Strategic Communications

Site Visit To Ketchum PR: My Takeaways

In the first semester of my master program in Strategic Communication at Columbia, I took this “Evolving Industry” class. I personally found this class very interesting, since it intertwining the in-class experience and industrial inside-look. We got to visit several companies in communication field, from branding agency, PR agency, to corporates. We called this as Inside Look, and sure we do look inside! ūüėČ

One of the best Inside Look I got was to Ketchum PR Headquarter in 6th avenue. Inside Look session to Ketchum PR office in New York City teaches me one important lesson in Public Relation field: rather than pushing a story, we should build a conversation. A short sharing session with Ketchum team has indeed changed my perspective entirely about Public Relation as professional work.

Ketchum Digital focus on a method they called Story Works. Here, their area of work is content marketing in digital media, which includes social listening. Personally, I found “social listening” as a new term in marketing creative process. It emphasized on observing audience behavior in the digital environment, which could be totally different with their behavior in the real world. It also interesting to know in the digital environment, 1% users create the stories, 9% users share the stories, and 90% users consume the stories. A proportion they called ‚ÄúRule 1-9-90‚ÄĚ.

A case study that Ketchum works on this Story Works method is the ‚ÄúWorking Together for Patients‚ÄĚ campaign launched for Bristol-Myers Squibb. The campaign uncovers the meaningful stories from employees about their personal life and its connection to the work they do. When an employee tells their stories about patients that inspire them to deliver the best service every day , they actually share a deeply personal reflection of dedication that becomes a company value. The audience would not only see a doctor, a nurse, or a technician, but a whole human. And at the parallel process, the audience also see Bristol-Myers Squibb persona as professional and caring.

I found this campaign interesting, therefore when I went home, I remember myself doing a Google search about it. It brought me to the specific website they created for this project. In this website, there is more than 1,000 photo mosaic of the employees with short story caption about their type of work and the role they play in improving the lives of patients.

These stories create strong employee engagement at Bristol-Myers Squibb, as they are taking a pride of sharing their stories and feeling heard by other people. It also shifts the corporate image and enhances their reputation, as the campaign was highlighted in their corporate annual reports. From employees‚Äô stories that spark conversation in digital media, it becomes the “face of the company” that people remember.

This campaign resonates what I learned in Ketchum about Story Works.  They implement the social listening as the soul of their content creation. In terms of channel distribution, the agency did a very smart job by engaging employees, as they were naturally would belong to the 9% users that share the stories about their coworkers and the place where they work. The channel distribution through YouTube, website and other social media platform is neatly executed. Through this inside look to Ketchum, learned that digital PR also includes the creative, marketing, and branding work. Thus, a broader understanding of strategic communication is paramount to work at the agency at similar business.

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Journalism, Professional

Reporting US Election Day 2016 on TV

liputan-6
Sebagai kontributor SCTV, kali ini berkesempatan melaporkan suasana pemilu 8 November di New York, AS.
Tautan lengkap:
Reporting from New York, USA, about election day November 8, for SCTV (Indonesian TV station).
Full link:
PS: Sorry, I couldn’t attached the video here in my blog. Technical problem.
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Strategic Communications

Deepwater Horizon: A Lesson about Leadership Mistake in Corporate Crisis

A movie titled ‚ÄúDeepwater Horizon‚ÄĚ has just released in September 2016. The movie is actually inspired by a true story. In April 2010, a huge explosion happened in the Deepwater Horizon oil rig. As fatalities, 11 people died, 17 injured, and 205 million gallons of oil spilled into the Gulf of Mexico. One of the world largest industrial disasters in the history, charging British Petroleum (BP) as the company that operates in the oil rig. US president Barrack Obama signed an order to launch a criminal investigation on the case, therefore put BP into the worst corporate crisis they can even imagine.

Unfortunately, public opinion about BP bad reputation in managing crisis has long been shaped. This particular image referred to the CEO’s bad tactics in coping with the crisis. Instead of showing a strong leadership attitude that everyone in this world would be expected, Tony Hayward was repeatedly demonstrated insensitivity, arrogance, and denial upon the issues.

