tata kelola imc
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Bahan diskusi dalam lokakarya Bahan diskusi dalam lokakarya Kementrian Pendayagunaan Aparatur Kementrian Pendayagunaan Aparatur Negara dan Reformasi Birokrasi Negara dan Reformasi Birokrasi Republik Indonesia Surabaya, 3 Juli Republik Indonesia Surabaya, 3 Juli 20122012
Membangun Tata Kelola KEHUMASAN Organisasi
Pemerintah dan Perusahaan yang baik di Indonesia
Disiapkan oleh : Martani Huseini
TATA KELOLA KEHUMASAN ORGANISASI BISNIS DAN PUBLIK YANG
BAIK
SEBUAH PENDEKATAN INTEGRATED MARKETING COMMUNICATION
OLEH: Martani Huseini & TEAM
SURABAYA, 3 JULI 2012
MENGAPA INDONESIA TERTINGGAL ? MASALAH TATA
KELOLA KAH…….??
SAAT BANGSA LAIN BICARA… KITA MASIH BAHAS….
KNOWLEDGE BASED ECONOMY INFRASTRUCTURE, WATER SHORTAGE
INOVATION DRIVEN GROWTH NATURAL RESOURCES DRIVEN GROWTH
SOCIAL CAPITAL, UNEMPLOYMENT, INTERNAL CONFLICTS
MASS RAPID TRANSPORTATION DISORDER TRANSPORTATION
CLEAN & LEAN GOVERNMENT CORRUPTION, COIN FOR KPK, ETC…….
e-GOVERNMENT, e-PROCUREMENT TRY OUT e-KTP, e-TOLL
Potret Aktual Layanan Publik di INDONESIA
SINKRONISASI
Aturan Pemerintah
Pusat & Daerah
Godaan menjadi pejabat STRUKTURAL
Standardisasi,
Sertifikasi
KOMPETENSI SDM
Intervensi
Kekuatan Politik
terhadap
profesionaliim
e
Masalah Rekrutmen,
Placement &
Remuneration Komitmen yang lemah dalam IMPLEMENTASI REFORMASI BIROKRASI
Lemahnya layanan
publik diberbagai bidang
Masalah mutualTRUST
Standardisasi Beban Kerja yang Pincang
Tingkat Kompetitif
ekonomi Indonesia
menurun
Belum ada Role Model & Panduan
Baku GCG di Indonesia
Masalah Pengembangan Carreer Path & Carreer Plan
GCG Implementation is imperative for facing GCG Implementation is imperative for facing CHALLENGES ……………… CHALLENGES ………………
Here are our challenges : Here are our challenges :
• Unfavorable GLOBAL ECONOMIC CONDITION• Unfavorable DOMESTIC (DE)…INDUSTRIALIZATION • Unfavorable LOCAL GOVT. AUTONOMY EUPHORIA• Unsatisfied DOMESTIC INFRASTRUCTURE• Unsatisfied FISCAL POLICY for INDONESIAN EXPORTERS• Unsatisfied CROSS FUNCTIONAL INTERDEPT’s SUPPORT FROM GOI• Unsatisfied BANKING SYSTEMS’ SUPPORT for INDONESIAN EXPORTERS• Lacking of DATA BASED PRODUCTS’ CHAMPIONS from each Region• Lacking of PROMOTIONAL BUDGET & LOBBIES• Lacking of CERTIFICATION SYSTEMS ( eg. STANDARISASI KOMPETENSI )• Lacking of ACADEMIC SUPPORT FOR APPLIED RESEARCH• Lacking of COMMITMENTS from related parties• Lacking of DOMESTIC LOGISTIC SYSTEMS & TRANSPORTATION• Lacking of ROADMAPS of STRATEGIC ROUTING (Industrialization vs Exports Policies )• Others……. Creating High Cost Of Economy
• Target DJP 2014 meraih 50 juta WP yang ber-NPWP
• Slogan ‘APA KATA DUNIA’ ?• Synergizing LINTAS BIDANG?• Apa persepsi masyarakat tentang
PAJAK dan SENSUS PAJAK ?
