STRATEGI KAMPANYE PUBLIC AFFAIRS DALAM ORGANISASI NON PROFIT

Welsi Damayanti

Abstract


Abstrak Tujuan penelitian ini untuk mendeskripsikan strategi public affairs dalam kampanye yang dilakukan oleh Gerakan Indonesia Diet Kantong Plastik (GIDKP). Hasil penelitian ini menunjukan bahwa GIDKP menggunakan strategi public affairs dengan melakukan pendekatan terhadap pemerintah, kelompok kepentingan dan media. Pendekatan terhadap pemerintah dengan strategi direct lobbying dan grassroot lobbying. Pendekatan terhadap kelompok kepentingan dengan strategi engagement dan opinion leader. GIDKP menjadi mediator antara Kementerian Lingkungan Hidup dan Kehutanan (KLHK) dan Asosiasi Peritel Indonesia (Aprindo) jika terjadi konflik. Strategi pendekatan terhadap media yaitu proactive communications dengan melakukan kontak langsung seperti siaran pers dan konferensi pers. Selain itu pendekatan media menggunakan strategi semi control dengan teknik menjadi pembicara atau narasumber di siaran media. Strategi pendekatan media yang terakhir adalah bypassing dengan mengembangkan media alternatif yang menfaatkan teknologi saat ini. Kata kunci : Strategi publik; Kampanye; Organisasi non profit Abstract The purpose of this study is to describe the public affairs strategy in the campaign carried out by Gerakan Indonesia Diet Kantong Plastik (GIDKP). The results of this study indicate that GIDKP uses a public affairs strategy by approaching the government, interest groups and the media. Approach the government with direct lobbying and grassroot lobbying strategies. Approach to interest groups with engagement strategies and opinion leaders. GIDKP becomes a mediator between the Ministry of Environment and Forestry (KLHK) and the Indonesian Retailers Association (Aprindo) in the event of a conflict. The approach to the media strategy is proactive communications by making direct contact such as press releases and press conferences. In addition, the media approach uses a semi control strategy with the technique of being a speaker or resource person in media broadcasts. The last media approach strategy is bypassing by developing alternative media that utilize current technology. Keywords : public strategy; campaign; non-profit organization

Keywords


Strategi publik; Kampanye; Organisasi non profit

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