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)
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6.3 Goal
The goal of
this issue is to make POLRI become
one of the most trusted government institutions in Indonesia.
6.4 Primary Public of the Plan
A communication
campaign should commit to certain groups of people, which are also known as the
key publics. The characteristics of the key publics regarding this issue are:
1. All Police Officers
The primary
focus of this plan are the police officers. They are the internal public of
POLRI. These officers are the ones that can be doing the police crime and the
ones that deal directly with the people. They are the object of what people’s
opinion about. They need to be supported to achieve a higher moral about their job.
These are all the police officers starting from the lowest rank until the highest
ranking officer all over the country between the age of 17 – 55 years old or in
their active servicing years.
2. Indonesian citizen
These are the
target audience of the plan. They are the ones that directly deal with the
police officer and requiring services in various conditions such as in the
street, inquiring security services, processing driver’s license, processing
vehicle license, etc. They generalize that police officers are dishonest and
have a negative opinion because many have a bad experience about the police.
This public can be everyone living in Indonesia but the ones to focus on first
will be the people in the major cities because that is located near to a mass
media company. This can be people from young to old between 12 – 75 years old
and from low to upper class (SES A- C).
3. Mainstream Media
This public can
form the opinion about POLRI and police officers through their mass media. They
are the active public and the target audience that also has a vested interest
about POLRI’s services to the public. This public in some ways also has use
police services and can be one of the people that have a bad experience about
the police. They mostly publicize a negative image about POLRI and the
Indonesian people get their news and information through the services of these
mainstream media. They range from 17 – 75 years old and from low class to middle
class (SES B-C)
4. Non Government Organisation
These are
pressure group and help represent people that are the victim of police crime.
They are the active public and have a vested interest in POLRI doing their job.
They are the ones that criticize POLRI openly to the public through the media.
They range from 17 – 75 years old and from middle to low class (SES B-C)
6.5 Objectives
To achieve the
goal of the program, these are the following objectives:
- To change the behaviour of the Policemen in order to reduce police crime by 50% in August 2010.
- To encourage believe of the Indonesian people by 50% to the Indonesian National Police in August 2010.
- To inform the local and International mainstream media by 50% of POLRI image restoration in August 2010.
