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 Company: PT Unilever Indonesia, Tbk.
Company Description: Is Indonesian’s largest consumer goods company, with sales USD1.24 billion &13.4% growth in 2006. Brands include Lux, Dove, Pond’s, Sunsilk, Walls & Lipton. It received 70 awards & recognitions e.g. Indonesia’s Best Companies Awards (Finance Asia Magazine), Asian Most Admired Knowledge Entreprise, Int’l Energy Globe Award & Asia’s 200 Most Admired Companies (AWSJ).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Best Communications Team
Nomination Title: Building Communication Team, be part of company business plan
1. Tell the story about what this nominated team achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Public listed company Unilever Indonesia (UI), Indonesia’s largest consumer
goods company with 30 brands, had been known for its distance to media. In
fear of misquotes due to past crisis cases leading to negative publicities,
media had often been avoided. It was extremely difficult for media to get
comments from UI, particularly on financial and corporation. Business magazine
SWA recounted, they even sent handmade New Year cards to attract ULI
management’s attention (finally in 2006, with communication team arrangement,
the magazine was able to interview UI leaders and feature UI in 38 pages).
The new communications team established in 2003 was determined to change the
perception. The 5-man team introduced holistic communications approach
comprising external communications, internal communications, regulatory
affairs and government relations - working with 3P principles: promote,
protect and pre-empt, and implemented proactive rather than reactive manner in
media handling and crisis management.
The challenge was to convince UI management & 60 marketers that the new
approach would play a pivotal role in managing reputation and achieving
business targets. Could communication team be their business partner?
Strategies:
1. Be the leader in Brand PR to support company’s ambition and winning
community heart through CSR.
2. Be a strategic influencer on community and environment issues; also be
reliable business guardian.
3. Be an inspiring partner for internal Unilever.
4. Build systems to measure and evaluate PR.
Tactics:
1. Proactively seek and use opportunities to get positive news, and
strategic alliances with media.
2. Hold key position in strategic industry associations to become ‘eyes &
ears’ for UI and strategic influencer in government’s policy making process.
3. Intensively promote internal multi-communication channels with
creative twist e.g. cascade business principles through witty performing arts;
sharpen business strategy through combat tactics simulation took place in real
military school, etc.
4. Build & sustain Media Analyzer Application system (MAA) to measure
values of article on UI, competitors & industry; and build Media Database
System (MDS) to maintain relationship with journalist and media in personal
yet professional way.
5. Empowers senior executives and marketers as spokespersons, by holding
Brand PR workshop and customized media coaching for different media purposes.
6. Educate marketers on qualitative PR value measurement.
Result:
1. PR being part of company’s strategic business plan in the last 2 years.
2. Increasing number of positive publicity, i.e. 1,905 stories which
contain most of the messages (366 in ’02; 813 in ‘05).
3. After establishing strategic alliance with ‘Jawa Pos’ (biggest mass
media network in Java) in CSR waste management, UI partners with leader of
national media ‘Kompas’ in an environmental campaign, the first strategic
partnership of its kind for Kompas. The partnership strengthens UI reputation
among media and other stakeholders.
4. MAA won internal ‘Enterprise Award’ granted to a team finding
innovation/ideas to help UI achieving its business goal.
5. Won 8 awards on ‘PR Program & PR People of the Year’, the first PR
Awards for UI.
6. Received a total of 70 awards & recognitions in ‘06 (54 in ‘05).
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://www.youtube.com/watch?v=-vMtLbZpWZA
http://www.youtube.com/watch?v=VB5TJl1PdGY
http://finance.groups.yahoo.com/group/unileverindonesia/files/
3. Provide a brief (up to 100 words) biography about the leader(s) of this nominated team:
Leila Djafaar leads Unilever Indonesia (UI) Corporate Communications as
General Manager starting 2003. A member of UI’s Crisis Communication Team, she
was previously VP Corporate Communications & Public Relations ABN AMRO Bank
for 4 years. In 1995-99, she served as VP Public Affairs HSBC Bank. Starting
her career at The Embassy of Canada as Public Affairs Officer, she holds an MA
from George Washington University, US in American Studies and studied Public
Relations Professional Program. Under her leadership and more than 15 years
working experience, the team effectively convinced UI to utilize PR as a
strategic vehicle in its business.
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