A SOCIAL MEDIA LEARNING “TREASURE WORKSHOP:

THE ROLE OF DIGITAL MEDIA AND TIKTOK IN OUR SOCIETY”

FOR TUNAS JAKASAMPURNA HIGH SCHOOL STUDENT IN BEKASI
AS FORM OF COMMUNITY SERVICE
8 - 10 May 2023

UNDERGRADUATE THESIS
Submitted as one of the requirements to obtain
Bachelor of Art in Communications

Arranged by:
Clarido Laurensius - 009202000021
Reyvina Washington Hartono - 009202000019
Silvia - 009202000004

Supervised by:
Abhirama S.D. Perdana, S.Pd, M.Ed, MComn&MediaSt.

FACULTY OF HUMANITIES
COMMUNICATION STUDY PROGRAM
CIKARANG
MAY 2023
 STATEMENT OF AUTHORSHIP

This final project is our own work containing, to the best of our knowledge and belief, no
material published or written by another person except as referred to in the text. None of the
material submitted as part of this thesis has been accepted for the award of any other degree or
diploma in any tertiary institution.
Dated:
Signed:

Clarido Laurensius Halim Cikarang, 28 June 2023

Dated:
Signed:

Reyvina Washington Hartono Cikarang, 28 June 2023

Dated:
Signed:

Silvia Cikarang, 28 June 2023

1
 As supervisor of Clarido Laurensius Halim, Reyvina Washington Hartono and Silvia. I
declare that the work proposed in this thesis has, to the best of our knowledge, been carried out by
the students mentioned above, and is worthy of being examined.

Dated:
Signed:

Abhirama S.D. Perdana, S.Pd., M.Ed., MComn&MediaSt. Cikarang, 28 June 2023

2
 PANEL OF EXAMINER APPROVAL

The Panel of Examiners declare that the undergraduate thesis entitled A Digital Media
Learning “TREASURE WORKSHOP: The Role Of Digital Media and TikTok In
Our Society” For Tunas Jakasampurna High School Student In Bekasi As A Form
Of Community Service that was submitted by Silvia majoring in Communication Studies
from the Faculty of Humanities was assessed and approved to have passed the Oral
Examination on (date) ............

Panel of Examiner

..................................................................

Chair of Panel Examiner

..................................................................

Examiner I

3
 ABSTRACT

Currently, many TikTok users are making live broadcasts while doing extreme and prohibited
activities. These users have a specific intention, which is to take advantage of the 'gift' feature in
TikTok so that they get a saweran from the audience. However, the problem is not all live content
creators present educational streams. As an example, a TikTok live stream which shows people
taking a mud bath, which actually they took advantage of parents and the elderly. This
phenomenon is considered uneducated and inappropriate because there should be no content that
exploits parents to beg the audience for gifts. Based on the description above, we as Public
Relations students at President University want to participate with the government in providing
broad socialization of the use of social media to its users. With a project titled "Treasure
Workshop: The Role Of Digital Media and TikTok In Our Society" For Tunas Jakasampurna High
School Students In Bekasi As A Form Of Community Service. The purpose of this activity is to
create a positive awareness of the social media TikTok environment and to decrease the number
of abusive content and live features of TikTok. This activity uses the 9 step model of Public
Relations system in its implementation. Also, our project is based on two Sustainable
Development Goals which are number 4 (four), Quality Education and number 8 (eight), Decent
Work and Economic Growth.

Through this project, Tunas Jakasampurna High School students are able to create quality content,
and gain broader knowledge about how to become content creators and how to be wise in using
social media.

4
 Acknowledgement

The authors would like to express our gratitude to God Almighty for His will. We were able to be
selected and finished our final project on time. The authors would like to give much appreciation
and gratitude to:
1. Rector of President University, Prod. Dr. Ir. Chairy, S.E., M.M.
2. The Dean of the Faculty of Humanities at President University, Dr. Endi Haryono
3. The Head of the Communication Study Program, M. Raudy Gathmyr, S.Sos., M.Si.,
4. Abhirama S.D. Perdana, S.Pd., M.Ed., MComn&MediaSt. as our beloved supervisor of
this final project, who has provided excellence guidance and support throughout our final
project journey.
5. Our beloved parents, who have provided unwavering support, and encouragement
throughout our academic journey.
6. The Principal of Tunas Jakasampurna High School, Etik Dwi Hastuti, S.Pd. who are
willing to work together and contribute to making this Final Project run successfully
7. Mrs. Meri Kristiani Simanjuntak, the administration staff of Communication studies and
all the lecturers of Communication studies, for giving knowledge and invaluable advice
during the study.
8. All friends and colleagues mentioned one by one who have helped in the implementation
of this final project and the writing of this report.

The authors realize this report can be utilized well and fulfill the requirements to obtain Bachelor
of Art in Communications. Though the author has tried their best to keep the report free from
errors, the author apologizes if any error is found.

5
 TABLE OF CONTENT

INTRODUCTION............................................................................................................................ 7
1.1 Background............................................................................................................................. 7
LITERATURE REVIEW...............................................................................................................10
2.1 Theoretical Review............................................................................................................... 10
2.1.1 Public Relations........................................................................................................... 10
2.1.2 Public Relations Strategy Management....................................................................... 11
METHODOLOGY......................................................................................................................... 18
3.1 Final Project Objectives........................................................................................................18
3.2 Benefits................................................................................................................................. 19
3.3 Target Audiences...................................................................................................................19
3.4 Project Description, Method of Implementation, and Materials...........................................21
3.5 Connection with the 9 Steps of Public Relations..................................................................23
3.6 Timeline................................................................................................................................ 27
RESULT AND DISCUSSION........................................................................................................30
4.1 Communication Strategy and Tactics................................................................................... 30
4.2 Budgeting..............................................................................................................................38
CONCLUSION AND RECOMMENDATION............................................................................ 40
5.1 Evaluation............................................................................................................................. 40
5.2 Review of the project............................................................................................................ 43
5.3 Supporting and Challenging Factors.....................................................................................50
5.4 Recommendations.................................................................................................................51
REFERENCES................................................................................................................................. 53

6
 INTRODUCTION

1.1 Background
As the world of technology and information develops, we currently live in an era
of technology and information that allows us to communicate without having to meet
physically, through social media. Social media, which includes blogs, social networks,
wikis, forums, and virtual worlds, allow users to effortlessly engage, share, and produce
content (Cahyono, 2002:142).
Social media that we often use everyday, such as Youtube, Instagram, Facebook,
and TikTok are used as a place or media to be creative, improve ideas and display content
that is uploaded and can be enjoyed by followers. Apart from showing oneself, social
media is a place to express aspirations and as a means of self-expression.
One social media that has features that can make content creators creative with the
features provided by social media platforms is Tiktok. As of September 2021, TikTok,
which debuted in 2018, has over one billion active monthly users worldwide. TikTok has
managed to get some teenagers to focus exclusively on its platform.
Based on the Business of Apps report, since the middle of 2022 until the late of
2022, TikTok has already reached 1.46 billion monthly active users worldwide. This
number jumped 62.52% compared to the same period last year. It was noted that in the
second quarter of 2021, the number of active monthly users for TikTok was still 564
million users. When compared to its position five years ago, the number of monthly active
users for this application made in China even jumped to more than 1,000%. In terms of
trends, the number of TikTok's monthly active users around the world has risen sharply
since the early 2020, which is in the pandemic era.
TikTok is a social media platform for short videos that anyone can watch and post
their content ranging from 15 to 60 seconds long. In it there is a live feature that content
creators use to get benefits in the form of prizes from live which can be exchanged for a
certain amount of money. However, the problem is that not all content creators present
educational events.
Currently, social media is a place to get two things, namely popularity and money.
Especially now that content providers on social media are competing to present something

