Sharing simplified methods to evaluate PR CAMPAIGN effectiveness to your organization. What are the benefits of PUBLIC RELATIONS campaign to your organization? Lastly, this sample report will guides you on how to analyze data and how to you use them as your recommendations for improvements in your next PR campaign.

1. PMSD PR &
MARKETING
PROJECT
REPORT
MAY 2017 – DECEMBER 2018

2. TABLEOFCONTENTS

3. TPM’s promotional campaign was launched in May 25, 2017, initiated by the Park Management & Service Division (PMSD) and led by
Project Lead Director, Encik Shahazman Abu Samah and Project Director, Puan Nik Hazma Nik Mustaffa with the objective of building TPM’s
affinity, creating awareness in the public mindset and enhancing TPM’s visibility and credibility.
A range of Public Relations (PR) activities were conceived strategically for PMSD after much brainstorming and deliberation by the team to
achieve it’s objective by adapting a holistic approach that involves a multiple-mix of strategic communication tools in reaching out to the
general public.
This campaign would be defined as the key relationship in forming a platform that will cultivate an effective strategy for PMSD to grow as
the premier business location for the business community and the plans involve a series of phases that will be essential in fulfilling the
goals and objectives of the project including the campaign messages, which were carefully crafted to enhance the organization’s image and
aimed to provide adequate but not overwhelming information to the selected target audience.
These messages are central to each tactic that was developed for the campaign and though there were significant changes in the
campaign’s delivery methods and approaches, we proposed to replace some of the PR activities, namely, two (2) of the published articles
for the magazine and four (4) articles in the Blogger’s pages, re-scoped into a combination of Social Media and Marketing activities.
These activities consists of creating PMSD FB, Instagram, Twitter, Google+, Google My Business, Search Engine Optimization (SEO), YouTube
Channel, listing in www.mudah.my, 13 testimonial and 2 videos on Buzz Feed News Episodes. These realigned strategic initiatives were
deemed as appropriate and crucial to suit the changes affected by the 4th
Revolution in Communications sector. Online dissemination of
information would be more effective and measurable via in-depth analysis provided by each online provider.
The plan for this project was initially set for 3 consecutive months, commencing in May, to August 2017.
Due to the many unforeseen issues cropping up, the project had to be re-scheduled progressively and the cumulative duration was
estimated to take 18 months to complete There were many factors which contributed to this delay such as, conducting reviews, evaluations
and confirmation of technical specifications.
In order to keep aligned to the Master Plan, the deliverables and project timeline were divided into 4 phases. The breakdown was to ensure
that the project milestones would be realistic and achievable, with each phase evaluated separately by the Project Team upon completion.
EXECUTIVESUMMARY

4. OBJECTIVES
To build affinity
To create awareness & enhance TPM’s visibility
To emphasize TPM’s credibility
HIGH LEVEL DELIVERABLES
RISK
MITIGATION
PLAN
PROJECTCHARTER
POTENTIAL RISK
Increased competition leads to inconsistency in
pricing
Property agents may have tendency to give bad
reviews due to non responsive action from the market
Shrinking market share due to volatile economy which
affects most start up companies
SEO, YouTube, mudah.com.my,
Google My Business
BE-IT BUZZ NEWS FEED Channel
Email circulation for e-Newsletter = 4
Target publishing in May 2017 - Dec 2018
18-month engagement period
Published articles in the newspapers = 4
Broadcast coverages = 4
Restructure competitive rental pricing
Product briefing with property agent
New incentives rental packages to SME

