Jumat, 10 Oktober 2008

Presidential contenders get professional touch

Straits Times - June 4, 2004

Devi Asmarani, Jakarta -- Professionals, not just politicians, are running the show for the election.

Presidential contenders have been relying on their team of political strategists, public relations consultants and advertising experts ahead of the July 5 election.

The candidates set up think-tanks for campaign strategies and seek professional advice to polish their public image. Pundits help formulate their platforms and senior journalists are hired to run their media centres.

The first-ever direct presidential election in Indonesia has prompted the five contenders to employ modern campaigning approaches to boost their popularity and win the ground.

Some campaign teams have sought help from more experienced ones abroad, collecting campaign formats of successful presidential candidates in countries such as the United States and the Philippines.

But of all the contenders, National Mandate Party chairman Amien Rais can proudly claim to be the pioneer in this new battle for the presidency.

Unlike others, who only began to seriously market themselves for the top post early this year, Dr Amien started the groundwork for the contest in 2001, when he established the Amien Rais Centre think-tank.

The centre at the time started formulating a design format for his 2004 presidential campaign, knowing that the allotted official 30-day campaigning session this month would not be sufficient to promote the National Assembly Speaker across the sprawling archipelago.

The centre's chairman, Mr Jeffrey Geovanie, told The Straits Times: "First thing we did was to make a standard portrait of [Dr] Amien so that everyone across the country will instantly recognise him when they see his picture." At the centre's suggestion, Dr Amien began making personal trips to various countries to meet influential figures there.

"We want him to actively clarify to the international community that he was not a fundamentalist as he had been misrepresented in the foreign media," Mr Geovanie said.

The institution monitors media and public perception on Dr Amien, and makes sure his public statements are consistent and centrist. He also started making overseas trips two years ago to participate in various cultural programmes.

It was also two years ago when he began what later become his trademark -- visiting wet markets. It was a move that incumbent President Megawati Sukarnoputri has seemingly emulated this week.

Mr Geovanie is not a member of Dr Amien's official campaigning team, which was established late last month, but some members of the Amien Rais Centre have joined the campaigning team.

Dr Amien's campaigning team is made up of political scientists Rizal Sukma and Irman Lanti, as well as renowned economists Didiek Rachbini and Dradjat Wibowo.

Similarly, the incumbent President's think-tank, the Mega Centre, comprises academics such as Mr Cornelis Ley, her long-time political adviser, historian Hermawan Sulistyo and economist Sri Adiningsih, as well as several Cabinet ministers.

The Mega Centre monitors public opinion polls, advises Ms Megawati on campaign strategies and formulates political and economic platforms.

Leading contender Susilo Bambang Yudhoyono has his own SBY Information Centre. Named after his initials, the centre groups people from various backgrounds, such as law and communication. Former journalist Syahrial Nasution is one of them.

"It is basically an SBY fan club and we are all volunteers because of our personal relations with him," Mr Syahrial, the centre's managing executive, told The Straits Times.

The Wiranto camp has also hired senior journalists to run its Wiranto Media Centre, which is one of the most efficient of all the think-tanks. The centre has been quick in sending out information and organising press briefings.

Political campaign management may have yet to become an industry in Indonesia, as in other more developed democracies, but Mr Geovanie said it would soon become a norm as the country adopts a new set of electoral systems.

"Right now, professionals join the presidential contenders' team out of personal sympathy or political connection. But in the future, when even governors or regents will be elected directly by the people, it is natural that there will be demand for professional services for campaign management," he said.

Strategists: Men behind candidates

Susilo Bambang Yudhoyono

  • Sukosudarso: PDI-P politician who crossed over to support Mr Bambang's bid.
  • Rachmat Witoelar: A Golkar founder, former ambassador to Russia.
  • Joyo Winoto: Former official at the National Development Planning Agency.

Wiranto

  • Fachrul Razi and Suaidi Marasabessy: Retired generals.
  • Rizal Ramly: Economic czar in Abdurrahman Wahid's Cabinet.

Megawati Sukarnoputri

  • Cornelis Ley: Political strategist.
  • Sri Adiningsih and Anggito Abimanyu: Economic advisers.

Amien Rais

  • Rizal Sukma: Political strategist.
  • Dradjat Wibowo and Didiek Rahbini: Economic advisers.

Hamzah Haz

  • La Ode Kamalludin: Adviser to Vice-President Hamzah Haz.(*)

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