MEDIA KAMPANYE PR KONVENSIONAL, MONITORING EVALUASI DAN STUDI KASUS KAMPANYE PR
DOI:
https://doi.org/10.61722/jaem.v3i2.11022Keywords:
Public Relations, pr campaign, conventional campaign media, monitoring and evaluation, organizational communicationAbstract
Public Relations (PR) is a management function that plays an important role in building and maintaining harmonious relationships between organizations and their publics. One of the main activities of PR is communication campaigns, which aim to increase public awareness, shape public opinion, and encourage behavioral change. This study aims to analyze conventional PR campaign media, the monitoring and evaluation process of campaigns, and their implementation through a Public Relations campaign case study. The research employed a qualitative method with a descriptive approach through a literature review. Data were collected from various sources, including books, scientific journals, articles, and previous studies relevant to the research topic. The findings indicate that conventional campaign media, such as brochures, posters, radio, television, and face-to-face communication, remain effective in delivering messages to the public. Monitoring and evaluation play a crucial role in measuring campaign success and providing a basis for future program improvement. The case study demonstrates that the success of a PR campaign is influenced by careful planning, appropriate media selection, stakeholder involvement, and continuous evaluation. Therefore, well-planned and measurable PR campaigns can enhance organizational communication effectiveness and generate positive impacts on society.
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