7
that can attract the public's attention. Leaving aside the question of morality, a lot of
content presents negative activities such as begging by exploiting parents, children or
groups with disabilities. An example is the account where a grandmother washes herself in
a mud bath.
The phenomenon of live mud baths on social media TikTok is in the middle of
becoming a hot topic of conversation, until it went viral in cyberspace in early 2023. An
account performs this action in order to get coins from the audience. The creator uses an
elderly grandmother to perform acts ranging from splashing herself in water to taking
hours-long mud baths, which are streamed live on TikTok. In fact, there are also those
who claim to take mud baths for up to 24 hours. For the broadcast format, an old woman
will sit on a chair placed in the middle of a pond filled with murky water while holding a
ladle. Talent will water himself, while interpreting thanks to the audience for giving him
coins. This viral action is referred to as a new style of ‘begging’ trend because content
creators take advantage of the 'gift' feature in TikTok to get coins. Later these coins can be
exchanged for a certain amount of money.
Unexpectedly, the act of ‘begging’ online actually went viral because many people
sympathized and gave gifts. This encourages content creators to continue creating such
content. This trend created a new wave which affected a bunch of people that still impact
until nowadays. There are a lot of people who do TikTok Live with an interacting method,
clickbait to act like they hate gifts to attract people who thought gifting them was to annoy
them. As time went on, more and more people started to punish this behavior because it
was seen as exploiting their parents.
Based on the description above, we as Public Relations students at President
University want to participate with the government in providing broad outreach to the use
of social media to its users, especially for teenagers in Bekasi to be able to open their eyes,
thoughts about how to use social media positively. Of course, by applying the principles
and methods of communication and journalism, the author wants to "lend her eyes" for
them to see the world more broadly and critically by means of mentoring sessions with a
project entitled "TREASURE Workshop: The Role Of Digital Media and TikTok In Our
Society” with the participant Tunas Jakasampurna High School Students.

8
 Tunas Jakasampurna High School is a private school located in South Bekasi,
West Java, with an A accreditation. Tunas Jakasampurna School serves as a forum for
community service TREASURE Workshop activity. A school, as an educational
institution, is an environment where the educational process takes place. In line with the
goals of our work, particularly to improve the Tik Tok social media environment and
decrease the number of earning money exploitation of Tik Tok live content and features in
Indonesia. We educate students on how to use social media responsibly, how to produce
material, and how to transform themselves into a content creator who can earn income
from it. TREASURE Workshop is a step in the educational process that aims to implement
social media education, notably TikTok, in the digital era and create unique and innovative
teaching. We also have objectives which will be explained in more detail in chapter 3 of
the methodology.
Furthermore, Tunas Jakasampurna School provides classes starting from
kindergarten to senior or vocational high school and is well suited to our target audiences,
which consists of students aged 16 to 17. This demographic is ideal for us because we
want to educate students of senior highschool who will potentially be future content
creators.
This activity uses the 9 step model of Public Relations system in its
implementation. Also, this project is based on two Sustainment Development Goals which
are number four, Quality Education and number eight, Decent Work and Economic
Growth.
Picture 1.1. 9-Step Model of Public Relations

9
 LITERATURE REVIEW

2.1 Theoretical Review

A literature review is a step in the research process that involves investigating over
and evaluating current literature sources. Understanding and describing the present state of
research in the area connected to the subject being studied is the primary goal of the
literature review. Below is a description of the concepts and communication theories we
use in this chapter because we are using them to work on the Treasure Workshop project,
including:

2.1.1 Public Relations

Public Relations is a management function that tries to create and maintain
favorable relationships between an organization and its stakeholders, and it has a
considerable impact on an organization's success (Cutlip et al, 2017). Meanwhile,
according to Frank Jefkins (Soemirat & Ardianto, 2005), public relations is "the total
process of planned communication between a firm or agency and its public, both
internally and externally, with clear objectives and based on mutual understanding"
(Lengkong, 2017).
The Public Relations Society of America indicates public relations as a strategic
approach for communication that creates mutually advantageous connections among
organizations and the intended audiences. According to the PRSA, this definition
highlights the main features of public relations as an effective communication approach
centered on mutually advantageous partnerships. According to the World Assembly of
Public Relations Associations, public relations is the art and social science of determining
trends, estimating their effects, counseling leaders of organizations, and implementing
action plans that are beneficial to both the corporation and the public interest.
Basically, public relations is essential in every organization because it is one of the
factors of a company's success. The major goals of every action carried out by public
relations practitioners are to maintain a positive image for the firm and to build strong
connections with the public. As a result, organizations or businesses have to implement

10
communication strategies and methods to ensure that what they seek is understood and
supported by the public in order to establish long-term mutual connections.
Research studies on the strategic planning of the public relations program should
be studied, because the planning processes of the public relations program purposely
establish all activities in accordance with their objectives, achieving mutually beneficial
relations between the corporation and its target audience.

2.1.2 Public Relations Strategy Management

Without recognizing it, public relations is evolving over time. Knowing how to
achieve things is no longer sufficient. The effective communicator must now understand
what to do, why to do it, and how to assess the effectiveness of the selected approach. This
is the core of Strategic Planning for Public Relations. Ronald D. Smith provides a logical
and simple to use strategy in his book Strategic Planning for Public Relations to illustrate
the steps of strategic planning for public relations. Four specific and descriptive phrases
are created from these steps. The nine-step public relations strategy is the term given to
this methodology, which includes:
A. Phase 1: Formative Research
The first step in communication planning is the requirement to obtain information
in order to analyze the circumstance, is what is being focused. Planning is a three-step
process involving the use of the organization's current information while establishing a
research program to gather additional data. Later in the planning process, decisions are
driven. The following actions must be completed in the first step in conducting research,
and they are as follows:
1. Step 1: Analyzing the Situation
The first step in the Public Relations plan is to analyze the situation.
Understanding what is going on both inside and outside the firm is important since
situations can be beneficial or damaging. Problem and situation both refer to the same
thing. In this way, the situation analysis describes the opportunities and challenges the
communication program is facing. Situations like facility completion, human resource
support, and infrastructure accessibility are common in businesses and are related to
the quality of services provided to customers.

11
 This situation is defined as either a limitation or an opportunity. If public relations
approaches the problem positively, there may be opportunities and benefits for both
the business and the public. Despite the company's current difficulty, if the issue is
not our own, it may be possible to turn a challenge into an opportunity. This research
includes planners, users, leaders, key people, and decision-makers as it details
opportunities and potential challenges for the program that needs to be implemented.

2. Step 2: Analyzing the Organization

The second step of strategy formulation is the process of influencing the Public
Relations audit, often known as a SWOT analysis. It entails evaluating the company's
strengths and disadvantages. The organizational analysis covers aspects of the internal
environment such as the company's issues and strengths, public perceptions, and the
external environment it faces, including competitors and supporters. This step
involves conducting a thorough, objective examination of three aspects of the
organization: the internal environment (resources, performance and mission), external
environment (supporters and competitors), and public opinion (reputation).

3. Step 3: Analyzing the Public

The third step involves recognizing and evaluating the significant public—the
many groups of people who communicate with the organization about the issues at
hand. Strategic public relations planning provides an objective method for
determining priorities among various publics; it enables the selection of the ones
deemed most important on a specific topic being addressed. This step entails
analyzing the public in terms of their aims, desires, and expectations regarding the
issue; their connections with the organization; their participation in communicating
through multiple channels; and the many social, cultural, political, economic, and
innovations in technology that might affect them.

B. Phase 2: Strategy
The second phase of the planning process involves making decisions about the
communication's intended impacts as well as the nature of the communication itself.

12
Strategy is key to public relations planning, marketing communications, and other related
professions. Strategy is the overall plan of the organization, including what is to be
achieved and how to achieve it. Strategy has two focuses of the actions taken by the
organization and the content of the message. This strategy phase consists of three steps:
1. Step 4: Establishing Goals and Objectives
This fourth step focuses on the company's and the product's or service's final
position. This step assists in the development of clear, explicit, and quantifiable goals
that outline the organization's expectations for influencing each main public's
knowledge, acceptance, and action. Particular attention is given to message receiving
objectives, as they are the most important areas for public relations and commercial
communications strategies.

2. Step 5: Formulating Action and Response Strategies

The organization has a variety of different actions open to it, and this step involves
an evaluation of what is achievable in particular situations. The step provides a
classification of public relations initiatives and responses. A strategic campaign
cannot cover every possibility, but a well-planned campaign will consider each one
while keeping its aims and objectives in mind.

