| Summary: | Cigarette and kretek as a product of tobacco has created a long controversy
amidst Indonesian society. Majority of public saw tobacco as consumption goods
with enormous harm and haram. That�s why, in order to save the future of our
nation, the government proposed Government Regulation number 109 years 2012
about tobacco controls. However, during its implementation this policy faced
various troubles. This Government regulation is opposed by various communities
who are harmed by this policy. Kretek community is one of the communities with
consciences and commitment to defend the rights of multiple societies who are
harmed by PP 109/2012 through advocacy.
Kretek community performed advocacy effort through communcation
strategy which is expected to achieve their goals. Communication strategy in
advocacy effort is a planning and management process with a big goal to achieve,
from changing mindset of the people about kretek to persuade government to
withdraw PP 109/2012. In order to achieve these goals, they need consistent and
prolonged communication effort, since changing the long established perception
about a �truth� is not easy.
That�s why this research is conducted in order to understanding
communication strategy in advocacy effort related to PP 109/2012 which is done
by Kretek community. Communication strategy under advocacy effort is
examined through communication action strategy in advocacy Valerie Miller that
consists of persuasive strategy, cooperation, litigation and opposition as well as
behavior change theory Kurt Lewin which is cognitive field theory.
The research showed communication strategy under advocacy effort that
are conducted by Kretek community including stakeholdersmapping, opposition
and allies and strategic planning inside it including communication activity under
management advocacy, from planning stage, implementation and evaluation. Four
of the communication strategies for advocacy effort have been conducted by
Kretek community. Persuasion strategy, coordination and opposition are the most
coordinated and strategic in communication activities of advocacy effort.
Meanwhile, litigation strategy is not yet conducted so there is no judicial reviewto
retract PP 109/2012 which is the final goal of advocacy effort. In conclusion,
communication strategy under advocacy effort of Kretek community has not yet
succeeded in persuading government since there is not much support from the
society.
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