Title: Evaluation of Public Relations Management Performance for the 2010-2014 Period at Widya Mandala Catholic University Surabaya

Authors: Monica Ajeng Erwita

Item Type : Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

This study discusses the Evaluation of Public Relations Management Performance at Widya Mandala Catholic University. Public relations is the spearhead of an institution in shaping its image. The role of public relations is not merely a promotional tool but also to communicate the institution's values ​​to the public. So far, PR performance evaluation efforts have not been carried out and there is no measure of the extent to which programs created by the Public Relations Office are said to be successful. This study was conducted to focus more on long-term strategies. This research is an exploratory qualitative study. This research was conducted with the aim of increasing the effectiveness of a policy or program, based on feedback from people involved in the implementation of the program. The results of the study showed that activities aimed at the internal public have a relatively low internal effectiveness of 58.5% compared to the external public which is quite high at 92.4%. Public relations must provide appropriate program exposure and socialization to reach the target. Communication programs do not only run on one side, but must be both internal and external. Internal communication programs can build corporate culture, increasing a sense of pride in the corporation. Communication programs must be carried out continuously.

Keywords: public relations, public relations management, public relations performance evaluation

Sources: http://repository.unair.ac.id/39055/