strategic isuue management - indonesia's national election commision

8/9/2019 STRATEGIC ISUUE MANAGEMENT - INDONESIA'S NATIONAL ELECTION COMMISION

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FIVE MONTHS COMMUNICATION STRATEGY

TO RESTORE KOMISI PEMILIHAN UMUM (KPU)IMAGE AFTER THE VOTERS LISTS HAVOC

STRATEGIC ISSUE MANAGEMENTSTAGE 3 COMMUNICATION PLAN

ANUNG GRAHITA TEGUH KAMASWARA


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4.5.1 Television16

4.5.2 Print Media.17

Chapter 5 Strategic Communication Campaign

5.1 The Objectives, Strategic and Activities Model..18

5.1.1 To Political Party18

5.1.2 To Bawaslu and Panwaslu..18

5.1.3 To Indonesian Citizen..195.1.4 To Media ...19

5.2 Evaluation.20

References

Appendix

Budget

Timetable

Media Clippings


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CHAPTER 1

THE ORGANIZATION

1.1 Company Profile

Komisi Pemilihan Umum (KPU) is the one and only organization who

has right and responsibilities to hold the Indonesian National Election.

Institutionally, this current KPU is the third that was formed after the

democratic General Election since 1998. The first KPU (1999-2001) was

formed by Keppres (Keputusan Presiden or President Decision) no.16 in

1999. The first KPU contain 53 members who came from the element of the

government and the government and the political party, and were appointed

by President B.J Habibie.

The second KPU (2001-2007) was formed with Keppres No.10 in

2001 and contained 11 members who came from the academic element and


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the non-governmental organization (in Indonesia called LSM or Lembaga

Swadaya Masyarakat), and were appointed by President Abdurrahaman

Wahid on 11 April 2001. The third KPU (2007-2012) was formed with based

on Keppres No.101/P/2007, contained 7 members (with Abdul Hafiz Anshary

as the Chairman) who came from the member KPU Province, the academic,

the researcher and the bureaucrat were appointed on 23 October 2007 to

replaced Syamsulbahri (the replacement of Syamsulbahri is because of the

law problem).

The implementation of General Election 2004 in Indonesia opened the

worlds eyes that Indonesia and democracy could grow and develop in

Indonesia. As in the case of the USA government and the observer of the

General Election of United Europe during the election in Indonesia, the carter

Center praised the implementation of the General Election. They said that

General Election in Indonesia was honest, calm, democratic, clean and also

transparent.

Despite the General Election 2004 that was carried out by KPU this

still many lacks, as it reported in the findings of the observers of the General

Election 2004 from inside and foreign.


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1.2 Vision and Mission

1.2.1 Vision

KPU has a vision to create a General Election Commission, as the

organizer of General Elections, with integrity, professionalism, independency,

transparency, and accountability, to create high-quality democracy based on

Pancasila and 1945 Constitution in Republic of Indonesia.

1.2.2 Mission

KPU also has mission to fulfill the vision. Here is the mission:

to establish a General Election organizer that own competency,

credibility, and capability in facilitating General Elections;

to facilitate General Election in order to elect members of every level

of legislative parliaments, President and Vice President, Governors

and Vice Governors, with considering several aspect of direct,

general, liberated, confidential, honest, fair, accountable, educative,

and civilized;

to increase the quality of General Election that is clean, efficient, and

effective;

to serve and treat every General Elections participators fairly, and

execute the applied regulations of General Election consistently;


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to improve citizens political awareness to participate actively in

General Elections, in order to establish the dream of Indonesian

society of democracy.


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CHAPTER 2

STAKEHOLDER AND PUBLIC

2.3 Stakeholder

According to Freeman, the stakeholder is a group or individual who

can have an effect on or be affected by the organization. In this case the

organization is KPU, the Election Organizer. The KPUs stakeholder are:

Media

* LSM is Lembaga Swadaya Masyarakat or Non-government organization

* Panwaslu (Panitia Pengawas Pemilu) and Bawaslu (Badan Pengawas

Pemilu) is the Official Election Watcher.

