Universities must regularly evaluate public relations programs to measure the achievements of public relations programs and review strategies that have been implemented. This was conveyed by the management of the Communication Science Education Association of PTMA Aswad Ishak when filling out the workshop on the Development of Public Relations Batch II of Muhammadiyah ‘Aisyiyah College (PTMA).
This workshop was held by the Higher Education Research and Development Council (Diktilitbang) of the Muhammadiyah Central Executive Thursday (4/8/22). “Public relations media must be able to do branding, marketing, and advertising on their respective campuses by having media, both tools, and media coverage,” he said.
There need to be clear guidelines in the campus public relations or public relations program. First, public relations objectives are parent/derived from organizational goals and then specific communication goals. This includes awareness, knowledge, understanding, belief, perception, attitude, and behavior change. “Campuses must routinely evaluate public relations programs to measure the achievements of public relations programs and review strategies that have been implemented,” he said.
Ishak added that with regular evaluations, you will get an overview of experiences/lessons learned from implementing the public relations program and become the material for the follow-up plan for the following public relations program. It is hoped that after attending the workshop, UMSU’s public relations program will progress.
