Communication Strategy: Cara Buat Strategi Komunikasi | CPROCOM

Summary

The video script outlines a five-step strategy for effective communication in organizations. It starts with data collection from various sources, followed by categorization and analysis using tools like PEST or SWOT. The third step involves mapping issues, stakeholders, and media to understand key concerns and their influence. The fourth step is designing a communication program with SMART goals, key messages, and specific targets. Lastly, it emphasizes the importance of monitoring and evaluation to assess the success of the communication strategy, ensuring it aligns with the organization's vision and mission.

Takeaways

• 📚 Collect and gather data from various sources such as reports, workshops, routine office meetings, surveys, or third-party research.
• 📊 Categorize and analyze the collected data, utilizing tools like PEST (Political, Economic, Social, and Technological) analysis or SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis.
• 🗺️ Map out the issues, stakeholders, and media to understand the key concerns of the main stakeholders and the media channels they commonly access for information.
• 🎯 Design a communication program with clear objectives using the SMART goals formula, specifying the target audience and the scope or period of the communication.
• 🔑 Identify key messages that can be broken down into sub-messages and determine the specific target audience to avoid generalizations.
• 📝 Plan the communication tactics creatively and ensure they align with the communication objectives.
• 📈 Establish a monitoring and evaluation plan from the start to measure the success of the communication program, including social media engagement and follower growth.
• 📋 Create a content plan for the communication program, setting a timeline for one month, a year, six months, or two years before implementing monitoring and evaluation.
• 📊 The evaluation should be detailed to assess the level of success of the communication program and its alignment with the planned objectives.
• 🔍 Consider the vision and mission of the organization and ensure the communication strategy supports the overall goals and is implementable by the company or institution.
• 👋 Encourage engagement by inviting viewers to like, subscribe, and follow for updates, fostering a sense of community and interaction.

Q & A

What is the main topic of the video script?

The main topic of the video script is about how to create a communication strategy, covering data collection, analysis, stakeholder and media mapping, communication program design, and monitoring and evaluation.

What are the five steps mentioned for creating a communication strategy?

The five steps are: 1) Collecting data and information from various sources, 2) Categorizing and analyzing the data, 3) Conducting situation analysis using tools like PEST or SWOT, 4) Mapping issues, stakeholders, and media, and 5) Designing and implementing a communication program with clear objectives and messages.

What types of sources can be used for data collection in communication strategy development?

Data can be collected from reports, focus group discussions (FGD), workshops, routine office or institutional meetings, surveys, polls, and research from third parties.

What is PEST analysis and how is it used in the context of the script?

PEST analysis stands for Political, Economic, Social, and Technological analysis. It is used to examine the external macro-environmental factors that might affect an organization. In the script, it is suggested as a method for situation analysis in developing a communication strategy.

What does SWOT analysis add to the PEST analysis in terms of communication strategy?

SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats, adds an internal perspective to the analysis by identifying internal factors of the organization that can influence the communication strategy, complementing the external factors considered in PEST analysis.

What is meant by 'mapping issues, stakeholders, and media' in the script?

Mapping issues, stakeholders, and media involves identifying key issues of interest to main stakeholders, determining who the stakeholders are and what their concerns are, and understanding the media channels they use to access information about the organization's activities or policies.

What is the SMART formula mentioned for setting communication objectives?

The SMART formula stands for Specific, Measurable, Achievable, Relevant, and Time-bound. It is used to ensure that communication objectives are clear, well-defined, and can be effectively measured and evaluated.

How should the target audience be defined in a communication strategy?

The target audience should be defined specifically rather than generally. For example, instead of targeting 'the general public', it might be more effective to target a specific group such as 'housewives in urban areas' or 'youth in a particular region'.

What is the importance of creativity in the tactics of a communication program?

Creativity in communication tactics is important to ensure that the messages are engaging, memorable, and effectively reach the intended audience, aligning with the overall objectives of the communication strategy.

Why is monitoring and evaluation essential in a communication strategy?

Monitoring and evaluation are essential to assess the success of the communication program, understand its impact, and provide insights for improvement. It helps to measure whether the communication objectives have been met and the effectiveness of the chosen channels and messages.

How should the evaluation plan be structured to ensure clarity in the communication strategy?

The evaluation plan should be structured from the beginning, outlining clear metrics and methods for assessing the communication program's success. This includes defining what will be measured, how it will be measured, and the timeframe for evaluation.