Communication Strategy: Cara Buat Strategi Komunikasi | CPROCOM
Summary
TLDRThe 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
- π Collect and gather data from various sources such as reports, workshops, routine office meetings, surveys, or third-party research.
- π Categorize and analyze the collected data, utilizing tools like PEST (Political, Economic, Social, and Technological) analysis or SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis.
- πΊοΈ 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.
- π― Design a communication program with clear objectives using the SMART goals formula, specifying the target audience and the scope or period of the communication.
- π Identify key messages that can be broken down into sub-messages and determine the specific target audience to avoid generalizations.
- π Plan the communication tactics creatively and ensure they align with the communication objectives.
- π Establish a monitoring and evaluation plan from the start to measure the success of the communication program, including social media engagement and follower growth.
- π 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.
- π The evaluation should be detailed to assess the level of success of the communication program and its alignment with the planned objectives.
- π 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.
- π 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
π 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.
π 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.
Mindmap
Keywords
π‘Communication Strategy
π‘Data Collection
π‘Categorization
π‘PEST Analysis
π‘SWOT Analysis
π‘Stakeholder Mapping
π‘SMART Goals
π‘Message Key
π‘Target Audience
π‘Media Channels
π‘Monitoring and Evaluation
π‘Organizational Objectives
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
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