Strategic Issues Management: The Indonesian National Police (POLRI) Image Restoration Program (Part 8)

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)
• Part 8   : Strategy 2 -  INCREASING FAMILY VALUES, Strategy 3 - CREATE UNDERSTANDING OF POLRI’S ACCOMPLISHMENT TO SOCIETY

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Strategy 2: INCREASING FAMILY VALUES

Tactic: Family Day Event

Key Message             : An honest police officer can start from an honest parent that

  cares and are responsible for their children

Target Audience       : All POLRI officers, all citizens, media

Aim                             : To create family and community values to police officer and

  interact with the public in a relaxing manner.

Creative Persuasive Strategy:

This event will gather the police officer, their family members and the public and their family. The event will focus on activity that involves the entire family member especially the children such as sports, games, rides, entertainment, food and bazaar. Police officers are given priority and easy access to set up a booth to sell things. This event will bring the officer closer to public and the public to them in a friendly environment where they can interact. The officer will not be wearing any ranks that they have to create a relaxing environment. Sponsor company can also participate and support this event to help the police officer.

Strategy 3: CREATE UNDERSTANDING OF POLRI’S ACCOMPLISHMENT

TO SOCIETY

·         Tactic: Reality TV Programs

Key Message             :  POLRI are improving themselves to service the people

Target Audience       : All citizens especially in the main cities

Aim                             : To show to the public that POLRI is doing their job and capturing

  police criminals

Distribution               : through a national TV station

Creative Persuasive Strategy:

A camera crew will be assign to police station or a model police officer when they are doing their daily duties including apprehending a suspect, patrolling, responding to security inquiry, etc. This is to show that the show is not set up, real and actually happening so that the people can experience:

-          That the police are doing their job and can be a hero in certain times

-          That the police officer job can be dangerous and can use people’s support

-          and sympathize with the police

Draft Storyline:

The story can start in the police station where the officer works then starts going in to the streets. Then the officer will tell the audience what a typical day would be like. The camera will follow the police officer until he is doing something important to the public. This can be making an arrest or other helping a civilian.

Another scene can be about a re-enactment of a police doing something important told through a presenter and some testimony of the officer telling the experience are inserted in between the scenes plus a comment by people witnessing the experience.

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.