NAME : NIM : Public Relations Measurement & Evaluation Report

This report is an attempt to determine what measurement and evaluation methods are currently in use. 1. For classification purposes, please indicate where your audience work:

I Independent Enteurpreneur S Small Own Company (2-10 people) M Medium-sized Own Company (11-20 people)
2. <17 17 25 26 30 31 35 36 40 >40

S Small Company (1-50 people) M Medium-sized Company (50-100 people)

Large Company (100+ people)

Please Indicate of your audience age by fill in the number into the empty box:

3.

Please Indicated how much salary your audience have / mounth: < Rp. 1.000.000 Rp. 1.000.000 Rp. 4.999.999 Rp. 5.000.000 Rp. 9.999.999 Rp. 10.000.000 Rp. 24.999.999 Rp. 25.000.000 Rp. 50.000.000 > Rp. 50.000.000

4.

Please indicate whether you believe that method to measure output, outtakes, or outcomes, according to the following definitions:

Output: The immediate results of a particular PR program or activity, for example, the number of news releases sent out, the number of articles generated, the number of those who might have seen or heard the story, inquiries generated, etc. Outtake: A determination of whether the targeted audiences received the messages, paid attention, understood them, or retained them. Outcome: Whether attitude and behavioral change occurred in the target audience.

Output: Hasil langsung dari program PR atau aktivitas tertentu, misalnya, jumlah siaran pers yang dikirim keluar, jumlah artikel yang dihasilkan, jumlah orang yang mungkin telah melihat atau mendengar aktivitas, pertanyaan yang dihasilkan, dll Outtake: kepastian apakah audience yang ditargetkan menerima pesan, memberikan perhatian, pesan dapat dipahami, atau pesan telah dipahami oleh audience. Outcome: Apakah terjadi perubahan sikap dan perilaku pada target audiens.
Please make your choices below:

Item/Element Measured

Output

Outtake

Outcome

Publication/broadcast of story Publikasi/ menyebarkan berita P Media outlet category (daily/weekly paper, wire service, local vs. national TV,etc.) Kategori penempatan media (surat kabar, telegram, tv local/nasional) l Use by targeted journalist Digunakan oleh jurnalis yang ditargetkan D Targeted geographic area (region, state, etc.) Geografis G Source of story (media pitch, news release, press conference, unsolicited, etc.) Sumber berita S Story form/type (hard news, feature, product review, editorial, etc.) Tipe T Berita Presentation (text only, graphics, charts, photos, color, etc.) P

P l

G S

T P

Column inches/broadcast time without multiplier use Besarnya ruang berita yang tidak digunakan secara berulangulang u Column inches/broadcast time with multiplier use Besarnya ruang berita yang digunakan secara berulang-ulang B Reach (also called opportunity to see) Jangkauan J Advertising value equivalency Kesetaraan jumlah iklan K Message content analysis Analisa isi pesan A Targeted media (byline, specific broadcaster, etc.) Media M yang ditargetkan Message readability/understandability Kemudahan dibaca atau dimengerti dari pesan K Total number of placements or media impressions Jumlah penempatan atau tayangan media

u B

K A M K J J P K K K K

Item Measured Total circulation or potential audience reach (opportunities to see) Jumlah sirkulasi atau pencapaian audience yang potensial J Client target audience or potential audience reached Pelanggan P Client/company mentions Komentar dari pelanggan mengenai perusahaan K Client product/service mentions Komentar dari pelanggan mengenai produk / layanan K Competitor mentions Komentar dari kompetitor K Competitor service/product mentions Komentar mengenai produk/ layanan competitor K Client/Company share of voice compared to competitors within story Pelanggan atau perusahaan membandingkan dengan competitor

Output

Outtake

O Outcome

m melalui sebuah berita.