KPU

PoliticalParty

LSM*

TheCitizen Government

Panwaslu andBawaslu*


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2.4 Public

According to Grunig, there are three types of group when the issues

comes of Organization comes. There are latent public, aware public and

active public. Latent Public is group, who did not recognize the issues as a

problem and in an indeterminate situation. The other group is aware public,

the public who recognize the issues but not too serious. The last is active

public, the group who organizes to discuss and plan to do something or to

do something as feedback about the issues. However, some stage of issue,

the latent public can be the aware public and the aware public becomes

active public. It depends how that issues blows by the media. For this issues

(the voters lists havoc), here is the public:

Latent Public:

o Golongan Putih (Golput) is people who did not want to elect.

These people are well-educated people live in the big city but

they just professional and do not want to think about the politic

situation. They just like to work and do not care about who is

the current leader of the country.

o Villager people. They will elect but did not recognize how

important this problem/issues. In the Orde baru (the era of

President Soeharto), all of people must elect. Also at that time,

some of regional leader ask them to choose Golkar (the

political party who have big authority, the Soehartos party). If


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they did not elect or elect other party, they would be

threaded. Until this time, some of villagers people automatically

choose Golkar without knowing the current condition of political

issue (however, the amount of this group increase year after

year because finally they educated by their son/daughter or

grandchild).

o Under-17 citizen who did not interest with politic. This contain

of junior high school and high school student who can not elect

yet because their age is not 17 yet and they did not take any

serious attention about politic.

o The foreigner. This is including tourist, ambassador from other

country and expatriate.

Aware Public:

o The Indonesian Politician. They followed every news about

the election but not too serious but there is the time when they

could become the active public.

o Regional legislative candidate. They just want to be the

politician but they do not know how exactly politic condition.

This group often talked in Media but what they say often wrong

too.

o People who want to elect. These people have good

nationalism and they know how big the impact of this issues.


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o Under-17 citizen who interest with politic. There are student

who interested in politic because they want to choose Political

Major in the University.

Active Public:

o People who did not listed in voters lists but they want to

elect. This people live in big city but they are not in the middle

to upper class of social economic status segmentation.

o The Indonesian Political Opposite. The opposite always

watch KPU because they want to be elected in Pemilu, so they

want to be published at media.

o Political Party. They watch and read and read every news

story about politic because the general Election is their

business.

o LSM (Lembaga Swadaya Masyarakat or non-

governmental organization). They care because they think

that they are the watchdog of Government.

o Bawaslu and Panwaslu. They are the official watcher of

general Election. Basically, they just have to watch the general

Election process and report to government but at last they also

always critique KPU with impolite comment.

o The Political Expert which can be organization or political

lecturer of political studies or the mass opinion leader.


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o Lecturers who teach political studies. They are really

concern about these issues because their job is to watch about

the politic condition time after time then applied to their study

or research.

o The Candidate because the unlisted people maybe want to

elect them.


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CHAPTER 3

THE ISSUES

3.5 Introduction to the Issues

The National Election is very important day for every country,

especially democratic country because that is one process of

democratization. In that day, people will choose political party or person who

they think deserve to get an authority to take care of them and of course,

bring the people to the better living. Within the election, there must be a

problem whether in the developing or development country. In Indonesia,

the happening problem of current election is about the DPT. DPT is the

acronym for Daftar Pemilih Tetap or Final Voters Lists. The Final Voters Lists

is the list of people who have right to choose the candidate or political party

in the Election. There is two problem of the DPT, the first is some people

who should have right to choose could not get the DPT and the second is

some voters counted as more than one vote (the vote of one person counted

as hundred and even thousand. This problem named as Ballot Vote).

People who did not take about their vote and the election too seriously

maybe treat this problem as not a big problem. However, there are some

people felt disappointed because their names were not listed in the DPT.

During the Legislative Election, there are some riots in a few city caused by


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unlisted people got angry. They walked down to the protocol street, throwing

glasses and attacking police.

