PENINGKATAN KAPASITAS PEREMPUAN CALON LEGISLATIF PADA PEMILU 2014 “ISU STRATEGIS & KOMUNIKASI EFEKTIF” KEMENTERIAN PEMBERDAYAAN PEREMPUAN & PERLINDUNGAN ANAK BERSAMA KEMENTERIAN DALA M NEGERI DR.NURLIAH NURDIN,S.Sos,MA
WHY WOMEN?
WARMTH, COMPASSION, KINDNESS
PEREMPUAN DIANGGAP: PALING KOMPETEN MENANGANI ‘COMPASSION” ISU TENTANG KEMISIKINAN, KESEHATAN, PENDIDIKAN, ANAK-ANAK,ISU KELUARGA---PELECEHAN SEXUAL,ABORTION,HAK PEREMPUAN— NILAI TRADISIONAL===ADVANTAGES
KOMUNIKASI EFEKTIF VS TRANSAKSI POLITIK • 1. PEMETAAN MEDIA • 2.PEMETAAAN KARAKTERISTIK SOSIAL MASYARAKAT • 3.PEMETAAN PERILAKU PEMIILIH • 4.PEMETAAN SEGMENTASI/KELOMPOK PEMILIJ • 5.PEMETAAN JARINGAN SOSIAL • 6.PEMETAAN CALON PEREMPUAN DI GRADE DAPIL
12 BASIC GUIDELINES • Campaigns vary - one size does not fit all • These guidelines cover things that do apply to most campaigns, as they concern structure and strategy
REALITY CHECK
• Kampanye tidak selalu menyenangkan , bnyak kesulitan, dull, frustrating and unsuccessful. • Campaigning is usually only done when all else has failed. It involves a conversation with society, persuading people
• If politics is the 'art of the possible', campaigning is the science and art of changing what is possible. • So before you go any further stop and ask yourself: HOW CAN I COMMUNICATE AND CAMPAIGN
1. MOTIVATION NOT EDUCATION • Kampanye bertujuan memaksimalkan motivasi bukan pengetahuan • Try using education to campaign, and you will end up circling and exploring your issue but not changing it. • Of course all campaigns have some 'educational' effect but it is education by doing, through experience, not through being given information. •
Moreover, information is not power until it leads to mobilisation. If information truly were power, the world would be run by librarians.
2. ANALYSE THE FORCES
• Anda sudah tahu isu yang perlu diubah, mengapa belum, berhasil? • Try mapping out the forces for and against what you want to happen. Draw a map of the problem - the people involved, • identify potential allies and opponents. From that, work out who your target audience is for each step
3. K.I.S. (KEEP IT SIMPLE) • Kampanye adalah aktualisasi komunikasi. Effective motivation needs simplicity in message and purpose. • Communicate only one thing at a time. Use a simple unambiguous 'call to action' which requires no explanation.
4. RIGHT COMPONENTS... RIGHT ORDER • Ikuti alur yang benar: awareness > alignment > engagement > action • Menjadi bagian dari masyarakat, melibatkan, tindakan.
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5. START WHERE YOU ARE • Mulai lah dari isu kecil yang ada disekitar anda • A salesman tries to get you to buy something by adding value - extra features, extra benefits. • A marketer finds out what you want, what you already do and think, and creates or finds a product that fits you. • When it comes to communication, do your market research.
6. CONSTRUCT A CRITICAL PATH • Semua isu sangat komplek tapi isu anda mesti berbeda. • Isiu komplek tidak membingungkan. • Perencanaan Kampanye
7. CAMPAIGN AGAINST THE UNACCEPTABLE • Kampanye dengan melihat isue. • Alternatif organsasi pendukung • We published a report on technical alternatives, called for a ban and set up a hotline and reports network. the whole direction of agricultural intensification, and opened the way for other campaigns. • Look at your issue. It will be full of shades of grey like an aerial photograph of a city. Zoom in on your chosen areas. Blow it up like a photo until there is just black and white - that is what to communicate. Go to that point to make your case, to make you change.
8.MAKE REAL THINGS HAPPEN: EVENTS NOT ARGUMENTS • Tidak Perlu Berdebat panjang tetapi lakukan action. • News is not about ideas or concepts it is about things that happen. Ask yourself every day, what is this campaign doing?
What's the verb? Is it starting something, publishing, blocking, rescuing, occupying, marching, lobbying, painting .... What are you doing? • Some of the most powerful events are direct-actions,
9. SAY WHAT YOU MEAN • Secara langsung maupun tidak langsung. a campaign consists of persuading others not just that you are right but that you are so right that they must take some form of action.
• The simplest thing you can do to help your message is to be direct and straightforward. • Nobody from the campaign could even be interviewed on tv or radio without the journalist acting as a publicity agent for the campaign.
10. FIND THE CONFLICT IN EVENTS MAKE THE NEWS • This is often misunderstood. Conflict is inherent to campaigns. Without a conflict of interest, a campaign would not be needed. • That is not to promote conflict, confrontation or aggression. • Campaigns make news when they create change, make a difference, or threaten to do so. • If you have a campaign it will be in conflict with someone, somewhere. That is probably your most newsworthy opportunity.
11. COMMUNICATE IN PICTURES • At every level, think out your campaign in steps, leading back from the objective you want to achieve. • Create a chronological story board - your critical path - and work out how you will make that happen.
12.DON'T SEND MESSAGES • Campaigning is a conversation with society - a two way process like a phone call. It is not a one way broadcast of your views or 'messages' like a radio programme. Talk, listen, hear, respond, engage. • Communication is the act of sending information from the mind of one person to the mind of another.
