Unilever Indonesia Foundation 10th anniversary media coverage and PR value

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Media Coverage and PR Value Presentation for 2010 anniversary campaign

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Unilever Indonesia Foundation 10th anniversary media coverage and PR value

  1. 1. 10th AnniversaryUnilever Indonesia Foundation Media Coverage and PR Value April - December 2010 Prepared by Stratcom for Unilever Indonesia Foundation
  2. 2. Background• PT Unilever Indonesia Tbk, which has been operating in Indonesia for more than 77 years, is committed in creating a better future in the community.• Established 10 years ago, Yayasan Unilever Indonesia (Unilever Indonesia Foundation) operates under the three pillars that focus on environmental programs, public health education, as well as promoting small and medium-sized businesses.• Yayasan Unilever Indonesia also want to invite the community to pledge to take a small yet inspirational step to make positive changes in their everyday lives and inspire others to do the same.
  3. 3. Background• This document presents a nine-month report of Yayasan Unilever Indonesia (YUI) ’ s public and media relations conducted by Stratcom Indonesia• Purpose of Review:  Evaluate all PR activities accomplished  Find out where we are to date  Discover where we are heading• Media coverage analysis was carried out using qualitative and quantitative measurement of media clippings from April – December 2010
  4. 4. Communication Objectives To increase the To invite the community’s community to awareness that PT pledge to take a Unilever Indonesia small yet has been carrying inspirational step to out social make positive responsibility changes in their activities in the everyday lives and social, economic inspire others to do and environmental the same fields
  5. 5. Executive Summary• YUI has built good media relations with targeted publications including general, business, parenting, teens, health, and women’s publications. This is indicated by continuous YUI’s articles appeared in the publications throughout the period. From April – December 2010 out of 32 media events, Yayasan Unilever Indonesia has received 366 direct mention articles and 3 unbranded articles.• YUI has built strong appearance in various publications including general, business, health, teens, women and parenting publications, as indicated by the stable number of media coverage with an average of 40 articles per month.• Kompas, Antara, Harian Pelita, HE The frequent publications, including Neraca, Seputar Indonesia, and Investor Daily• These articles worth a commercial value of Rp 16,670,935,000 (USD 1,938,480). With a media campaign investment of Rp 708,310,687 (USD 82,362) (executive fee, OOPE, third party cost)This is a 2,254 percent return on investment or more than 22 times.• Key message inclusion are outstanding for the overall events with the score of 9.07
  6. 6. SMALL MEDIA AUDIT In the end of the program period, Stratcom conducted small media audit to journalists from six media in order to find out their opinion and perception about YUI. Those media were Media Indonesia, Republika, Koran Seputar Indonesia, Jurnal Nasional, Pelita, and Antara. The result from the media audit can be used as point of improvement in the future.
  7. 7. WHAT THEY SAY ABOUT YUI IN GENERAL “YUI memiliki 4 tugas “Lingkup kegiatan YUI pokok di bidang adalah untuk “Sebuah yayasan kesehatan, lingkunga menginspirasi & yang menangani n, pertanian dan merubah masyarakat kegiatan CSR PT bantuan membawa perubahan Unilever.” kemanusiaan.” yang lebih baik dalam Nunik, Jurnal Wisnu, Media aspek Nasional. Indonesia. lingkungan, sosial, dan ekonomi.” Evi, Harian Umum Pelita. “YUI memberikan bantuan sosial “Kegiatan YUI “Saya lebih banyak mengenai umumnya merupakan mengetahui Unilever pengetahuan makanan kegiatan yang secara korporat sehat dan berkaitan dengan dibandingkan YUI bergizi, AIDS, lingkung tanggung jawab secara khusus” an sosial dan anak.” masyarakat.” Arief, ANTARA Desy, Republika Inggrid, Koran Seputar Indonesia.
