Success or failure of communication activities are effectively determined by the communication strategy. The strategy is essentially planning (planning) and management (management) to achieve a goal. To achieve these objectives, the strategy does not serve as a road map that shows only the direction only, but must demonstrate how its operational tactics. (Effendy, 2000: 300)
Similarly, the communication strategy is a blend of communications planning (communication planning) and communication management (communication management) to achieve a goal. To achieve these goals the communication strategy should be able to show how the tactics of tactical operations must be done, within the meaning of that approach (approach) may differ from time to time depending on the circumstances. (Effendy, 2000: 301).
For solid communication strategy, then everything should dipertautkan with the components that is the answer to the question in the Lasswell formula "Who Says What Which Channel To Whom With What Effect". - Who? (Who komunikatornya?) - Says What? (Message what it says?) - In Which Channel? (The media uses what?) - To Whom? (Who komunikannya?) - With what effect? (What effect is expected?). (Effendy, 2000: 301).
Communication strategies, both at the macro (planned multi-media strategy) and micro (single-medium communication strategy) has a dual function, namely: a. Disseminate communication messages that are informative, persuasive and instructive systematically to target to obtain optimal results. b. Bridging the "cultural gap" due to convenience and ease of obtaining diopersionallannya so powerful mass media, which if left unchecked will undermine cultural values. (Effendy, 2000: 300).
From this we can conclude that to obtain optimal results required a communication strategy communication. Communication strategy is also needed because the ease of operation of the mass media that is so potent if left unchecked will undermine cultural values.
Similarly, the communication strategy is a blend of communications planning (communication planning) and communication management (communication management) to achieve a goal. To achieve these goals the communication strategy should be able to show how the tactics of tactical operations must be done, within the meaning of that approach (approach) may differ from time to time depending on the circumstances. (Effendy, 2000: 301).
For solid communication strategy, then everything should dipertautkan with the components that is the answer to the question in the Lasswell formula "Who Says What Which Channel To Whom With What Effect". - Who? (Who komunikatornya?) - Says What? (Message what it says?) - In Which Channel? (The media uses what?) - To Whom? (Who komunikannya?) - With what effect? (What effect is expected?). (Effendy, 2000: 301).
Communication strategies, both at the macro (planned multi-media strategy) and micro (single-medium communication strategy) has a dual function, namely: a. Disseminate communication messages that are informative, persuasive and instructive systematically to target to obtain optimal results. b. Bridging the "cultural gap" due to convenience and ease of obtaining diopersionallannya so powerful mass media, which if left unchecked will undermine cultural values. (Effendy, 2000: 300).
From this we can conclude that to obtain optimal results required a communication strategy communication. Communication strategy is also needed because the ease of operation of the mass media that is so potent if left unchecked will undermine cultural values.
