Unilever Indonesia Foundation 10th anniversary media coverage and PR value
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Transcript of Unilever Indonesia Foundation 10th anniversary media coverage and PR value
10th Anniversary
Unilever Indonesia FoundationMedia Coverage and PR Value
April - December 2010
Prepared by Stratcom for Unilever
Indonesia Foundation
Background
• PT Unilever Indonesia Tbk, which has been operating in Indonesia
for more than 77 years, is committed in creating a better future in the
community.
• Established 10 years ago, Yayasan Unilever Indonesia (Unilever
Indonesia Foundation) operates under the three pillars that focus on
environmental programs, public health education, as well as
promoting small and medium-sized businesses.
• Yayasan Unilever Indonesia also want to invite the community to
pledge to take a small yet inspirational step to make positive
changes in their everyday lives and inspire others to do the same.
Background
• This document presents a nine-month report of Yayasan UnileverIndonesia (YUI) ’ s public and media relations conducted byStratcom Indonesia
• Purpose of Review:
Evaluate all PR activities accomplished
Find out where we are to date
Discover where we are heading
• Media coverage analysis was carried out using qualitative and
quantitative measurement of media clippings from April – December
2010
Communication Objectives
To increase the community’s
awareness that PT Unilever Indonesia has been carrying
out social responsibility
activities in the social, economic
and environmental fields
To invite the community to
pledge to take a small yet
inspirational step to make positive
changes in their everyday lives and inspire others to do
the same
Executive Summary
• YUI has built good media relations with targeted publications including
general, business, parenting, teens, health, and women’s publications. This is
indicated by continuous YUI’s articles appeared in the publications throughout the
period. From April – December 2010 out of 32 media events, Yayasan Unilever
Indonesia has received 366 direct mention articles and 3 unbranded articles.
• YUI has built strong appearance in various publications including
general, business, health, teens, women and parenting publications, as indicated by
the stable number of media coverage with an average of 40 articles per month.
• The frequent publications, including Kompas, Antara, Harian Pelita, HE
Neraca, Seputar Indonesia, and Investor Daily
• These articles worth a commercial value of Rp 16,670,935,000 (USD 1,938,480).
With a media campaign investment of Rp 708,310,687 (USD 82,362) (executive
fee, OOPE, third party cost)This is a 2,254 percent return on investment or more
than 22 times.
• Key message inclusion are outstanding for the overall events with the score of 9.07
SMALL MEDIA AUDIT
In the end of the program period, Stratcom conducted small media
audit to journalists from six media in order to find out their opinion
and perception about YUI. Those media were Media Indonesia,
Republika, Koran Seputar Indonesia, Jurnal Nasional, Pelita, and
Antara. The result from the media audit can be used as point of
improvement in the future.
WHAT THEY SAY ABOUT YUI IN GENERAL
“Lingkup kegiatan YUI
adalah untuk
menginspirasi &
merubah masyarakat
membawa perubahan
yang lebih baik dalam
aspek
lingkungan, sosial, dan
ekonomi.” Evi, Harian
Umum Pelita.
“Sebuah yayasan
yang menangani
kegiatan CSR PT
Unilever.”
Nunik, Jurnal
Nasional.
“YUI memiliki 4 tugas
pokok di bidang
kesehatan, lingkunga
n, pertanian dan
bantuan
kemanusiaan.”
Wisnu, Media
Indonesia.
“Kegiatan YUI
umumnya merupakan
kegiatan yang
berkaitan dengan
tanggung jawab
masyarakat.”
Inggrid, Koran
Seputar Indonesia.
“YUI memberikan
bantuan sosial
mengenai
pengetahuan makanan
sehat dan
bergizi, AIDS, lingkung
an sosial dan anak.”
Desy, Republika
“Saya lebih banyak
mengetahui Unilever
secara korporat
dibandingkan YUI
secara khusus”
Arief, ANTARA
ISSUES RELATED TO YUI
The most popular YUI issues are: plastic waste recycling through Trashion program, black
soy bean farmers empowerment, public health and nutrition, campaign to stop hunger,
Stop AIDS movement, and global warming campaign through Langkah Kecil program.