  8. 8. Key FindingsISSUES RELATED TO YUIThe most popular YUI issues are: plastic waste recycling through Trashion program, blacksoy bean farmers empowerment, public health and nutrition, campaign to stop hunger,Stop AIDS movement, and global warming campaign through Langkah Kecil program.IMAGE ABOUT YUIYUI through its social activities has created a very good image in the society. YUI is seenas a part of PT Unilever Tbk.YUI PERFORMANCE COMPARED TO CSR FOUNDATIONS OWNED BY CONSUMER GOODSCOMPANIESThe media is aware that the other consumer goods companies have similar CSR activitieswith YUI, for example Kimberly Clark, Johnson & Johnson, Coca Cola, Nestle, Frisian Flag,Danone Aqua, Indofood, Sampoerna and Djarum. However, YUI stands out among theother companies in terms of CSR activities since it has uniqueness which distinguish itfrom what other companies do. The uniqueness comes from YUI four pillar programs.
  9. 9. Key FindingsYUI CONTRIBUTION TO THE SOCIETYThe media think that YUI gives big contribution to the society. However, there is still manyrooms for improvement such as to increase the information and publication, to escalate itsactivities coverage to other areas, to keep its sustainability, and to increase the CSRbudget. YUI also needs to reach out to urban people living in slum area and to find out thebest practice to encourage them in participating YUI activities.YUI INTERACTION WITH THE MEDIAYUI is opened for any information and let the media ask any questions related to YUIactivities whenever the media forum or press conference being held. The media also oftenget additional information from Stratcom.
  10. 10. Activities Recap April – December 2010
  11. 11. ACTIVITIES RECAP (YUI Overall) YUI 10th Anniversary Media Launch and Exhibition on April 7-11, 2010 ACTIVITIES: • Media conference • Event management • Concept development, execution for exhibitions RESULT • The media launch attended by 35 media • The Duta Aids Talk show attended by seven media • The Trashion Day Talk show attended by three media • Coverage appeared in 35 media outlets, generating 39 direct mention articles and 2 unbranded articles • Commercial value of Rp 1,109,250,000 (USD 128,982) • Return on Investment 680% • Qualitative measurement 8.97 (very good)
  12. 12. ACTIVITIES RECAP (Environment Pillar) Trashion Inacraft on April 25, 2010 ACTIVITIES: • Development and distribution of photo release (post-launch) RESULT• Coverage appeared in 3 media outlets, generating 3 articles• Commercial value of Rp 53,625,000, (USD 6,235)• Return on Investment 496%• Qualitative measurement 9.00 (outstanding)
  13. 13. ACTIVITIES RECAP (SME and PHE Pillar) SME and PHE Media Trip to Yogya and Pacitan on April 27-28, 2010 ACTIVITIES: • Liaison with Antara Foto for the photo journalists to be invited • Two Stratcom staff members assisted the trip RESULT • Attended by 22 journalists from 21 targeted media outlets • Coverage appeared in 17 media outlets, generating 28 articles • Commercial value of Rp 1,489,865,000 (USD 173,240) • Return on Investment 2,090 % • Qualitative measurement 9.08 (outstanding).
