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Jakarta. As was abundantly clear during this past summer’s World Cup, Indonesians have been loyal, even fanatic, supporters of other nations’ football teams for many years. Meanwhile, despite strong support and some progress, Indonesian football has a long way to go before it can compete at the highest level and flourish as a commercial enterprise.

What more can be done to raise the quality of Indonesian football?

The Indonesian Football Association (PSSI) surely has its work cut out for it, and there is no substitute for the long, hard work that must be put in on the field by the nation’s youth.

But public relations could also play a big role in moving the country’s football to a higher plane by inspiring young people.

All over the world, professional athletes from many sports can often serve as effective (or disastrous) public relations figures.

As with traditional entertainers, sports stars develop their own personal brands and fan followings.

With the exception of unique characters or unusually effective marketing, most of this devotion can be attributed to an athlete’s exploits on the field.

And that is precisely where public relations can help Indonesian football develop a bigger following — by celebrating Indonesia’s best football talent, perhaps a more passionate youth following will emerge, which will then produce the stars of tomorrow.

Just as artists or musicians are inspired by those who came before them, young Indonesians can be inspired by their elders in football — both at home and in the World Cup.

But inspiring stories about the older Indonesian stars are required in order to stoke young people’s dreams.

This is where public relations excels: telling stories that deliver a specific, pointed message.

In this case it will be a message of hard work and success.

While advertising campaigns can urge people to “Just Do It,” public relations can show people how it is done.

It can tell the stories of determined athletes spending endless hours on the field, enduring the painful training and hard work required to become the next Zinedine Zidane.

Public relations, in cooperation with the media or through the use of new media, can tell the story of how Zidane worked endlessly, in the process growing from a minority child in France into a world-class player.

Businesses can also play an important role in telling those stories, in turn creating great exposure and branding for themselves.

And this is happening already. Danone Indonesia introduced us to the Danone Nations Cup in 2002, sending Indonesian children to participate in international matches.

In an even stronger move, Danone arranged for Zidane to visit the country. His presence, of course, created strong media interest and plenty of coverage.

Similarly, Kraft Foods Indonesia sends Indonesian football star Bambang Pamungkas to key cities around the country to find talented players and invite them to take qualifying tests to play competitively.

Bambang’s efforts are often the focus of media attention — especially in those cities outside of Jakarta that the program reaches.

Presumably influenced by the positive coverage of Kraft and Danone’s efforts, mothers often encourage their children to join the programs. It’s a testimony to the power of football in appealing to consumers.

Zidane and Bambang may not be aware that they have built strong personal brands in the process, but PR tools have brought their stories to millions of people, inspiring many along the way.

Now, we need to see more personal football brands, especially more local ones.

We need to see more football players with charming personal qualities — an essential component to building a personal brand — share stories about their lives before they were stars.

Likewise, the stories of children who have participated in the Danone Nations Cup or Kraft Foods Indonesia program should be communicated through PR avenues.

There are great stories of fighting spirit that can and will inspire audiences. Successful football players can also use social media to inspire future stars (and convince the parents of aspiring stars to be supportive).

Bambang has used social media, including Twitter, to spread his positive message.

Other players can do the same.

And if the private sector continues to pitch in, the future should be a whole lot brighter for Indonesian football.


Dian Noeh Abubakar is the vice-president of Weber Shandwick / Indonesia