Meanwhile, some political party, Bawaslu and Panwaslu found the

ballot vote in some region. They talked to the Media about how odd KPU

was. They critiqued KPU failed to execute this Election, said through the

Media that the member of KPU is dumb (we know this is very impolite) and

said that this Election is the worst Election in the Indonesia.

3.6 Issues Life Cycle

In the theory level of issues, the stage divided issues on 4 areas. The

area is Latent Stage, Emerging Stage, Hot Stage and Fall-out Stage.

FALL-OUTSTAGE

HOTSTAGE

EMERGINGSTAGE

LATENTSTAGE


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Note:

1. The Latent Stage is in the process of issues being formed.

2. The Emerging Stage is the issue begins to appear in journals and

other media, alternative media, material group and opinion leader

become aware.

3. The Hot Stage is the stage when the issue becomes the headline in

newspaper and every body talking about it or there is big amount of

victim.

4. The Fall-out Stage is the stage when the issue was gone., maybe

because the well handling but it can be because the organization is

bankrupt.

3.7 Issues Identification

This issue of DPT havoc is in the Hot Stage. The reason is every

body knows the matter of DPT and often become the headline of magazines

and newspapers. Some of television stations also give in-depth situation

about the havoc of DPT. In spite of, the latent public people who basically

did not take care with the election start to critique KPU.

However, the hot stage is very crucial because the latent public have

converted become the aware public because they had read the news in the

newspaper or watching television. Last, the aware public had join with active

public because they felt that this issues is very important.


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3.8 Critical Analysis of Issues

This issue is really poor because happened in the Election Organizer

which formed in the reformation era. In this era, every body has right to

publish their opinion. In the media clippings, mostly (90%) publicity is just

about how incompetence of KPU. There are some media and public who give

KPU as a bad name; some political party is not just discretions KPU but also

the government who appointed the KPU member. Sometime, they did not

just critiqued but also says something impolite.

The other news is just neutral. The content is just about KPU shows

the voters lists and other regular publication. Pity, there is no good publicity

about KPU in the Newspaper, magazines, television or internet media in the

Media clippings.

The Publicity Percentage

Good Publicity0%

Neutral Publicity 10%

Bad Publicity90%


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According to Howard (1999: 124), the corporate image management

process is a circular and continuous process in development. For this issue,

KPU need to know communication process to build good image can build by

good communication strategy.

Actually, before the Final Voters Lists declare, there is a temporary list

voters but regional KPU did not publish it. From this data, people who did not

listed yet can report to regional KPU and KPU will fix it. Pity, there are many

people who did not know and did not care about the temporary voters lists

because the lack of publicity. Of course we can not blame people about this

issue but we can attract them to know and to care about this Election

within the fancy gimmick or event.

The second problem is the ballot of vote. Some people vote counted

as hundred and thousand. This caused if someone vote for Golkar, that vote

will be counted as hundred or thousand. This problem founded by Panwaslu

and Political Party. Panwaslu and Bawaslu which declare them as neutral

watchers, become organizations who like to drop KPU image. If they found a

problem, they do not tell KPU but tell to Mass media. This situation make

KPU name become uglier at people perception. Actually, this problem can

be handling if KPU maintain a good relation with Panwaslu, Bawaslu and

political party. In this case, KPU needs a strong Public Affair division and


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approaching strategy. Public Affair division task is to connect strong people

and ensure them to help and not to drop (Gregory, 2004: 83).

The conclusion is, KPU is an organization which really far from public

and the stakeholder. Now, KPU needs to make the gap is closer (or nothing).

To make the gap closer, KPU have to make good communication strategy

which contains fancy gimmick and good approaching. With this strategy, all

public and stakeholder is not just blame KPU but also help KPU to make

great Election together.


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CHAPTER 4

COMMUNICATION PLAN

4.6 Problem Statement

To look further analyze of the problem, it is necessary to analyze a

limited boundary on the issues. Here are some problems in these issues:

The image of KPU is very bad

There are some political organization force KPU

KPU needs strong communication strategy

4.7 Goal

Goal is the highest aim of the organization. The goal is of KPU that we

can identify is To be the Credible, Trusted and Respected of the

National Election Organizer.

