{"id":1446,"date":"2026-05-30T00:34:48","date_gmt":"2026-05-29T17:34:48","guid":{"rendered":"https:\/\/binus.ac.id\/malang\/public-relations\/?p=1446"},"modified":"2026-05-30T00:35:00","modified_gmt":"2026-05-29T17:35:00","slug":"channel-design-decision-2","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/public-relations\/2026\/05\/30\/channel-design-decision-2\/","title":{"rendered":"Channel Design Decision"},"content":{"rendered":"

Dalam\u00a0dunia Public Relations modern,\u00a0kemampuan\u00a0memilih\u00a0saluran\u00a0komunikasi\u00a0yang\u00a0tepat\u00a0menjadi\u00a0salah\u00a0satu\u00a0keahlian\u00a0paling\u00a0krusial\u00a0yang\u00a0harus\u00a0dikuasai\u00a0mahasiswa. Channel design decision\u00a0atau\u00a0keputusan\u00a0desain\u00a0saluran\u00a0komunikasi\u00a0merupakan\u00a0proses\u00a0strategis\u00a0untuk\u00a0menentukan\u00a0media dan platform yang paling\u00a0efektif\u00a0dalam\u00a0menyampaikan\u00a0pesan\u00a0kepada\u00a0target\u00a0audiens.\u00a0Memahami\u00a0konsep\u00a0ini\u00a0akan\u00a0memberikan\u00a0bekal\u00a0solid\u00a0bagi\u00a0calon\u00a0praktisi\u00a0PR\u00a0dalam\u00a0menghadapi\u00a0dinamika\u00a0komunikasi\u00a0digital yang\u00a0terus\u00a0berkembang.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Apa Itu Channel Design Decision<\/em>?<\/span>\u00a0<\/span><\/p>\n

Channel design decision<\/em> adalah proses pemilihan dan pengorganisasian saluran komunikasi untuk memastikan pesan tersampaikan secara optimal kepada audiens yang tepat. Berbeda dengan sekadar memilih media secara acak, keputusan ini memerlukan analisis mendalam terhadap karakteristik audiens, tujuan komunikasi, dan efektivitas setiap channel yang akan digunakan.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Salah\u00a0satu\u00a0framework<\/em> yang paling\u00a0relevan\u00a0untuk\u00a0mahasiswa\u00a0PR\u00a0adalah\u00a0model PESO (Paid, Earned, Shared, Owned)<\/em> yang\u00a0dikembangkan\u00a0oleh Gini Dietrich.\u00a0<\/span>\u00a0<\/span><\/p>\n

    \n
  1. Paid Media : Saluran berbayar seperti iklan media sosial dan sponsored content yang memberikan kontrol penuh atas pesan\u00a0\u00a0<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
      \n
    1. Earned Media : Publisitas organik dari media massa dan coverage yang diperoleh tanpa biaya langsung\u00a0\u00a0<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
        \n
      1. Shared Media : Platform digital yang memungkinkan interaksi dua arah dengan audiens, terutama media sosial\u00a0\u00a0<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
          \n
        1. Owned\u00a0Media :\u00a0Saluran\u00a0yang\u00a0dikontrol\u00a0penuh\u00a0oleh\u00a0organisasi\u00a0seperti\u00a0website, blog, dan\u00a0akun\u00a0media\u00a0sosial\u00a0resmi\u00a0<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

          \u00a0<\/span><\/p>\n

          Faktor-Faktor\u00a0dalam\u00a0Channel Selection<\/em><\/span>\u00a0<\/em><\/p>\n

          Praktisi\u00a0PR\u00a0harus\u00a0mempertimbangkan\u00a0beberapa\u00a0variabel\u00a0penting\u00a0dalam\u00a0memilih\u00a0saluran\u00a0komunikasi.\u00a0Pertama\u00a0adalah\u00a0karakteristik\u00a0target\u00a0audiens,\u00a0termasuk\u00a0demografi,\u00a0preferensi\u00a0media, dan\u00a0perilaku\u00a0konsumsi\u00a0informasi\u00a0mereka.\u00a0Kedua,\u00a0memahami\u00a0tingkat\u00a0kekayaan\u00a0media (media richness)\u00a0dimana\u00a0komunikasi\u00a0tatap\u00a0muka\u00a0memiliki\u00a0tingkat\u00a0kekayaan\u00a0tertinggi\u00a0karena\u00a0memungkinkan\u00a0feedback\u00a0langsung\u00a0dan\u00a0transmisi\u00a0informasi\u00a0non-verbal. Channel design decision\u00a0bukan\u00a0sekadar\u00a0pemilihan\u00a0platform,\u00a0tetapi\u00a0strategi\u00a0komunikasi\u00a0komprehensif\u00a0yang\u00a0menentukan\u00a0kesuksesan\u00a0kampanye\u00a0PR.\u00a0Dengan\u00a0memahami\u00a0framework PESO dan\u00a0menerapkan\u00a0pendekatan\u00a0strategis,\u00a0mahasiswa\u00a0PR\u00a0dapat\u00a0mengoptimalkan\u00a0setiap\u00a0saluran\u00a0komunikasi\u00a0untuk\u00a0mencapai\u00a0tujuan\u00a0yang\u00a0diinginkan.<\/span> \u00a0<\/span><\/p>\n

          Source: https:\/\/marketingmgtsolution.blogspot.com\/2015\/07\/channel-design-decisions.html<\/p>\n

          Penulis: Viola Angelica Citra<\/p>\n

          Penyunting: Adhi Murti Citra Amalia H<\/p>\n","protected":false},"excerpt":{"rendered":"

          Dalam\u00a0dunia Public Relations modern,\u00a0kemampuan\u00a0memilih\u00a0saluran\u00a0komunikasi\u00a0yang\u00a0tepat\u00a0menjadi\u00a0salah\u00a0satu\u00a0keahlian\u00a0paling\u00a0krusial\u00a0yang\u00a0harus\u00a0dikuasai\u00a0mahasiswa. Channel design decision\u00a0atau\u00a0keputusan\u00a0desain\u00a0saluran\u00a0komunikasi\u00a0merupakan\u00a0proses\u00a0strategis\u00a0untuk\u00a0menentukan\u00a0media dan platform yang paling\u00a0efektif\u00a0dalam\u00a0menyampaikan\u00a0pesan\u00a0kepada\u00a0target\u00a0audiens.\u00a0Memahami\u00a0konsep\u00a0ini\u00a0akan\u00a0memberikan\u00a0bekal\u00a0solid\u00a0bagi\u00a0calon\u00a0praktisi\u00a0PR\u00a0dalam\u00a0menghadapi\u00a0dinamika\u00a0komunikasi\u00a0digital yang\u00a0terus\u00a0berkembang.\u00a0 \u00a0 Apa Itu Channel Design Decision?\u00a0 Channel design decision adalah proses pemilihan dan pengorganisasian saluran komunikasi untuk memastikan pesan tersampaikan secara optimal kepada audiens yang tepat. Berbeda dengan sekadar memilih media secara acak, keputusan ini memerlukan analisis mendalam terhadap karakteristik audiens, tujuan komunikasi, […]<\/p>\n","protected":false},"author":39,"featured_media":1447,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artikel"],"_links":{"self":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts\/1446","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/users\/39"}],"replies":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/comments?post=1446"}],"version-history":[{"count":1,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts\/1446\/revisions"}],"predecessor-version":[{"id":1448,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/posts\/1446\/revisions\/1448"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/media\/1447"}],"wp:attachment":[{"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/media?parent=1446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/categories?post=1446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/public-relations\/wp-json\/wp\/v2\/tags?post=1446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}