• Rencana Anggaran Pendapatan dan Belanja Negara (APBN-P) menaikkan target penerimaan pajak tahun 2011 sebesar 3,1 persen menjadi Rp 875,7 triliun,
• Kegagalan DJP dalam menghimpun pajak = Kegagalan membeayai NKRI,
• Masyarakat mahfum bahwa APBN sebesar > 78 % dibeayai dari PAJAK,
• Citra baik DJP masih memburuk
• Dari 15 juta lebih WP terdaftar (orang pribadi dan badan), hanya 14 juta yang wajib menyampaikan SPT,
• Dari 14 juta lebih WP yang wajib menyampaikan SPT, yang telah menyampaikan SPT baru 8 juta lebih (tingkat kepatuhan 58,16 persen),
• Sebanyak 5 juta lebih WP (orang pribadi dan badan) tidak patuh menyampaikan SPT Pajak Penghasilan tahunan pada 2010.
BIG HOMEWORK!
BIG BURDEN!
Tantangan DJP
Tantangan DJP
Pedagang Pasar Sambut Sinis Rencana Sensus Pajak(www.detik.com)Rakyat dikejar-kejar bayar pajak, lalu setelah kumpul dikorupsi," ketus Sekjen APPSI Ngadiran saat berbincang dengan detikFinance, Selasa (5/7/2011).
Kepercayaan
Keadilan
Kemanfaatan
Good Governance
FRAMING EMPAT ISU UTAMA TENTANG
PERPAJAKAN DI INDONESIA
MENGAPA PERLU PERENCANAAN KOMUNIKASI STRATEGIS YANG SISTEMATIS , KOMPREHENSIF, DAN BERKELANJUTAN?
1) To integrate all the organization’s programs, public education and advocacy efforts,
2) To be more proactive and strategic, rather than consistently reacting to the existing environment, and
3) To help deploy resources more effectively and strategically by highlighting synergies and shared opportunities in your various programs and work areas.
1) To integrate all the organization’s programs, public education and advocacy efforts,
2) To be more proactive and strategic, rather than consistently reacting to the existing environment, and
3) To help deploy resources more effectively and strategically by highlighting synergies and shared opportunities in your various programs and work areas.
HOW ?
Power and Control
Societal & Environmental
Trends
ORGANIZATIONAL SUCCESS
Internal RelationshipResponsibility for Communication Process
Internal Success Stakeholder
Return on Investment
7 FACTORS INFLUENCING THE SUCCESS OF THE ORGANIZATION
Kampanye Komunikasi juga harus SMART
The Pyramid of STRATEGIC COMMUNICATIONS
PLANNING
The 7-step Strategic Communication Process
Assessment of Organizatioal Success Factors: power,
social-environmental trends, stakeholder, internal relationship, internal strengths, return of
invenstment.
The right messages
The right stakeholder
Sent by the right people representing the
organization
In the best channel
At the right time
Reaction from the stakeholder THE ORGANIZATION
Success of the organization meets
or surpasses its strategic objectives
Purpose Aims: What the organization wants to achieve.Strategy: How the organization will achieve its aims – growth stability, retrenchment.
Internal Dimensions
People: employees, customers, competitors, impacted communicties, suppliers.Organizational size.Organizational structure
External Dimensions
Environmental forces: culture, economic, legal, politic, technological.