IMAGE ABOUT YUI
YUI through its social activities has created a very good image in the society. YUI is seen
as a part of PT Unilever Tbk.
YUI PERFORMANCE COMPARED TO CSR FOUNDATIONS OWNED BY CONSUMER GOODS
COMPANIES
The media is aware that the other consumer goods companies have similar CSR activities
with YUI, for example Kimberly Clark, Johnson & Johnson, Coca Cola, Nestle, Frisian Flag,
Danone Aqua, Indofood, Sampoerna and Djarum. However, YUI stands out among the
other companies in terms of CSR activities since it has uniqueness which distinguish it
from what other companies do. The uniqueness comes from YUI four pillar programs.
Key Findings
Key Findings
YUI CONTRIBUTION TO THE SOCIETY
The media think that YUI gives big contribution to the society. However, there is still many
rooms for improvement such as to increase the information and publication, to escalate its
activities coverage to other areas, to keep its sustainability, and to increase the CSR
budget. YUI also needs to reach out to urban people living in slum area and to find out the
best practice to encourage them in participating YUI activities.
YUI INTERACTION WITH THE MEDIA
YUI is opened for any information and let the media ask any questions related to YUI
activities whenever the media forum or press conference being held. The media also often
get additional information from Stratcom.
Activities RecapApril – December 2010
ACTIVITIES RECAP (YUI Overall)
YUI 10th Anniversary Media
Launch and Exhibition on April
7-11, 2010
ACTIVITIES:
• Media conference
• Event management
• Concept development, execution for exhibitions
RESULT
• The media launch attended by 35 media
• The Duta Aids Talk show attended by seven
media
• The Trashion Day Talk show attended by three
media
• Coverage appeared in 35 media
outlets, generating 39 direct mention articles
and 2 unbranded articles
• Commercial value of Rp 1,109,250,000 (USD
128,982)
• Return on Investment 680%
• Qualitative measurement 8.97 (very good)
ACTIVITIES RECAP (Environment Pillar)
Trashion Inacraft on April 25,
2010
ACTIVITIES:
• Development and distribution of photo
release (post-launch)
RESULT
• Coverage appeared in 3 media
outlets, generating 3 articles
• Commercial value of Rp
53,625,000, (USD 6,235)
• Return on Investment 496%
• Qualitative measurement 9.00
(outstanding)
ACTIVITIES RECAP (SME and PHE Pillar)
SME and PHE Media Trip to
Yogya and Pacitan on April
27-28, 2010
ACTIVITIES:
• Liaison with Antara Foto for the photo
journalists to be invited
• Two Stratcom staff members assisted the
trip
RESULT
• Attended by 22 journalists from 21
targeted media outlets
• Coverage appeared in 17 media
outlets, generating 28 articles
• Commercial value of Rp 1,489,865,000
(USD 173,240)
• Return on Investment 2,090 %
• Qualitative measurement 9.08
(outstanding).
ACTIVITIES RECAP (Environment Pillar)
Makassar Green and Clean
on May 2, 2010
ACTIVITIES:
• Photo release dissemination
RESULT
• Coverage appeared in 5 media outlets
and generated 7 articles
• Commercial value of Rp 172,925,000
(USD 20,107)
• Return on Investment 1,821 %
• Qualitative measurement 9.25
(outstanding)
ACTIVITIES RECAP (YUI Overall)
Employee Volunteerism Kick
Off on May 17, 2010
ACTIVITIES:
• Photo release dissemination
RESULT
• Coverage appeared in 2 media outlets
and generated 2 articles
• Commercial value of Rp 30,000,000
(USD 3,488)
• Return on Investment 567 %
• Qualitative measurement 9.63
(outstanding)
ACTIVITIES RECAP (PHE Pillar)
Media Visit Jakarta Stop
AIDS on May 26, 2010
ACTIVITIES:• Liaise with Yayasan Cinta Anak Bangsa for
program information
• Liaise with Antara for photo competition.
