tata kelola imc

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