Sunday, November 25, 2012

Strategic Issues Management: The Indonesian National Police (POLRI) Image Restoration Program (Part 4)

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:

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Chapter IV          :  IDENTIFIYING THE PUBLIC

There are 3 publics classification based on Grunig’s(1979, p.740) theory which we will apply in this issue.

1.    Latent Public
A group that faces an indeterminate situation but does not recognize that the issue is a problem. This includes:
-          Indonesian citizen above 6 years old, social economy status  C and above
-          ASEAN countries: Malaysia, Singapore, Brunai Darusalam, Thailand, Philipines
-          ASIA countries: Republic of China, Japan, South Korea,
-          Western countries: USA, Australia, Great Britain, Sweden, Denmark, Holland, Germany, France
-          Eastern countries: Rusia, Yugoslavia

2.    Aware Public
Public that recognises the problem and is aware. This includes:
-          Indonesian citizen above 17 years old, social economy status  C and above
-          Politician: the member of the Indonesian low parliament or Dewan Perwakilan Rakyat (DPR) and members of the Indonesia high parliament or Majelis Permusyawaratan Rakyat (MPR)
-          Political Party members: Demokrat Party, GOLKAR Party, PDIP Party, PAN, PKB, PKS.
-          Scholars and academicians: College and University Students, College and University Lecturers
-          United Nations: Commission of Human Rights

3.    Active Public
A group that organise to discuss and take action of the issue. This includes:
-          Media:
Newspaper               : Kompas, Sindo, Tempo
Magazine                  : Gatra, Tempo
Online Media            : Detik.com, Kompas.com Vivanews.com, Okezone.com, Liputan6.com
News Bureau            : Antara
TV news                   : MetroTV, TVOne, Liputan 6 SCTV, RCTI News
-          The Government: The President and the Cabinet
-          The Family of Nasrudin Zulkarnaen, the murder victim
-          Non Government Organisation: Indonesian Corruption Watch (ICW), Indonesian Police Watch (IPW), Indonesian People for Transparancy or Masyarakat Transparansi Indonesia (MTI)
-          The Police officers   : from low ranking to the highest ranking.
Chapter V           : POTENTIAL LIFECYCLE OF THE ISSUE

Based on Crable and Vibbert, in their 1985 article on managing issues, the lifecycle of an issue consist of five basic levels (Gaunt & Ollenburger, 1995, p.5):

Stage 1: Potential Status
Develops when some person or group demonstrates an interest in the issue. Such groups frame possible variations and resolutions as questions which may take the form "should something be done about this?" After formulating questions, the interested groups gather arguments in support of their cause and gradually construct an answer to the issue at hand. At this point, the development of the issue has begun. However, the issue may or may not advance to the next stage, depending on the amount of interest generated by the public.

Stage 2: Imminent
This stage will occur only if "the potential of the issue has been accepted by others". Usually, this involves an endorsement by some person or group of people, due to the perceived link between themselves and others interested in the issue. Even at this stage, as the issue is gaining support, it may not be deemed important by leaders and/or government officials.

Stage 3: Current
At this stage, the issue is of "current or present interest and has become a means of exchange an 'honored' or 'accepted' topic of conversation and concern a 'currency'". Simultaneously the mass media begin to take interest in the topic, and those concerned with the issue choose sides.

Stage 4: Critical
This occurs when people or groups of people become identified with one side of
the issue and exert pressure where needed to influence their desired outcome. At this stage, policy action is demanded.

Stage 5: Dormant
This is the final when the issue is considered to be dormant. This occurs after the
issue has been dealt with in some way, either through talking or action, or possibly both, and it appears to be resolved or at least presumed dead. Crable and Vibbert explain though, that the term "dormant" is used because public issues never seem to die. "With most people satisfied that the problem has been
solved and the question answered, the issue lies quietly not dead, but sleeping until the issue is given new life by people who see new problems in the new situations".

In the case of Wiliardi Wizar involvement in the murder case, this issue is at the final stage of the lifecycle or dormant. This is because Wiliardi Wizar is already a suspect and waiting to be trialled and POLRI has suspended Wiliardi Wizar. Although at this stage the issue can still appear in the media and discuss by the public especially if POLRI does not make the appropriate steps after the outcome of Wiliardi Wizar’s trial. However the bigger issue that POLRI face until now is the people’s negative opinion about POLRI in general. In the issue of POLRI’s negative image, the lifecycle can be categorized as Critical. People want POLRI to change the behaviour of their police officer to become more honest.   A good handling of Wiliardi Wizar’s case will bring POLRI closer to a positive image.