THE DEVELOPMENT OF COMMUNICATION SKILLS OF COMMUNITY COMMUNICATORS IN LOCAL ADMINISTRATIVE ORGANIZATIONS

Abstract

This academic article aims to present a framework for developing the competencies of community communicators within the context of local administrative organizations. It focuses on task delegation that aligns with individual capabilities, hands-on training, and practical fieldwork, alongside a structured promotion of participation and motivation. The interdisciplinary framework draws upon political science, political psychology, development communication, the PDCA (Plan-Do-Check-Act) cycle, and Vroom’s Expectancy Theory to synthesize a systematic development process tailored to local contexts. The study finds that community communicators play a crucial role as interpersonal communication agents linking the state and the public. Effective skill development requires defining the essential attributes of communicators, providing specialized training, and offering opportunities for real-world practice. The success factors can be categorized into two main groups: 1) direct factors, such as community participation principles that enable both citizens and communicators to engage in every stage of development, and 2) indirect factors, namely work motivation, which is driven by three components: expectancy (belief in one’s ability to perform), instrumentality (belief that performance leads to rewards), and valence (the value placed on those rewards). Based on these findings, the article proposes a developmental approach centered on four core understandings of the communicator: understanding of local problems, the communicator’s capabilities, developmental needs, and the organization’s capacity. This holistic understanding fosters sustainable development and strengthens the role of local administrative organizations in driving effective and long-term communication for local development