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