1 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

2 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

3 ANALISIS KEBIJAKAN DAN PROGRAM KOMUNIKASI Kebijakan apa yang sedang berjalan (dari pemerintah)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)Identifikasi faktor tantangan dan peluang/kekuatan dan kelemahan (SWOT) ANALISIS KELEMBAGAAN Review organisasi yang ada sejauh mana efektifReview organisasi yang ada sejauh mana efektif - Kompetensi - Komitmen - Pengaruh - Cakupan garap/jangkauan - Kontinuitas/Sustainability & continuity Public sector atau Private sectorPublic sector atau Private sector

4 ANALISIS SUMBER KOMUNIKASI Identifikasi mana sumber-sumber yang paling efektif menjangkau audien (primer/sekunder) ANALISIS KOMPREHENSIP Mampu menjadi petunjuk bagi baseline informasiMampu menjadi petunjuk bagi baseline informasi Time table pelaksanaanTime table pelaksanaan Berlaku untuk melayani kepentingan jangka panjang (untuk design strategis, pelaksanaan dan alat bagi policy maker atas efektifitas program).Berlaku untuk melayani kepentingan jangka panjang (untuk design strategis, pelaksanaan dan alat bagi policy maker atas efektifitas program).

5 METHODOLOGY FOR HEALTH COMMUNICATION A DECISION-MAKING APPROACH

6 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.

7 1. ASSESS An assessment of the communication needs of the Expanded ProgramProgram WhatWhat Practices are being promotedPractices are being promoted Which are the primary target groupsWhich are the primary target groups Is trying to reach.Is trying to reach. 2. PLAN Target audience.Target audience. The practice to be promoted.The practice to be promoted. The channels of communication.The channels of communication. The strategy to be used.The strategy to be used.

8 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 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 ?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 ?How are we going to reach the network with messages about the communication program ?

9 4. IMPLEMENT Ready to deliver the messages.Ready to deliver the messages. Question:Question: - Are the messages reaching the target audience ? audience ? - Are materials reaching ? - Are there any operational problems ? 5. EVALUATE COMMUNICATION EFFECTS Regular monitoring of the communication programRegular monitoring of the communication program Pre- and post-campaign measures of knowledge, and attitudesPre- and post-campaign measures of knowledge, and attitudes

10 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

11 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).