5. DELIVERABLES&MILESTONES
DELIVERABLES WHAT AND WHEN ADDITIONAL MARKETING ACTIVITIES
4 Articles to be
published in the
Newspapers
( Physical Copy) ( Online Copy)
Testimonial Marketing Video:-
13 videos completed and published
1. Utusan Malaysia
2. The Sun
3. Harian Metro
4. Focus Malaysia
(Issue 29 Jul – 4 Aug Pg. 25)
5. The Sun Daily
http://www.focusmalaysia.my/Enterprise/t
echnology-park-to-help-ease-smes-
financing-woes
https://www.facebook.com/search/top/?q
=Focus%20Malaysia%20financing%20woes
https://www.thesundaily.my/archive/techn
ology-park-malaysia-comes-age-
CTARCH448822
http://www.theedgemarkets.com/content/
technology-park-malaysia-share-insights-
20172018-business-goals
https://www.pressreader.com/malaysia/ha
rian-metro/20170526
http://www.tpm.com.my/wp-
content/uploads/2018/12/26Mei2017-
HarianMetro.pdf
http://www.tpm.com.my/wp-
content/uploads/2018/12/26Mei2017-
SinarHarian.pdf
https://www.hmetro.com.my/bisnes/2017/
05/232410/peruntuk-rm2-juta
Pilot Project | TPM’S Social Media Activities | Completed
1. BE IT BUZZ FB PAGE
2. BE IT BUZZ INSTAGRAM
3. BE IT BUZZ TWITTER
4. BE IT BUZZ GOOGLE +
5. GOOGLE MY BUSINESS

6. 1. SEO Completed
1. Testimonial Marketing Video: 13 videos
published
2. Market research on Malaysia’s real estate
industry for 2017 & 2018: In-depth review
with the team.
3. Market evolution & Strategic planning for
PMSD 2017 – 2018 : In-depth review with
the team.
2. YouTube Uploaded all marketing video
3. www.mudah.my Total of 3 advertisements published
4. BE-IT BUZZ
feeds
1st & 2nd series published
5. TV Broadcast 1. NTV7 Evening News
(25 May 2017 @8:00am)
2. Selamat Pagi Malaysia
(11 Nov 2017 @8:30am)
3. Bernama Live Interview
Nine11
(02 Nov 2017 @8:30am)
https://www.facebook.com/B
ernamaNewsChannel/videos
/1655793147774236/
4. Traxx FM
(08 Nov 2017 @10:00am)
https://www.facebook.com/Tr
axxfmOfficial/videos/1633297
310054842
5. EFM Podcast Interview
(22 Feb 2018 @10:00am)
1. Astro V Buzz
(19 July 2017 @10:00am)
https://www.youtube.com/watch?v=l_rbnL5
zE4I&list=PLbHCz1ldH8aaRfDNOEnDs3Ivi
GGWc1Pci&index=30
2. Astro V Buzz
(18 Oct 2017 @10:00pm)
https://www.youtube.com/watch?v=8FoQ29
HsEuU
3. Astro V Buzz
(20 Dec 2017 & 24 Jan 2018 @10:00pm)
6. E-Newsletter 1st Edition
Published: 13 Nov 2017
2nd Edition
Published: 23 Mar
2018
3rd Edition
Published: 07 Jun 2018
4th Edition
Published: 14 Dec 2018
DELIVERABLES&MILESTONES DELIVERABLES WHAT AND WHEN ADDITIONAL MARKETING ACTIVITIES

8. PR STRATEGIC PLANS EXECUTION EVALUATION

9. PR campaign
IMPACT ANALYSIS
for the duration
of 18 months
OBJECTIVES
PHASES & ACTIVITIES
TOOLS & METHODS
IMPLEMENTING THE ACTIVITIES
VALUE-IMPACT MATRIX
GENERATION
MEASURING THE IMPACT OF PMSD’s PR CAMPAIGN

