Persuasive Communication Strategies in Socializing BPJS Ketenagakerjaan Program

Abstract

Persuasive communication is the process of conveying information, both verbal and nonverbal, which aims to influence a person's attitude or behavior. Persuasive communication has an important role in conveying information related to social security because it focuses on delivering messages that are inviting and have three main effects, namely: shaping, reinforcing, and changing responses. This article discusses how the persuasive communication strategy carried out by BPJS Ketenagakerjaan in socializing its programs to increase the participation of informal workers. The method used in this research is a literature study with content analysis as a data analysis technique. The results of the analysis of this study show that BPJS Ketenagakerjaan conducts persuasive communication strategies in three categories to socialize information related to the programs they offer to the wider community, such as utilizing the image of the institution, working with neighborhood heads and business entities, and simplifying the concept of its programs so that they are more easily understood and accepted by the public.