[Journey into Cyberworld] Micro Persuasion: 10 Commandments for The Era of Participatory Public Relations

Aku rasa ini perlu terutama untuk mereka yang bergerak di bidang PR dan periklanan, tapi juga untuk mereka yang bermain dalam advokasi dan demokratisasi. Apakah "Era of Participatory Public Relations" akan menjadi awal dari "Era of Participatory Management", bagaimana menghubungkan PR sebagai elemen manajemen?

Tetapi memasukan elemen "Good Governance" yaitu partisipasi yang bersama akuntabilitas dan transparansi menjadi pilar utama, maka usaha sebagai entitas yang "memaksimalkan keuntungan bagi pemegang saham" akan mejadi sejarah. Bergesernya perspektif dari "share-holder ke stake-holder, misalnya telah ditunjukan dengan "social accountability report" yang bahkan telah mulai menjadi standar bagi beberapa perusahaan di negara maju.

Sebaliknya kita di Indonesia masih melihat bahwa bahkan entitas publik, yakni pemerintahan, yang seharusnya justru lebih melihat segala sesuatu dari perspektif "stake-holder" justru semakin kuat menjadi "share-holder" dengan mereka yang menjai elite politik dan pemerintahan sebagai pemegang saham preferensi (yang diutamakan) seperti pemegang saham institusional di pasar saham dan rakyat kebanyakan menjadi pemegang saham individual yang tidak memiliki posisi tawar apapun terhadap manajemen yang merupakan blok pemegang saham terbesar.

Bagaimana selanjutnya dampak perkembangan ini pada masyarakat Indonesia? Pada tingkat negara, masyarakat, dan dunia usaha-nya.

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Micro Persuasion: 10 Commandments for The Era of Participatory Public Relations: "10 Commandments for The Era of Participatory Public Relations

The war is over. The people have defeated the corporation. Need proof, read this week's BusinessWeek cover story. They are the ones who are in charge now. They are using the Internet to tell companies what products to make or telling the world what a word means. That's when they're not developing new products of their own and marketing them. Bob Metcalfe was right. The value of the network really does multiply as do its nodes.

So now that the public is credited for calling the shots, what does it mean for public relations? Here are the 10 commandments for public relations professionals as I see them in the Golden Era of Participation…

1) Thou shall listen – Utilize every avenue available to you to listen actively to what your publics have to say and feed it back to the right parties.

2) Remember that all creatures great and small are holy – It doesn't matter if it's the New York Times calling on you or an individual blogger, both have power. Take them all seriously.

3) Honor thy customer – Create programs that celebrate customers and they will celebrate you.

4) Thou shall not be fake – Keep it real; don't hide behind characters and phony IDs.

5) Covet thy customers – Don’t sue your fans. You will alienate them.

6) Thou shall be open and engaging – Involve your customers in the PR process. Invite them to help you develop winning ideas and become your spokespeople.

7) Thou shall embrace blogging – It’s not a fad, it’s here to stay. Be part of it.

8) Thou shall banish corporate speak – People want to here from you in a human voice. Don’t hind behind corporate speak. It will soon sound like ye olde English.

9) Thou shall tell the truth – If you don’t tell the truth, it will come out anyway.

10) Thou shall thinketh in 360 degrees – Ask not what you can do for your customer, but also wha"

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Posted by Rio Menajang to Journey into Cyberworld at 6/14/2005 03:20:35 PM