Rizky Fauzia
Postgraduate Student in University of Indonesia

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CRISIS AND COMMUNICATION MANAGEMENT IN NATIONAL POPULATION AND FAMILY PLANNING BOARD IN THE POST-REFORM ERA Rizky Fauzia
Jurnal Ilmiah Wahana Bhakti Praja Vol 7 No 1 (2017)
Publisher : Lembaga Riset dan Pengkajian Strategi Pemerintahan IPDN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (286.549 KB) | DOI: 10.33701/jiwbp.v7i1.65

Abstract

Crisis can occur in all organizations and institutions both private and government. It can be caused by many factors, both internal and external, which one of which is the environmental changes that requires an institution to adapt. National Population and Family Planning Board (BKKBN) is a governmental institution that has successed in the socialization of Family Planning Program in the 1960s-1990s by reducing the rate of population growth. After post-reform era happened in Indonesia, Total Fertility Rate (TFR), children average number from childbearing age couples stagnant in 2,6. Environmental changes marked by Regional Autonomy Regulations (OTDA) arrangement in January 2004 where authority of the Central Government including FP Program is devolved to Local Governments. OTDA associated with political and economic policies impacts on institutional, budget, and personnel availability.This article is using qualitative method, explaining BKKBN as a government institution in organization communication crisis after OTDA enactment. The FP Program that proven improved society welfare is no longer a priority. Communication was only one command from Central Government to Local Government, in post-reform era it hampered, as most District Heads are more concerned with short-term development because of their short tenure. The budget support even personnel for the socialization of FP Program is reduced and some have none at all. There are four important stages in the crisis by Steven Fink, prodromal stage, the acute stage, chronic stage, and resolution stage. There must be different communication strategies at each stage. BKKBN need to regain public trust to overcome the crisis. According to Hardjana, reputation is crisis antithesis and the crystallization of the image. Determining the right communication strategies is needed by BKKBN as a strategic institution in improving society welfare to regain their confidence to achieve institution’s goal, decrease TFR which impact the declining rate of population growth in Indonesia.Keywords: Crisis, Communication Management, Reputation, Government
AIMING MILLENIAL AND ZILLENIAL GENERATIONS THROUGH THE REBRANDING OF NATIONAL POPULATION AND FAMILY PLANNING BOARD Rizky Fauzia
Jurnal Ilmiah Wahana Bhakti Praja Vol 11 No 2 (2021)
Publisher : Lembaga Riset dan Pengkajian Strategi Pemerintahan IPDN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33701/jiwbp.v11i2.1522

Abstract

This study aims to describe the rebranding process of the National Population and Family Planning Board (BKKBN) using descriptive qualitative research methods. The data collection technique was carried out by means of document study and field observation. The results showed that the BKKBN rebranding had already started in 2009 after the reformation period or after the implementation of Regional Autonomy in Indonesia. However, in 2019 BKKBN initiated a rebranding formality in institutional regulations. This research describes in detail the implementation of BKKBN rebranding by carrying out four elements of rebranding, namely repositioning, renaming, redesigning, and relaunching. The results showed that the repositioning of the BKKBN was carried out by determining the target segmentation of the BKKBN audience that focused on the millennial and zillenial generations and changing the position of the BKKBN from fertility issues to "Sahabat Keluarga". In the process of renaming, BKKBN did not change its name because based on UU No. 52 Tahun 2009 is still relevant so that it only changes the vision and mission of the BKKBN to be more in line with current conditions. At the redesign stage, BKKBN involved the public by holding logo, tagline and jingle competitions, expert meetings and pre-testing the results of the competition. The new BKKBN logo is in the shape of a heart, butterfly and the colour is blue, the BKKBN tagline is "Berencana itu Keren". The relaunch process encountered many obstacles from resignation due to the maturation of the logo concept, tagline, and theme song as well as the Covid-19 pandemic. The soft launching of the winner of jingle competition and the rearrangement of Mars KB was held on December 19, 2019. The relaunch of the new BKKBN logo was carried out internally at BKKBN, all social media @BKKBNOfficial and dissemination of press release. The grand launching was held in conjunction with the XXVI National Family Day on June 29, 2020. Keywords: rebranding, communication, BKKBN, brand image