  14. 14. ACTIVITIES RECAP (Environment Pillar) Makassar Green and Clean on May 2, 2010 ACTIVITIES: • Photo release dissemination RESULT• Coverage appeared in 5 media outlets and generated 7 articles• Commercial value of Rp 172,925,000 (USD 20,107)• Return on Investment 1,821 %• Qualitative measurement 9.25 (outstanding)
  15. 15. ACTIVITIES RECAP (YUI Overall) Employee Volunteerism Kick Off on May 17, 2010 ACTIVITIES: • Photo release dissemination RESULT• Coverage appeared in 2 media outlets and generated 2 articles• Commercial value of Rp 30,000,000 (USD 3,488)• Return on Investment 567 %• Qualitative measurement 9.63 (outstanding)
  16. 16. ACTIVITIES RECAP (PHE Pillar) Media Visit Jakarta Stop AIDS on May 26, 2010 ACTIVITIES: • Liaise with Yayasan Cinta Anak Bangsa for program information • Liaise with Antara for photo competition. • Accommodated media queries during event • Two Stratcom staff members assisted the event RESULT• Attended by eight targeted media• Coverage appeared in 9 media outlets and generated 10 articles• Commercial value of Rp 322,537,500 (USD 37,504)• Return on Investment 6,352%• Qualitative measurement 9.03 (outstanding)
  17. 17. ACTIVITIES RECAP (YUI Overall) Humanitarian Aid in Padang on May 27, 2010 ACTIVITIES: • Photo release dissemination RESULT• Coverage appeared in 5 media outlets and generated 6 articles• Commercial value of Rp 90,000,000 (USD 10,465)• Return on Investment 1,900 %• Qualitative measurement 9.13 (outstanding)
  18. 18. ACTIVITIES RECAP (Environment Pillar) Media Visit Jakarta Green School on May 30, 2010 ACTIVITIES: • Liaise with third party suppliers (venue, photographer) • Accommodated media queries during event • Four Stratcom staff members assisted the event RESULT • Attended by 11 targeted media, both local and regional • Coverage appeared in 13 media outlets, generating 13 articles • Commercial value of Rp 526,400,000 (USD 61,209) • Return on Investment 6.924% • Qualitative measurement 8.65 (very good)
  19. 19. ACTIVITIES RECAP (PHE and Environment Pillar) PHE and Environment Media Trip to Medan on June 7-8, 2010 ACTIVITIES: • Refinement of media kit • Liaison with Antara Foto • Assistance during media interview on site • Development and distribution of photo release (post-launch) • Two Stratcom staff members assisted the trip RESULT • Attended by 30 journalists from 26 targeted media outlets • Coverage appeared in 30 media outlets, generating 41 articles • Commercial value of Rp 1,788,687,500 (USD 207,987) • Return on Investment 1,943% • Qualitative measurement 8.87 (very good)
  20. 20. ACTIVITIES RECAP (Environment Pillar) Jakarta Green And Clean on June 27, 2010 ACTIVITIES: • Photo release dissemination • Two Stratcom staff members assisted the event RESULT • Coverage appeared in 1 media outlet, generating 1 article • Commercial value of Rp 15,000,000 (USD 1,744) • Return on Investment 67% • Qualitative measurement 9.25 (outstanding)
  21. 21. ACTIVITIES RECAP (YUI Overall) June Media Relations ACTIVITIES: • Story pitch and assisting in media queries RESULT • Coverage appeared in 1 media outlet, generating 1 article • Commercial value of Rp 195,000,000 (USD 22,674) • Return on Investment 2,067% • Qualitative measurement 8.50 (very good)
  22. 22. ACTIVITIES RECAP (SME Pillar) Pacitan Farmer Field Day on July 12, 2010 ACTIVITIES: • Media release and Photo release dissemination RESULT• Coverage appeared in 15 media outlets, generating 16 articles• Commercial value of Rp 346,610,000 (USD 40,303)• Return on Investment 5,677%• Qualitative measurement 8.83 (very good)
  23. 23. ACTIVITIES RECAP (YUI Overall) Pengalengan Humanitarian Aid July 23, 2010 ACTIVITIES: • Photo release dissemination RESULT • Coverage appeared in 5 media outlets, generating 5 articles • Commercial value of Rp 88,012,500 (USD 10,234) • Return on Investment 1,367 % • Qualitative measurement 9.25 (outstanding)
