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.

Outlines

00:00

📝 Developing a Communication Strategy

The first paragraph introduces a five-step process for developing a communication strategy. It starts with data collection from various sources such as reports, workshops, routine meetings, surveys, and third-party research. The collected data is then categorized, analyzed, and situation analysis is performed using tools like PEST (Political, Economic, Social, and Technological) analysis or SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis. The paragraph also touches on the importance of stakeholder and media mapping to understand key issues and the stakeholders' interests and media preferences. The process continues with designing a communication program based on SMART goals, key messages, target audience, and media channels, and concludes with the planning of monitoring and evaluation strategies.

05:01

📈 Monitoring and Evaluating Communication Programs

The second paragraph emphasizes the importance of monitoring and evaluating communication programs to assess their success. It discusses the need for a clear evaluation plan from the outset, including metrics such as social media engagement (likes, comments, subscriptions) and the number of followers. The evaluation should be conducted periodically to measure the effectiveness of the communication strategy and make necessary adjustments. The paragraph also highlights the importance of aligning the communication strategy with the organization's vision, mission, and overall objectives to ensure acceptance and successful implementation within the company or institution.

Keywords

💡Communication Strategy

Communication strategy refers to a planned approach to convey messages to a target audience. In the video, it is the central theme, with the speaker discussing the steps to create an effective communication plan. The script mentions gathering data and information as the first step in formulating this strategy.

💡Data Collection

Data collection is the process of gathering information from various sources. The script emphasizes it as the initial step in developing a communication strategy, suggesting sources like reports, workshops, surveys, and third-party research.

💡Categorization

Categorization involves organizing data into groups or categories. The video script describes this as a method to structure the collected information, which is essential for effective analysis and strategy development.

💡PEST Analysis

PEST analysis is a tool used to analyze the external macro-environmental factors affecting an organization. The script refers to PEST (Political, Economic, Social, Technological factors) and suggests using it for situation analysis in the communication strategy.

💡SWOT Analysis

SWOT analysis is a strategic planning technique used to identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning. Although not explicitly mentioned in the script, it is implied as a complementary tool to PEST for a comprehensive situation analysis.

💡Stakeholder Mapping

Stakeholder mapping is the process of identifying and categorizing stakeholders to understand their interests and influence. The script describes it as a crucial step in the communication strategy to determine who the main stakeholders are and their concerns.

💡SMART Goals

SMART goals are a framework for setting goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. The video script uses this concept to define clear communication objectives, ensuring that the strategy is focused and measurable.

💡Message Key

The message key refers to the central or core message of a communication strategy. The script mentions deriving key messages that can be broken down into sub-messages, indicating the importance of a clear and focused communication approach.

💡Target Audience

Target audience is the specific group of people a communication strategy aims to reach. The script advises being specific about the audience, such as urban youth or housewives, rather than generalizing to the entire population.

💡Media Channels

Media channels are the various platforms used to disseminate information. The video discusses the importance of understanding which channels stakeholders and the public use to access information, including social media and direct communication.

💡Monitoring and Evaluation

Monitoring and evaluation are processes used to track, assess, and improve the effectiveness of a strategy or project. The script highlights the importance of planning for evaluation from the outset, using metrics such as social media engagement and follower counts to measure success.

💡Organizational Objectives

Organizational objectives are the goals set by an institution or company. The script mentions aligning the communication strategy with these objectives to ensure the program is accepted and implemented within the organization.

Highlights

Emilia discusses creative communication strategies for online and offline training.

There are five steps to formulating a communication strategy.

First step is to gather data and information from various sources like reports, workshops, and surveys.

Data can be categorized and analyzed after being collected.

Second step involves situation analysis using PEST or SWOT analysis tools.

PEST analysis includes political, economic, social, and technological elements.

SWOT analysis considers internal strengths, weaknesses, and external opportunities and threats.

Third step is issue, stakeholder, and media mapping to identify key concerns and stakeholders.

Mapping helps understand what issues are important to stakeholders and what media they use.

Fourth step is designing a communication program with clear objectives using SMART goals.

Communication objectives should be specific, measurable, achievable, relevant, and time-bound.

Key messages should be developed and broken down into sub-messages.

Target audience should be clearly defined rather than being too broad.

Media channels to be used for the communication program should be determined.

Tactics should be creative and aligned with the communication objectives.

Monitoring and evaluation plan should be designed from the start.

Evaluation helps assess the success of the communication program.

Metrics like social media engagement, followers, and customer feedback can be used for evaluation.

The communication strategy should align with the organization's vision, mission, and objectives.

Emilia encourages trying out the communication strategy and thanks the audience.