After the Gulf oil accident, New York Times reported that Hayward said to his fellow executives, ‚Äúwhat the hell did we do to deserve this?‚Ä̬†Responding to the Telegraph reporter‚Äôs question about the oil spill impact, he said, ‚ÄúI think the environmental impact of this disaster is likely to be very, very modest‚ÄĚ.¬†He has also triggered criticism as saying ‚ÄúI want my life back‚ÄĚ after apologizing for the disaster.

For this leadership crisis that certainly put a severe headache for every PR practitioners, BP was certainly spending a huge amount of money to repair its image. BP launched TV ads featuring Tony Hayward apologizes and intention to take full responsibility for cleaning up in the Gulf. They also run the print ads in newspapers.¬†The copy for both TV and newspaper ads conveyed the same message: ‚ÄúWe will get this done. We will make this right.‚ÄĚ

The ad contained a very vague message. They promise to get it done, but people can see that they can’t even get their CEO under control. I would argue that BP effort in managing communication in time of crisis was overshadowed by their leadership outburst.

Therefore, when BP replaced Hayward with Bob Dudley, they made up the earlier PR failure by putting special attention in social media, particularly Facebook and Twitter, in order to get news out to traditional media and to make people feeling heard. BP also set up Youtube channel. They created The Gulf Stories series to share Gulf coast resident stories about their life after the explosion and citing testimonials about BP efforts to make up for their mistake. Compared with the Tony Hayward apology, This Youtube video is one of effective communication tools to repair the damaged reputation, where they admit their mistake and asking remedy by saying, ‚ÄúWhat happened here five years ago changed us.”

While it may be true when the expert said that even the best PR cannot solve the man-made disaster effect like this Gulf oil spill, they still can communicate better to their key stakeholders.  In my perspective, BP was supposed to have special spokesperson and lobbyist for each key stakeholder. This way, the corporate communication would be more targeted, especially in post-crisis image restoration.

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Strategic Communications

Expanding Cloud Footprint

One biggest challenge in the modern world is the overwhelming digital information to be archived. Many operating company’s databases are running out of space. To retrieve more data storages, the companies expand their data centers through cloud computing system.

Cloud computing is a virtual service that operates in computing resources, which provides users with a configurable network sharing. Instead of investing in building a new server for expanding corporate’s data center, corporates can contact cloud provider to get a personalized service. In daily life, we step into the cloud computing universe when sharing a file with friends in Google Drive, or when involving in open-source learning management system such as Canvas platform used by Columbia University.

As we can see more cloud footprint in our daily life, the future market trend is getting obvious. Gartner’s forecast for 2011-2017 in IBM website¬†predicted that 50 percent of enterprises will have hybrid clouds by 2017. This shifting trend invites more big players to compete in cloud computing market. IBM, Amazon Web Services, Microsoft Azure, Google Cloud Platform, Rackspace, VMWare, Red Hat, and Oracle Cloud are the examples of widely-recognized cloud providers.

To market their product and services to the potential or existing clients, the suppliers of cloud services are expanding their footprints in a set of communication strategies. IBM, for example, is demonstrating their credibility by creating a specific press kit page on their websites. Under the ‚ÄúIBM Cloud Computing‚ÄĚ category, their latest updates come in three communication elements: Flickr presentation, Youtube video, and news releases.

IBM also pays special attention in visual aids, particularly trough Youtube. Their official corporate account IBM¬†has a specific category about cloud computing, with a short introduction statement about ‚Äúhow IBM is deploying cloud computing to rethink IT, reinvent and transform business.‚ÄĚ Additionally, they created another account for IBM Cloud Computing¬†to channel deeper explanation on expert advise, IBM Clouds marketplace, and IBM SaaS (Software as Service). As per this blog post is written, the account has already earned 9,316 subscribers.

IBM targeting business-to-business market segment to secure their private cloud computing system. Their clients vary from government services, private sectors, to nonprofit organizations.  In March 2016, IBM launched news release about partnership with Guiding Eyes For Blind, a non-profit organization focused on training and placement of service dog for people who are blind or visually impaired. The organization work includes a comprehensive data management to identify qualities in dogs such as medical records, genetic mapping, and questionnaire documents.

