About Andreas Bertoni

An absolute Sagittarius guy. A single father who fall in love with his only boy. Trying to have a new life with a girl who sits nine chairs across his desk. Illiterate person but read a lot. Hate green and anti-smoking activists and support capitalism by enjoying new techno gadget and Hollywood movies. And *I'm sick of not having the courage to be an absolute nobody [Franny and Zooey -J.D. Salinger]

Saya PR. Bukan Tukang Pos

A             : Kamu pernah mengurus klien apa saja?

Me          : Banyak macam

A             : Pernah mengurus launching produk dong?

Me          : Nggak pernah

A             : Loh katanya pernah mengurus banyak klien

Me          : (Mulai sebal) Saya konsultan Public Affairs. Bukan consumer PR

A             : Kalau mau pasang iklan bisa lewat kamu?

Me          : Saya bukan konsultan biro iklan (makin sebal)

A             : Kalau saya mau buat pameran, kamu bisa bantu?

Me          : Saya bukan Event Organizer

A             : Lalu kamu kerjanya apa sih? Kok tidak seperti PR?

Me          : *malas menerangkan*

Entah sudah berapa kali saya mengalami dialog seperti di atas. Hampir bosan rasanya menerangkan, bahwa dunia PR yang saya pahami berbeda dengan pandangan umum.

Saya nyaris tidak pernah tampil dalam sebuah konferensi pers.Saya juga tidak pernah menampilkan diri di dunia nyata dan virtual sebagai seorang pakar di dunia PR. Prinsip saya sederhana; bekerja sebaik mungkin di belakang layar agar klien saya tampil sebagai pemenang. Selain itu, oleh beberapa teman penampilan saya lebih cocok jadi debt collector ketimbang seorang PR.

Spesialisasi sebagai konsultan Public Affairs yang saya lakoni mungkin membosankan bagi kebanyakan praktisi PR. Jauh dari glamour dan hiruk pikuk personal branding agar terlihat sebagai seorang pakar. Pekerjaan saya sederhana,  hanya membaca puluhan artikel, menonton berita TV, melakukan analisa dan pemetaan, lalu membuat rekomendasi untuk klien. Di akhir proses itu, saya turun ke lapangan untuk menguji hipotesa dan rekomendasi, serta membangun jejaring informasi dan pendukung kepentingan klien.

Seringkali, tugas dari klien mengharuskan saya untuk bekerja lintas fungsi, seperti; corporate affairs, external relations, government affairs, lobbying, policy, public relations dan regulatory. Sangat menyenangkan bagi saya.

Tanpa bermaksud menyindir kawan-kawan praktisi di dunia PR, dari  dari hal-hal yang tersebut, saya menemukan jika seorang praktisi Public affairs dapat memberikan dampak positif yang besar. Yakni dengan memastikan klien tidak dilemahkan dan dibutakan oleh sebuah isu. Bahkan memungkingkan klien untuk mengambil kesempatan mengendalikan sebuah isu.

Ada sebuah kebanggaan tersendiri, ketika mendapati kerja yang katanya membosankan itu ternyata menjadi perbincangan bahkan kontroversi publik. Senang rasanya membaca sebuah peraturan baru, dimana saya terlibat dalam penyusunannya.

Ya, PR ternyata dunia yang beragam. Tak melulu tentang menghibur media.

Sayang, publik pada umumnya hanya melihat secuil dari dunia PR. Mungkin kami, para praktisi PR tak pernah memberikan definisi lengkap atas profesi kami sendiri. Jangan-jangan, kami, para praktisi PR juga tak paham betapa beragamnya spesialisasi dalam dunia PR.

Tak heran, jika kemudian sebuah media online terkemuka menuliskan, salah satu kunci utama menjadi PR yang sukses adalah penampilan. Lantas dengan gamblangnya, media tersebut menulis, seorang PR perlu melakukan investasi pada penampilan.

Jika demikian, dilarang protes apabila publik menganggap PR sebagai tukang pos, alias tukang kirim press release belaka.

*Disclaimer: Ini merupakan pendapat pribadi dan otokritik untuk diri saya sendiri

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Stay Hungry. Stay Foolish.

Saya membaca kalimat ini pertama kali, di sebuah buku milik teman. Entah apa alasannya, teman saya ini selalu menuliskan kalimat ini di setiap buku yang baru saja dibelinya. Komentar pertama saya, hanya orang dengan mental terbelakang yang ingin tetap lapar dan bodoh.

