DEVELOPMENT

COMMUNICATION
STRATEGY (DCS)

Graduate School Program,

Universitas Gadjah Mada
Study Program of Extension and
Development Communication 2024

Prepared By Subejo (subejo@ugm.ac.id)

081327031503/FB-IG: Subejo Sleman
Strategi Komunikasi Pembangunan

Program Pasca Sarjana Penyuluhan dan

Komunikasi Pembangunan (PS PKP SPS UGM)

Dosen:
(1) Subejo dan (2) Hermin Indah Wahyuni

(c) PS. PKP SPS UGM 2024

 Materi Pembelajaran (Subejo) 1
1. Pendekatan Komunikasi dan
Pembangunan dalam Konteks
Strategi Komunikasi Pembangunan
2. Overview on development
Communication Strategies
3. Developing communication strategies
4. Guideline for the development of
communication strategy
 Materi Pembelajaran (Subejo) 2
5. Perspective and challenges of
communication strategy for development
6. Concept, status and approach of
communication strategy for development
7. Case study: Strategi Komunikasi
Program PNPM
 Pembagian Kelompok Diskusi dan Presentasi
Kelompok [Nama mhs]
[1]:Dwi C, Heppy, Frederik,
Ikhsan, Jazirrotul,
Ishadianto, Hanifah, Aulia,
M Robiyanto, Ade Lutfy, M
Irsyad
[2]:Agustinus, Ervin, Nur
Rochmah, Fransiskus,
Happy, Agrit, Pristianti,
Yeni, Muthia, Fitriyani
[3]:Rotu, Sardo, M
Mauludin, Wahyu,
Yunindya, Habibah,
Ahmad A, Nabila, Ahmad
K, Ade, Ahmad Khairul
Topik Jadwal
Perspective and challenges of Mg 5
communication strategy for
development
Concept, status and approach of Mg 6
communication strategy for
development
Case study: Strategi Komunikasi Mg 7
Program PNPM atau topik lain
misalnya strategi komunikasi
untuk penanganan pandemi
Covid-19
 Rencana Jadwal Pembelajaran
Minggu Materi Keterangan
1 Pendekatan Komunikasi dan Pembangunan Presentasi Dosen dan
dalam Konteks Strategi Komunikasi diskusi
Pembangunan
2 Overview on development Communication Presentasi Dosen dan
Strategies diskusi
3 Developing communication strategies Presentasi Dosen dan
diskusi
4 Guideline for the development of Presentasi Dosen dan
communication strategy diskusi
5 Perspective and challenges of Presentasi Dosen dan
communication strategy for development diskusi
6 Concept, status and approach of Presentasi Kelompok
communication strategy for development dan diskusi
7 Case study: Strategi Komunikasi Program Presentasi Kelompok
PNPM atau topik lain yang relevan dan diskusi
Evaluasi
Presentasi Academic/
Pembe-
materi/ scientific
lajaran
penugasan paper
(bagian (65%)
(35%)
Subejo)
 A SHORT INTRODUCTION ON
COMMUNICATION STRATEGY
FOR DEVELOPMENT

Prepared by Subejo
For Study Program of Extension and Development
Communication, Graduate School Program, UGM, 2024
 Komparasi Dinamika Karakteristik Masyarakat
Karakteristik Masyarakat (Lama)
• Jumlah dan kepadatan penduduk rendah
• Mata pencaharian homogen
• Akses sumber daya ekonomi relatif terbatas
• Pendapatan relatif rendah
• Pendidikan relatif rendah
• Mobilitas rendah
• Akses informasi terbatas
• Keragaman media terbatas
• Kepemilikan media terbatas
• Global exposure terbatas
• Problematika dan isu sosial-ekonomi-
budaya- relatif sederhana
Karakteristik Masyarakat (Baru)
• Jumlah dan kepadatan penduduk tinggi
• Mata pencaharian heterogen
• Akses sumber daya ekonomi meningkat
• Pendapatan relatif tinggi
• Pendidikan relatif tingggi
• Mobilitas tinggi
• Akses informasi meningkat
• Keragaman media semakin kompleks
• Kepemilikan media meningkat
• Global exposure meningkat
• Problematika dan isu sosial-ekonomi-budaya-
relatif semakin kompleks