One of the Youtube campaigns for this partnership featured a story with titled “Jackson: An IBM data story”. In the video, a dog named Jackson were trained in a supportive and professional environment, as his learning development is recorded. Through its impressive and neat execution, IBM delivers the message about Cloud implementation in enhancing organizational interest to meet its customer‚Äôs needs. Since I think IBM did not get specific in highlighting their partnership story before 2016, this marketing effort with Guiding Eyes could be an exemplary good for their campaign in the future.

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Strategic Communications

Brand Communication: SK-II’s Marriage Market Takeover

If you are a woman above the age of 25, well-educated, possessing A-level quality, living in traditional society in China, and unmarried, life might be a bit tough for you.

You might get used to the idea of being labeled as sheng nu, or in a universal term, a leftover woman[1]. Parents pushes you, trying to match you with someone, and start saying this ‚ÄúI won‚Äôt die in peace unless you‚Äôre married‚ÄĚ magic spell to overshadow your mind for years.

Indeed, it is the worst feeling in the world.

Understanding this insight, a Japanese skin care brand, SK-II, decided to take side to support the voiceless outcasts. They reached out to modern women over their 25 age, who, despite of major accomplishments they achieved in life, still being perceived as unworthy before being someone else‚Äôs wife. Introducing a breakthrough documentary-style video, SK-II launched a commercial advertising with theme ‚ÄúMarriage Market Takeover‚ÄĚ. ¬†This video went viral, reaching over 2 million views on Youtube and almost 3 million on Youku.

Marriage market refers to Shanghai’s People’s Square market, place where parents comes to post their daughter profile, hoping find a suitable match. A number of Chinese women were interviewed. The women shared the same stories: a conflicted thought between stand up for their single life, versus agreed upon a marriage for the sake of family dignity.

 “Maybe I should give up on someone I love for someone who’s suitable.’

‚ÄúMaybe I am being selfish, I want to say sorry to them (my parents).‚ÄĚ

‚ÄúI just wish my parents would understand my way of living.‚ÄĚ

Obviously, Forsman & Bodenfors as the agency worked for this campaign, crafted a strong message about women empowerment as their strategic objectives. They tried to shift paradigm about women who portrayed society’s prejudice as leftover, are actually not. These subjects define what an inspiring woman does: having control upon their life.

And the story goes on. The women decided to take over their destiny, as SK-II took over the marriage market by marking their space with special installation. Hung in a huge spotlight, there were pictures of their daughters, beautiful and stunning after presumably taking good care of themselves by SK-II products. There was a slightly shocking pause, and then turned smoothly to a melting down moment when the parents gazed at their daughter picture along with personal message about being independent.

‚ÄúMy daughter is beautiful. Leftover women should be proud!‚ÄĚ said a mother in the video, shed her tears.

For me, this campaign successfully delivered a strong and beautiful message about being a woman in modern world. An advertising that works by defying social norm must be anticipated to turn controversial. It involves a lot of risk, not only for the campaign objectives, but also for brand name and equity. However, the impact was a huge success. As a skin care brand, SK-II did not directly showcase their products in the advertising. Instead, they built an intense emotional connection between the talents, their aspiration, their struggles, and let the audiences assume that SK-II always be there for them to ease the burden. This advertising is easily creating mutual bond, everybody can relate to that.

After all, we yearn to share solidarity for each other. No more leftover, okay?

 

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NUS, TF LEaRN Programme

TF LEaRN Programme @NUS – Semester 1 AY 2012/2013

Program pertukaran pelajar satu semester di National University of Singapore yang saya ikuti ini akhirnya selesai. Saatnya mewrap-up apa saja yang sudah saya dapatkan selama disana.