Beberapa tahun kemudian, saya terserang demam produk-produk buatan Apple. Dan laiknya seorang fans baru yang norak, saya mencari tahu segala sesuatu tentang Apple; sejarahnya, pendirinya, semuanya! Lalu saya kembali menemukan kalimat “Stay Hungry. Stay Foolish”, yang ternyata diambil dari pidato Steve Jobs, sang pendiri Apple di wisuda Stanford University, 12 Juni 2005 silam.

Sebuah kalimat yang ternyata bermakna sangat dalam. Kalimat ini yang kemudian menjadi inspirasi baru bagi saya.

Berikut ini adalah pidato lengkap dari Steve Jobs yang sangat menggugah itu

————————————————————–


You’ve got to find what you love

I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I’ve ever gotten to a college graduation. Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.

The first story is about connecting the dots.

I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out?

It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: “We have an unexpected baby boy; do you want him?” They said: “Of course.” My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.

And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents’ savings were being spent on my college tuition. After six months, I couldn’t see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn’t interest me, and begin dropping in on the ones that looked interesting.

It wasn’t all romantic. I didn’t have a dorm room, so I slept on the floor in friends’ rooms, I returned coke bottles for the 5¢ deposits to buy food in friends’ rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example:

Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn’t have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating.

None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, its likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later.

Again, you can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something – your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.

My second story is about love and loss.

I was lucky – I found what I loved to do early in life. Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation – the Macintosh – a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire adult life was gone, and it was devastating.

I really didn’t know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down – that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me – I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over.

I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I retuned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance. And Laurene and I have a wonderful family together.

I’m pretty sure none of this would have happened if I hadn’t been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don’t lose faith. I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle.

My third story is about death.

When I was 17, I read a quote that went something like: “If you live each day as if it was your last, someday you’ll most certainly be right.” It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: “If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “No” for too many days in a row, I know I need to change something.

Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything – all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn’t even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor’s code for prepare to die. It means to try to tell your kids everything you thought you’d have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.

I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I’m fine now.

This was the closest I’ve been to facing death, and I hope its the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept:

No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.

Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960’s, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.

Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: “Stay Hungry. Stay Foolish.” It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you.

Stay Hungry. Stay Foolish.

Thank you all very much.

Goodbye sister (sebuah otobiografi)

“Eva Kristy Indahwati”

Kami sekeluarga memanggilnya “Eva”, sementara sahabat-sahabatnya lebih suka memanggil “Kristy”.

Anak tertua di keluarga kami, anak terpintar, sekaligus paling pendiam. Masa kecilnya pahit, sangat pahit. Selalu mengalah demi tiga adiknya. Tapi tak sekalipun ia mengeluh.

Ia hanya diam ketika menanggung beban, lalu menebusnya dengan prestasi gemilang. Selalu menjadi nomor satu di sekolah, lalu lulus kuliah dengan predikat “Cumlaude”.

Benci sayuran dan penggemar mie instan super pedas. Bukan penikmat kopi tapi kerap kepergok menikmati minuman energi berkafein tinggi. “Kafein nya kopi nggak bikin mata melek. Nggak seru ah!” ujarnya kala ditegur.

Kendati sangat jarang marah, namun ia adalah sosok paling disegani di keluarga. Sekali ia beropini, kami pun lalu patuh.

Sikapnya tak berubah walau ia telah bersuami dan memiliki seorang anak perempuan yang cantik berusia enam tahun. Tetap pendiam dan dingin. “Yang paling penting itu tindakan. Cerewet dan kebanyakan gaya nggak akan menyelesaikan persoalan, malah menambah keruwetan,” ujarnya suatu hari.

Sikap diam dan tak pernah mengeluh itu membuat kami tak pernah tahu isi hatinya. Sampai kemudian ia jatuh tak sadarkan diri, pertengahan Januari 2011 lalu.

Tak sadarkan diri, lalu koma hingga kini. Kanker ganas stadium lanjut di batang otak, telah merenggut kesadarannya.

Ia tak sempat mengatakan rasa sakitnya. Tak sempat pula ia pamit ke rumah sakit pada suami dan anaknya. Hanya pertanda, berupa kata-kata kepadaku, “Nanti kalau ada apa-apa sama gue, elo jagain ibu dan anak gue ya. Elo kan sekarang dah sendiri” Kata-kata yang aneh di hari Natal 2010.