Transcripts

[Musik]

Indonesia kreatif dibales saya Emilia

bazaar cleaners procom untuk kelas

online dan offline training creative

communication strategy Pada kesempatan

ini saya ingin menyampaikan Bagaimana

caranya menyusun satu strategi

komunikasi oke Ada lima langkah untuk

menyusun strategi komunikasi yang

pertama adalah Anda bisa mengumpulkan

data dan atau informasi dari berbagai

sumber seperti laporan-laporan kemudian

fgd workshop atau pertemuan-pertemuan

rutin di Kantor atau di lembaga anda dan

juga bisa dalam bentuk survei poli atau

riset dari pihak ketiga dan kemudian

setelah dikumpulkan Anda bisa

mengkategorikan atau mengelompokkan data

informasi tersebut lalu di analisis

Hai nah tahap kedua setelah anda

melakukan proses pertama itu yaitu

melakukan analisis situasi analisis

situasi ini anda bisa menggunakan PES

analisis pestel atau Swatch analaisis

biasanya suatu analisis ya Nah kalau di

pes itu ada elemen politik ekonomi

sosial dan teknologi kalau di paste

ditambah dengan informan tell dan like

atau kaitanya dengan karyawan

kesejahteraan keamanan kerja dan

sebagainya nah Anda bisa memilih

beberapa salah satu atau dua tools

tersebut sebetulnya ada tulis yang lain

sih seperti gap analysis misalnya ya Nah

masuk ke pada tahap berikutnya tahap

ketiga yaitu melakukan pemetaan Terhadap

isu stakeholders dan media melakukan isu

stakeholder dan media mapping ini anda

akan melihat Apa isi isu yang menarik

yang menjadi perhatian dari stakeholders

utama Anda kemudian siapa stakeholders

Anda siapa yang proses kayak kontra apa

yang mereka bicarakan Siapa yang

mendukung mereka gacape yang mendukung

program kebijakan atau kegiatan kita itu

stakeholders yang lalu Media apa yang

mereka biasa akses ketika mereka mencari

informasi tentang kegiatan program atau

kebijakan kita termasuk adalah ketika

mereka posting ataupun merespon isu-isu

yang ada di lembaga terpesan anda itu

mereka biasanya menggunakan media apa

brother juga semua media sosial ya bisa

juga misalnya ketika komunikasi langsung

dengan masyarakat atau dengan pelanggan

Anda get Iya Nah setelah gagal pemetaan

isu stakeholders yang media Anda

merancang program komunikasi biasanya

program Komunikasi itu dirancang dengan

memulai tujuan komunikasi atau

objektifnya

Hai tujuan komunikasi ini anda bisa

menggunakan rumus Smart goals tujuan

komunikasi ini harus spesifik bisa

diukur jelas Siapa odience yang dituju

dan lingkup area atau juga periode yang

akan anda tuju atau Anda lakukan pada

rancangan komunikasi Anda nah kemudian

setelah tujuan komunikasi pesan kuncinya

itu apa nanti pesan kunci akan bisa

diturunkan menjadi sub-sub pesan Lalu

setelah itu Anda bisa menentukan hal

layak sasarannya Siapa Kalian sasaran

Jangan dibikin umumya misalnya

masyarakat Indonesia atau masyarakat DKI

Jakarta tapi bisa lebih bagus lagi kalau

anda secara spesifik menentukan misalnya

masyarakat kelompok ibu rumah tangga

atau pemuda di daerah Urban gitu ya kan

tetap berbeda dengan rural lalu

daerah pemberdayaannya kalau bisa lebih

spesifik lagi anda sebutkan dinas apa

atau opt Apa itu lebih bagus lagi nah

baru kemudian masuk media komunikasinya

apa Ketika anda merancang program

komunikasi tersebut Lalu taktiknya tentu

taktik itu harus sekreatif mungkin dan

eh sesuai dengan tujuan komunikasinya

yang terakhir Anda merancang bagaimana

caranya ketika anda sedang dengan tujuan

pesan dan seterusnya lalu Bagaimana anda

melakukan monitoring dan evaluasi Tapi

sebelum materi novelas itu ada harus

bikin tim lainnya dulu ya rancangan

program Itu untuk satu bulan satu tahun

enam bulan atau 2 tahun itu ada tahun

lainnya baru monitoring-evaluasi Kenapa

Anda perlu melakukan atau membuat

rancangan materi evaluasi supaya jelas

bahwa tujuan komunikasi nanti tahu gitu

tujuannya itu

Hai kemudian program yaitu diukurnya

atau di monitornya itu seperti apa ya

Nah ini penting sekali merancang

evaluasi penting karena itu akan bisa

melihat Tingkat keberhasilan Anda atau

tingkat kesuksesan program komunikasi

Anda nantinya akan seperti apa GTA kalau

misalnya kepada customer atau pelanggan

anda itu nanti mengukurnya called media

sosial itu Lewat apa like subscribe

komen kemudian jumlah followers atau apa

gitu Nah itu jemur taring evaluasi ya

bagaimana percakapan di media sosial itu

juga akan muncul nanti di monitoring dan

evaluasi merancangnya sudah dari awal

seperti itu baru kemudian ketika program

komunikasi atau kegiatan komunikasi itu

sudah berjalan tahap yang terakhir

adalah melakukan evaluasi evaluasi ini

harus dilakukan scale lagi untuk melihat

nah kegiatan komunikasi itu yang sudah

anda rancang itu itu sesuai dengan

perencanaan gitu ya Nah proses

penyusunan strategi komunikasi ini tentu

anda harus memperhatikan visi misi dari

lembaga perusahaan anda harus melink

kepada objektif dari organisasi atau

lembaga anda dan tentu saja harus bisa

mencapai strategi atau tujuan

keseluruhan dari organisasi atau lembaga

Anda supaya program ini bisa diterima

dan diimplementasikan oleh lembaga atau

perusahaan anda Oke selamat mencoba Line

save and subscribe ya terima kasih

sampai jumpa