1. Wrap-up program

Program ini adalah program rutin yang dibiayai Temasek Foundation, sebuah perusahaan Singapura yang bergerak di bidang investasi, khususnya di Asia. LEaRN sendiri adalah kepanjangan dari “Leadership Enrichment and Regional Networking”. Bekerjasama dengan universitas-universitas besar, 35 mahasiswa undergraduate yang lolos seleksi mendapatkan kesempatan belajar di 3 universitas besar di Singapura, yaitu: NUS, NTU, dan SMU. Tidak hanya mengikuti perkuliahan yang bisa ditransfer kredit, peserta juga mendapatkan kesempatan untuk melakukan¬†community service di NGO lokal, leadership camp¬†yang fun, kunjungan ke perusahaan-perusahaan besar di Singapura termasuk CapitaLand dan Singapore Airlines, serta terlibat dalam proses persiapan ASEAN Learning Journey, sebuah simposium internasional yang menghadirkan keynote speaker ternama termasuk duta besar negara-negara ASEAN.

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Untuk ini semua, setiap peserta mendapatkan funding sebesar SGD 6000. Kalau bisa berhemat malah bisa dipake buat travelling around lagi.

Cara daftarnya? Karena program ini basisnya adalah kerjasama universitas, coba cek ke Kantor Urusan Internasional (KUI) universitas masing-masing. Siapa tahu universitas kalian masuk di list yang eligible sebagai partner TF LEaRN. Kalau saya di UGM, pendaftarannya bisa dari 2 jalur: KUI sama PSSAT (Pusat Studi Asia Tenggara). Kebetulan karena saya dulu pernah kerja di PSSAT, saya milih seleksinya dari sana. Basic requirement untuk program ini adalah sebagai berikut:

  • Latest transcript in English (minimum GPA 3.25)
  • Copy of TOEFL certificate with minimum score 570 (paper based), 237 (computer based) / or IELTS 6.0
  • Copy of your CV
  • Letter from your faculty stating that you are currently¬† top 5 / top 10 students in your major
  • 200 words essay of ‚ÄúWhy do you deserve to be in TF LEaRN Programme‚ÄĚ
  • Copy of your passport

2. Wrap-up universitas

Universitas yang mendapatkan 23rd position dalam jajaran World Reputation Ranking ini memang jadi daya tarik sendiri bagi pelajar di seluruh dunia. National University of Singapore ini punya dua kampus, satu terletak di Kent Ridge, satu terletak di Bukit Timah. Kampus saya di Faculty of Art and Social Science itu di Kent Ridge. Luaaas sekali daerah kampusnya, juga berbukit-bukit terjal. Jangan khawatir, sistem internal shuttle busnya sangat efisien. Meski kadang-kadang di peak hour antrian bus jadi padat sekali. Jadi kalau nggak datang lebih awal kemungkinan bisa terlambat.

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Ada beberapa spot yang bikin saya betah banget tinggal di lingkungan kampus. Ini dia!

  • Perpustakaan

Hebat kalau nggak berdecak kagum liat perpustakaannya. Bangunan 5 tingkat ini koleksinya lengkap, fasilitasnya nyaman, tata letaknya apik.  Dengan akses nomor mahasiswanya, kita bisa akses buku, artikel, jurnal, bahkan disertasi global yang konon susah banget carinya kalo di Indonesia. Jadi kalau exchange kesana, manfaatkan kesempatan buat download materi sebanyak-banyaknya. Apalagi kalau sudah mau skripsi.

Selain itu disana juga ada Writing and Communication hub, yaitu tempat dimana kita bisa konsultasi paper dan presentasi dengan tutor-tutor yang disediakan secara free. Asal dari awal kita booking dulu secara online.

  • The Deck

Kantin FASS yang bernama “The Deck” ini nggak pernah sepi. Selain karena murah, pilihannya banyak! Mulai dari Japanese, Western, Malay, Chinese, Indian, Indonesian cuisine, sampai junk food seperti Burger King ada disana. Oh iya, kalau Muslim jangan khawatir kok, ada beberapa stall seperti Malay, Indian, Indonesian, bahkan Western yang punya sertifikasi halal. Beda sama di luar kampus yang lebih limited pilihan halal foodnya.

Kalau mau sholat juga memang nggak ada spot kayak mushola yang di kampus-kampus Indo pasti jadi tempat wajib. Tapi kalau jalan dikit dari The Deck ke arah AS 6, naik lift ke tingkat paling atas, di sudut tangga darurat paling atas itu ada spot sholat yang biasa digunakan Muslim untuk beribadah.

