno in 1945 as an instrument to rally people round Indonesian Nationalism? Or is it more a talisman to signal their rejection of the more extreme and intolerant elements of Indonesia today, i.e. Rizieq and the FPI as well as other assorted hardliners? There is a difference here: one is an embrace of something, another is a rejection of another thing.
  3. Are all these declarations of #SayaPancasila on the internet missing the target? One of the things the internet is notorious for is to create bubbles where like-minded people reinforce their own ideas and convictions. How many of these #SayaPancila proclamations are actually seen by the real targets? These are the 50+ percent who voted for Anies, the thousands of easter-clad protesters who came out on 212 and other demonstrations, that part of Indonesia who get their information more from mosques and grassroots institutions than the social media. There is also the question of whether seeing such #SayaPancasila declarations would persuade them to change their minds or reinforce their believes so that they dig down even deeper in the embrace of hardline attitudes and beliefs.

Don’t get me wrong. I think that any effort to claw Indonesia back from the clutches of the hardliners is something good for this country and society. But will it be effective? Or wilt be a distraction when resources could have been channeled elsewhere for greater effect?

So where do people stand on these three questions?

 

 

 

Breaking potential crisis: Telkomsel and its hacked website

Crisis Management Students: Fire up your twitter apps and browsers and train them on Telkomsel’s website and their Twitter responses.

Someone has hacked into Telkomsel’s website and filled it with vitriol and animal references –  and being generally lauded by netizens for doing so.

Although hacking is a crime and should be condemned. The hackers are instead getting plaudits because for years Telkomsel has been perceived to be arrogant, expensive and treating its customers with contempt.

There is a marketing and customer service lesson here somewhere that tells the story of how you may be dominant in a market but not loved. If only a competitor could get its act together and run a disruptive campaign enlisting Freedom Fighters against obscurantism, bad service and expensive service, you’d be toast.

In the meanwhile Telkomsel’s Twitter handle is telling all and sundry that they are restoring the website so people can use them again, as if nothing untoward has happened.

More: something’s very wrong or it’s just absolutely bad timing when your agency peeps posts this just as the issue is escalating. 


 

 

 

Breaking Bread with Sari Roti

Here’s what I posted on the Maverick blog today about the brouhaha over Sari Roti:

What corporations can learn from the Sari Roti incident

Out of the blue, the bread manufacterer Sari Roti came under attack by unverified news postings on social media in the past week.

The attacks came in the form of postings claiming that Sari Roti was supporting the 212 demonstrations by giving out free bread to the demonstrators. Photos were posted of Sari Roti tricycles with a handwritten sign “Free for the mujahids”.

sari1

Similar posting kept cropping up and the usual supporters and critics weighed in. By Saturday, the noise had grown so much that Sari Roti’s management felt compelled to make their stand clear.

The issued a press release on their website, ostensibly saying some PR-ese about appreciating how the Super Peaceful 212 rally went on peacefully, how they were committed to uphold the values of democracy, diversity and national integrity of the country and how the incident involving the signs on the tricycles were not officially approved by Sari Roti because they were politically neutral.

It also said that the signs appeared because an unidentified customer bought the bread from the tricycle hawkers, asked them to go to the Monas entrance and put the signs on to feed the demonstrators – all without the knowledge or approval from the Sari Roti management.

 

sariroti

Read more…

IS THERE CREATIVITY IN CU in the NT?

Not since Sumardi Ma, he of the coffin notoriety, has a group of humans shown such  er…creativity?

Unspun had many years ago spent some weeks in the Northern Territory and found a land of great beauty and desolation. Since then it seems that nothing has changed. The Northern Territory remains beautiful and desolate, so desolate that few people have even heard of it, let alone visited it.

So how do you market a place like that? Well, the creatives working for Tourism Northern Territory have wrestled with the problem, injected some earthy Australian humor and come up with this totally original slogan/logo.

Creative or just crass? You decide, but you can’t deny that it grabs you by the sensitive parts.

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To read more about whether this strategy works, read here