Strategic Communication Process
Aligning with the Vision and Mission of Organization
We should be focuses on using news media to communicate for change. Many options exist, such as
Print or electronic newslettersPROYou control the messageSometimes a good fundraising toolCONPrint newsletters are expensive to produceLimited audience
Organizational WebsitePROYou control the messageCan be edited or updated instantlyCan be used to solicit donationsCONNeeds constant updating to remain relevantIneffective if left to stand alone; must be part of broader online strategy
Email BlastsPROYou control the message, Inexpensive, and You can monitor audience useCONOften ignored
Advertising and Public Service Announcements
PROYou control the message and presentationCONAds are often expensivePSAs often run late at night to a small audience
Door-KnockingPROYou can gauge responses to your message on the spotCONExpensive to reach large numbers of people
SUCCESSFUL STRATEGIC COMMUNICATION PROCESSES PRODUCE FOUR TANGIBLE AND MEASURABLE RESULT
Impact of the communication plan is measured & reported inside &ourside the
organization
Management interventions are
indicated based on need
Desired impact on attitude, knowledge, or
behaviour of stakeholder
Messaging & channels have future perspective
& respect the past
Management interventions are indicated based on need
Messaging & channels have future perspective &
respect the past
Impact of the communication plan is measured & reported inside &
outside the organization
Desired impact on attitude, knowledge, or behaviour of
stakeholder
LEADERSHIP
Integrasi Tata Kelola Kehumasan
CORPORATE CULTURE
PEOPLECOMPENSATION
STRUCTURESYSTEM STRATEGY
SKILL
TATA KELOLA KEHUMASAN DISESUAIKAN DENGAN TINGKATAN
BUDAYA ORGANISASI
Kasat mata, artifak, logo, slogan, dsb
Perilaku, gerak gerik
Asumsi, Belief System
INSTRUMEN JITU DALAM PENERAPAN GCG BAGI ORGANISASI PUBLIK/ PRIVAT : DIPAKSA………… ……………. TERBIASA……………………… …….MEMBUDAYA
TENTANG CORPORATE GOVERNANCE
Corporate governance also includes the relationships among the many players involved (the stakeholders) and the goals for which the corporation is governed.
Corporate Governance is the set of processes, customs, policies, laws and institutions affecting the way a corporation is directed, administered or controlled.
The principal players are the shareholders, management and the board of directors. Other stakeholders include employees, suppliers, customers, banks and other lenders, regulators, the environment and the community at large.
Prinsip-prinsip Umum Good Governance, The Effective Governance Corporate
Governance Charter
HOW CAN IMC SUPPORTING CREATES A GOOD CORPORATE GOVERNANCE?
1) To ensure that shareholders are kept informed of all major developments affecting the state of affairs of the Company,
2) To recognises that potential investors and other interested stakeholders may wish to obtain information about the Company from time to time,
3) To demonstrate good corporate governance practice for service users and partners, and4) To raise awareness of good governance practices with officers and members.
PRINSIP-PRINSIP DASAR IMC
IMC requires that all the components of marketing fit together for a clear, cohesive and consistent message
IMC assures that all types of marketing
communications are carefully linked together,
IMC ensures that all components of a company's marketing convey the same
message and that all employees understand and use the
company's core message.
Media are fragmented,
making it more difficult to
communicate a message clearly.
1) Establishing a Clear Goal and Measurable Objectives,
2) Understanding the Target Audience,
3) Evaluating Communication Options, and
4) Implementing Communication Tactics
The Steps in Developing an IMC Plan
IMC Process
•Segmentation•Objectives. •Message•Strategy•Evaluation
• Lack of Resources,• Upper Management Support,• Different Corporate Cultures, and• Restricts Creativity
Barriers to IMC
Summary of the IMC Principles and Techniques to Promote the Good Governance Agenda
ReceiversThe audience of receivers does not mean that all corporate communication is meant for everyone to consume.
TargetingCorporate communication targets specific receivers for different reasons.
MethodsCorporate communication can make flexible use of a number of different methods based on the message and receiver (for example: using IMC principals and methods)
ConsistencyA strategy based on consistency and alignment. To set the communication policies that affect marketing, public relations and training. A consistent communication strategy is easier for receivers to understand and remember. It also helps a company build brand awareness and craft a corporate identity that customers and investors understand.
TERIMA KASIH
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