  • NUS Museum

Jauh dari kata membosankan.  Itu dia. Museum yang terletak di dalam kampus ini sering mengadakan ekshibisi yang promosinya disebarkan secara online via email mahasiswanya.

  • UCC

University Cultural Centre biasanya digunakan untuk wisudaan atau pementasan cultural dan musikal. Di dekatnya ada ada Yong Siew Toh Conservatory Music, yang hampir setiap minggu akan ada free performance mulai dari resital sampai konser. Rajin-rajin update infonya aja.

  • Recreation Centre

Fasilitas olahraga mulai dari kolam renang ukuran olimpiade, gym, serta lapangan indoor untuk berlatih yoga, judo, capoeira, dan teman-temannya tersedia disini. Free access untuk students.

3. Wrap-up asrama: University Town

University Town adalah kawasan yang baru dibangun dalam dua tahun terakhir untuk tempat tinggal akademisi NUS. Ada beberapa residential college disini. Termasuk Cinnamon, Tembusu, Angsana, Khaya, Graduate Residence. Selain di UTown, residential college lain ada lagi yang berstatus hall di luar UTown, bedanya disana sistem untuk tinggal disana harus ngumpulin poin CCA alias kegiatan organisasi mahasiswa. Jadi kalau nggak aktif, bisa dikick out!

Residential college tempat saya tinggal, Cinnamon, dikenal juga dengan University Scholar Program (USP). Jadi ini semacam program khusus untuk orang-orang terpilih yang nanti lulusnya under NUS – USP program. Selain ambil kelas di fakultas masing-masing, mereka harus ambil kelas tambahan yang ditawarkan oleh USP, yang kuliahnya diadakan di asrama. Professor-professor tinggal bersama dengan mahasiswa disini. Tidak jarang kami makan bersama, bahkan mengorganize pesta bersama.

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Di asrama yang terdiri dari 21 lantai ini saya mendapatkan kamar tipe apartment, yang mana setiap apartment terdiri dari 6 kamar. Fasilitas dapur, laundry, ruang belajar termasuk di dalamnya. Bahkan di lobby juga ada piano cantik buat dimainin kalau lagi bosan.

Tinggal disini sudah seperti kota kecil sendiri. Kalau bosan di asrama, jalan sedikit ke luar ada UTown Green, lapangan yang sering digunakan untuk olahraga, main frisbee atau bola. Di depannya ada Starbucks yang harganya diskon buat mahasiswa juga. Auditorium mirip bioskop yang sering dipakai buat nonton bareng. Kalau lapar atau butuh belanja, Cheers dan Koufu selalu jadi penyelamat. Ada juga PC & Mac Common, ruang komputer yang kalau masuk kesitu, aura belajarnya intimidatif sekali. Haha. Ya, memang UTown adalah tempat yang sangat kondusif untuk belajar. Pernah saya baru balik jam 3 pagi, dan orang-orang masih pada belajar.

Sayangnya dengan fasilitas selengkap ini, biaya untuk tinggal di UTown memang paling mahal. Uang beasiswa langsung tersita setengahnya untuk biaya tempat tinggal selama satu semester, beserta meal plan. Jatah meal plan adalah sarapan dan makan malam setiap weekday, dan sarapan untuk Sabtu, serta makan malam untuk hari Minggu. Bahkan untuk makan pun ada sistem online yang merecord sudah berapa kali kamu ambil makan. Kalau terpaksanya kita skip makan, jatahnya bisa didobel di lain waktu kok, jadi bisa dimasukin ke lunch box buat makan siang, atau buat nraktir temen luar buat makan di dalem asrama.

4. Summary sistem perkuliahan

Ada sebuah ungkapan dalam bahasa Hokkien,¬†kiasu, yang artinya takut mati. Kiasuism di Singapura memang bukan lagi sekedar kata, ia sudah menjadi tradisi. Setiap orang takut kalah. Karena itu mereka harus berlomba untuk jadi juara, pantang tertinggal. Itu yang bikin mereka selalu belajar. Bahkan di masa ujian, sampe ada yang bawa sleeping bag ke perpustakaan coba.¬†Haha.¬†So if you’re not adapt kiasuism, you’re dead!¬†Gitulah kira-kira.