  24. 24. ACTIVITIES RECAP (YUI Overall) July Media Relations ACTIVITIES: • Story pitch and assisting in media queries RESULT • Coverage appeared in 1 media outlet, generating 1 articles • Commercial value of Rp 15,000,000 (USD 1,744) • Return on Investment 150 % • Qualitative measurement 9.25 (outstanding)
  25. 25. ACTIVITIES RECAP (YUI Overall) One Million Safe Schools and Hospitals Campaign on July 29, 2010 ACTIVITIES: • Media invitation • Photo release dissemination • Three stratcom staff members assisted the press conference RESULT • Coverage appeared in 16 media outlets, generating 18 articles • Commercial value of Rp 520,290,000 (USD 60,499) • Return on Investment 8,527% • Qualitative measurement 9.25 (outstanding)
  26. 26. ACTIVITIES RECAP (PHE Pillar) Jakarta Stop AIDS Ambassador Gathering on August 6, 2010 ACTIVITIES: • Refinement of media kit • Assistance during media interview on site • Three Stratcom staff members assisted for the even RESULT • Attended by 13 journalists from 13 targeted media • Coverage appeared in 13 media outlets, generating 13 articles • Commercial value of Rp 938,900,000 (USD 109,174) • Return on Investment 15,548% • Qualitative measurement 9.42 (outstanding)
  27. 27. ACTIVITIES RECAP (SME Pillar) Kaliboja CSR Day on August 9, 2010 ACTIVITIES: • Media release and Photo release dissemination RESULT • Coverage appeared in 10 media outlets, generating 10 articles • Commercial value of Rp 159,300,000 (USD 18,523) • Return on Investment 2,555% • Qualitative measurement 9.18 (outstanding)
  28. 28. ACTIVITIES RECAP (YUI Overall) Breaking-the-fast with media on August 30, 2010 ACTIVITIES: • Development of media list • Development of media invitation, distribution and media follow- up • Assistance during media interview on site • Four Stratcom staff assisted for the event RESULT • Stratcom managed to secure 32 journalists from 25 targeted media
  29. 29. ACTIVITIES RECAP (YUI Overall) September Media Relations ACTIVITIES: • Story pitch and assisting in media queries RESULT • Coverage appeared in 3 media outlets, generating 3 articles • Commercial value of Rp 1,446,850,000 (USD 168,238) • Return on Investment 15,976 % • Qualitative measurement 9.75(outstanding)
  30. 30. ACTIVITIES RECAP (SME Pillar) Ngawi Harvest Day on September 22, 2010 ACTIVITIES: • Photo release dissemination RESULT • Coverage appeared in 14 media outlets, generating 16 articles • Commercial value of Rp 308,900,000 (USD 35,919) • Return on Investment 3,332% • Qualitative measurement 9.20 (outstanding)
  31. 31. ACTIVITIES RECAP (Environment Pillar) Ganesha Green Fest Media Trip to Bandung on September 24, 2010 ACTIVITIES: • Refinement of media kit • Assistance during media interview on site • Two Stratcom staff assisted the trip RESULT • Attended by 20 journalists from 20 targeted media outlets, both local and regional • Coverage appeared in 18 media outlets, generating 19 articles • Commercial value of Rp 425,082,500 (USD 49,428) • Return on Investment 551% • Qualitative measurement 8.74(very good)
  32. 32. ACTIVITIES RECAP (YUI Overall) October Media Relations ACTIVITIES: • Story pitch and assisting in media queries RESULT • Coverage appeared in 4 media outlets, generating 6 articles • Commercial value of Rp 829,400,000 (USD 96,442) • Return on Investment 13,723% • Qualitative measurement 9.50 (outstanding)
  33. 33. ACTIVITIES RECAP (PHE Pillar) Jawa Timur Stop AIDS on October 9, 2010 ACTIVITIES: • Development of media list (local media) • Development of media kit • Development and distribution of photo release (post-launch) RESULT • Coverage appeared in 2 media outlets, generating 2 direct mention articles and 1 unbranded article • Commercial value of Rp 73,500,000 (USD 8,547) • Return on Investment 1,125% • Qualitative measurement 8.88 (very good).
