Strategic Issues Management: The Indonesian National Police (POLRI) Image Restoration Program:
- Part 1 : Introduction and book cover
- Part 2 : Table of Contents, Executive Summary, Chapter 1: Background
- Part 3 : Chapter II: Issue Identification, Chapter III: Related Organization
- Part 4 : Chapter IV: Identifying The Public, Chapter V: Potential Lifecycle of The Issue
- Part 5 : Chapter VI: Communication Plan (6.1.Problems of POLRI, 6.2. Situation Analysis)
- Part 6 : Communication Plan (6.3. Goal, 6.4. Primary Public of Plan, 6.5. Objectives)
- Part 7 : Communication Plan (6.6 Strategy & Tactics, 6.7 Creative Persuasion Strategy: Strategy 1- THE PROFESSIONAL POLICE OFFICER INTERNAL CAMPAIGN)
- Part 8 : Strategy 2 - INCREASING FAMILY VALUES, Strategy 3 - CREATE UNDERSTANDING OF POLRI’S ACCOMPLISHMENT TO SOCIETY
- Part 9 : Strategy 4: POLRI NEW LOOK, Strategy 5: MEDIA RELATIONS, 6.8. Evaluations, Campaign Timeline, Campaign Budget.
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Strategy 4:
POLRI
NEW LOOK
Tactic: Public Service
Advertisement
Key
Message : POLRI have change and the
new POLRI gives better
service to the people and are not repressive
Target
Audience : all citizens, media
Aim : To build a closer relation
with the media so they can
understand POLRI better
Creative
Persuasive Strategy:
The advertisement will be
placed in national TV stations, national network radio and national newspaper.
Story
line:
A series of
scenes showing people in many situation requiring an assistance such as break
in a person’s house, a neighbourhood disturbance, a robbery, etc. These people
in trouble in every scene will ask: “Who can help me? Who can I call?”. Then a
police officer wearing the new POLRI uniform will appear saying the POLRI new
hotline number. Reaching the end of the commercial a police woman will appear
and say that POLRI would like to thank the people for their support and that
POLRI is here to protect and serve. The closing scene is the POLRI logo with
all the people in the previous scene saying that POLRI is for the people.
Strategy
6: MEDIA
RELATIONS
Tactic: Seminar
Key
Message : POLRI have change and the
new POLRI gives better
service to the people and are not repressive
Target
Audience : mainstream media
Aim : To build a closer relation
with the media so they can
understand
POLRI better and inform about POLRI new look erase the negative image that
POLRI have until now
Creative
Persuasive Strategy:
The seminar is current
about the latest thing that involves the police. For example the seminar can be
about the types of bombs use by the terrorist by showing the different types of
bombs. It can also be about POLRI ranks, types of weapons that they use, the
procedure of how to handle traffic violation, etc. Through this seminar the
media can get to know better about POLRI and their officer.
6.8 Evaluation
To measure the
effectiveness of the program implemented an evaluation method is necessary to
have in place. For POLRI image restoration program we will use these criteria:
-
Comparing the rate of police crime cases every month
- Taking surveys of people using POLRI service to know their opinion
in general about POLRI
- Weekly media analysis in order to asses the media opinion about
POLRI’s improvement
Campaign Timeline
Table 2.
Timetable of “Suara untuk Indonesiaku” Public Acceptance Campaign
PROGRAMME
|
2009
|
2010
|
|||||||||||
8
|
9
|
10
|
11
|
12
|
1
|
2
|
3
|
4
|
5
|
6
|
7
|
8
|
|
Professional
Police Workshop
|
|||||||||||||
Video Training Program
|
|||||||||||||
Family Day Event ( every month)
|
|||||||||||||
Reality TV Program
|
|||||||||||||
Seminar for the Media
|
|||||||||||||
Website new media
|
|||||||||||||
·
School Tour
Visit
·
Police Station
Site Visit
|
|||||||||||||
POLRI New Look
·
New
costume
·
New
public hotline number
·
Public
Service Advertisement
|
|||||||||||||
Campaign Budget
PROGRAMME
|
PRICE
(Rp)
|
||
Professional
Police Workshop
|
425.000.000
|
||
Video Training Program
|
300.000.000
|
||
Family Day Event ( every month)
|
500.000.000
|
||
Reality TV Program
|
2.400.000.000
|
||
Seminar for the Media
|
100.000.000
|
||
Website new media
|
160.000.000
|
||
·
School Tour
Visit
·
Police Station
Site Visit
|
2.000.000.000
|
||
POLRI New Look
·
New
costume
·
New
public hotline number
·
Public
Service Advertisement
|
2.500.000.000
1.000.000.000
1.500.000.000
|
||
T O T A L
|
10.885.000.000,-
|
