APR Workshop Maldives

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

Measuring Scout Relationship - The Scout Relationship Quality Construct - Personal Commitment Self-concept Connection Partner Quality • The scout can count on me • The Scout and I have a lot • I know the scouts to always be there in common appreciates me • I will stay with Scout • The Scout is a part of me • I know the scouts respects through good and bad • The scout’s image and my me times self-image are similar in a • The scouts shows a • I feel loyal to Scout lot of ways continuing interest on me Behavioral Love / Passion Partner Quality Inter-independence • I feel something is missing • I have a powerful • I know a lot of the Scout when I haven’t contact attraction towards Scout • I know a lot about the with scout in a while • I feel the Scout and I were community that makes the • The scout plays an ‘meant for each other’ scout important role in my life • No other youth activity can • I feel as though I really • Every time I joint the quite take the place of the understand the scout scout, I’m reminded of scout how much I like Scout. 3 Note: This construct is ilustrative models that develop based on Fournier (1994)

Measuring Scout Feelings - Perceptual Emotion Chart - - Illustrative - Active Bikers Gang Racing Team Negative Hiking Club 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. 4 • 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.

Measuring Scout Attitude - Illustrative - - Top 2 box of Brand Awareness & Attitude - This is the best organization in Youth Organizations Good corporate governance Innovative Group 85 Familiarity 75 Big Organization Credible Favorability 60 70 Organization 2003 2005 Leader in the youth organization Pramuka NGO Out Bond Material Art Models 5

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 Analyse the Launch new Jan situation process Feb Monitor March etc...

Group Discussion

Group Discussion •Analyse the situation? • Do we need research? •What is the hypothesis? •What is the solutions? •What is the action plan? 22

Group 2,3 Group 1 & 5 and 4 The low turn out of How can the Asia Pacific response of an NSO to the Jamboree to be held in Mt APR Jamboree in Mt. Makiling, the Philippines, be Makiling is low. What could used as a momentum to help be done about it? increase membership of BSP?

Thank You

APR Workshop Maldives

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APR Workshop Maldives — Presentation Transcript

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