  34. 34. ACTIVITIES RECAP (Environment Pillar) Trashion Design Contest on October 10, 2010 ACTIVITIES: • Development of media list (local and national media) • Development of media kit • Distribution of photo release • Three Stratcom staff members assisted the trip to Bandung RESULT • Attended by 2 bloggers and 17 journalists from 17 targeted media outlets, both local and regional • Coverage appeared in 17 media outlets, generating 18 articles • Commercial value of Rp 1,375,687,500 (USD 159,964) • Return on Investment 1,664 % • Qualitative measurement 9.22 (outstanding)
  35. 35. ACTIVITIES RECAP (PHE Pillar) World Food Week on October 14, 2010 ACTIVITIES: • Development of media list • Development of media kit. • Assistance during media interview on site • Development and distribution of photo release (post-launch) • Two Stratcom staff members assisted the event RESULT • Attended by 9 journalists from 9 targeted media outlets. • Coverage appeared in 16 media outlets, generating 17 articles • Commercial value of Rp 673,782,500 (USD 78,347) • Return on Investment 10,791% • Qualitative measurement 9.16 (outstanding)
  36. 36. ACTIVITIES RECAP (SME Pillar) Nganjuk Harvest Day on October 19-20, 2010 ACTIVITIES: • Development of media list • Development of media kit. • Assistance during media interview on site • Distribution of photo release (post-launch) • Two Stratcom staff members assisted the event RESULT • Attended by 12 journalists from 12 targeted media outlets, both local and regional • Coverage appeared in 21 media outlets, generating 25 articles • Commercial value of Rp 745,812,500 (USD 86,722) • Return on Investment 919% • Qualitative measurement 8.97 (very good)
  37. 37. ACTIVITIES RECAP (Environment Pillar) Climate Change Training November 01, 2010 ACTIVITIES: • Photo release dissemination RESULT • Coverage appeared in 3 media outlets, generating 3 articles • Commercial value of Rp 45,000,000 (USD 5,233) • Return on Investment 400 % • Qualitative measurement 8.50 (very good)
  38. 38. ACTIVITIES RECAP (YUI Overall) November Media Relations ACTIVITIES: • Story pitch and assisting in media queries RESULT • Coverage appeared in 7 media outlets, generating 10 articles • Commercial value of Rp 2,139,750,000 (USD 248,808) • Return on Investment 23,675%. • Qualitative measurement 9.70 (outstanding)
  39. 39. ACTIVITIES RECAP (Environment Pillar) Bandung Green & Clean on December 4, 2010ACTIVITIES: • Development of media list (local media) • Development of media invitation, distribution and media follow- up • Development of media kit • Development and distribution of photo release (post-launch) RESULT • Coverage appeared in 4 media outlets, generating 4 articles • Commercial value of Rp 60,000,000 (USD 6,977) • Return on Investment 900 % • Qualitative measurement 8.88 (very good)
  40. 40. ACTIVITIES RECAP (PHE Pillar) Healthy Market and Village in Yogya on December 1, 2010 ACTIVITIES: • Photo release dissemination RESULT • Coverage appeared in 8 media outlets, generating 8 articles • Commercial value of Rp, 152,437,500 (USD 17,725) • Return on Investment 2,441 % • Qualitative measurement 9.53 (outstanding).
  41. 41. ACTIVITIES RECAP (YUI Overall) YUI Anniversary Big Bang on December 15, 2010 ACTIVITIES: • Development of media list • Dissemination of VIP invitation • Development of media kit • Assistance during media interview on site • Four Stratcom staff members assisted the event RESULT • Attended by 31 journalists from 30 targeted media • Coverage appeared in 11 media outlets, generating 14 articles • Commercial value of Rp 386,610,000 (USD 44,955) • Return on Investment 491 % • Qualitative measurement 9.20 (outstanding).