10. Building affinity
Creating awareness &
Enhancing visibility
Emphasizing credibility
• Strive to build a stronger
relationship with the media
beyond work
• Foster two-way-partnership
communication between TPM
and the stakeholders
• Reaching out indirectly to
potential tenants (anchor
tenants & SMEs/startups)
through subtle PR strategies
• Expand outreach &
demographics with visibility and
presence including rural
communities
• Indoctrinate TPM’s role and
goals amongst existing &
potential tenants
• For SME/Start-ups:
Support activities involving
entrepreneurships
• For established/international
companies:
Shifting the current mindset of
TPM from an office space
provider to a reputable
organization offering premium
value in workspace business
solutions
• Emphasize on TPM’s track
record and strategic goals
amongst potential tenants &
targeted audience
• Framing discussions on topics
and issues that are beneficial
to TPM
• Flaunt what we have done
instead of reassuring what can
be done (reviews /
testimonials)
• Share trends and success
stories regularly
THE OBJECTIVES
(Strategic Directions & Positioning)

11. THEPHASES
Building
CREDIBILITY
Step 2
To build TPM’s credibility and
presence predominantly in
the social media space,
traditional and online media.
Agency’s to ensure that the
conversations, topics, and
coverages highlight TPM as a
market driven, agile and
trustworthy organization.
Ensuring prolonged
SUSTAINABILITY
Step 3
To showcase success stories
and TPM as the driving force
behind it.
This works concurrently with
other media activities.
THE
GOAL
6 months 6 months 6 months
Creating
VISIBILITY
Step 1
To create awareness &
visibility of TPM, focusing
on its roles and emphasis
on its value-driven
business offerings and
solutions.
THEPHASES

12. THETOOLS • NON MEDIA + MEDIA TOOLS - Combining non-media and media tools within a calendar of milestones,
events and media opportunities in reaching out to the public.
• STRATEGY - The strategy is to set brand positioning and brand recognition in the minds of the target
audience which will translate to positive support for TPM.
• KEY MESSAGE – Use only one main key message in all written and verbal communications, the agency
will inculcate, emphasize and repeat the key message in media invitations, news releases, fact sheets
and verbal communications.
• PROMPT RESPONSE - Ensure prompt reply to any media enquiries and/or incidents.
• GETTING THE FACTS RIGHT – Leverage the relationship with the media by getting them to send us the
first cut of the write up, thus allowing us to control the flow of the article.
• KNOWING THE TREND - Be updated in the current news and hype to find opportunities in supporting
key moments. Appearing in most read topics to create brand visibility.
• TAILORED PRESS MATERIALS - Translate the press materials for the ease of all media and altering
angles to appear practical to selected desk. Eg: To prepare 2 press releases for each event, 1 with
business angle to suit the news and business desk and 1 with lifestyle angle. Each news release will
have an English and Bahasa Malaysia version.
• APPEAL TO SMES/STARTUPS- Frame the discussion to appear natural but subtly slot in the support for
this particular audience
THETOOLS

13. THE
CALIBRATION
WHAT
WE DO
WHY
WE DO
HOW
WE DO
WHAT
TO ACHIEVE MATRIX
1. Media luncheons
2. Media relations
outreach:
• One-on-One
interviews
• Media briefings
• Press conferences /
Media
announcements
• Talking points for
spokesperson
• Infographics
• Newspaper columns
• Media engagement
events
• Series of articles on
success stories
• Positive buzz on
TPM (online &
offline)
• Building good
relationships
between key
editorial members
• Expand coverage in
various media
including key
dailies, online,
magazine and
broadcast media
• Instill key messages
in all means of
communications
(online and offline)
• Have strong
relationships with
media = our key
conduit
• Positive tone of
reporting in all
solicited coverage
• Outline mutual
understanding with
entrepreneurs to be
part of the success
stories
• Target audience
are aware of
redirection
exercise
• Key messages
reflected in all
media coverage
and social media
campaigns
• Success stories
mentioning TPM
THECALIBRATION
PRValuegenerated