Kelas dibagi menjadi seminar class sama tutorial class. Untuk kelas seminar lingkupnya besar, ada yang direkam juga kelasnya jadi kalau mau nonton lecturing lagi tinggal akses webcast di IVLE. IVLE ini adalah kepanjangan dari Integrated Virtual Learning Environtment. Kalau di UGM, e-Lisa, semacam portal online yang semua kegiatan akademik bisa dipantau disana. Bedanya, kalau e-Lisa masih di tahap sosialisasi dan maksimalisasi penggunaan, IVLE sudah well-establish banget. Semua lecturing notes, jurnal dari dosen, forum diskusi, tugas, hasil tutorial, sampai hasil ujian masuk sana.

Sementara untuk kelas tutorial, dibagi jadi kelas-kelas kecil dengan format FGD. Sebelum kelas sudah dikasih reading material. Saran saya, bacalah dengan tekun. Karena di kelas kita sudah nggak lagi membahas apa isinya, tapi sudah diskusi untuk mengkritisi isi bacaan. Jadi ketauan banget siapa yang belajar siapa yang enggak.

Karena saya anak art, basisnya memang di tulisan. Untuk menghindari plagiarisme, NUS puna sistem plagiarism detection. Sebelum disubmit online, paper harus discan dulu lewat sistem ini. Kalau presentasi plagiarismenya di atas 20%, stop! Lebih baik direview ulang ketimbang diblacklist

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Itu dulu tentang TF LEaRN yang bisa saya ceritakan. Posting lainnya menyusul.

Banyak yang bertanya, “why Singapore? Isn’t it too near? Isn’t it the same?”

Jawaban saya selalu sama, “because it’s NUS!”¬†dan mengutip kata-katanya temen saya Lilian Wong, “it’s not only about Singapore, but also about Indonesia, Malaysia, Brunei, Philippines, Laos, Thailand, Vietnam, Cambodia, India, Japan, Korea, and China.”

Memang seperti itu adanya.

At first you might think it is a regional networking. But further, you’ll understand, it’s the borderless friendship and once in a lifetime experience that worth all times and efforts.

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Scholar

2013 STUDY OF THE U.S. INSTITUTE ON NEW MEDIA AND JOURNALISM call for nominations!

Host Institution ‚Äď Ball State University in Muncie, Indiana
June ‚Äď July, 2013 (to be confirmed)

1. Institute Objectives
This Study of the U.S. Institute for Student Leaders on New Media in Journalism is an intensive, rigorous five-week program whose purpose is to provide groups of undergraduate student leaders with a deeper understanding of the United States while simultaneously enhancing their leadership skills. The program’s ultimate goal is to train participants on how to gather and disseminate news and information across multiple platforms with an emphasis on interactive delivery systems. Participants will develop their leadership skills, learn to think analytically as journalists and embrace continuous learning in a diverse and fast-changing society.

2. Program Description
The Institute on New Media in Journalism will consist of a balanced series of seminar discussions, readings, group presentations, and lectures for a group of 26 students from three participating countries i.e. Indonesia, Malaysia, and the Philippines. The workshops will be held in classrooms and computer labs on the Ball State campus. On-site media visits are planned at The New York Times, The Indianapolis Star, Voice of America, Indiana Public Radio, National Public Radio, and WRTV-TV. The program will be complemented by an educational tour that will most likely include visits to Indianapolis, Gettysburg, New York, and Washington, D.C. Participants of the Study of the U.S. Institute on New Media in Journalism will study freedom of the press and freedom of speech as defined by the First Amendment to the U.S. Constitution, media law and ethics, and the role of journalism in a democratic society.

The Institute is tentatively scheduled for late June of 2013. Prospective applicants are encouraged to visit our website to obtain general information about the FY12 Institutes at: http://summerpgm2.wordpress.com/ or http://exchanges.state.gov/academicexchanges/students.html

3. Housing and meal arrangements
Housing will be in university owned dormitories. Participants will be expected to share a room and bathroom with another student of the same gender. Most meals will be provided at campus facilities, though participants will also have access to a kitchen where they may cook some meals on their own. Care will be taken to ensure that any special requirements regarding diet, daily worship, housing, and medical care are satisfied. Full details will be provided once the grant has  been approved.

