KOMPONEN PERUMUSAN PROGRAM KOMUNIKASI
1. Assesment
- Focus the target audience
2. Planning
- Target audience
- Key of consumer benefit
- Believe of the message (of people)
- Channels of communication
- Communication objectives
- Specific goal
3. Implementation
- what materials do we need to produce & purpose
of each ?
- what kind of the media mix or combination ?
- are the messages reaching the target audience ?
4. Evaluate Communication Effects
- Acces to the messages
(audience receive & wich channels)
- Behavior change
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PROSES PENGEMBANGAN
PROGRAM KOMUNIKASI
The P-Process
1. Analisis
2. Perancangan Strategis
3. Pengembangan, Pre Testing, dan
Produksi
4. Manajemen Implementasi dan
Monitoring Program Komunikasi
5. Evaluasi Dampak
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ANALISIS KEBIJAKAN
DAN PROGRAM KOMUNIKASI
• Kebijakan apa yang sedang berjalan (dari pemerintah)
- Kebijakan tentang media
- Tingkat akses sasaran tentang media akibat
kebijakan tersebut
- Sensor terhadap produk media tertentu
• Identifikasi faktor tantangan dan peluang/kekuatan
dan kelemahan (SWOT)
ANALISIS KELEMBAGAAN
• Review organisasi yang ada sejauh mana efektif
- Kompetensi
- Komitmen
- Pengaruh
- Cakupan garap/jangkauan
- Kontinuitas/Sustainability & continuity
• Public sector atau Private sector
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ANALISIS SUMBER KOMUNIKASI
Identifikasi mana sumber-sumber yang paling
efektif menjangkau audien (primer/sekunder)
ANALISIS KOMPREHENSIP
• Mampu menjadi petunjuk bagi baseline
informasi
• Time table pelaksanaan
• Berlaku untuk melayani kepentingan jangka
panjang (untuk design strategis,
pelaksanaan dan alat bagi policy maker atas
efektifitas program).
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METHODOLOGY FOR
HEALTH COMMUNICATION
A DECISION-MAKING APPROACH
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A DECISION MAKING APPROACH
Five-step methodology:
1. Assessing;
2. Planning;
3. Developing, testing materials, and
refining the elements of the plan;
4. Implementing communication activities;
5. Evaluating results and using feedback
to refine the program.
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1. ASSESS
An assessment of the communication needs
of the Expanded
• Program
• What
• Practices are being promoted
• Which are the primary target groups
• Is trying to reach.
2. PLAN
•
•
•
•
Target audience.
The practice to be promoted.
The channels of communication.
The strategy to be used.
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3. DEVELOP, TEST, AND REFINE
• What communication materials do we
need to produce, and what will be the
purpose of each of these materials ?
• What is the media mix, or the
combination of communication
channels, that will we use ?
• How are we going to reach the network
with messages about the
communication program ?
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4. IMPLEMENT
• Ready to deliver the messages.
• Question:
- Are the messages reaching the target
audience ?
- Are materials reaching ?
- Are there any operational problems ?
5. EVALUATE COMMUNICATION EFFECTS
• Regular monitoring of the communication
program
• Pre- and post-campaign measures of
knowledge, and attitudes
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LANGKAH PENGEMBANGAN
PROGRAM (PESSON)
1. PENGUMPULAN DATA/FAKTA
2. ANALLISIS SITUASI
3. IDENTIFIKASI MASALAH
4. PENENTUAN TUJUAN
5. PENGEMBANGAN RENCANA KERJA
6. PELAKSANAAN RENCANA
7. PENENTUAN KEMAJUAN/ EVALUASI
8. REKONSIDERASI/PERTIMBANGAN
KEMBALI
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CONTOH:
PERUMUSAN STRATEGI KOMPETITIF
A. APA YANG SEDANG DILAKUKAN PERUSAHAAN:
• STRATEGI APA YANG SEDANG DIPAKAI
• ASUMSI YANG DIGUNAKAN AGAR STRATEGI BERMAKNA
B. APA YANG SEDANG TERJADI DLM PERSHN
• ANALISIS INDUSTRI/ SWOT
• ANALISIS PESAING
• ANALISIS SOSIAL ( BERDASAR PADA HASIL ANALISIS SWOT DAN
PESAING)
C.
•
•
•
•
APA YANG SEHARUSNYA DILAKUKAN:
PENGUJIAN ASUMSI DAN STRATEGI
IDENTIFIKASI ALTERNATIF2 STRATEGIK
PENENTUAN PILIHAN STRATEGIK
( hubungan antara situasi kini, peluang dan ancaman eksternal).
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