14. RETURN OF
INVESTMENT
Visibility reflects market outreach: By combining total number of printed newspaper circulation, total number
of replica online newspaper(digital copy) and total number of viewership for TV appearance and the total
number of listenership for radio interview program, we concluded TPM’s objectives achieved with great
success.
Quality of management: This results also further explained the future market-share/profitability relationship is
the reflection of a common underlying factor: the quality of management. Good managers (including, perhaps,
lucky ones!) are successful in achieving high shares of their respective markets by diversifying their marketing
programs which are also indirectly gives a new experience and enhanced their skill in controlling costs, getting
maximum productivity from employees, and so on. Moreover, once a business achieves a leadership position in
the market — possibly by developing a new field — it is much easier for it to retain its lead than for others to
catch up.
QUALITY OF MANAGEMENT
PR CAMPAIGN
THE MEASUREMENT & ITS IMPACT

15. PUBLIC RELATIONS
THE MEASUREMENT &
ITS IMPACT

16. No. MEDIA PUBLISHED TOPICS
ADVERT
COST (RM)
CIRCULATION/ No. Of
Copies
1 Utusan
Malaysia
TPM Peruntuk RM2 juta
Dana TFF
9,700.00 112,050
(ABC Jul – Dec 17)
2 The Sun Daily TPM comes of age 13,000.00 307,785
(ABC Jul – Dec 17)
3 Harian Metro TPM Peruntuk RM2 juta
Dana TFF
8,000.00 112,705
4 The Edge
Online
TPM Sharing Business
Insights 2017/2018
20,000.00 25,785
(ABC Jul – Dec 17)
5 Focus
Malaysia
TPM to help ease SME’s
financing woes
7,520.00 40, 246
(ABC Jan – Dec 17)
6 Sinar Harian TPM Peruntuk RM2 juta
Dana TFF
7,168.00 160,000
TOTAL 65,388.00 758, 571
Remarks:
1. These values above taken from Media
Buy Advertisement Agency. Based on
merits calculation, the data obtained is
analysed and conclusions are drawn
which are extrapolated to the price per
column and media circulations in the
market.
2. The number of circulations data for
FOCUS MALAYSIA taken from the
reports provided by Audit Bureau of
Circulations Malaysia. The report is
from Jan 2017 to December 2017 (
http://www.focusmalaysia.my/ABC.asp
x).
3. The other newspapers data derived
from the reports provided for July 2017
to December 2017.
PRGENERATEDVALUEANALYSIS
OVERALL TOTAL PR VALUE RM 124,736.00
BUDGET ALLOCATED RM 90,000.00
COST SAVING RM 34,736.00

17. No. MEDIA PUBLISHED TOPICS
ADVERT COST
(RM)
VIEWERSHIP
1 NTV7 Evening
News
TPM Business Centre
for tech companies
30,000.00 Est. 240,000 ( 6% from 4M
viewership)
2 Selamat Pagi
Malaysia
Peranan TPM dan bajet
2018
12,000.00 Est. 750,000 viewers
3 Bernama Live
Interview Nine11
Peranan TPM dalam
industri teknologi
8,000.00 Est. 500,000.00 viewers
TV ADS COST 50, 000.00 Overall est. viewership
1,490,000
4 Traxx FM
Exclusive Radio
Interview
TPM’S role in
technology
development in
Malaysia & Budget
2018
7,800.00 6.3% from 75% ( 16.4M) of
the people read or interact
(comment/share) with a radio
station’s/ show’s/presenter’s
social media page at a
frequency of several times a
week.
Total listeners 1,033,200
5 EFM Podcast
Interview
TPM’S role in
technology
development in
Malaysia & Budget
2018
1,548.00 Est .10.6% from overall radio
listenership of 75% in 2017
Total podcast listeners
1,738,400
TOTAL ADS COST 59, 348.00 Overall listenership
2,771,600
Remarks:
1. These values taken from Media
Agency Rate Card. Based on merits
calculation (the data obtained is
analysed and conclusions are drawn
which are extrapolated to the price
per column and media circulations in
the market.
2. The number of circulations data for
FOCUS MALAYSIA taken from the
reports provided by Audit Bureau of
Circulations Malaysia. The report is
from Jan 2017 to December 2017(
http://www.focusmalaysia.my/ABC.a
spx).
3. The other newspapers data derived
from the reports provided for July
2017 to December 2017.
PRGENERATEDVALUEANALYSIS
OVERALL TOTAL PR VALUE RM 124,736.00
BUDGET ALLOCATED RM 90,000.00
COST SAVING RM 34,736.00