Mungkin saat itu, ia sudah mendapat firasat akan terjadi sesuatu pada dirinya. Entahlah, yang jelas itu adalah hal terakhir yang ia sampaikan padaku.

Kami sekeluarga menanti sebuah keajaiban datang menyembuhkannya. Sangat melelahkan..sangat melelahkan. Tapi kami paham, apapun yang terjadi, meski akan sangat menyakitkan, sangat mendukakan, tetaplah sebuah keajaiban.

Penantian itu sudah berakhir. 28 April, 2012, pukul 17.45 WIB, Sang waktu menyudahi pertarungan 457 hari yang penuh air mata. Berakhir dengan kemenangan iman, kesetian. Kematian yang memberikannya anugerah kesembuhan abadi.

Hidupnya sudah menjadi anugerah bagi kami. Sakitnya telah menjadi pengingat bagi kami agar terus saling menjaga, mengasihi dan lebih menghargai hidup.

Karena hidup terlalu berharga untuk disia-siakan. Karena waktu terlalu singkat untuk sekedar diisi kebencian.

“Dear sister, thanks for everything you’ve done for us. We miss you, I miss you. We love you, I love you. Everything will be alright.”

Selamat jalan. Sampaikan salam kami untuk Sang Pencipta

Karawaci, 29 April 2012

Krisis 21 Detik

19 Desember 2011 lalu mungkin menjadi salah satu hari paling menyebalkan bagi Federal Express (FedEx). Mungkin untuk kali yang pertama, salah perusahaan jasa kurir terbesar di dunia itu mengalami krisis digital.

Peristiwa itu bermula munculnya sebuah video di YouTube. Di situs video sharing tersebut, terpampang bagaimana seorang kurir FedEx memperlakukan paket secara ceroboh, bahkan mungkin sangat bodoh. Kurir itu dengan santai melempar paket berisi layar monitor LCD ke halaman rumah si penerima paket.

Durasi video ini memang singkat. Hanya 21 detik. Tapi sampai dengan 21 Desember 2011, video itu ditonton lebih dari 2 juta kali!

Video ini kemudian ramai diperbincangkan di ranah media sosial seperti Twitter dan facebook. Caci maki dan lelucon soal kualitas layanan FedEx kemudian membanjiri ranah media sosial

 

 

 

Ramainya percakapan di media sosial, kemudian mengundang ketertarikan media-media cetak terkemuka

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Manajemen FedEx kemudian merespon maraknya sentimen negatif di media sosial dan media massa, dengan mengeluarkan pernyataan resmi via situs video sharing YouTube

Meskipun pernyataan tersebut menjelaskan sikap FedEx dengan lugas dan terang, namun tidak mampu menghentikan ketertarikan masyarakat untuk tetap menyaksikan video tersebut. Bahkan hingga kini, video aksi bodoh kurir FedEx itu sudah ditonton lebih dari 8 juta kali! Dan komentar negatif pun tetap saja berlanjut. Tak heran jika kemudian majalah Forbes menempatkan video tersebut di peringkat pertama, “The 5 Most Brand-Damaging Viral Videos of 2011”

 

 

 

 

 

 

 

 

Ada beberapa hal yang menyebabkan, jawaban dari FedEx tidak menghentikan komentar buruk tentang kualitas layanan FedEx.

  • FedEx bereaksi sangat lambat. Butuh dua hari dan artikel-artikel besar dari media massa terkemuka, sampai FedEx memberikan pernyataan resmi
  • Sementara konsumen menuntut transparansi, pesan yang disampaikan oleh FedEx malah terkesan satu arah. Tidak terlihat usaha dari FedEx untuk melibatkan konsumen yang dirugikan dalam dialog. Tidak ada bedanya dengan menyaksikan sebuah monolog tanpa emosi
  • Masyarakat menyukai hal-hal yang lucu dan konyol. Tak heran jika video kurir melempar paket itu terus ditonton

Dari peristiwa yang dialami oleh FedEx ada beberapa hal yang bisa dipetik sebagai pelajaran.