• Accommodated media queries during event
• Two Stratcom staff members assisted the event
RESULT • Attended by eight targeted media
• Coverage appeared in 9 media outlets and
generated 10 articles
• Commercial value of Rp 322,537,500 (USD
37,504)• Return on Investment 6,352%
• Qualitative measurement 9.03 (outstanding)
ACTIVITIES RECAP (YUI Overall)
Humanitarian Aid in Padang
on May 27, 2010
ACTIVITIES:
• Photo release dissemination
RESULT
• Coverage appeared in 5 media outlets
and generated 6 articles
• Commercial value of Rp 90,000,000
(USD 10,465)
• Return on Investment 1,900 %
• Qualitative measurement 9.13
(outstanding)
ACTIVITIES RECAP (Environment Pillar)
Media Visit Jakarta Green
School on May 30, 2010
ACTIVITIES:
• Liaise with third party suppliers
(venue, photographer)
• Accommodated media queries during
event
• Four Stratcom staff members assisted
the event
RESULT
• Attended by 11 targeted media, both local
and regional
• Coverage appeared in 13 media
outlets, generating 13 articles
• Commercial value of Rp 526,400,000
(USD 61,209)
• Return on Investment 6.924%
• Qualitative measurement 8.65 (very
good)
ACTIVITIES RECAP (PHE and Environment Pillar)
PHE and Environment Media
Trip to Medan on June 7-8,
2010ACTIVITIES:
• Refinement of media kit
• Liaison with Antara Foto
• Assistance during media interview on site
• Development and distribution of photo
release (post-launch)
• Two Stratcom staff members assisted the
trip
RESULT
• Attended by 30 journalists from 26
targeted media outlets
• Coverage appeared in 30 media
outlets, generating 41 articles
• Commercial value of Rp 1,788,687,500
(USD 207,987)
• Return on Investment 1,943%
• Qualitative measurement 8.87 (very
good)
ACTIVITIES RECAP (Environment Pillar)
Jakarta Green And Clean on
June 27, 2010
ACTIVITIES:
• Photo release dissemination
• Two Stratcom staff members assisted the
event
RESULT
• Coverage appeared in 1 media
outlet, generating 1 article
• Commercial value of Rp 15,000,000
(USD 1,744)
• Return on Investment 67%
• Qualitative measurement 9.25
(outstanding)
ACTIVITIES RECAP (YUI Overall)
June Media Relations
ACTIVITIES:
• Story pitch and assisting in media queries
RESULT
• Coverage appeared in 1 media
outlet, generating 1 article
• Commercial value of Rp 195,000,000
(USD 22,674)
• Return on Investment 2,067%
• Qualitative measurement 8.50 (very
good)
ACTIVITIES RECAP (SME Pillar)
Pacitan Farmer Field Day on
July 12, 2010
ACTIVITIES:
• Media release and Photo release
dissemination
RESULT
• Coverage appeared in 15 media
outlets, generating 16 articles
• Commercial value of Rp 346,610,000
(USD 40,303)
• Return on Investment 5,677%
• Qualitative measurement 8.83 (very
good)
ACTIVITIES RECAP (YUI Overall)
Pengalengan Humanitarian
Aid July 23, 2010
ACTIVITIES:
• Photo release dissemination
RESULT
• Coverage appeared in 5 media
outlets, generating 5 articles
• Commercial value of Rp 88,012,500
(USD 10,234)
• Return on Investment 1,367 %
• Qualitative measurement 9.25
(outstanding)
ACTIVITIES RECAP (YUI Overall)
July Media Relations
ACTIVITIES:
• Story pitch and assisting in media queries
RESULT
• Coverage appeared in 1 media
outlet, generating 1 articles
• Commercial value of Rp 15,000,000
(USD 1,744)
• Return on Investment 150 %
• Qualitative measurement 9.25
(outstanding)
ACTIVITIES RECAP (YUI Overall)
One Million Safe Schools