18. REPLICA ONLINE NEWSPAPER (DIGITAL COPY) PUBLISHED TOPICS
READERSHIP BASED
ON PRICE BAND
2017 (AVERAGE)
http://www.focusmalaysia.my/Enterprise/technology-park-to-
help-ease-smes-financing-woes
Technology Park to help ease SMEs’ financing
woes
74, 323
https://www.facebook.com/search/top/?q=Focus%20Malaysi
a%20financing%20woes
Technology Park to help ease SMEs’ financing
woes
https://www.thesundaily.my/archive/technology-park-
malaysia-comes-age-CTARCH448822
TPM comes of age 11, 565
http://www.theedgemarkets.com/content/technology-park-
malaysia-share-insights-20172018-business-goals
TPM sharing business insights 2017/2018 86, 657
https://www.pressreader.com/malaysia/harian-
metro/20170526
TPM Peruntuk RM2 juta Dana TFF 74, 323
http://www.tpm.com.my/wp-
content/uploads/2018/12/26Mei2017-HarianMetro.pdf
TPM Peruntuk RM2 juta Dana TFF
No record/
Internal circulation
http://www.tpm.com.my/wp-
content/uploads/2018/12/26Mei2017-SinarHarian.pdf
TPM Peruntuk RM2 juta Dana TFF
No record/
Internal circulation
TOTAL ONLINE READERSHIP BASED ON PRICE BAND 2017 246, 868
PRGENERATEDVALUEANALYSIS
OVERALL TOTAL PR VALUE RM 246,868.00
BUDGET ALLOCATED RM 90,000.00
COST SAVING RM 156,868.00

19. Astro V Buzz broadcast
(19 Jul 2017@10pm)
Astro V Buzz broadcast
(18 Oct 2017@10pm)
Astro V Buzz broadcast
(20 Dec 2017@10pm)
Astro V Buzz broadcast
(24th Jan 2018@10pm)
ASTRO
VINMEEN
CHANNEL 231
KEY SIGNATURE
PROGRAMMES:
V’BUZZ
VALLAVAR
SMART WHEEL
VIEWERSHIP:
MONTHLY NET REACH
(AVE. PAST 9 MONTHS)
670,333.00
ADDITIONAL PUSH FACTOR 670,333.00 VIEWERSHIP
VIEWERSHIP
Source: Kantar Media DTAM, Individual
(Total Universe: 15,245K, Jan-Sept ‘17)

20. WAS CAMPAIGN PROGRAM WITHIN BUDGET?
PR EVALUATION REPORT

21. RM124,736
RETURN OF INVESTMENT
RM5,267,039 exposure
RETURN OF EXPECTATIONRETURN OF
INVESTMENT
VALUE FOR
MONEY
GREAT
EXPOSURE
PR CAMPAIGN
THE MEASUREMENT & ITS IMPACT

22. VALUE FOR
MONEY
Technically, if we compare the budget allocated for this campaign (Rm90,000.00)
with the cost value for advertisement placement in newspapers, TV ads and
Radio ads (RM124, 736.00) , the overall total value spent is less than the actual
cost value payable for this campaign.
BALANCING COSTS AND BENEFITS
GREAT
EXPOSURE SETTING MARKET-SHARE GOALS
The return of expectation with total of 5,267,039 exposure in all media platforms
showed it is highly likely that the campaign had reached a tremendous share of
maximum exposure.
PR CAMPAIGN THE MEASUREMENT & IT’S IMPACT

23. THANK YOU
w e c o m m u n i c a t e d i f f e r e n t l y