Dumbest PR Nightmare They Made President SBY Do
5 Tips For SBY Not To Blow A PR Opportunity
By N. Mark Castro
Whoever is the PR/Image Adviser of President SBY should be fired. Now.
Any amateur strategic communications adviser can tell you, when in doubt, SHUT THE EFF UP.
Now let’s look at the elements of this picture from a PR perspective.
1. LOCATION, LOCATION, LOCATION
If the message you wish to convey is the president’s immediate response and to project him as an action figure, well, too bad … you failed in so many levels.
Location is very important in showbitness and the president’s empathy to the public he serves:
Are there many people to see it?
Would there be many people that could be given assistance?
Would the local media be there?
Would the foreign media be there?
Making him inspect the presidential grounds doesn’t look important at all.
There aren’t even any presidential household help that could be assisted to justify the phrase: “Charity Begins At Home.”
2. THE FOREIGNER
I have the highest regard for the Minister of Foreign Affairs Marty Natalegawa but, in all honesty, why must he be subjected to sheer torture in this picture? At this hour of need of the citizens, are we instead sending a message to our foreign allies that he had to be there?
Where’s the Image Consultant? Couldn’t they have advised him to take off the coat?
3. MISSING (WO)MAN IN ACTION
Where is the Minister of Health Dr Nafsiah Mboi-Walinono? Because in times like these:
With the public clamoring for guidance …
And people don’t know any better …
It is incumbent upon the Minister of Health to provide guidance and assistance in dealing with the potential outbreak of flood-related diseases, which could cost not only the citizens but the government as well.
And most of all, Health Minister Nafsiah Mboi should come in full flood-combat regalia and pinch the president’s ears if necessary — including those who followed his Einsten-like intelligence — for wading into the rat feces-infested flood waters of Jakarta.
Because, really … what were you thinking?
Some images evoke courage … others, just plain lack of common sense.
What the Minister of Health should address is the high possibility of Leptospirosis, coordinating with her entire ministry and even regional agencies, but ADDRESS the nation, EDUCATE the public, and ENFORCE a massive cleanup, especially since symptoms of the disease do not become evident even up to 10 days … and especially when you see this —
There is much to be learned from Indonesia’s ASEAN neighbor, the flood-stricken Philippines, which is visited by floods several times in a year and has recorded incidents of Leptospirosis as high as 3,410 (from Jan. 1 to Aug. 25) last year, with 149 people reportedly dead.
While there are at least 6,000 people displaced by the flood in Jakarta, the Philippines had to relocate as many as 250,000 people from its flood last year.
4. The Red Flag Is Up
This picture would have served better purpose if Palang Merah (Red Cross) was involved in providing assistance and relief. In order to mitigate the political advantage of Palang Merah’s media-savvy chair Jusuf Kalla, it would’ve been easy for the president to quell it by inviting his former vice-president into the fold with direct orders.
5. Managing the Image and Disaster
This picture is craving for the presence of the National Agency for Disaster Management to provide guidance and assistance, instead, we’re subjected to a bunch of people supervising the grounds.
I’m not saying that they’re not doing their jobs. Far from it, but if the Palace Communications handlers would be dumb enough to post an image of the president, then they better back it up with a credible message.
And please, do not insist that this shouldn’t fall under PR or Communications or Image Projection … believe me, the moment you let somebody take that shot and post it, it became so.
Posted on January 17, 2013, in Gallery, General, Politics and tagged banjir 2013, jakarta flood 2013, marty natalegawa, minister of foreign affairs indonesia, minister of health indonesia, president sby pr nightmare. Bookmark the permalink. 16 Comments.