3. Step 6: Using Effective Communication

This step includes many communication-related decisions, such as who will give
the message to the key public, the message's content, tone and style, and verbal and
nonverbal signs. Insights gained from research on persuasive communication and
discussion will be used with the primary objective of generating messages that reflect
the information gathered in the third step, which focuses on key publics.
We employ verbal forms of communication as our mode of communication when
carrying out our project. Verbal communication refers to any sort of communication
that uses words to share information with others. These are words that can be
expressed through writing or speech.. Writing can be used to communicate verbally
through media such as letters, postcards, conversing on social media, and so forth.

13
 According to Adler and Rodman in their book Understanding Human
Communication, verbal communication is the act of communicating using words.
According to Muhammad (2005: 95), verbal communication is communication that
involves symbols or words that are expressed vocally, verbally, or in writing
(written). Meanwhile, according to Masmuh (2010: 09) two people interact, then
information about feelings, ideas, and ideas that arise will be communicated,
information about one's feelings is expressed verbally through what will be said and
how to say it is called verbal communication. In addition, verbal communication
according to Nurudin (2016: 120) defines communication as a form of
communication in which the sender of the message or source conveys the message or
communicant using words both orally and in writing. Because it is easier to express
ideas, thoughts, or decisions vocally than nonverbally, verbal communication
provides a container for conveying them from the sender of the message. With the
expectation that the recipient may understand the messages sent by the sender of the
communication more simply. Verbal communication is a type of communication in
which the communicator conveys information to the communicant either in writing or
orally. Through verbal communication, it is easier to approach and develop emotions
with various backgrounds and ages. Treasure Workshop requires verbal
communication for successful collaboration with institutions, Tunas Jakasampurna
High School. One of them is through social media intermediaries, TikTok
@osissmatjs.
In @osissmatjs, the TikTok channel is a medium for verbal communication
through the publication of its content, which generates interaction through likes and
comments. We understand that with verbal communication, as communicants (both
listeners and readers) can more easily understand the messages conveyed. As for
when we run workshops, verbal communication is the most effective outreach to do
because it's easy to convey intentions and goals flexibly. Through discussions and
meetings, this communication is useful for socializing with Tunas Jakasampurna High
School students.

14
C. Phase 3: Tactics
The implementation of the planned strategic plan and the choice of the
communication strategies to be employed are the two main components of this phase. This
phase focuses on communication methods, which are components of a public relations or
commercial communication plan. Various communication tools are examined and a
communication plan develops during the third phase.
1. Step 7: Choosing Communication Tactics
The following list relates to several modes of communication. Direct communication
and opportunity for human interaction are particularly valued by project managers, as
are organizational media (controlled media), news media (uncontrolled media), and
advertising and promotion media (one of the controlled media).

2. Step 8: Implementing Strategic Plan

The basic components observed in previous steps are transformed into a formula for
effective public relations and marketing communication. In this step, the project
manager gathers the strategies determined in the previous step's analysis into a
cohesive communications campaign. Project managers here also create budgets and
timelines, which will be used to plan for the implementation of communications
strategies.

D. Phase 4: Evaluative Research

The last step of strategic planning is about evaluation and assessment. This allows
a Public Relations practitioner to analyze the extent to which stated goals have been met
and, as a result, adjust or continue communication strategies. There is one more phase in
the creation of a PR strategy in the evaluation phase of this research, namely:
1. Step 9: Evaluating The Strategic Plan
This ninth phase, and it outlines the procedure for determining the effectiveness of
each recommended approach in meeting the previously specified objectives. We use
AMEC as our measurement evaluation method in this step.
In 2016, an organization based in England, The International Association for
Measurement and Evaluation of Communication (AMEC) initiated a PR

15
measurement method. In the global world, professional PR practitioners have started
to abandon PR measurement with the previous method, advertising value equivalent
(AVE). This is in line with the results of a global survey conducted by AMEC in
2020, where 84 percent of respondents who were communications practitioners no
longer considered AVE as a relevant metric to measure PR programs. PR
measurements using the AMEC Integrated Evaluation Framework are considered
effective because they can identify outputs, outcomes, and impacts. Through these
measurements, a PR can measure its contribution to the business of the
company/institution/project it is running. Therefore, we are trying to use AMEC for
our final project evaluation efforts.
The Association for Measurement and Evaluation of Communication (AMEC) is
an in-depth evaluation framework that establishes an industry standard for measuring
public relations. The In-depth Evaluation Framework offers users on a
straightforward measurement journey, beginning with creating a plan and formulating
objectives and strategy implementation also measuring and assessing outcomes. In
this framework, The approach is divided into four parts: planning, implementation,
measurements and ideas, and effect.
The first step in preparation is to synchronize both specific communications
objectives and organizational-wide broad objectives. Focused goals that demonstrate
impact (such as a 20% increase in brand recognition) are necessary. Implementation
recognizes the difference between paid, earned, shared, and owned (PESO) content
and focuses on the strategies used, any research initiatives, content development, etc.
Measurements and Insights, which includes measuring outputs in this step, present
the main statistics related to PESO in both qualitative and quantitative ways. For
instance, examining the reach of a paid advertisement post, the number of retweets a
Tweet received, or the number of prospective readers reached by media attention. The
term "out-takes" refers to the response and reactions of the target audience to the
activity, measuring how well-informed and engaged they were with the material and
the company. The organizational objectives are assessed in the impact or final part.
This could refer to a boost in revenue, a shift in policy, stronger partnerships, or
reputational enhancement. Here is how organizational goals and business outcomes

16
connect. The framework created by AMEC enables industry-wide standards in PR
measurement. It is also a recognized and accepted method of showing clients the
results of PR to demonstrate the worth of the effort. We applied AMEC as our 9th
step evaluation because it has been shown to be the best framework for evaluating
performance results. We used Ronald D. Smith's (2013) The Nine Steps of Strategic
Public Relations theory in our Treasure Workshop final project. This theory
comprises the four phases of research, determining strategy, determining tactics, and
assessment, which together make up the nine steps of public relations program
planning.

17
 METHODOLOGY

3.1 Final Project Objectives

In order for a project to be successful, it's necessary to have a goal that needs to be
reached. Planning an activity will be simpler and more straightforward if goals have been
established and are measurable.
1. Tunas Jakasampurna High School students considered career options as content
creators after being given education and knowledge related to social media TikTok.
Tunas Jakasampurna High School students were divided into groups to practice
creating TikTok content with minimum views of 300 for each content. Overall, all the
contents have reached 3000 video views of overall contents, 200 likes, and 200
profile views in a span of time less than a week. This initiative aims to develop the
next generation of influencers capable of creating a positive social media TikTok
environment.
2. The task that was given also to measure their understanding after receiving the
material. This aims to build awareness by making positive content on their capability
based on segmentations of target audience which will produce superior human
resources.
3. The team motivates 64 Tunas Jakasampurna High School students to develop
themselves and produce 13 content for social media TikTok by providing broad
insights about the advantages and the use of social media TikTok in exploring the
career potential of the younger generation. This activity also invites an influencer to
provide knowledge directly to students for giving real experience of the TikTok
influencer.

18
3.2 Benefits
The project gives high school students the opportunity to learn more about the
advantages of social media TikTok and how to make money as content creators. Besides,
the project's goal is to encourage Tunas Jakasampurna High School students to use social
media more appropriately during in-depth lessons or workshops. We expect that this
knowledge will be useful for them and in their future.

3.3 Target Audiences

Participants who are targeted to take part in this final project were 60 students of
Tunas Jakasampurna High School, students in 10th and 11th grade with age range 16-17
years old, domiciled in Bekasi. Thankfully, we managed to exceed the participants target
with the total number of student participants who took part in our activities were at least
64 students with the age range of 16-17 years. The following table is a list of the
participants:

Table 3.1. List of Participants

No. Name No. Name

1. Aisyah Wulandari 33. M. Frandika

2. Akbar Rizky April 34. Maheswari Putri Kirana

3. Allisyah Prastatya S 35. Mayla Cahyani

4. Alysia Salsabila Azaria 36. Muhamad Rindra

5. Amelia Husna Arrania 37. Muhammad Derryl ibrahimovic

6. Andika Wibisono 38. Muhammad Farhan Aljufri

7. Annisaa Najah Khairiyyah Jonsi 39. Muhammad Fatihul Ihsan

8. Aristo Azario C. 40. Muhammad Raka Arya Putra

9. Athaya Dyandra Ramadhani 41. Naila Alfiya Nabil

10. Athiya Nur Azkiya 42. Najwa Chaerina

11. Aurellia Sekar Anindya 43. Nasywaa Dhiyaa S

12. Azzahra Kamilla Putri Dewi 44. Nisrina Rahma

19
13. Baby Dinda Shogi 45. R.A. Indriati Saras W.