and Hospitals Campaign on
July 29, 2010
ACTIVITIES:
• Media invitation
• Photo release dissemination
• Three stratcom staff members assisted
the press conference
RESULT
• Coverage appeared in 16 media
outlets, generating 18 articles
• Commercial value of Rp 520,290,000
(USD 60,499)
• Return on Investment 8,527%
• Qualitative measurement 9.25
(outstanding)
ACTIVITIES RECAP (PHE Pillar)
Jakarta Stop AIDS
Ambassador Gathering on
August 6, 2010
ACTIVITIES:
• Refinement of media kit
• Assistance during media interview on site
• Three Stratcom staff members assisted
for the even
RESULT
• Attended by 13 journalists from 13
targeted media
• Coverage appeared in 13 media
outlets, generating 13 articles
• Commercial value of Rp 938,900,000
(USD 109,174)
• Return on Investment 15,548%
• Qualitative measurement 9.42
(outstanding)
ACTIVITIES RECAP (SME Pillar)
Kaliboja CSR Day on August
9, 2010
ACTIVITIES:
• Media release and Photo release
dissemination
RESULT
• Coverage appeared in 10 media
outlets, generating 10 articles
• Commercial value of Rp 159,300,000
(USD 18,523)
• Return on Investment 2,555%
• Qualitative measurement 9.18
(outstanding)
ACTIVITIES RECAP (YUI Overall)
Breaking-the-fast with media
on August 30, 2010
ACTIVITIES:
• Development of media list
• Development of media
invitation, distribution and media follow-
up
• Assistance during media interview on site
• Four Stratcom staff assisted for the event
RESULT
• Stratcom managed to secure 32
journalists from 25 targeted media
ACTIVITIES RECAP (YUI Overall)
September Media Relations
ACTIVITIES:
• Story pitch and assisting in media queries
RESULT
• Coverage appeared in 3 media
outlets, generating 3 articles
• Commercial value of Rp 1,446,850,000
(USD 168,238)
• Return on Investment 15,976 %
• Qualitative measurement
9.75(outstanding)
ACTIVITIES RECAP (SME Pillar)
Ngawi Harvest Day on
September 22, 2010
ACTIVITIES:
• Photo release dissemination
RESULT
• Coverage appeared in 14 media
outlets, generating 16 articles
• Commercial value of Rp 308,900,000
(USD 35,919)
• Return on Investment 3,332%
• Qualitative measurement 9.20
(outstanding)
ACTIVITIES RECAP (Environment Pillar)
Ganesha Green Fest Media
Trip to Bandung on
September 24, 2010
ACTIVITIES:
• Refinement of media kit
• Assistance during media interview on site
• Two Stratcom staff assisted the trip
RESULT
• Attended by 20 journalists from 20
targeted media outlets, both local and
regional
• Coverage appeared in 18 media
outlets, generating 19 articles
• Commercial value of Rp 425,082,500
(USD 49,428)
• Return on Investment 551%
• Qualitative measurement 8.74(very
good)
ACTIVITIES RECAP (YUI Overall)
October Media Relations
ACTIVITIES:
• Story pitch and assisting in media queries
RESULT
• Coverage appeared in 4 media
outlets, generating 6 articles
• Commercial value of Rp 829,400,000
(USD 96,442)
• Return on Investment 13,723%
• Qualitative measurement 9.50
(outstanding)
ACTIVITIES RECAP (PHE Pillar)
Jawa Timur Stop AIDS on
October 9, 2010
ACTIVITIES:
• Development of media list (local media)
• Development of media kit
• Development and distribution of photo
release (post-launch)
RESULT
• Coverage appeared in 2 media
outlets, generating 2 direct mention
articles and 1 unbranded article
• Commercial value of Rp 73,500,000
(USD 8,547)
• Return on Investment 1,125%
• Qualitative measurement 8.88 (very
good).
