Strategic Issues Management: The Indonesian National Police (POLRI) Image Restoration Program (Part 7)

This is a series of blog post about a Communication Plan Proposal that I made in order to get a certificate in Strategic Issues Management from Edith Cowan University. To get a better understanding about this, please start reading from the first post of the series. 

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)

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6.6       Strategy & Tactics

To achieve the program objectives will require a different strategy for each of the 3 objectives as illustrated in the following table:

Table 6.4.1: Strategy for Objective #1

Objectives I: To Change the Behavior of the Policemen in order to reduce police crime by 50% in August 2010
Strategy	Key Message	Tactics
1.    The Professional Police Officer Internal Campaign	POLRI and police officer should under-stand the importance of servicing the people	·         Workshop ·         Video training program
2.    Increasing family values	An honest police officer can start from an honest parent that cares and are respon-sible for their children	·         Family day event

Table 6.4.2: Strategy for Objective #2

Objectives II: To encourage believe of the Indonesian people by 50% to POLRI in August 2010.
Strategy	Key Message	Tactics
3.    Create understanding of POLRI’s accomplish-ments to society	POLRI are improving themselves to service the people	·         Reality TV programs ·         Independent observer/ focus group audit
4.    POLRI New Look	POLRI have change and the new POLRI gives better service to the people and are not repressive	·         New costume ·         New public hotline number ·         Public Service Advertisement
5.    Community Approach	POLRI is interacting & connecting with the people	·         Family day event ·         School visit tour ·         Police office site tour

Table 6.4.3: Strategy for Objective #3

Objective III: To inform the local and International mainstream media by 50% of POLRI image restoration in August 2010.
Strategy	Key Message	Tactics
6.    Media Relations	POLRI are improving themselves to service the people and a New POLRI with good civic values will emerge	·         Family day event ·         Seminar training ·         Website new media ·         Press conference

6.7       Creative Persuasive Strategy

The tactics shown in the previous chapter needs a creative persuasive approach to create the desired impact on the target public. We will first discuss the tactics covered in the:

Strategy 1: THE PROFESSIONAL POLICE OFFICER INTERNAL CAMPAIGN

1^ST Tactic: The Professional Police Officer Workshop

Key Message             :  Police officer should understand the importance of servicing the

  people as part of their duty.

Target Audience       : All POLRI officers

Aim:

To create an understanding of a good and professional police officer by giving an image of a good police officer as an example for them to remember.

Creative Persuasive Strategy:

The workshop will invite a model police officer from another country and a model POLRI officer as a speaker to explain their success story in how they become a professional officer including:

-          How to overcome a situation of committing a police crime such as bribery, extortion, etc by explaining to other officers what to do during that condition.

-          Telling their success story in apprehending criminals and helping civilians.

These police officer success stories will be supported by a photo slide show that reconstruct or re-enact the situation. This workshop will be documented on video and be shown to all POLRI officers in every police station. In the end of the workshop all these slide photo will be played with a thematic song in the background to create a dramatic effect.

2^ND Tactic: Video Training Program

Key Message             :  Police officer should understand the importance of servicing the

  people as part of their duty.

Target Audience       : All POLRI officers

Aim                             : To create an understanding of a good and professional police

   officer by giving an image of a good police officer as an example

   for them to remember.

Distribution               : DVD copies of this program will be distributed to all police

  Stations and played back in workshop situation periodically

Creative Persuasive Strategy:

This video program will reconstruct or re-enact the situation of all the model foreign police officer and the model POLRI officer from the speaker of the previous workshop that discuss:

-          How to overcome a situation of committing a police crime such as bribery, extortion, etc by explaining to other officers what to do during that condition.

-          Telling their success story in apprehending criminals and helping civilians.

Draft Storyline:

The story will start with the model police officer giving the introduction and saying that the experience is true. Then next part will be the actual re-enactment of their experience. Other scene will include other police officers testimony supporting the experience and praising the model officer in what the person did and recommends that other officer follow the example.

Another scenario could be about a police officer that was sorry that they did a police crime and recommends other police to not follow the bad example because they will regret it and can be fired.