Urgensi strategi adaptasi dan mitigasi terhadap problematika yang muncul

(termasuk dalam peningkatan kapasitas SDM dan peningkatan partisipasi
masyarakat dalam berbagai program pembangunan)
>> urgensi adaptasi dan revitalisasi pola dan strategi komunikasi pembangunan
Digitization
Transforms Globalization has a very different look today in part
Global because digitization has introduced three new
Flows in phenomena into the equation (McKinsey Global
Three Ways Institute, 2016):
1. Large-scale Internet platforms have driven
down the cost of cross-border interactions and
transactions [pemanfaatan berbagai platform
digital]
2. Purely digital goods and services are now
traded virtually and instantly [berbagai produk
digital]
3. The addition of “digital wrappers” to
traditional products is enhancing their value
[produk tradisional/konvensional dikemas
dengan dukungan digital: barang, jasa, seni, dll]
Melebihi
penduduk
Indonesia

Involvement of Global
Population on Digital
Transformation

McKinsey
Global Institute
(2016)
New Era of Global
Transformation:

Network Society
(Humida, 2015); Cyber
Society (Holmes, 2012)

Characteristic of
Cyber Society

Source: Humida, 2015

Pergeseran Model
Komunikasi
Source: Humida, 2015
dari The Fist Age
Media

menuju Second Age

Media (Holmes,
2012)

Pola Ini Semakin Menguat :

Produsen SEKALIGUS Kosumen Informasi

Mekanisme:
One-One
One-Many
Many-One
Many-Many
Communication Strategy for WHAT?
• Orientasi dan fokus pembangunan global, nasional dan
lokal sangat dinamis dan mengalami perubahan dari
waktu ke waktu (masyarakat agraris, masyarakat industri
dan masyarakat informasi)
• Kapasitas sumberdaya alam mengalami perubahan
• Kapasitas sumberdaya manusia mengalami perubahan
• Inovasi dan teknologi mengalami perubahan
• Efektivitas dan efisiensi pembangunan memerlukan
strategi komunikasi yang efektif dan efisien
• Karakteristik stakeholders pembangunan (negara,
masyarakat dan swasta) dan relasi antar stakeholders
menjadi isu yang penting dalam desain strategi
komunikasi pembangunan pada masa-masa mendatang
 Negara

Pelaku
Masyara
Pemba-
kat/Kom
ngunan
Pasar
unitas

Triangle Pelaku Pembangunan

 Natural
Reso-
urces

Resource
Techno- Social
Endow-
logical and
ments
Innova- Culture
tion

Triangle Resource Endowments

 Development Communication
(Mozamel, 2008)

“a process that builds consensus and facilitates the

sharing of knowledge to achieve positive change in
development initiatives.
It is not only about effective dissemination of
information but about using empirical research, two
way communication and dialogue among
stakeholders.
It is also a key management tool that helps assess
socio-political risks and opportunities.
By using communication to bridge differences and
take action towards change, development
communication can lead to successful and more
sustainable results”
 The Emerging
Communication Paradigm
(Mozamel, 2008)

• Dialogue
• Participation (at different degrees)
• Two-way model (in addition to one-
way)
• Process-based (and analytical) rather
than product-focused
 One-Way vs. Two-Way
(Mozamel, 2008)

Comm to Comm to Comm to Comm to

INFORM PERSUADE EXPLORE EMPOWER

Main Raise Promote Assess, probe Build

purpose awareness, attitude and issues, explore capacities,
increase behavior prevent involve
knowledge change conflicts stakeholders
Main
model of One-way One-way Two-way Two-way
reference
Preferred Predominant Predominant Heavy use of Use of dialog
methods use of mass- use of media interpersonal to promote
and media media method participation
 Ada beberapa istilah yang sering dipakai
overlapping dan membingungkan