ACTIVITIES RECAP (Environment Pillar)
Trashion Design Contest on
October 10, 2010
ACTIVITIES:
• Development of media list (local and
national media)
• Development of media kit
• Distribution of photo release
• Three Stratcom staff members assisted
the trip to Bandung
RESULT
• Attended by 2 bloggers and 17 journalists
from 17 targeted media outlets, both local
and regional
• Coverage appeared in 17 media
outlets, generating 18 articles
• Commercial value of Rp 1,375,687,500
(USD 159,964)
• Return on Investment 1,664 %
• Qualitative measurement 9.22
(outstanding)
ACTIVITIES RECAP (PHE Pillar)
World Food Week on
October 14, 2010
ACTIVITIES:
• Development of media list
• Development of media kit.
• Assistance during media interview on site
• Development and distribution of photo
release (post-launch)
• Two Stratcom staff members assisted the
event
RESULT
• Attended by 9 journalists from 9 targeted
media outlets.
• Coverage appeared in 16 media
outlets, generating 17 articles
• Commercial value of Rp 673,782,500
(USD 78,347)
• Return on Investment 10,791%
• Qualitative measurement 9.16
(outstanding)
ACTIVITIES RECAP (SME Pillar)
Nganjuk Harvest Day on
October 19-20, 2010
ACTIVITIES:
• Development of media list
• Development of media kit.
• Assistance during media interview on site
• Distribution of photo release (post-launch)
• Two Stratcom staff members assisted the
event
RESULT
• Attended by 12 journalists from 12
targeted media outlets, both local and
regional
• Coverage appeared in 21 media
outlets, generating 25 articles
• Commercial value of Rp 745,812,500
(USD 86,722)
• Return on Investment 919%
• Qualitative measurement 8.97 (very
good)
ACTIVITIES RECAP (Environment Pillar)
Climate Change Training
November 01, 2010
ACTIVITIES:
• Photo release dissemination
RESULT
• Coverage appeared in 3 media
outlets, generating 3 articles
• Commercial value of Rp 45,000,000
(USD 5,233)• Return on Investment 400 %
• Qualitative measurement 8.50 (very
good)
ACTIVITIES RECAP (YUI Overall)
November Media Relations
ACTIVITIES:
• Story pitch and assisting in media queries
RESULT
• Coverage appeared in 7 media
outlets, generating 10 articles
• Commercial value of Rp 2,139,750,000
(USD 248,808)
• Return on Investment 23,675%.
• Qualitative measurement 9.70
(outstanding)
ACTIVITIES RECAP (Environment Pillar)
Bandung Green & Clean on
December 4, 2010
ACTIVITIES:
• Development of media list (local media)
• Development of media
invitation, distribution and media follow-
up
• Development of media kit
• Development and distribution of photo
release (post-launch)
RESULT
• Coverage appeared in 4 media
outlets, generating 4 articles
• Commercial value of Rp 60,000,000
(USD 6,977)
• Return on Investment 900 %
• Qualitative measurement 8.88 (very
good)
ACTIVITIES RECAP (PHE Pillar)
Healthy Market and Village
in Yogya on December 1,
2010
ACTIVITIES:
• Photo release dissemination
RESULT
• Coverage appeared in 8 media
outlets, generating 8 articles
• Commercial value of Rp, 152,437,500
(USD 17,725)• Return on Investment 2,441 %
• Qualitative measurement 9.53
(outstanding).
ACTIVITIES RECAP (YUI Overall)
YUI Anniversary Big Bang
on December 15, 2010
ACTIVITIES:
• Development of media list
• Dissemination of VIP invitation
• Development of media kit
• Assistance during media interview on site
• Four Stratcom staff members assisted
the event
RESULT
• Attended by 31 journalists from 30
targeted media
• Coverage appeared in 11 media
outlets, generating 14 articles
• Commercial value of Rp 386,610,000
(USD 44,955)
• Return on Investment 491 %
• Qualitative measurement 9.20
(outstanding).