14. Celcia La Prita Minna 46. Rafashya Madya Irawan

15. Charlitos Willem Ishak Seimima 47. Rahmani Davina Mananti

16. Cindy Aulia Dzikra Haerani 48. Reino Cakra Mahardika

17. Darent Juan Endrico 49. Roger Jeremi Francesco Gonie

18. Daru Agni Pamungkas 50. Sachiko Ayudya Abyta

19. Diego Valentino Siswoto 51. Salsabella Ramiza Ellya

20. Evandrian Arkananta Setiawan 52. Shahana Audrey Carissa

21. Fazya Razka A. 53. Stefanya Andita Lukman

22. Fiorella Primindra Zahira 54. Tanaya Tyas Kirana

23. Gaza Aryabisma 55. Tiara Azzahra

24. Gigih Haryo Nugroho 56. Valerie Jovianne Anwar

25. Hisyam Dzaky Hammam 57. Vania Nasywa Putri

26. I Dewa Made Satrya Maheshwara 58. Yoga Agas Pramudya

27. Jovan Khengdro 59. Yohansen lazarus

28. Kanyaka Maitreya 60. Zahira Putri Muqarrabin

29. Karina Aisha Hardy 61. Zahra Aliyah

30. Kevin Widjaya 62. Zahra Assyifa Kurniawan

31. Keysha Arvita Syarah Prihatna 63. Zianka Aulianisa Zaenudin

32. Khansa Pindrakati 64. Ziva Jhezira Putri Syahdine

20
3.4 Project Description, Method of Implementation, and Materials
In this chapter, we will explain the description of our activities in a clear and
detailed way with the methods we use and the materials that we also implement. Here's the
description below,
“TREASURE Workshop: The Role of Digital Media and TikTok in Our
Society” is an activity based on a teaching method which was held by Public Relations
students at President University Batch 2020 as a step towards fulfilling the final project.
This activity teaches about deepening Communication Studies, especially in the field of
Public Relations with topics including, teaching students how to use social media wisely,
become content creators on social media as an early career option for students, and how to
create content and manage the positiveness.
This activity filled with teaching material and implementation for students at Tunas
Jakasampurna High School with the main theme "Raising Social Media Positivity as
Content Creator," and the sub-theme "Become a Content Creator as an Early Career in
2023." With the event's tagline "Stay Positive and Stay Creative," this activity is a part of
our initiative to enhance student awareness and participation. This activity uses the 9 step
model of Public Relations system in its implementation, and is based on two Sustainment
Development Goals which are number 4 (four), Quality Education and number 8 (eight),
Decent Work and Economic Growth.
In the course of our activities, there is a division of tasks for each role. For
example, as a project manager for our activities, Reyvina Washington H. Meanwhile, Vice
Project Manager is Clarido Laurensius Halim, and Secretary is Silvia.
The Project Manager is responsible for leading the project and keeping track of the
members to carry out their job desk. Make sure all the progress is according to the
timeline target, starting from pre-event to post-event. The Vice Project Manager is
responsible for backing up the project manager by creating materials for the teaching
material and handling the communications with the user, and other external parties. Lastly,
the Secretary is responsible for creating documents, press releases, and track of the project
progress, such as budgeting, proposal, and final report.
TREASURE Workshop takes three days of activities. On the first day is an
opening day that mainly filled with material sessions by TREASURE Workshop team with

21
the topic “Raising Social Media Positivity as a Content Creator," which includes insight
on how to build positive social media generations by encouraging the students to use
social media especially TikTok responsibly and producing valuable content. The vice
project manager and the secretary of our team are the presenter of the material on the first
day. At the end of day, the students are assigned to create a group with a maximum of five
people per group. Each group obligated to do an assessment which is creating creative
video content, with selected topics including, (educational content/daily life content/video
tutorials/challenges with the hashtag/QnA/inspirational video) that are uploaded to the
TikTok account of Tunas JakaSampurna High School. The evaluation of the video content
calculated from each total interaction that a post gets and will produce an Engagement
Rate.
The second day serves as a teaching activity by our KOL, with the topic "Become
a Content Creator as an Early Career in 2023,". Our KOL known as Vincentsius, one of
the popular influencers on TikTok that is known for his storytelling characteristics, has
earned more than 1 million followers by posting educational purpose videos. He
encourages students to consider social media as a platform for early-stage income
generating activities, by sharing his experience and journey from the beginning of his
career.
The third day serves as an evaluation of their video content, and closing day.
Several groups were awarded with the categories of "Most Creative Content" and "The
Highest Engagement". All the content that students made played on the screen for the
evaluation session, the TREASURE Workshop team evaluated while the video was
playing. Some students were required to share their experience during the workshop and
the process of creating video content to evaluate the outcome.
The material forms that we use are Picture for article, press release, and Instagram
story are the documentation from TREASURE Workshop team during the first day until
the last day. The picture is attached to the file before we send it to local media, and we use
it to spread awareness about our activity via Instagram Story. In addition, presentation
materials were made in Canva by displaying Public Relations study materials such as PR
Visual and PR Writing. Some materials are also taken from TikTok which serve as visual
learning examples. Lastly, we also made posters and banners for our activities which aim

22
to spread the awareness of TREASURE Workshop, especially posters that spread via our
media partner @eventkampus.co and the team members.

3.5 Connection with the 9 Steps of Public Relations

For the continuation of our project, in implementing the first step, we analyze our
clients, namely SMA Tunas Jakasampurna. We understand that it is important for the
younger generation to be educated about how to wisely use social media. If we can share
our knowledge about how to form personal branding on social media, how to become
content creators who can make money, and how to use social media wisely, then there's
nothing wrong with that. We see this as an opportunity to form a young generation that is
good at social media. But aside from that, we also had a problem where we only conducted
two surveys before going to Tunas Jakasampurna High School, so we did not prepare the
equipment we would need during the Workshop because Tunas Jakasampurna High School
facilities were incomplete.
The second step is to analyze the vision and mission, reputation, and competitors.
The vision and mission that we found is that SMA Tunas Jakasampurna supports all
children to develop their potential, with a reputation as a school that supports student
talents. SMA Tunas Jakasampurna also has competitors, public schools.
Strength, Weakness, Opportunity and Threat (SWOT) of our client, SMA Tunas
Jakasampurna. The strengths that Tunas Jakasampurna High School has are teaching and
learning activities that already use advanced technology such as projectors, the availability
of various facilities ranging from libraries, canteens, bathrooms, parking lots, halls, and
sports fields that are of high quality, the fact that students are free to choose their majors
and interests, and the fact that it has many extracurricular programmes to develop students'
interests and talents. These many advantages make our group feel benefited because many
content ideas can be created with the support of adequate facilities. Meanwhile, the
weakness is that Tunas Jakasampurna High School has a very small number of students,
because private high school entrance fees tend to be expensive for some people. In
addition, most of the students have a character that is less "sensitive" to the conditions that
are happening and difficult to manage. The opportunity that we see at Tunas Jakasampurna
High School is to be the right choice of school, which can make students quality graduates

