Title: Evaluation of Public Relations Management Performance for the 2010-2014 Period Widya Mandala Catholic University Surabaya
Author: 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 research discusses the Evaluation of Public Relations Management Performance at Widya Mandala Catholic University. Public relations is the spearhead of the institution to shape the image of the institution. The role of public relations is not just a promotional tool but to communicate institutional values to the public. So far, efforts to evaluate PR performance have not been carried out and there is no measure of the extent to which the program created by the Public Relations Office can be said to be successful. This research was conducted to focus more on long-term strategies. This research is an exploratory qualitative research. This research is carried out with the aim of increasing the effectiveness of a policy or program, based on feedback from people involved in implementing the program. The results of the research carried out are that activities aimed at the internal public have internal effectiveness which tends to be low, namely 58.5% compared to the external public which is quite high at 92.4%. Public relations must provide appropriate program exposure and outreach to reach targets. The communication program does not only run on one side, but must run on both sides, namely internal and external. Internal communication programs can build corporate culture, increase a sense of pride in the corporation. Communication programs must be carried out on an ongoing basis.
Keywords: public relations, public relations management, public relations performance evaluation
Sources: http://repository.unair.ac.id/39055/