ACTIVITIES RECAP (Environment Pillar)
Jakarta Green and Clean
Award on December 15,
2010
ACTIVITIES:
• Development of media list
• Development of fact sheet
• Photo release dissemination
• Four Stratcom staff members assisted
the event
RESULT
• Coverage appeared in 7 media
outlets, generating 7 articles
• Commercial value of Rp 161,220,000
(USD 18,747)• Return on Investment 2,587 %
• Qualitative measurement 9.57
(outstanding)
ACTIVITIES RECAP (YUI Overall)
Unbranded Articles
ACTIVITIES:
• Development of media list
• Development of fact sheet
• Photo release dissemination
• Four Stratcom staff members assisted
the event
RESULT
• Appeared in 3 media outlets, generating
3 articles
• Two articles discusses about Farhan’s
small inspirational steps, and one article
discusses about the number of people
living with HIV/AIDS in Madiun, East
Java
• Commercial value of Rp 95,250,000
(USD 11,076)
• Qualitative measurement 6.25
(improvement needed)
Media Coverage Analysis
• Out of 32 media events, Yayasan Unilever Indonesia has generated 366
direct mention articles from 126 publications
• All articles appeared in positive tone
• PR commercial value reached Rp 16,670,935,000 (USD 1,938,481)
• Return On Investment of 2,254 percent or more than 22 times.
• Total key message inclusion for the overall events is 9.07(out of a score of
10) which means outstanding.
RESULT HIGHLIGHTS
RESULT HIGHLIGHTS
• During April – December 2010, SME Pillar has received 96 direct mention articles
These articles worth a commercial value of Rp 3,463,387,500 (USD 402,719) With a media
campaign investment of Rp 157,658,858 (USD 18,332) (executive fee, OOPE, third party
cost)This is a 2,097 percent return on investment or more than 20 times.
Total key message inclusion is 9.08 (out of a score of 10) which means outstanding
Top activity: Nganjuk Harvest Day received 25 direct mention articles
• During April – December 2010, PHE Pillar has received 96 direct mention articles
These articles worth a commercial value of Rp 5,173,195,000 (USD 601,534) With a
media campaign investment of Rp 137,959,504 (USD 16,042) (executive fee, OOPE, third
party cost) This is a 3,650 percent return on investment or more than 36 times.
Total key message inclusion is 9.13 (out of a score of 10) which means outstanding
Top activity: Hand Washing Day in Medan received 33 direct mention articles
• During April – December 2010, Environment Pillar has received 99 direct mention articles
These articles worth a commercial value of Rp 5,005,190,000 (USD 581,999) With a
media campaign investment of Rp 313,490,025 (executive fee, OOPE, third party cost) This
is a 1,497 percent return on investment or more than 14 times.
Total key message inclusion is 9.01 (out of a score of 10) which means outstanding
Top activity: Ganesha Green Fest in Bandung received 19 direct mention
articles
RESULT HIGHLIGHTS
• During April – December 2010, Humanitarian Aid has received 29 direct mention articles
These articles worth a commercial value of Rp 698,302,500 (USD 81,198) With a media
campaign investment of Rp 16,500,000 (USD 1,919) (executive fee, OOPE, third party cost)
This is a 4,132 percent return on investment or more than 41 times.
Total key message inclusion is 9.31 (out of a score of 10) which means outstanding
Top activity: Safe School Hospital Campaign received 18 direct mention articles
• During April – December 2010, there are 45 Other Articles that discusses the YUI Kick Off
event, Employee volunteerism, Climate Change Training, YUI Big Bang event, and YUI profile
These articles worth a commercial value of Rp 2,330,860,000 (USD 271,030) With a media
campaign investment of Rp 116,701,300 (USD 13,570) (executive fee, OOPE, third party
cost) This is 1,897 percent return on investment or more than 18 times.