Communication Strategic Communicating

Strategy Communication Strategy

Strategic
Communication
Communication
Strategy
Communicating
Strategy
Communication Strategy Strategic Communicating
Communication Strategy
• Communication can be a competitive • Strategic • Communication of
advantage if done in a planned, coherent communication the institution
and proactive way. Communication means strategy is targeted
strategy is built to ensure that. delivering the to implement the
• It is a strategic approach to all best message, planned strategy
communication within the insitution. It is through the within the
the plan how to manage communication. right media, organization.
It supports the overall institution strategy and measured • It is internal
to achieve its objectives. that they do communication
• Communication strategy is the strategy relate directly either to plan or to
map drawn to organize internal and to the execute institution
external communication. It aids to organizational strategy.
execute the institution strategy and
• Communication strategy builds its core communication
around the choices, definitions and -specific goals
targets that the institution interacts with
its stakeholders and environment in
present and future conditions in order
achieve its overall targets and strategy
Source: Summarized from Ulla Alatalo (2012)
Understanding Communication Strategy
• A communication strategy is a well-planned series of actions aimed at
achieving certain objectives through the use of communication methods,
techniques and approaches (PSCD Handbook, 2018)
• The Communication Strategy seeks to use the most efficient means to
capitalize information and disseminate project's results. This
communication strategy has established a bottom-up approach that seeks
to gather local data to disseminate it at all targeted levels. (European
Regional Dev. Fund (2010)
• Plans for communication information related to specific issue, event,
situation, or audience
• A communication strategy is the selection of appropriate communication
objectives and the identification of the specific brand awareness and
brand attitude Strategy (WPI, 2018)
• A communication strategy is a single, coherent narrative that describes a
• communications solution to a problem or bundle of problems.
(Government Communication Service, UK, 2014)
A communication strategy is a solution to move from where you are now to
where you want to be — or put another way, it is what you want to happen to
achieve a specific end. A strategy is a type of solution that deals with
uncertainty. It raises the probability that we will reach our destination in good
form, and it does so mostly by creating the conditions that favor success. It
includes statements of intent, is purposefully unspecific, and speaks to the overall
direction (M. van Plesten, 2017).
Communication strategy is a comprehensive, detailed strategic plan designed to
guide the communications of an organization or of a significant initiative or
issue. A communications Strategy typically includes an in-depth Strategic
Considerations section providing sound analysis of the internal and/or external
environment. A Corporate Communications Strategy is designed to direct an
organization’s high level communications ( Aboobacker Kaithal, 2017)
Communication strategy: Big picture direction for communication that supports
delivery of the business strategy. Communication plan: A sequence of messages,
methods and tactics to deliver specific outcomes (IABC, 2017)
A communication strategy helps an organization map out a series of activities and
programs that not only help it engage with key stakeholders (internal and
external) in an effective and streamlined way, but also help reach the
organization’s core objectives (NSDS, 2020)
 Key Words
in Communication
Strategy
• Information/issue
• Problem
• Disseminate
• Objective
• Plan
• Method/approach
• Action
• Problem Solution
• Audience
 The Goals of Communication (Dealing With
Project Development)
• Raise awareness/responsibility
• Inform
• Engage
• Promote
• Share experience & expertise, Exchange views & ideas
• Increase skills level
• Develop a common understanding
• Set up the basis for future collaboration
• Better Project organization
• Contribute to the capitalization of the project

Adapted from European Regional Dev. Fund (2010)

 • Mission is the purpose of
your organization.
• The Goals are what you
have to achieve to fulfill
that mission.
• The strategy explains
how you will approach
achieving the goals and
the actions are the
tasks that need to be
undertaken to
implement the strategy.
• The plans will layout your
Framework of goals and how you will
Communication Strategy achieve them along with
(Adapted from: The National Archive, 2013) the suitable actions.
The proposed Communication Strategy
Roadmap is designed professionally to:
• Ensure that the project effectively
communicates results to the widest
possible audience by using the
appropriate channels and tools,
• Targeting specific groups and key actors;
• Promotes networking and establishes a
coordinated approach to maximize impact.

(Adapted from European Regional Dev. Fund (2010)

Communication Strategy (Adapted from European Regional Dev. Fund (2010)
Communication Strategy
(Adapted from European Regional Dev. Fund (2010)
Stages of Communication
(Adapted from: The National Archive, 2013)
Stages How to Communicate the Messages
(Adapted from: The National Archive, 2013)
Steps for Creating
Effective
Messages
(Adapted from: The National
Archive, 2013)
Communication Method: Characteristics of Oral Communication
(Adapted from: The National Archive, 2013)
Communi
-cation
Method:
Characte-
ristics of
Written
Communi
cation
(Adapted
from: The
National
Archive, 2013)
Evaluation of
Communication
Strategy : A
Case of EU
Program
(Adapted from: The
National Archive,
2013)
 Inputs
(Masukan/sumb
erdaya)
Jalur Menuju
Activities
(Aktivitas/
Suatu
kegiatan)
Perubahan
Outputs
(output/
keluaran)

Outcome
(Manfaat)

Impacts
(Dampak)
Source: Adapted from SoGE, Oxford University, 20014
Framework of Result Based Management (RBM)

Source: Adapted from UNDP, 2009

Kerangka Hasil Suatu Program

Jenis Hasil Keterangan

Dampak Manfaat akhir dari suatu program (dapat diukur
dengan indikator)
Outcome Suatu perubahan perbaikan jangka pendek dan
jangka menengah (dapat diukur dengan indikator)
Output Produk atau layanan yang dapat
disediakan/diberikan (dapat diukur dengan
indikator)
Aktivitas Tugas/kegiatan yang dilakukan untuk untuk
mendukung suatu program (dapat diukur dengan
indikator)

Mikro menuju Makro Sumber: Diadaptasi dari UNDP, 2014