Program &
Anggaran
Komunikasi
Kehumasan
Josep J. Darmawan
DTS - Digital Public Relations
Pekanbaru Riau, 4-8 September 2023
Josep J. Darmawan (Joe)
Konsultan Komunikasi
Email: josepdarmawan@gmail.com
Manajemen Manajemen
INFORMASI REPUTASI
Pedoman terkait pengelolaan media sosial
• Research
• Planning -- developing strategies & tactics
• Communication -- crafting communication that follow the plan,
execute the plan
• Measurement
1. Riset
• Public communication campaign yang baik harus dirancang dari
pemetaan atas keadaan dasar/awal untuk menjadi pijakan
perencanaa, eksekusi, dan evaluasi.
• Pemetaan awal berkenaan dengan trend, kondisi internal/kesiapan
organisasi, tantangan/hambatan makro/mikro/meso, identifikasi
dan sentimen publik
Mapping mencakup
• STAKEHOLDER mapping: visual process of laying out all the stakeholders of a
product, project, or idea on one map
• SWOT analysis: strengths, weaknesses, opportunities, and threats
• SMART objectives: specific, measurable, achievable, relevant, and time-
framed
• PEST analysis: political, economic, social, and technological factors
• MEDIA CONTENT analysis: deconstruction of pieces of media with tendency
towards either quantitative or qualitative research methods
• SOCIAL NETWORK analysis: investigating and uncovering the patterning of
people’s interaction and social structures
• PERCEPTION survey: collecting impressions about product to uncover
consumer opinions using various research methods
2. PR plan
Core component:
• Introduction
• Objectives & goals
• Target audiences
• Strategies
• Activities
• Implementation & Evaluation
• Budget
Issue management
PRODUKSI DISTRIBUSI
NARASI OWNED
official website, in-house
story telling, infographic, web
VISUAL magazine, videotron, mentions,
series, comic, live streaming, EARNED
DESIGN comments, influencers,
video on demand, etc
advertorial, etc
PUBLISHING PAID
Contoh kasus G20
4. Measurement
Monitoring
Outputs (Activities)
Outcomes (Results)
Impacts (Behaviors)
Verification Evaluation
Diskusi kelompok
TEMA
ANALISIS SITUASI, ORGANISASI, PUBLIK
MAKSUD, TUJUAN
STRATEGI, PENDEKATAN
AKTIVITAS, KEGIATAN
PRODUKSI KONTEN DIGITAL
DISTRIBUSI
MonEv
CALENDAR CONTENT
Mengukur keberhasilan program
Logic model
KPI (Key
Performance
Indicator)
Contoh KPI: Media sosial
Beda platform, beda indikator
KPI media sosial: Pengukuran
S M A R T
Specific. Measurable. Achievable. Relevant. Time.
Target harus Target harus dapat Target haruslah Target haruslah Waktu untuk
bersifat khusus, diukur realistis dan dapat relevan, berkaitan mencapai
detail, dan fokus diwujudkan, ada dengan target/deadline
Contoh: nilai/peningkatan tupoksi/area/bidan
Contoh: meningkatkan yang dicapai g/urusan Contoh: … pada
meningkatkan engagement akhir kuartal II
followers sebanyak sebanyak 10% Contoh: respons tahun anggaran
Contoh: peningkatan
100 akun setiap follower tiap bulan follower 70% sesuai 2023
bulan adalah 50, maka target
yang realistis adalah
50+20%= 60 follower
per bulan
Contoh
Contoh
Menyusun jadwal pelaksanaan program
komunikasi
The project schedule communicates the planned dates and resources for
the work that needs to be performed in graphical form (usually a Gantt
Project schedule Chart). The project schedule should contain 100% work associated with
delivering the project scope. Without the schedule the project manager
can’t manage, monitor or control the project progress.
Calender of events
Software
Inflation Deadline Budget cut
license
Media Relations 02 - Organisasi x media (jurnalis, tedaksi, dll), Organisasi x media sosial
FUNDING BUDGETING
Grant State budget
Joint-program
Sponsor
Crowd funding
etc
NAMUN ADA JUGA YANG FREE (TANPA ANGGARAN)
KOLABORASI
META Indonesia
Kementerian/Lembaga/Daerah
BAKOHUMAS
Dll
DISEMINASI INFORMASI
GPR TV Website
Media Sosial*
Media visit WAG
Contoh RAB
Contoh
Contoh
Contoh
Tugas