23
with sufficient knowledge about how to behave wisely in utilizing social media. Apart from
that, Tunas Jakasampurna High School also has students whose interests and talents are
well honed in extracurricular activities. In addition, we did not find any threats from SMA
Tunas Jakasampurna.
Furthermore, in step 3, to analyze the public our team set a target audience based on
demography, geography, and behavior. Our audiences are located in Bekasi, West Java with
ages ranging within 16-17 based on demographic. Then, based on the geography we target
Tunas Jakasampurna Students, the school is located in the middle of the city. Also, based
on the behavior, we make use of the audience's interest, which is that high school students
mainly open their social media daily, especially TikTok.
Naturally, when carrying out a project, we must establish goals for success as the
focus of the project. In step 4, we framed our objectives to be measurable and achievable.
In terms of our goals, we hope that Tunas Jakasampurna High School students will
consider careers as content creators, raise awareness by giving practical assignments to
create positive content (Informative, Educative, and Inspirational), and understand the
benefits of being a content creator in the digital era.
We recognize that social media, particularly TikTok, is very popular among
teenagers. Step 5 includes putting up topics related to social media TikTok and inviting
TikTok influencers who are also well-known to TikTok users. We want students to be
excited and able to learn directly from someone who is an expert in their field of work by
inviting influencers. It is hoped that the materials presented will be effectively delivered.
The 6th step includes many communication-related decisions. We use verbal forms
of communication as our form of communication. When done verbally, the message can
be clearly delivered. Presentations of material from both the team and influencers are also
presented vocally to students, resulting in a higher level of understanding of the topic than
nonverbal.
So on to the next 7th step, we chose several communication tactics, which includes
a workshop method for education gathering as information exchange on one of the
interpersonal tactics. Then, we got The TikTok account of Tunas Jakasampurna as
organizational media and our team members' social media to conduct and share our
activity. Next, we have press releases that are approved and uploaded by several digital

24
media such as BeritaNet.com, Urban News, Barisan.co, Bekasi Media, BO TV Indonesia.
Also, we paid an account named @eventkampus.co on Instagram to promote our activity'
poster through digital media as an advertising and promotional media.
Furthermore, on the 8th step, our team implemented the activity by conducting a
workshop. We interacted with the audience to make the activity interactive. Then, we gave
them an assessment to evaluate their understanding of the KOL’s and our material. In
addition, we created press releases and reached several media that could be used for our
PESO. Our team also has created budgets and timelines that were implemented on our
communications strategies, which can be seen on subchapter Budgeting and Timeline.
Finally, the evaluation phase that can be seen on the 9th step is located in chapter
Conclusion and Recommendation, which describes our activity' evaluation using the
AMEC Evaluation Framework. Briefly, the data which was provided shows that we
successfully reached our objectives.
We also summarize the nine steps of the Public Relations Strategy framework in
the figure below.

25
Picture 3.1. 9 Steps Model of Public Relations

26
3.6 Timeline
“TREASURE Workshop: The Role Of Digital and TikTok In Our Society” activity
takes place on Monday, 8th May - Wednesday, 10th May 2023 at 13.00 - 15.00 WIB. The
event was conducted in the auditorium of SMA Tunas Jakasampurna, Bekasi. To make it
easier to understand, we use a table for our overall timeline as follows:

Table 3.2. Timeline TREASURE

Month January February March April May June
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
INITIATE PHASE
Define
project goal
PLANNING PHASE
Research
material for
proposal
Make a
proposal
Reaching
user and
send
proposal
Confirmed
user
Budget
Planning
Fundraising
plan
Searching
for sponsors
Make an
event
rundown
Poster
Design

27
TOA Design
Moving
Image
(content
video)
Learning
Material
Assessment
for students
EXECUTE PHASE
Fundraising
Learning
Material
delivery
(testing)
Venue
technical
check
Poster
Sharing
TOA
Production
Master of
Ceremony
PERFORMANCE & CONTROL PHASE
Monitor
project
progress
Manage and
track cash
flow
Project
execution
Assessment
evaluation
Content Live
report

28
Create Press
Release
Approach
local media
CLOSE PHASE
Review &
Evaluation
Make a final
report

29
 RESULT AND DISCUSSION

4.1 Communication Strategy and Tactics

Communication strategy according to the book of Onong Uchjana Effendy,
Science Theory and Philosophy of Communication, stated "Strategy is essentially
planning and management to achieve a goal. But to achieve this goal, the strategy does not
function as a road map that only shows the direction, but must show how the operational
tactics are.” (Effendy, 2003: 32). While tactics are ways to convey key messages directly
to the target audience. In this research, we use several strategies and communication
tactics, including face-to-face communication, social media (TikTok), and social media
publication.
During the workshop, face-to-face communication or verbal communication is
used to convey complex ideas and emotions directly to the audience. Nonverbal
communication such as hand gestures made the ideas become more firmly. Visual
communication such as presentations with images simplify complex ideas so the audience
can understand easier. In addition, the significant decrease of Covid-19 cases has allowed
schools to get back to regular activities. We take use of this opportunity to conduct offline
activity in order to achieve our objectives and effectively communicate with our target
audience. When we analyze the public, we see that youngsters, especially Tunas
Jakasampurna High School students, prefer receiving material face-to-face rather than
online. Analyzing the public is also Strategic Public Relations, which is the 3rd step of 9.
Besides face-to-face communication, we also use social media (TikTok) that we
borrowed, which is OSIS Tunas Jakasampurna High School TikTok account with the
username @osissmatjs as the platform to upload their assessment about creating creative
content during the activity period. In the objectives that we have created, we want students
to understand how social media works and how to create positive content according to
trends and their creativity and adjust the target audience for the account. To achieve this,
we use the OSIS Tunas Jakasampurna High School TikTok account as a social media that
shows the results of their practice.
As a form of implementing social media publication Tactics, we use the PESO
model (Paid Media, Earned Media, Shared Media, and Owned Media). In spreading

30
awareness of the "TREASURE Workshop: The Role of Digital Media and TikTok In Our
Society", We use PESO because it can be used for measuring the success of information
distribution through both digital and traditional media. The PESO model works effectively
because it can adapt to new developments in the world of digital media. To make things
easier to understand, we've separated it down into tables.

● Paid Media
Paid media includes social media sites such as Facebook, Instagram, Twitter, and
others. Advertisements and other information can also be posted in various online
media. This paid media seeks to reach audiences who reach specific needs, requiring
the project managers to invest funds. We published “TREASURE Workshop” poster
on paid Media Partner Instagram, including:

Table 4.1. Paid Media

No. Media Issue Date Picture

1. @eventkampus.co 8 May

31
 The reason why we chose @eventkampus.co is because it has a partnership with
PT OLIMP UPDATE GROUP (OU Group), which is a group that has a lot of accounts
and partners to share information about activities and events. We earned the
information from their contact person that stated on their Instagram account, and we
found out they got over 300.000 followers on their accounts. They gave information
about the cheap package to upload our activity on all of the OU Group's social media
(Line, Telegram, Whatsapp) including their three Instagram accounts which is
@olimpiade_update, @eventkampus.co, and @eventupdate.co for Rp.- 45K
(forty-five thousand rupiah). This package was very appealing, especially for students
such as our team members. We ordered the package less than a week before our
activity started to spread awareness about our activity, and based on the Google Form
we filled, they agreed to post our poster on their social media on 7 May.
The problem started when our poster wasn't posted on their social media, one of
our team members started to reach the contact person to clarify about our order.
Unfortunately, at this point they became unreach and didn't reply to our team members'
messages until 9 May, which is our 2nd day of the activity. We have seen our activity
poster posted on @eventkampus.co on 8 May, while the other accounts show no sign
of our poster. One of our team members tried to reach out to the contact person
everyday but they didn't give any clarification. In the end, one of our team members
asked permission to call the contact person to ask for a refund, but they declined the
call. Instead, they said if one of their accounts, which is @eventupdate.co is not
created yet. Fortunately, they agreed to refund our cash, with just one poster posted on
@eventkampus.co Instagram account.
Based on the incidents, we concluded that having OU Group as a media partner is
not recommended for any President University Communications students to have a
partnership with them to avoid any unnecessary problems like what our team has
faced.