Total key message inclusion is 9.12 (out of a score of 10) which means outstanding
Top activity: YUI Kick Off event received 23 direct mention articles
Total Pillar Mention
SME PHE Environment Humanitarian Aid
Others
9.08outstanding
9.13outstanding
9.01outstanding
9.31outstanding
9.12 outstanding
All pillar received outstanding score
SME PHE Environment Humanitarian Aid Others
97articles
96articles
99articles
29articles
45articles
Environment pillar received
the most coverage
Total Pillar Mention
SME PHE Environment Humanitarian Aid
Others
USD 402,719
USD 601,534 USD 581,999
USD 81,198
USD 271,030
SME PHE Environment Humanitarian Aid
Others
2,097%
3,650%
1,497%
4,132%
1,897%
Humanitarian Aid received the highest ROI
PHE pillar received
the highest commercial value
RESULT HIGHLIGHTS ANALYSIS
• PHE pillar received the highest ROI compared with the SME and Environment pillar
because most of PHE events were held in Jakarta. The PHE out of town event
usually held along with other pillars activities therefore the cost can be reduced.
• The PHE pillar coverage on the Jakarta Stop AIDS program also appeared twice in
Kompas therefore boosting the commercial value for Rp 1,479,600,000 (USD
172,047)
• Environment pillar received the lowest ROI compared with the SME and PHE pillar
because it had held two out of town event in Bandung, focused only on the
Environment Pillar therefore the cost can not be shared with other pillars.
• The Environment Pillar received most coverage from the Ganesha Green Fest event
because it was a Bandung local event and a lot of Bandung local media wrote about
the event. The Trashion Design Contest event did not received as much coverage
because the event was overshadowed by the Pasar Seni ITB event
RESULT HIGHLIGHTS ANALYSIS
• SME pillars received many coverage from media visit events to local area because
the journalists could meet the beneficiaries in person and had a lot of angles for their
stories
• Humanitarian Aid received the highest ROI compared with all other pillars because
the coverage was a result of photo release dissemination and Stratcom executives
assisting the event
• Safe School and Hospital Campaign received the most coverage from Humanitarian
Aid because it has a strong news value as a part of the World Disaster Risk
Reduction Campaign held by United Nations International Strategic for Disaster
Reduction (UNISDR) and also the event was attended by ministers
• A lot of story pitch articles appeared at the end period of the writing compilation
because the journalists were waiting to have complete information and wrote a
timeless news
Number Of Direct Mention Articles
PHE and Medan Green and
Clean Media Trip
Trashion Design Contest, World Food
Week celebration, and Nganjuk
Harvest Day
4543
49
28
3432
70
3033
2
April May June July August September October November December January
No media
event, coverage that
appear were from YUI
Big Bang and
Nganjuk Harvest Day
Pillar Mention per Month
PHE Media Trip to Medan
on June 7-8, 2010 Trashion Design
Contest, World Food
Week celebration, and
Nganjuk Harvest Day
April May June July August September October November December January
1112
0
14
11
13
26
9
01
3
8
33
5
11
5
15
8 8
0
10
14 14
4
0
7
27
1112
00
32
5
12
7
0 0 0 0
21
6
0 0 0 0
2 2
13
1
SME
PHE
Environment
Humanitarian Aid
Others
YUI Kick off
on April 7-
11, 2010
One Million Safe Schools
and Hospitals Campaign
on July 29, 2010
Tone of Article
Positive Neutral Negative
366 articles
00
All articles appeared in positive tone
Type of Publications
• Most of the articles appeared in online publication due to many YUI
photo release dissemination which can be accommodated by online
media which has flexibility in time and space compared with print
publications which has those limitations
35 coverage10%
117 coverage32%
203 coverage55%
10 coverage3%
1 coverage0,01%
Magazine
Newspaper
Online
Tabloid
Radio
Photo
73%
27%
Photo Non-photo
82%
18%
Color B&W
• Most of the coverage put photo in the article because YUI usually
disseminate photo release for events that not being covered by the
media
• Most of the photos appeared in online publication therefore they were in
color
STRATCOM Agency ACHIEVEMENT
• Shift of paradigm among journalists
• Balance coverage among all pillars – lead by Environment pillar
• All coverage are generated from YUI driven events
• Most coverage have nationwide impact – appear in nation-wide
publications
Thank You