Master of Communication Science of Diponegoro University held a National Webinar with the theme of “A Shift from Media Planning to Communications Planning Enter the Super Planner”, (7/9). The resource person of this webinar is Dr. Akhmad Edhy Aruman, Lecturer of Postgraduate Program of Communication College at The London School of Public Relations, Jakarta – Research Associate Center of Alternative Dispute Resolution and Empowerment at Bogor Agricultural University (CARE-IPB). The moderator of this event is dr. Yanuar Luqman (Communication Sicence Lecturer of Undip).
This webinar was held by the background today’s disruption era that changed the paradigm of thinking of strategic communication actors. The complexity of the problem with its various consequences requires strategic communication actors to adapt. This happens because when talking about communication planning, what is displayed is more about media than other communication elements. In other words, when it comes to media planning, the main concern is how to reach as many of the right audiences as possible, in the right place, at the right time, and at the right cost. Communication planning, on the other hand, is more about how to reach people than to influence them. The discussion is important because it will open a new perspective/understanding based on the challenges of changing of human communication patterns, especially in the context of Strategic Communication.
Meanwhile, the purpose of the webinar is to provide an understanding of the changing practice of Strategic Communication planning in Indonesia, as well as to provide an understanding of the complexity of challenges and opportunities in the practice of Strategic Communication.
While delivering his materials, Dr. Edhy said that technology, especially social media internet has empowered people nowadays. In the past, advertising was the primary source of information for consumers. Now, people can decide for themselves whether they want to buy a brand or not. With the right incentives, consumers or audiences tend to be more loyal. Communication planning allows for a more strategic way of determining the choice of primary media and its connection strategy.
“Communication planning in the Google and Facebook era requires a broader set of skills and expertise beyond media planning experience and talent for ideas. The required skills such as understanding the essence of strategic digital proficiency, skills in consumer insight, multichannel understanding and collaboration qualities,” he said. (Linda – Public Relations)
Translated by: Titis (Public Relations)