● Earned Media
When our team's community services receive a reaction, this is referred to as
earned media. Responses can take the form of media coverage, article excerpts,

32
 interviews, reviews, and other actions that encourage related brands. Coverage can
include substantial media coverage, article excerpts, interviews, user reviews, and
positive comments on the organization's social media content. We successfully
published “TREASURE Workshop” press release and article on several digital media,
including:

Table 4.2. Earned Media

No. Media Title Issue Date Link

1. BeritaNet.Com Sukses Jadi Content 9 May 2023 https://berita-net.com/

Creator TikTok, 2023/05/09/sukses-jadi
Vincentsius El Bagikan -content-creator-tiktok
Tipsnya! -vincentsius-el-bagika
n-tipsnya/

2. Urban News Sukses Jadi Content 10 May 2023 https://www.urbannew

Creator TikTok, s.id/2023/05/10/sukses
Vincentsius El Bagikan: -jadi-content-creator-ti
Kesempatan Bukan ktok-vincentsius-el-ba
Hanya Buat Yang Punya gikan-kesempatan-buk
Duit Doang an-hanya-buat-yang-p
unya-duit-doang/

3. Barisan.co Kiat Sukses Jadi Content 9 May 2023 https://barisan.co/kiat-

Creator TikTok, Berikut sukses-jadi-content-cre
Tips dari Vincentsius El ator-tiktok-berikut-tips
-dari-vincentsius-el/

4. Barisan.co Mahasiswa President 11 May 2023 https://barisan.co/mah

University Gelar asiswa-president-unive
Treasure Workshop, rsity-gelar-treasure-wo
Tingkatkan Skill Siswa rkshop-tingkatkan-skil
di Industri Kreatif l-siswa-di-industri-kre
atif/

5. Bekasi Media Cara Sukses Jadi Content 17 May 2023 https://bekasimedia.co

Creator TikTok m/2023/05/17/cara-suk
ses-jadi-content-creato
r-tiktok/

6. Bekasi Media Mahasiswa President 17 May 2023 https://bekasimedia.co

University Gelar m/2023/05/17/mahasis

33
 “TREASURE wa-president-universit
WORKSHOP” y-gelar-treasure-works
Tingkatkan Skill Siswa hop-tingkatkan-skill-si
di Industri Kreatif swa-di-industri-kreatif/

7. BO TV Sukses Jadi Content https://www.botvindon

Indonesia Creator TikTok, esia.com/berita/1002/s
Vincentsius El Bagikan ukses-jadi-content-cre
Tipsnya! ator-tiktok-vincentsius
-el-bagikan-tipsnya

8. BO TV Mahasiswa President https://www.botvindon

Indonesia University Gelar esia.com/berita/1008/
Treasure Workshop mahasiswa-president-u
Tingkatkan Skill Siswa niversity-gelar-treasur
Di Industri Kreatif e-workshop-tingkatkan
-skill-siswa-di-industri
-kreatif

As soon as our activities are completed for the day, we write press releases and
contact the media editorial team. We made one Press Release on the first and third day
of activity so in total we made two press releases. The press release includes
documentation and the identities of our team members as well as the Communication
Studies in President University. We contact the media editorial team via email and
WhatsApp by starting with a self-introduction, explaining the activities we are
currently carrying out as well as the objectives of the activity, our purpose of
contacting the editorial team, and attaching a press release that we have compiled,
followed by saying thank you. We also gain media contacts from previous project
experiences and relationships. Sir Abhi, our supervisor, also gave us one of the
contacts for contacting Berita-Net.com journalists. In the appendices, contain
photographs of sample emails and Whatsapp messages. (Appendices No.5)

34
● Shared Media
Shared media can be interpreted as an open platform for followers, friends, and
customers who have participated in organizational activities (Macnamara et al. 2016).
Posting on social media at no cost is the most appropriate example. Seeing an active
organization on social media can add value to followers. Sometimes this is more
effective than paying for advertising on other media. We shared “TREASURE
Workshop” activities on @comm.president and an influencer’s Instagram account
during May, including:

Table 4.3. Shared Media

No. Media Date Picture

1. @comm.president 9 Mei 2023

Instagram Story

35
2. @vincentsiusss 9 Mei 2023
Instagram Story

The @comm.president Instagram account serves as a platform for the posting and
sharing of information about President University Communication Studies students'
activities during lectures. This account is managed by the Communication Studies
Student Association, also known as PUMA Communications. Because our three
members are PUMA Communications members for the 2021-2022 year, we received
publication of our final project activities on the @comm.president account. Silvia, one
of our members, is also a member of the Internal Division, serving as Head of Division
and responsible for publishing content on the @comm.president account, which she
has direct access to. Our efforts are recognized among Communication students by
publishing it on the @comm.president account.
We need Vincentsius to upload stories because he is a speaker/Key Opinion Leader
who attended the TREASURE Workshop on the second day. Through his Instagram
story, he indirectly promoted awareness of our event to Vincentsius followers.
Previously, Vincentsius had posted an Instagram story, and we requested that he tag
the Instagram account @comm.president so that our identities remained visible. We
simply request this because he is a friend of one of our team members, Reyvina.

36
● Owned Media
Owned media is defined as media that is owned, created, and controlled by an
organization. Websites, blogs, emails, online presentations, online films, ebooks, social
media content, and so on are examples. We published “TREASURE Workshop”
activities and assessments on several owned platforms, including:

Table 4.4. Owned Media

No. Media Date Picture

1. TikTok of Tunas Jakasampurna 10 May 2023

High School

2. Instagram Story of team members 9 May 2023

The @osissmatjs account is a TikTok account managed by the Tunas Jakasampurna High
School organization to publish activities at Jakasampurna Tunas High School. We publish
content created by Tunas Jakasampurna High School students, which is used as their task

37
in applying the material regarding the content that we have distributed. We also publish
content through our respective Instagram stories as a form of owned media.

4.2 Budgeting
Budgeting is an important part of the activity planning process. The budgeting
process involves estimating budgets and developing a budget plan. Furthermore,
controlling funds, such as distributing cash based on activity needs and preparing
emergency funds. Financial planning can help manage unanticipated circumstances and
identify unnecessary expenses. In the table below, we maintain records of our outcome
and income:
Table 4.5. Outcome of TREASURE Activity

No. Items Quantity Unit Price/Unit Total

1. Speaker: Vincentsius 1 Person IDR 800.000 IDR 800.000

2. Content and Kahoot

1 Person IDR 300.000 IDR 300.000
Winner (Gopay/OVO)

3. Banner 1 Pcs IDR 184.000 IDR 184.000

4. Certificate 2 Pcs IDR 7.500 IDR 15.000

5. Bingkai 2 Pcs IDR 32.500 IDR 65.000

6. Snacks + Drinks Day 1 78 Pax IDR 9.069 IDR 707.000

7. Snacks + Drinks Day 2 77 Pax IDR 9.069 IDR 698.000

8. Snacks + Drinks Day 3 60 Pax IDR 9.069 IDR 545.000

9. Tumblr 10 Pcs IDR 5.000 IDR 50.000

10. Paid Media Partner 1 Account IDR 45.000 IDR 45.000

11. 4mm Rope 5 Meters IDR 10.000 IDR 10.000

12. Emergency Savings - - IDR 29.000 IDR 29.000

38
 TOTAL IDR 3.448.000

Table 4.6. Income of TREASURE Activity

No. Items Quantity Unit Price/Unit Total

1. Fund Raising 1 IDR 600.900 IDR 600.900

2. Family Donation 1 IDR 1.647.100 IDR 1.647.100

3. Supervisor Donation 1 IDR 200.000 IDR 200.000

4. TREASURE Team 1 IDR 1.000.000 IDR 1.000.000

5. Sponsorship: Nasi Congkel 20 Box - -

TOTAL IDR 3.448.000

In addition to data in tables, we attach proof of transactions for activity needs based on the
data in the table. (Appendices No.1)

39
 CONCLUSION AND RECOMMENDATION

5.1 Evaluation
In this chapter we will explain our evaluation to determine the effectiveness of our
activity. Evaluation is an important part because it can tell whether an activity was
successful according to the goals, and to avoid any same problems in the future. There are
several frameworks of evaluation that are often used by practitioners, and professionals to
make their work easier. One of them is AMEC Evaluation Framework.

AMEC Evaluation Framework was first introduced in 2017, and has been popular
among Public Relations since 2020 due to its effectiveness on PR sector ability to measure
the entirety of its effect. By evaluating the Output, Outcomes, and Outcomes it will be
able to answer key questions about its performance in meaningful and credible ways. For
our first final project evaluation we are using effort by using AMEC Evaluation
Framework based on the official website that explained on the passage below.

