JAKARTA, PRINDONESIA.CO – According to Elizabeth Goenawan Ananto, the founder and Director of EGA Briefings, research is needed as preliminary information for design planning. Starting from finding out hoe interested the audience on the theme that we are raising, whether the message delivered is clear enough, the purpose of delivering the information-whether to inform the audience, changing behavior, or a form of the leader’s personal interest delivery. “These points are often ignored without us knowing. We only assumed and felt that the program was good,” Elizabeth said in front of the participants of the Executive Program in Strategic Communication in Jakarta in early July 2019.
Elizabeth continued that the benefits of research are huge, starting from information that is more transparent and detail, both in terms of reputation and the impact that can be felt by all stakeholders. In addition, PR becomes aware of all the weaknesses in the internal and external of the company, and PR can be more focused on the interests of the stakeholders rather than the shareholders. “We need support, especially when the company is facing a crisis. If we act transparent, then the impact will not be too bad,” she explained.
The mistake that often found is the event that is organized by PR often does not have a clear theme, immeasurable, irrelevant to the problems being faced by the company, or even activities that are just for fun. Thus, the expected behavior change becomes immeasurable.
Especially for companies/agencies that often hire event organizers (EO) as the event executor. Elizabeth emphasized that PR as the core holder, while EO acts as the executor. “It’s not the other way around. If deemed irrelevant, don’t surrender,” she emphasized.
Coming from the Problems
To determine the theme, Elizabeth advised that the theme should be based on problems or risks being faced by the company. While the event is only a means to reduce the gap between what is expected by the public and the company. Strive for an event that aims to change wrong perceptions to be right, and increase awareness. One thing to be emphasized, the flow of perception change always starts from negative to neutral, then positive.
Meanwhile, between research, measurement, and evaluation are a unity that must be carried out by PR starting from pre-research to post-research. “Data must be started and ended,” she said, while the measurement is an output/result. It can be measured by how many times the PR has run the program, how much, and how big the impact. How effective, efficient, interaction, knowledge, and understanding of the target audience is. Finally, the evaluation stage is in the form of an outcome that can be seen from how far the program’s successes, perceptions, beliefs, attitudes, and behavior changes.
Elizabeth explained several rules in PR research. First, conduct the research and then decide the program. Second, measure from the research, not the price. For example, it is better to organize an event every five years, but they are comprehensive, rather than too often. Third, dig up information. Fourth, use internal employees who are experienced in the field of research. Fifth, avoid myopia budget. Sixth, stay close in touch, especially for corporate/agency PR that use the services of consultants. Seventh, ready for action. Eight, open to all research results. Last, do not rely on the same research for some time to come because the condition of the company continues to change and develop. (ais)