  42. 42. ACTIVITIES RECAP (Environment Pillar) Jakarta Green and Clean Award on December 15, 2010ACTIVITIES: • Development of media list • Development of fact sheet • Photo release dissemination • Four Stratcom staff members assisted the event RESULT • Coverage appeared in 7 media outlets, generating 7 articles • Commercial value of Rp 161,220,000 (USD 18,747) • Return on Investment 2,587 % • Qualitative measurement 9.57 (outstanding)
  43. 43. ACTIVITIES RECAP (YUI Overall) Unbranded ArticlesACTIVITIES: • Development of media list • Development of fact sheet • Photo release dissemination • Four Stratcom staff members assisted the event RESULT • Appeared in 3 media outlets, generating 3 articles • Two articles discusses about Farhan’s small inspirational steps, and one article discusses about the number of people living with HIV/AIDS in Madiun, East Java • Commercial value of Rp 95,250,000 (USD 11,076) • Qualitative measurement 6.25 (improvement needed)
  44. 44. Media Coverage Analysis
  45. 45. RESULT HIGHLIGHTS• Out of 32 media events, Yayasan Unilever Indonesia has generated 366 direct mention articles from 126 publications• All articles appeared in positive tone• PR commercial value reached Rp 16,670,935,000 (USD 1,938,481)• Return On Investment of 2,254 percent or more than 22 times.• Total key message inclusion for the overall events is 9.07(out of a score of 10) which means outstanding.
  46. 46. RESULT HIGHLIGHTS• During April – December 2010, SME Pillar has received 96 direct mention articles  These articles worth a commercial value of Rp 3,463,387,500 (USD 402,719) With a media campaign investment of Rp 157,658,858 (USD 18,332) (executive fee, OOPE, third party cost)This is a 2,097 percent return on investment or more than 20 times.  Total key message inclusion is 9.08 (out of a score of 10) which means outstanding  Top activity: Nganjuk Harvest Day received 25 direct mention articles• During April – December 2010, PHE Pillar has received 96 direct mention articles  These articles worth a commercial value of Rp 5,173,195,000 (USD 601,534) With a media campaign investment of Rp 137,959,504 (USD 16,042) (executive fee, OOPE, third party cost) This is a 3,650 percent return on investment or more than 36 times.  Total key message inclusion is 9.13 (out of a score of 10) which means outstanding  Top activity: Hand Washing Day in Medan received 33 direct mention articles• During April – December 2010, Environment Pillar has received 99 direct mention articles  These articles worth a commercial value of Rp 5,005,190,000 (USD 581,999) With a media campaign investment of Rp 313,490,025 (executive fee, OOPE, third party cost) This is a 1,497 percent return on investment or more than 14 times.  Total key message inclusion is 9.01 (out of a score of 10) which means outstanding  Top activity: Ganesha Green Fest in Bandung received 19 direct mention articles
  47. 47. RESULT HIGHLIGHTS• During April – December 2010, Humanitarian Aid has received 29 direct mention articles  These articles worth a commercial value of Rp 698,302,500 (USD 81,198) With a media campaign investment of Rp 16,500,000 (USD 1,919) (executive fee, OOPE, third party cost) This is a 4,132 percent return on investment or more than 41 times.  Total key message inclusion is 9.31 (out of a score of 10) which means outstanding  Top activity: Safe School Hospital Campaign received 18 direct mention articles• During April – December 2010, there are 45 Other Articles that discusses the YUI Kick Off event, Employee volunteerism, Climate Change Training, YUI Big Bang event, and YUI profile  These articles worth a commercial value of Rp 2,330,860,000 (USD 271,030) With a media campaign investment of Rp 116,701,300 (USD 13,570) (executive fee, OOPE, third party cost) This is 1,897 percent return on investment or more than 18 times.  Total key message inclusion is 9.12 (out of a score of 10) which means outstanding  Top activity: YUI Kick Off event received 23 direct mention articles
  48. 48. Total Pillar Mention All pillar received outstanding score 9.08 9.13 9.01 9.31 9.12 outstanding outstanding outstanding outstanding outstanding Environment pillar received the most coverage 97 96 99 articles articles articles SME PHE Environment Humanitarian Others Aid 45 articles 29 articles SME PHE Environment Humanitarian Aid Others
