REPUBLIKA.CO.ID, By: Asma Nadia

I don't think there is similarity between publication and politic. Although both are different, but the way to achieve it were more or less is same.

There is an idiom, "don't judge a book by its cover, but what it is like on the inside."

The phrase still becomes my reference after building my own publishing company in 2009. Unfortunately, publishers and readers do not notice it at all. Some people buy books because its beautiful covers and they disappointed after purchasing and reading it. There is also book with attractive title, but the content is not as good as the title. Many books are popular, but they are actually just ordinary books.

A good book depends on its content. People must buy good books. However, many books are not good but get high demand in the market. Instead many good books are not sold in the market.

I often go to bookstore and buy books discounted up to 70 percent. I often buy books to be re-sent to my reading houses and libraries, which have study center, free computer classes, as well as rehabilitation house for orphans. I find that even many books are cheap and discounted; most of them are good books.

Then, why does a book go on sale? Why it does not sold? It is because the book failed to establish good image. Good books will not be sold if it does not form the branding widely.

The same case happens in political system.

I know that some politicians are good persons, honest and dedicated, but they failed to become people's choice. Not all good politicians got people trust.

Instead many of them who ran only for personal purpose were elected. Why? Because, they were succeed to build good image and good branding.

Imaging or branding is a key.

There are politicians who are so popular and easily reaching important positions. However, they do not make a lot of changes after taking office. The fact, the politician has a lot of equipments to build his image. Every little thing that he made looked great, while every mistake he made looked small. Just like a book with awesome cover or title, but the contents do not satisfy.

On the other hand, there is also a dedicated politician. Before serves as politician, he gave many contributions to people. However, he did not do the imaging, so that he wa not elected.

There is also a good politician who is successfully elected. He went to various locations to solve problem of people. He did not have time to think about the imaging and did not ask journalists and media to cover his activities. In the end, people did not realize his performance and he was not re-elected in next general election. He is the type of great politician who failed to build an image.

So what is the solution?

I hope that this kind of politician does not forget to build an image. The imaging is not to spit goodness or do something in fear. Imaging is important to win people hearts. Imaging is one of keys to get the victory, so you must remember to work and build the image.

What if the good politician continues to ignore the imaging?

Just like we promote the book, If I read a good book, then I will say to others about how good the book is. Thus, if the book imaging or the promotion fund is not maximal, then people keep buy it and read it.

If we know a good politician who forgets his image, as people who care about the change, we need to help him to improve his image for future of people and this nation.

If we remain silent, the battleground might be won by bad politicians. This is certainly not like what we expected.

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