Post on 20-May-2015
Research Based PR & Marketing
Planning and Action -. Brata T. Hardjosubroto
-. Silih Agung Wasesa
Indonesian Scouts Movement (Pramuka)
Why Use Research?Important part of policy making.
Drive discussion about needs and trends
benefits:
Gives Broader picture
Support Decision Making
Give new ideas
Helps to know more about public
Gives relevant information
Research: A systematic attempt to
provide answer to questions
Hypotheses are tested
Statements about suppossed relationship between or among variables
Idea for research...
What problem are we
facing?
Do we know enough of the
problem?
What more would we need
to know?
Who is influenced by the
problem?
Situation Analysis- a starting
point
SWOT (Strength,
Weakness, Opportunity,
Threat).
PESTLE (Political,
Economic, Social,
Technological, Legal,
Enviromental Factors).
Research: FGD, Interviews,
etc...
What Can Be Measured?
Measuring Scout’s
Relationship
Measuring Scout Feeling
Measuring Scout Attitude
3
Measuring Scout Relationship
Personal Commitment
• The scout can count on me to always be there
• I will stay with Scout through good and bad times
• I feel loyal to Scout
- The Scout Relationship Quality Construct -
Self-concept Connection
• The Scout and I have a lot in common
• The Scout is a part of me• The scout’s image and my
self-image are similar in a lot of ways
Partner Quality
• I know the scouts appreciates me
• I know the scouts respects me
• The scouts shows a continuing interest on me
Behavioral Inter-independence
• I feel something is missing when I haven’t contact with scout in a while
• The scout plays an important role in my life
• Every time I joint the scout, I’m reminded of how much I like Scout.
Love / Passion
• I have a powerful attraction towards Scout
• I feel the Scout and I were ‘meant for each other’
• No other youth activity can quite take the place of the scout
Partner Quality
• I know a lot of the Scout• I know a lot about the
community that makes the scout
• I feel as though I really understand the scout
Note: This construct is ilustrative models that develop based on Fournier (1994)
4
Measuring Scout Feelings
Organization Feeling/Emotion: • Emotions associated with the brand of organization can be of a ‘general’ nature, like gladness, joy, happiness, affection
lovingness, and satisfaction. In addition, more specific feelings may be involved which coincide with interact of the organizations such as peace, security, togetherness, etc.
• The brand of organizations represents these feelings and arouses associations as regards the usage situation, attendant rituals, the nature of the social relationship which can be expected and mood experienced with them.
- Perceptual Emotion Chart - - Illustrative -
Negative
Active
Hiking Club
Racing Team
Bikers Gang
5
Measuring Scout Attitude
85
70
This is the best organization in Youth
Organizations
Innovative
Group
Big Organization Credible Organization
Leader in the youth organization
Good corporate governance
75
60
Familiarity
Favorability
2003 2005
- Top 2 box of Brand Awareness & Attitude -
Pramuka NGO Out Bond Material Art Models
- Illustrative -
Figure is a simplified and refined overview of evaluation based on the original Macro Model of
Evaluation presented in IPRA Review, Vol. 15, No. 2, 1992.
Research Questions
What is the Problem?
Setting Objectives
What kind of
information is needed?
What specific target
respondents should be
researched?
Setting Objectives
To create awareness of Scout program among
youth
To increase members participants in every Scout
program.
To emerge Scout’s image in youth mind.
To attract member from surrounding schools.
Specific respondents
Scout Members and their parents.
Non Scout Youth
Adult members
Specific respondents
Parents; if we want to create parents as endorser to
influence their son/daughters to joint scout.
Journalist; if we want to know how media perceived the
scout’s activity.
High School Students; if we want directly persuade them
to joint scout.
Government official, as local autonomy policy.
How to Conduct
Research by Our Self?
Focus Group Discussion. Starting with FGD to
explore key attribution becoming a real questionare.
The FGD have to follow by the competence persons
who relate with respondent status.
Sampling Methods (Sampling definition, Sampling
methods).
Data Collections (library search, Questioning
respondents)
How to Conduct
Research by Our Self?
Data Analytic and Interpretation (Short
findings into cohesive story line).
Draft Conclusion and implications
PR & Marketing plan
Pr & Marketing plan
Provides a coherrent
framework
Provides the
opportunity for
internal debate
Enables follow up,
monitoring and
evaluate
Pr & Marketing plan
Stimulate a pro-
active approach.
Helps to prioritize
the action to be
taken
Allow us to question
whether we are in
track
Legitimises the
budget allocation
planning document
Periode Year 1 Year 2 Year 3
JanAnalyse the
situation
Launch new
process
Feb Monitor
March
etc...
Group Discussion
22
Group Discussion
•Analyse the situation?
• Do we need research?
•What is the hypothesis?
•What is the solutions?
•What is the action plan?
22
Group 1 & 5
How can the Asia Pacific
Jamboree to be held in Mt
Makiling, the Philippines, be
used as a momentum to help
increase membership of BSP?
Group 2,3
and 4The low turn out of
response of an NSO to the
APR Jamboree in Mt.
Makiling is low. What could
be done about it?
Thank You