MODEL-MODEL RISET DAN

EVALUASI PUBLIC RELATIONS

MODEL-MODEL PR
One-Way Two-Way
Press
Agentry/Publicit
y
Public
Information
Two Way
Asymmetric
Two-Way
Symmetric
Purpose Propaganda Dissemination
of information
Scientific
Persuasion
Mutual
Understanding
Organizational
Contribution
Advocacy Dissemination
of information
Advocacy Mediation
Nature Of
Communication
Comm. Model
One-way;
complete truth not
essential
Source ->
Receiver
One-way; truth
important
Source ->
Receiver
Two-way;
imbalanced effects
Source -> Receiver
feedback
Two-way;
balanced effects
Group -> Group

Nature of
Research
Little; counting
house
Little; readability
readership
Formative;
evaluative of
attitudes
Formative;
evaluative
understanding
THE PII MODEL
Sosial and Cultural Change
Number who repeat behavior
Number who behave as desired
Number who change attitudes
Number who change opinions
Number who learn message contents
Number who attend to messages and
activities
Number who receive messages and activities
Number of messages placed and activities
implemented
Quality of messages and activity presentation
Appropriateness of messages and activity content
Adequacy of background information base for designing
program


IMPACT
IMPLEMENTATION
PREPARATION
THE PR EFFECTIVENESS YARDSTICK
MODEL

ADVANCED
OUTPUT
INTERMEDIATE
Measuring :
Behavior change
Attitude Change
Opinion Change
Measuring :
Retention
Comprehension
Awarenes
Reception
Measuring :
Targeted Audiences
Impressions
Media placements
Level 3
Level 1
Level 2
THE CONTINUING MODEL OF PR
EVALUATION





Research
Objectives
set and
Effects
chosen
Strategy
Selection
Tactical
Choices
Effect
Multiple
Formal and
Informal
Analysis
STAYING
ALIVE
SUCCED
THE UNIFIED EVALUATION MODEL













Tactical Feedback
Management Feedback
Input Stage
Planning and Preparation

Effect Stage
Motivation and Behavior
Impact Stage
Awareness and Information
Output Stage
Messages and Targets
IPR PRE PROCESS
Audit
Where are
we now?
Setting
objectives
Where do we
want to be?
Strategy
& Plan
How do we
get there?
Ongoing
Measurement
How do we get
there?
Result &
Evaluatio
n
How did we
do?
The
PRE
Process