4. Health Benefits
All participants will receive the Department of State’s coverage of $100,000 with a $15 co-pay for the duration of the program. Pre-existing conditions are not covered.

5. Program Funding
The Study of the U.S. Institute will cover all participant costs, including: program administration; international travel costs, domestic travel and ground transportation; book, cultural, mailing and incidental allowances; housing and subsistence.

6. Program requirements and restrictions
Participants are expected to participate fully in the academic program. They are expected to attend all lectures and organized activities, and complete assigned readings. Candidates should be aware that the institute is very intensive and that there will be little time for personal pursuits unrelated to the program. Under no circumstances are participants allowed to arrive in the U.S. prior to the start date of the Institute or remain in the U.S. after its end date. Similarly, participants will not be allowed to leave the Institute to visit relatives or friends while in the U.S. If a relative or friend wishes to visit them, it will be addressed on a case by case basis, in consultation with ECA and the program director.

Violations of host institution rules or local, state or federal laws can be grounds for immediate dismissal from the program. It is important that applicants understand and accept these requirements and restrictions.

*(taken from http://photos.state.gov/libraries/malaysia/99931/cao/susi2013_summer_journalism.pdf )

HOW TO APPLY?

Specific Required Qualifications:

Participants are expected to fully participate in all aspects of the program.  They should attend all lectures and organized academic and cultural activities, and complete assigned readings.  Candidates should be made aware that the Institute is very intensive and that there will be little time for personal pursuits unrelated to the program.

Other Required Qualifications:

– Be proficient in English.
– Be interested in the topic of New Media in Journalism proven by activities.
– Be between 18 and 25 years of age.
– Have at least one semester left of their undergraduate studies, and therefore be committed to return to their home universities following completion of the program.
– Demonstrate strong leadership qualities and potential in their university and community activities.
– Indicate a serious interest in learning about the United States.
– Have a sustained high level of academic achievement, as indicated by grades, awards, and teacher recommendations.
– Demonstrate commitment to community and extracurricular university activities.
– Have little or no prior study or travel experience in the United States or elsewhere outside of their home country.

– Be mature, responsible, independent, confident, open-minded, tolerant, thoughtful, and inquisitive.
– Be willing and able to fully participate in an intensive academic program, community service, and educational travel.
– Be comfortable with campus life, prepared to share living accommodations, and able to make adjustments to cultural and social practices different from those of their home country.

Application Instructions:

–¬†¬†¬†¬†¬†¬†¬†¬†¬† Candidates must submit a complete application form in English, including 2 (two) letters of recommendation and evidence of English proficiency that should be attached to the application form.¬†Incomplete applications will not be considered for selection. All information MUST¬†be in¬†English and clarify all acronyms.

–¬†¬†¬†¬†¬†¬†¬†¬†¬† Application package file¬†MUST NOT exceed 1 Megabytes (MB) and application form MUST be in Microsoft Word format.

–¬†¬†¬†¬†¬†¬†¬†¬†¬† Sending a CV alone is not adequate.

–¬†¬†¬†¬†¬†¬†¬†¬†¬† Please do not attach any certificates or any supporting documents.

Program Requirements and Restrictions:

Participants are expected to participate fully in the academic program.  They should attend all lectures and organized activities, and complete assigned readings.  There will be little time for personal pursuits unrelated to the program.  Candidates will NOT be allowed to arrive in the U.S. prior to the start date of the Institute or remain in the U.S. after its end date.  Participants will NOT be allowed to leave the Institute to visit relatives or friends while in the U.S.  If a relative or friend wishes to visit them, it will be addressed on a case by case basis, in consultation with U.S. State Department and the program director. Violations of program rules, host institution rules, or local, state or federal laws can be grounds for immediate dismissal from the program.

Please submit completed application form, including 2 (two) recommendation letters and evidence of English proficiency that should be attached to the application form electronically to SUSIApplicationForm@state.gov by Friday, December 21, 2012.

download application: Application Form SUSI _New Media in Journalism_EXT

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