Before we get to the point, there are phases such as preparation, implementation,
measurement and insights. Preparation phase is to align objectives, inform and prepare
communication. It shows the organizational objectives and communication objectives,
also the target audience and strategic inputs. Next, the Implementation phase is to show
what activity has been implemented, especially using PESO. Then, Measurement and
Insights are to measure activity, audience response and effects, and organizational impact,
this phase mainly to evaluate the 3Os (Output, Outtakes, and Outcomes).

Firstly, our team aligned objectives such as the organization's objectives are to
educate the young generation by strengthening awareness about the wise use of social
media and to expand their knowledge about content creators by doing a practical group
assessment to create content with 300 minimum views. Also, our communication
objectives are to educate Tunas Jakasampurna High School students in Bekasi by
conducting an offline workshop on 8-10 May 2023. The students learn social media
positivity and the basics of content creators on the first day, and continue to learn
advanced knowledge of content creators on the second day by our Key Opinion Leader.
The students also receive a practical group assessment to create video content based on the

40
material we give, and submit their video on TikTok on the second day. The third day will
be an evaluation based on their content quality and video engagement

Furthermore, to inform and prepare communications our team set a target audience
in Bekasi, West Java with age ranging within 16-17 based on demographic. We target
Tunas Jakasampurna Students, the school is located in the middle of the city based on the
geography. High school students mainly open their social media daily, especially TikTok,
which correlates with our theme based on their behavior. Moreover, we got strategic inputs
for our activity which is to research several negative and positive video content on TikTok
to show how quality content should be for students. Our workshop teaching methods are
supported by viral videos on TikTok and practical assessment to make students understand
easier. Our activity also brings Key Opinion Leader as a speaker to increase the workshop
credibility. Also, we reached some media partners and sponsorship to support our activity.
Secondly, we implement our activity by using the PESO model to spread the
awareness for our event. For the paid media, we paid @eventkampus.co to upload our
activity poster as our media partner on 8 May 2023. Next, for the earned media we
submitted several press releases to 44 local media, and earned 8 press releases uploaded
by 6 media. The media that successfully uploaded our team’s press release including,
BeritaNet.com, Urban News, Barisan.co, Bekasi Media, BO TV Indonesia on 9-11 and 17
May 2023.
Furthermore, the shared media are the story on the Instagram account of
@comm.president, which is our Communications President University official account,
and the story Instagram account of @vincentsiusss which is our Key Opinion Leader on
our activity on 9 May 2023. Then, we got several owned media as follows: the account
TikTok of Tunas Jakasampurna High School on 9 May 2023. Also, our team members’
Instagram account which consists of @clxrido, @silviaalanaa, and @vinawhtn published
our activity on our Instagram Story about our press release and activity documentation on
8-10 May 2023.
Thirdly, to measure the activity there are 3Os (Outputs, Outtakes, and Outcome).
The Outputs that we received using PESO model are various, our paid media which is
@eventkampus.co posted our poster on their Instagram feeds. Unfortunately, it doesn’t
spread awareness really well due to the low engagement. Then, our earned media

41
apparently shows a great impact because we earned 6 media to spotlight our activity by
uploading 8 press releases, thus effectively spreading awareness of TREASURE
Workshop. Furthermore, our shared media increased the awareness of our event, such as
@vincentsiusss Instagram account, and @comm.president Instagram which make our
activity known by their followers. This was shown by the Communications President
University students who realized about the TREASURE Workshop. Last but not least, our
owned media which are our social media and Tunas Jakasampurna official account affect
the awareness of our activity on Tunas Jakasampurna students and the followers of our
team members.
Another point is the Outtakes which inform the audience's responses and effects.
During the activity, students actively ask a question after the material session ends,
especially when there is a Key Opinion Leader as a Speaker. Students also can relate our
material to their daily activity and the contents that they see on TikTok. However, some
students hardly pay attention to our material session, they are easily distracted, even in the
presence of their teacher. Overall, based on the survey forms, students would like to
participate in our activity in the future. Last but not least, the majority of students really
like our activity based on the impression message on the last day.
Furthermore, the outcome shows that 60 out of 64 students were able to conduct
the practical group assessment based on the learning material. Moreover, all the video
content assessment succeeded in reaching 300 viewers, with 3000 video views of overall
contents, 200 likes, and 200 profile views in a span of time less than a week. The data of
the increased students interest toward content creators with an average scale 4.1 out of 5,
and the data of the increased students skills and knowledge about content creators with an
average scale 4.4 out of 5 (based on 64 students). Also, The highest viewers of the video
content assessment managed to reach 2.796 within the span of one week. This data shows
that our objectives surpassed the engagement target, and to develop their skills and
knowledge related to content creators.
Lastly, the organizational impact and the stakeholders effect are that the
TREASURE Workshop team impacted our institution's branding image, which is
President University, by showing our capability as a Communications Students to conduct
an activity. Our stakeholder, Tunas Jakasampurna, is satisfied that this activity raises their

42
students' wisdom by teaching them how to create quality content and expanding their
knowledge about content creators.
Thus, the conclusion we get is that our activities have fulfilled the objectives of the
TREASURE Workshop project activities perfectly.

5.2 Review of the project

The Treasure Workshop Team as a marketing communication for The Tunas
JakaSampurna has successfully carried out our activities on 8-10 May 2023. This activity
has achieved our objectives, with the number of students participating in SMA Tunas
Jakasampurna participating in activities from the beginning until finish, participating in
doing assignments that we provide so as to produce quality content with a number of
viewers of 300 and above in each video. Based on the data that has been researched, there
has been an increase in student interest in content creators with a scale of 4.1 out of 5, and
we have also succeeded in increasing engagement on the Tik Tok account @osissmatjs
with more than 2000 viewers in less than 1 week.
We are also pleased to have shown a positive impact on our campus branding,
Universitas President University by demonstrating our abilities as Public Relations
students in this project. Most importantly, Tunas Jakasampurna High School students
already have knowledge and can learn well how to create good content, how to use social
media wisely, and broaden their knowledge about "Content Creator" which can be used as
a job.
In our activity, we execute the workshop in 3 days to teach, give group
assignments, and then to evaluate them. The first day ran smoothly, there were only
several technical issues, for instance one of the microphones and the speaker couldn’t
work well. Fortunately, there was another spare of microphones, even though it delayed
the event for several minutes. The participants are conducive and willing to listen to the
material session and seem shy to ask questions on the first day. At the end of the activity,
we gave them a group assignment which is creating creative video content and listed their
group name
The second day, when our Key Opinion Leader, Vincentsius, presented to become
a speaker about his journey from small content creator to his career on TikTok now, which

43
got 1.8 M Followers. On the second day, everyone seemed enthusiastic to listen and after
the material session ended, there were a lot of questions from the students until we made a
limit to the questioner.
The last day, their video content was presented and watched together. Our team
members gave comments, appreciation, and evaluation to every group. All the participants
seemed happy because their effort to make those videos was to entertain each other. At the
end of the activity, we chose the most creative video, and the highest engagement to win
and receive rewards from our team.
In carrying out our activities, we create an attendance link every day. We made 3
Google attendance forms because our activity lasted 3 days. This attendance was made for
the needs of school attendance data and to calculate the number of students present to
ensure the achievement of our target audience, which is 60 students. In addition to
recording student attendance every day, we also use this attendance for survey needs that
measure success in realizing our objectives.
In this survey, we used questions in the first person singular to make it easier for
students to understand questions and choices that are linear scales that range 1-5. Of
course, each number has a meaning. 1 (One) means "Strongly Disagree", 2 (Two) means
"Disagree", 3 (Three) means "Neutral", 4 (Four) means "Agree", and 5 (Five) means
"Strongly agree". This survey is included in the Google attendance form for the third day
of the activity. This short survey has 3 questions and 1 message and suggestion column
with short sentence answer options. Below I attach the results of our survey on the last day
of the activity which was filled in by 56 students:

44
 Picture 5.1. First Question of the TREASURE Activity Survey

From the data above, we can see that the question "I feel this workshop is useful
for me" gets the answer "Strongly Agree" as much as 62.5%. Followed by 23.2% "Agree"
answers, 10.7% "Neutral" answers and 3.6% "Strongly Disagree" answers. Based on this
question, we can conclude that many students find our workshop valuable, which indicates
that we are achieving one of our objectives of increasing their understanding regarding the
responsible use of social media.