General issues covered Isu I umum Client messages covered Pesan P pelanggan Competitor messages covered Pesan P pesaing Spokespersons mentioned/quoted Komentar dari juru bicara K Tone/stance toward client or company (also called slant) Pandangan pelanggan atau perusahaan P Headline tone/stance/slant Pandangan mengenai pokok berita P Content favorability/unfavorability Dukungan terhadap isi pesan D Call to Action (phone/web/mail inquiries traceable to story) Aksi A yang dilakukan Cost of message placement/distribution (news release distribution fees, brochure printing, etc.) Biaya B yang dikeluarkan Number of media representatives attending event/press conference Jumlah reporter yang dating pada event yang digelar J Target audience response (via Web response, phone inquiry, postcard return, etc.) Respon dari target audiens

I P P K P P D A

5. If there are other items you measure that are not included here, please write them in the following spaces and provide a brief explanation of what they measure. Also, please check to indicate whether you consider them to measure outputs, outtakes, or outcomes. Item Measured Output Outtake

O Outcome

6. Which of the following techniques do you to measure or evaluation public relations results. Also, please check to indicate whether you consider them to measure outputs, outtakes, or outcomes. Measurement Method Used Focus group Kelompok tertentu Output Outtake

O Outcome
3

Mall or shopping center intercept Mencegat di mall Mail surveys Survey lewat surat Pre- and Post-test (Before and after polls) Tes poling sebelum dan sesudah Surveys using sophisticated data collection and analysis techniques, such as conjoint or factor analysis Survey menggunakan pengumpulan data dan teknik analisa yang modern, seperti analisa factor atau menggabungkan dua entitas terkait. Publicity tracking or media monitoring studies Studi mengamati media atau pelacakan publisitas Studies that systematically analyze or track consumer inquiries, requests or complaints

M S T m S

Studi yang secara sistematis menganalisis atau melacak pertanyaan dari konsumen, berupa permintaan atau k keluhan

Studies that use experimental designs comparing test groups to control groups Studi yang menggunakan desain eksperimental yang membandingkan kelompok baru dengan kelompok yang sudah dikontrol. PR/communication audits Audit komunikasi/ PR Readership/readability studies Studi pada pembaca atau hal yang dibaca Qualitative depth interviews with opinion leaders Studi kualitatif dengan wawancara terhadap opini dari para pemuka. Studies that involve model building Studi yang mengadakan pembentukan model terlebih dahulu Literature searches and information retrieval projects Pencarian literature dan pengambilan informasi proyek Studies that involve secondary analysis of existing data Studi yang melibatkan analisa sekunder dari sebuah data yang tersedia Content analysis studies Studi analisa terhadap isi pesan Studies involving psychographic analysis in addition to demographic analysis Studi yang melakukan analisa psikografis yang akan ditambahkan pada analisa demografis. Studies involving observation, participation, roleplaying, or similar techniques Studi yang melakukan observasi, partisipasi, melakukan contoh kejadian atau teknik yang menyerupai.

s A S p

d P d S d c

7. If there are other measurement methods you use that are not included here, please write them in the following spaces and provide a brief explanation of what you measure. Also, please check to indicate whether you consider them to measure outputs, outtakes, or outcomes.

Item Measured

Output

Outtake

O Outcome

8. Please indicate how well you do the measurenment with the statements below, where 1 is strongly Not To Do, 4 is neither Do nor Not To Do, and 7 is strongly Do.
Strongly Not To Do Neither Do nor Not To Do Strongly Do

I use measurement and evaluation for strategic planning purposes My current evaluation methods measures what I want to measure My current measurement methods produces usable data I use measurement/evaluation to justify budget Requests

1 1 1 1
Strongly Not To Do

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5

6 6 6 6

7 7 7 7
Strongly Do

Neither Do nor Not To Do

I use measurement/evaluation as a political defense against other departments I use measurement/evaluation to educate executive management on the role/value of public relations I use measurement/evaluation to educate colleagues on the roles/value of public relations I use measurement/evaluation to educate colleagues on the attitudes/opinions of key stakeholders

1 1 1 1

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5

6 6 6 6

7 7 7 7