1. Research Based PR & Marketing
Planning and Action
-. Brata T. Hardjosubroto
-. Silih Agung Wasesa
Indonesian Scouts Movement (Pramuka)
2. 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
3. Research: A systematic attempt to
provide answer to questions
Hypotheses are tested
Statements about suppossed
relationship between or
among variables
4. 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?
6. What Can Be Measured?
Measuring Scout’s
Relationship
Measuring Scout Feeling
Measuring Scout Attitude
7. 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.
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Note: This construct is ilustrative models that develop based on Fournier (1994)
8. 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.
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• 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.
9. 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
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10. 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.
11. Research Questions
What is the Problem?
Setting Objectives
What kind of
information is needed?
What specific target
respondents should be
researched?
12. 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.
14. 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.
15. 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)
16. How to Conduct
Research by Our Self?
Data Analytic and Interpretation (Short
findings into cohesive story line).
Draft Conclusion and implications
18. Pr & Marketing plan
Provides a coherrent
framework
Provides the
opportunity for
internal debate
Enables follow up,
monitoring and
evaluate
19. 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
20. planning document
Periode Year 1 Year 2 Year 3
Analyse the Launch new
Jan
situation process
Feb Monitor
March
etc...
22. Group Discussion
•Analyse the situation?
• Do we need research?
•What is the hypothesis?
•What is the solutions?
•What is the action plan?
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23. 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?