  49. 49. Total Pillar Mention Humanitarian Aid received the highest ROI 4,132% 3,650% 2,097% 1,897%PHE pillar received 1,497%the highest commercial value USD 601,534 USD 581,999 SME PHE Environment Humanitarian Others Aid USD 402,719 USD 271,030 USD 81,198 SME PHE Environment Humanitarian Others Aid
  50. 50. RESULT HIGHLIGHTS ANALYSIS• PHE pillar received the highest ROI compared with the SME and Environment pillar because most of PHE events were held in Jakarta. The PHE out of town event usually held along with other pillars activities therefore the cost can be reduced.• The PHE pillar coverage on the Jakarta Stop AIDS program also appeared twice in Kompas therefore boosting the commercial value for Rp 1,479,600,000 (USD 172,047)• Environment pillar received the lowest ROI compared with the SME and PHE pillar because it had held two out of town event in Bandung, focused only on the Environment Pillar therefore the cost can not be shared with other pillars.• The Environment Pillar received most coverage from the Ganesha Green Fest event because it was a Bandung local event and a lot of Bandung local media wrote about the event. The Trashion Design Contest event did not received as much coverage because the event was overshadowed by the Pasar Seni ITB event
  51. 51. RESULT HIGHLIGHTS ANALYSIS• SME pillars received many coverage from media visit events to local area because the journalists could meet the beneficiaries in person and had a lot of angles for their stories• Humanitarian Aid received the highest ROI compared with all other pillars because the coverage was a result of photo release dissemination and Stratcom executives assisting the event• Safe School and Hospital Campaign received the most coverage from Humanitarian Aid because it has a strong news value as a part of the World Disaster Risk Reduction Campaign held by United Nations International Strategic for Disaster Reduction (UNISDR) and also the event was attended by ministers• A lot of story pitch articles appeared at the end period of the writing compilation because the journalists were waiting to have complete information and wrote a timeless news
  52. 52. Number Of Direct Mention Articles Trashion Design Contest, World Food Week celebration, and Nganjuk Harvest Day PHE and Medan Green and 70 Clean Media Trip 49 45 43 No media event, coverage that 34 33 appear were from YUI 32 30 Big Bang and 28 Nganjuk Harvest Day 2April May June July August September October November December January
  53. 53. Pillar Mention per Month 33 PHE Media Trip to Medan on June 7-8, 2010 Trashion Design Contest, World Food Week celebration, and Nganjuk Harvest Day YUI Kick off 27 on April 7- 26 11, 2010 21 One Million Safe Schools and Hospitals Campaign on July 29, 2010 SME PHE 15 14 14 14 Environment 13 13 12 12 12 Humanitarian Aid11 11 11 11 10 Others 9 8 8 8 77 6 5 5 5 4 3 3 2 2 2 1 1 0 0 0 0 0 0 0 0 0 0 0 000 April May June July August September October November December January
  54. 54. Tone of Article 366 articles All articles appeared in positive tone 0 0 Positive Neutral Negative
  55. 55. Type of Publications 10 coverage 1 coverage 35 coverage 3% 0,01% 10% 117 coverage Magazine 32% 203 coverage Newspaper 55% Online Tabloid Radio• Most of the articles appeared in online publication due to many YUI photo release dissemination which can be accommodated by online media which has flexibility in time and space compared with print publications which has those limitations
  56. 56. Photo 27% 18% 73% 82% Photo Non-photo Color B&W• Most of the coverage put photo in the article because YUI usually disseminate photo release for events that not being covered by the media• Most of the photos appeared in online publication therefore they were in color
  57. 57. STRATCOM Agency ACHIEVEMENT• Shift of paradigm among journalists• Balance coverage among all pillars – lead by Environment pillar• All coverage are generated from YUI driven events• Most coverage have nationwide impact – appear in nation-wide publications
  58. 58. Thank You

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