Picture 5.2. Second Question of the TREASURE Activity Survey

From the data above, we can see that the question "I feel this workshop can
improve my abilities and skills" gets the answer "Strongly Agree" as much as 53.6%.
Followed by 28.6% "Agree" answers, 12.5% "Neutral" answers, 1,8% “Disagree” answers

45
and 3.6% "Strongly Disagree" answers. We can conclude that many students believe that
this workshop improves their abilities and skills, which means that we have met our
objectives of providing broad insights about the benefits and use of social media TikTok
and providing assignments to create content for students so that they can learn but also
practice at the same time.

Picture 5.3. Third Question of the TREASURE Activity Survey

From the data above, we can see that the question "I feel this workshop can
increase my interest in Content Creator" gets the answer "Strongly Agree" as much as
50%. Followed by 19.6% "Agree" answers, 19.6% "Neutral" answers, 5,4% “Disagree”
answers and 5.4% "Strongly Disagree" answers. It can be concluded that there are a large
number of students who are interested in Content Creator. However, there are many
neutrals and disagreements. Based on these findings, we can conclude that some students
are still hesitant to pursue careers as content creators. Nonetheless, we are pleased with
these results, and we have met our objectives of encouraging students to consider careers
as content creators in order to create the next generation of influencers capable of creating
a positive social media environment, particularly on TikTok.
Next, we will attach several pictures containing student responses to questions,
messages and suggestions:

46
Picture 5.4. Messages and Suggestions of TREASURE Activity Survey

47
48
49
 We are thrilled and grateful for all of the messages and impressions. We recognize
that there were many obstacles and challenges during the activity, but we used this as a
learning experience in order to develop even better activities in the future. We are happy
for the opportunity to collaborate with Tunas Jakasampurna High School and meet a
supportive board of teachers and students.
On the other hand, as a team of Public Relations students, we hope to be able to
provide more detailed knowledge about content creators, including how content creators
are calculated and earned in the next opportunity. We also hope to conduct workshops with
a longer period of time, as well as get connections and sponsors to complete our project
needs, of course, seeing the enthusiasm of the Tunas Jakasampurna High School students.

5.3 Supporting and Challenging Factors

To conduct this activity, TREASURE Workshop met several supporting factors
that help a lot to make this activity successful with no major problems, and also
challenging factors that forged our experience and mentality to face problems in the
future.
On the one hand, the supporting factors such as the target audiences are easy to
reach, this might happen because the audiences are also part of the young generation like
our team members. Then, our team was fully welcomed by the school making this activity
realization easier. During the event, the school provided us with the facilities such as
projector screen, projector, chairs, air conditioner room, laptop, etc, thus making our
activity preparation easier. This activity implementation was easier because it was done by
doing face-to-face activities, which makes our interaction and evaluation easier.
On the other side, the challenging factors such as the limited funds to execute this
activity, with millions of rupiah that used our own funds. We managed to overcome this by
doing a fundraising and received donations from the team members’ colleagues and
families. Other matters were the relatively short period of time to prepare the events with
only three members that were also doing internships. We tried our best to overcome these
problems by creating our own deadline for every preparation and post-events reports to
manage our time management.

50
 Last but not least, the TikTok account of Tunas JakaSampurna High School was
limited by the student council which holds the authorization matters of their social media
account. They were limited about whether the students were not prohibited to upload their
own contents by their own, even their representatives. As an alternative, we instructed the
students to create their own captions and the deadline to submit their video content, and
then we upload it to TikTok.

5.4 Recommendations
1. For Communication Curriculum
Youths, especially those in generation Z, enjoy learning about the most
recent topics when it is presented in a way that is simple to understand. Through
this activity, writers suggest a communication curriculum should be more simple to
understand for the next generation and highlight new topics that are expressed in a
style that is more informal based on the actual practice and trends. Students in the
Z generation who are born in the year between 1997 to 2012 are more interested in
practical learning strategies than theoretical ones. This was demonstrated when
writers gave theoretical content to several unfocused and distracted students.
Nevertheless, they were excited about the practicum project, which involved
developing creative and positive content in accordance with trends.
There are some recommendations for Academic team flow of information
to the student, it is expected that Academic can give more detailed information
regarding the final project. Since the final project and internship activity are
executed in the same time period. Therefore, the flow of information from
Academic to the students can be delivered smoothly.
However, it would be preferable if the campus could assist by providing
guidance on proposal templates and final reports to make it simpler for students to
submit the required paperwork. Since the details were not previously fully
communicated to all students, students also require more open information about
submission due dates.

51
2. For future projects and practice
The final project will be optimal if it is completed by more than 3 students
so that responsibilities may be allocated evenly and are easier. Furthermore, it is
necessary to have connections to key people or organizations who could
potentially be invited to collaborate for the final project activities. Networking
group with various influencers on TikTok to help spread our project content will be
necessary. Additionally, in order to effectively finish a project, a sponsor also will
be needed. As a result, connections are also required in order to apply for the
required sponsorship when necessary. To boost the need for earned media, it's
beneficial for a group to be able to network with local media.

52
 REFERENCES

Smith, R. D. (2020). Strategic planning for public relations. Routledge.

Nursita Fierdiana Dwi Andariesta, Astutik, & Toetik Rahayuningsih. (2023).

EXPLOITATION OF THE ELDERLY IN THE FORM OF ONLINE BEGGING
THROUGH SOCIAL MEDIA TIKTOK: EKSPLOITASI LANSIA DALAM BENTUK
PENGEMISAN ONLINE MELALUI MEDIA SOSIAL TIKTOK. Santhet : Jurnal
Sejarah, Pendidikan, Dan Humaniora, 7(1), 147-159.

Rodani M. (2023, January 31). Fenomena Konten “Mandi lumpur”: Antara Kreativitas
Dan Malas. Direktorat Jenderal Kekayaan Negara, Kementerian Keuangan RI.

Jannah, Fasadena, F. (2023, February 2). Fenomena Mandi Lumpur Live di Tiktok
Menurut Teori Dramaturgi Erving Goffman. JISAB: The Journal of Islamic
Communication and Broadcasting
Hollister, R. (2021, March 30). What is the AMEC measurement framework? : PR agency
one. PR Agency One.
AMEC. (2021, May 24). PROVING VALUE IN AN INTEGRATED WORLD WHY WE
NEED TO MOVE FROM MEASURING OUTPUTS ONLY. AMEC Integrated
Evaluation Framework.

Syawalia R M. (2022, September 7). Investasi Dan Miliki Bisnis Menguntungkan Mulai
Dari 1 Jutaan Di LandX. LandX - Platform Investasi Equity Crowdfunding
Berizin OJK.

A. (2021, September 3). Model PESO sebagai Tolok Ukur PR yang Lebih Akurat |
Indonesia PR. Model PESO Sebagai Tolok Ukur PR Yang Lebih Akurat |
Indonesia PR.

53
 APPENDICES
1. Here is our proof of the transaction attached. We use all transactions for the needs of our
activities for 3 full days.

54
2. Implementation on the first day of TREASURE workshop, "The Role of TikTok Digital
Media in Our Society," provided students at Tunas Jakasampurna High School insight into
"Raising Social Media Positivity as Content Creator" along with opening remarks from the
Principal of Tunas Jakasampurna High School, Etik Dwi Hastuti, S.Pd. and our
Supervisor, Abhirama S.D. Perdana, S.Pd., M.Ed., MComn&MediaSt.

55
3. Implementation on the second day of TREASURE workshop, "The Role of TikTok Digital
Media in Our Society," provided students at Tunas Jakasampurna High School insight into
"How to be a Content Creator" as well as handing over the Certificate of Appreciation to
the influencer we invited, Richard Samuel Vincentsius.

56
4. Implementation of the third day of the TREASURE workshop, “The Role of TikTok
Digital Media in Our Society”, announced the winners of the "Most Creative Content" and
"Most Engagement Content" and handed over the Token of Appreciation to the school.

5. Proof and examples of how we contact the editorial team and partner media journalists.

57