KOMPONEN PERUMUSAN PROGRAM KOMUNIKASI

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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 KEBIJAKANDAN 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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CONTOHPERUMUSAN 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).