  • Jangan remehkan media sosial, cerita buruk kini menyebar lebih cepat via media sosial
  • Tidak ada lagi rahasia di ranah media sosial. Setiap individu memiliki kekuatan untuk mengungkap apa yang dianggap tabu, dan mengendalikan opini publik
  • Di sosial media berlaku hukum, “Sekali salah, selamanya cemar”. (Thanks to google who make this happen)
  • Hiper transparansi di ranah media sosial. Semua orang merasa kompeten untuk memberikan komentar dan analisis
  • Berikan respon yang cepat, dalam hitungan jam, bukan beberapa hari kemudian
  • Dialog lebih menyenangkan daripada monolog (kecuali anda stand-up comedian)

Nah, sebelum peristiwa yang sama menimpa perusahaan anda, ada baiknya anda mulai mendengarkan, mengamati dan menganalisa percakapan di media sosial. Lalu siapkan tim khusus yang terlatih. Pengalaman dan keahlian sangat membantu ketika harus merespon krisis dengan cepat.

 

 

A Walk To Remember

“Orang yang paling bahagia tidak selalu memiliki sesuatu yang terbaik, tapi hanya berusaha menjadikan setiap apapun yang hadir dalam hidupnya sebagai yang terbaik.”

Saya menemukan kalimat ini dari notes di Facebook seseorang teman. Dia benar. Kebahagiaan tidak selalu datang dari apa yang berhasil diraih atau dimiliki. Memiliki segalanya bukan jaminan bahwa hidup akan bahagia selamanya.

Kebahagiaan kerap datang dari hal-hal sederhana yang kita lakukan. Acap datang dari tindakan sepele yang dilakukan orang lain untuk kita. Ketika kita mengejar kebahagiaan lewat bayangan indah dan ambisius, tanpa disadari lelucon bodoh, tawa yang usil atau sentuhan ringan dari orang lain, terutama yang kita cintai, bernilai luar biasa. Kita kerap terlambat memahami sebelum akhirnya benar-benar kehilangan hal-hal kecil itu sama sekali.

Kebahagiaan seringkali menghampiri saat kita memandang sesuatu yang berharga dalam hidup kita. Meskipun itu bukan milik kita.

Kebahagiaan bisa didapatkan dengan menuliskan kata yang tak pernah tersampaikan untuk seseorang. Dia yang tidak kita miliki.

Ya, dia benar. Kebahagiaan selalu hadir ketika kita menjadikan setiap apapun yang hadir dalam hidup sebagai yang terbaik. Sekalipun hanya sebentar…

Kebahagiaan bisa hadir hanya dengan mengingat tiga hal darinya: rok hitam selutut, kemeja biru muda dan wajah penuh percaya diri. 

Selamanya…

2012 (Sebuah Harapan)

Seandainya ramalan tentang kiamat 2012 tidak terjadi, ada banyak sekali yang ingin diwujudkan. Dari yang keinginan yang bodoh, harapan yang melankolis, hingga ambisi yang utopis. Tapi dari sekian banyak keinginan itu ada dua hal besar yang sangat ingin diwujudkan dan terus dilakukan.

Mencintai

Tidak ada yang lebih indah ketika kita bisa terus mencintai. Sekalipun dalam kondisi penat dan susah. Bukan sekedar mencintai lawan jenis, hal-hal yang indah dan menyenangkan. Ya, mencintai segala hal yang kita lakukan demi kebaikan.

Mencintai pengorbanan yang kita lakukan untuk orang lain.

Mencintai kegagalan untuk menjadikan diri kita lebih baik.

Mencintai kata-kata bodoh yang kita ucapkan dengan tulus dan jujur.

Mencintai kegusaran orang lain, karena menjadikan kita sabar.

Mencintai kesalahan orang lain, karena menjadikan kita memaafkan.

Dicintai

Begitu nikmatnya ketika kita dikelilingi oleh orang-orang yang mencintai, mengasihi kita. Bukan atas apa yang kita miliki. Tapi atas apa yang kita lakukan. Tak ada anugerah yang lebih indah dari dicintai.

Dicintai karena pengorbanan kita.

Dicintai karena diri kita yang lebih baik dari sebelumnya.

Dicintai karena ketulusan dan kejujuran.

Dicintai karena kita sabar.

Dicintai karena kita memaafkan.

 

 

 

Kita..Bahagia..Bersama

Kita…
Adalah kata yang tak pernah terjadi
Ketika aku menggambar titik, kamu meletakkan koma
Ketika aku diam, kamu riang menari

Bahagia…
Adalah asa yang rasanya semu
Apa mungkin rembulan dibahagiakan hembusan bayu?
Terlalu berbeda untuk meramu asa

Bersama…
Adalah mimpi yang takkan jadi nyata
Ketika aku memberi bunga, kamu memilih kata-kata
Ketika aku ajak jadi yang pertama, kamu nikmati jadi yang kedua