Communication Strategy

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.

Function and Purpose of Communication

If communication is seen in a wider sense, not only interpreted as an exchange of news and the message will be but as the activities of individuals and groups in the exchange of data, facts and ideas.Communication in any activities that perform these functions is essential for humans. As expressed by Onong. U. Effendy in his book Science communication theory and practice of quoting back the opinion of the MC. Bride et al, that the function of communication in every social system as follows: 
 

Information: The collection, delivery, processing, dissemination of news, data, images, facts and messages, opinions and comments are needed so that people can understand and act clearly against international conditions, environment and others in order to make the right decision.

Socialization: The provision of resources or knowledge that enables people to behave and act as an effective member of society for which he was aware of its social functions so that he can be active in the community. Motivation: Explain the goal of every society in short and long term, encouraging people make their choice and desires, encourages individual and group activities based on shared objectives to be pursued. 

Debate and Discussion: To provide and exchange the necessary facts to allow the approval or resolve differences of opinion on public issues, providing relevant evidence necessary for public interest and to the community more involved in issues of joint activities at international, national and local. Education: The transfer of knowledge so as to encourage intellectual development, character formation and education necessary skills and proficiency in all areas of life.

Advancing Culture: The dissemination of the results of culture and art with the intention of preserving the past heritage, cultural development by expanding one's horizons, awaken the imagination and encourage creativity and aesthetic needs

Entertainment: Dissemination of signals, symbols, sound and image (image) of drama, dance, art, literature, music, comedy, sports, games and so for recreation and leisure groups and individuals.  

Integration: Provides for the nation, groups and individuals the opportunity to get the messages that are needed so they can know each other and understand and appreciate the conditions, the views and wishes of others. (Effendy, 2009: 27)

From exposure to the above, the functions of communication so much that can be simplified into four functions, namely: 

    Convey information (to inform)
    Educate (to educate)
    Entertaining (to entertain)
    Affect (to influence). (Effendy, 2009:31)

According to Goran Hedebro, a Swedish physician communication in his book, Communication and Social Change in Developing Nations (1982) suggested that the function of communication are;

Creating a climate change by introducing new values ​​to change attitudes and behavior toward modernization,

1. Teach new skills. 
2. Acting as a multiplier of science
3. Improving one's aspirations,  
4. Growing participation in taking decisions on matters concerning the interests of many people,
5. Helping people find new values ​​and harmony of a particular situation;  
6. Heightens the sense of nationhood;  
7. Creating energy efficiency and cost to the mobility of a person;  
8. Improving one's political activity;  
9. Changing the structure of power within a society; 

Be a means to assist in the implementation of development programs; 
    

Supporting the economic, social, and political a nation, (in Cangara, 2007: 63) 

Besides having the function, the communication has a purpose. The goal in this case to convey information and search information to the audience or target, in order to convey what the communicator is understandable, so that the communication being waged reached.Besides the understanding, support, ideas, and the act of opening up communication and if it is necessary to know what the purpose of holding or continuing communication. 

The central purpose of communication as stated by Wayne, in his book, Techniques for Effective Communication, stated that (1). To secure understanding, namely ensuring that the communicant to understand a received message, (2) to Establish acceptance, conduct training, (3) to MOTIVATE action, motivating purpose sebagimana communicator (in Effendy, 2009: 32).

UNDERSTANDING COMMUNICATION

According to Wilbur Schramm in terms of communication or English communication comes from the Latin word communicatio, and derived from the word communis meaning common or similar.Same here means the same meaning or the same meaning. Thus communication occurs when there is similarity of meaning of a message transmitted by the communicator and received by the communicant. This is consistent with the nature of the communication process between humans statement. Stated it is the mind or one's feelings to others by using language as a tool distributors.
 
By communicating so people can interact. Interactions can occur if an idea or message conveyed by a communicator can be accepted and understood easily by the communicant, so that changes in accordance with the attitude that it calls communicators.According to Harold D. Lasswell best way to explain the communication process is to answer the question: Who Says What In Which Channel To Whom Whit What Effect (Who Said What To Whom Through Channels What With What Effect). The answer to the question Lasswell's paradigm are elements of communication process, the communicator (communicator, source, sender) or sources of information as the sender and creator information, including berkomuikasi skills, attitudes, knowledge, social and cultural systems; message (message) or information that is something that is delivered to the recipient or the communicant that can be delivered in a face to face or through the medium of communication media includes the content of messages varied form of science, entertainment, and information, elements of the message, the message processing, message structure and the code or symbol; media (media , channel) is a tool used to move messages from the source to the receiver and the line of five sensory organs, the senses of sight, hearing, touch, smell, and taste senses; or communicant receiver (receiver, communicant, communicatee, recipient) as the party targeted messages sent by the source, who received the message, include communication skills, attitudes, knowledge, social and cultural systems, and the effects (effect, impact, influence) or the influence of perbedan between what she thought, felt and performed by the recipient prior to and after receiving a message in the form of changes or strengthening of confidence in knowledge, attitudes and behavior as a result of receiving messages from the communicator.

Meanwhile, according to Everett M. Rogers, "communication is the process by which an idea is transferred from the source to one or more recipients, with a view to changing their behavior." Another definition of Shannon & Weaver said that "communication is a form of human interaction that influence each other, intentionally or unintentionally. Not limited to verbal forms of communication using language, but also in terms of facial expressions, painting, art and technology "(Cangara, 2007: 20).

So communication is the process of transfer of understanding in the form of ideas or information from one person to another where the movement of understanding involves more than just the words used in conversation, but gestures, that someone sends a message to the recipient depends on the skills to be successful information exchange .