4.8 Objectives

Objectives are subsets of goal and must be expressed in concrete,

measurable terms. The objective must be SMART or Specific, Measurable,

Achievable, Realistic and Timed. Here are the objectives:

To create positive perception by 80% to the Indonesian political

party by the October 2009.

To create positive perception by 80% to the Panwaslu and Bawaslu

by the October 2009.


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To improve the organizationcredibility by 90% to the Indonesian

Citizen by November 2009.

To maximize the good publicity in media (by 70% good publicity,

20% Neutral Publicity and 10 % bad publicity) during September 2009

January 2010.

4.9 Target Public

In terms that this problem has known by most people in Indonesia, the

communication plan will hold campaign and approach for the Latent Public,

Aware Public and Active public.

4.10 Target media

4.5.1 Television

1. Metro TV

Metro TV is owned by Surya Paloh who also owns the Media

Indonesia newspaper. These two along with other newspaper distributed

in different area in Indonesia, this part of the Media Group. This TV

channel also Indonesias first 24-hour news channel based in west

Jakarta.

2. TVOne


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3. MCN

4. Trans Group

5. TVRI

Televisi Republik Indonesia (TVRI) is the oldest television station in

Indonesia, and the only television station until 1989. The television station

is state-owned; the first broadcast was made on the occasion of the 17th

anniversary of Indonesian Independence on 17th August 1962 from the

National Palace, Jakarta.

4.5.2 Print Media

1. KOMPAS

Kompas is the most widely read newspaper in Indonesia. Since

June 1965, Kompas has a reputation in Indonesia for high quality

writing and investigative journalism (written in Indonesia). Sunce 1969,

Kompas has been the largest national newspaper in Indonesia.

2. Regional Newspaper

3. Jakarta Post
http://www.nationmaster.com/country/idhttp://www.nationmaster.com/encyclopedia/Indonesian-National-Revolutionhttp://www.nationmaster.com/encyclopedia/Istana-Negara%2C-Jakartahttp://www.nationmaster.com/encyclopedia/Jakartahttp://www.nationmaster.com/encyclopedia/Jakartahttp://www.nationmaster.com/encyclopedia/Istana-Negara%2C-Jakartahttp://www.nationmaster.com/encyclopedia/Indonesian-National-Revolutionhttp://www.nationmaster.com/country/id


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4. Jakarta Globe

5. Tempo

Tempo is an in-depth magazine which known as the one and only

independent Media from political. the report and writings in Tempo is

very clear and easy to read.


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CHAPTER 5

STRATEGIC COMMUNICATION CAMPAIGN

5.3 The Objectives, Strategic and Activities Model

From this Model, the massage which bolded is the objectives, the

below is the strategy, and the below strategy is the activities.

5.1.1 To Political Party

5.1.2 To Bawaslu and Panwaslu

To create positive perception by 80% to the Panwasluand Bawaslu by the October 2009

Create good relations with Panwaslu and Bawaslu

Visiting to theBawaslu and

Panwasluoffice

Hold adiscussion orbrainstorming

about theideal election

InvitingBawaslu andPanwaslu tothe KPUs

Office

Create good relations with Political Party

Visiting to the politicalparty office Hold a discussion orbrainstorming aboutthe ideal election

Inviting political partyto the KPUs Office

To create positive perception by 80% to the Indonesianpolitical party by the October 2009

Approachingto Bawaslu

andPanwaslu

5.1.3 To Indonesian Citizen


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5.1.4 To Media

To maximize the good publicity in media(70% good publicity, 20% Neutral Publicity and 10 % bad publicity)

during September 2009 January 2010

Socialization via media and media approach

Socializationthe KPUsProgram

PressConference

Visiting someof big media

office

Discuss withmedia aboutideal Election

Convince and attract people with fancy andeducative event and tools

Hold pasca-Election Event

Public ServiceAnnouncement

MakeMobil Pemilu

(Election Car)

Hold seminarfor student

and expert

To Improve the organization credibility by 90% to theIndonesian Citizen by November 2009

Seminar anddebate aboutpast, currentand futureElection

5.2 Evaluation


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