Eastern European PR Theory:

PRThe Netherlands VS. Indonesia

Willemijn van Eijck

Sasha Gayatri

The Dutch Culture

Modern & progressive Preserve standards &

values Professional Straight forward Live and let live Pragmatic

Dutch Business Environment

Politically stable governments.

Internationally orientated economy

Sophisticated financial sector

Collegial management

The Dutch LOVE meetings

The Netherlands: PR RoleWhat would an average Dutch PR “person” look like?

Tasks:

Editorial work 20.1

Presentation and representation 15.9

Internal consultancy 9.6

Marketing communication 9.2

Gathering information 8.9

Press contacts 8.3

Producing comm. plans 7.8

PR: Responsibilities and position within the organization

The Netherlands: Case Study30/04/09 Assault on Dutch Queen in Apeldoorn

The Netherlands: Case Study

Holland in shock 3 million people witnessed 7 people killed on the day itself

How did the Dutch handle this crisis?

The Indonesian Culture

Indirectness High Power Distance High Uncertainty Avoidance Collectivist The caste system

Indonesian Business Environment

Agricultural and Industrial Depend on Investors Complicated bureaucracy Inequalities power

Indonesia: PR Role Awareness of PR Role PR organisation Specific plans for each ministry and municipality

However, 2nd Model (Public Information Model) Lack of credibility Media is more dominant Not included in decision making process

Indonesia: Case StudyFree Aceh Movement 2005

Indonesian army troops intervention against the separatist movement in Aceh

Lack of international PR

Misleading publication by international organisations

Comparison/Conclusion

Netherlands

PR is important Not seen separately Mainly editorial

Indonesia

PR is seen as an important matter in every organization

There is a different degree of PR responsibilities in both countries

Thank you for your attention!

Questions?