Evaluation: The Tactics, Strategies, And Assessment Methods To Ensure The Same Quality And Opportunity For Each Student During A Pandemic


This event will go through three stages of assessment starting from preparation, implementation and even impact analysis. Preparation is the process of assessing the background of the research and the quality of the messages before an event is carried out to identify the issues facing the client and the steps that need to be taken to resolve them. While implementation evaluates the spread of messages sent and received through strategy and tactics using whatever platform is appropriate for the event being organized. Finally, impact analysis is measuring the number of viewers who attend or act on the message (Watson and Noble, 2007).

The success of an event can be determined by evaluation. Event evaluation is related to assessment, which usually involves measuring a set of key variables, as well as monitoring the variables to determine positive and negative outcomes. The result are subjective determinants that can utilize objective quantitative and qualitative measures (Getz, 2005). This data concerning the event would be collected for review and recommendations.

Quantitative measurement is based on the collection of data that can be analyzed numerically, the results are usually presented using statistics, tables and graphs. For phase I assessment, most of the quantitative data collected is secondary data such as affected population figures provided by the government. During phase II, field-level questionnaires completed continuous secondary data collection through quantitative information collection using closed-ended questions, usually in questionnaire format (Al Brief,2012)

While qualitative measurement is exploratory. It is used when not knowing what to expect, how to resolve the problem, or poorly understanding why and how the affected population is affected. Qualitative data is like quantitative data based on research and empirical evidence. However, qualitative research explores information from the perspective of both groups and individuals and generates summaries rather than lists of numeric data.

Therefore, evaluation for this event will focus 3 aspects where each aspect has different approaches or evaluation methods. Which are:

1. Collect post-event attendee feedback

Post-event survey questions help gather important stakeholder feedback that will get lost in the shuffle or never shared at all. While negative feedback may be painful, it is important to optimize the strategy of an event. Information gained from surveys can be combined with KPIs or event objectives to create a fully developed picture of the success of an event or event, and how it can be improved in the future.

· Online survey (EZLearn)

This event will be evaluated through an event survey, which is a questionnaire sent to event attendees that is planned directly before, during, or after the event. Where this survey is digitally shared. Note, event surveys often contain a combination of multiple and open-ended questions. And this survey needs to be answered by the users of EZLearn’s application which is students, parents and teachers.

This online survey needs to be answered after this event ends and EZlearn users can choose whether to continue or terminate access to the application. In fact, this online survey ensures that the program’s objective is to provide an online platform for teachers, students and parents to facilitate the learning of the program.

[image: ]This online survey uses JotForm event feedback. This event feedback form from JotForm is a good form that attendees could answer in just a few minutes, by selecting ratings. The asterisk, a symbol used in text as a pointer to an annotation or footnote shows questions that are compulsory, followed by optional fields like contact details (JotForm, n.d). The following is an example of a JotForm template.

2. Review raw data

Much information can be gained from asking others, but the success of the event should also see raw data. Raw data can be obtained by downloading an event list in excel format to view all demographic information of the user as well as answers to any specific questions asked such as their main purpose of attending or where they heard about the event.

· Hit on internet (EZLearn)

Hit on the internet is one of the evaluation events through raw data analysis by looking at the number of users who use EZLearn’s application that includes students, parents and even teachers. Not only that, the founder or operator of this application, the Ministry of Education (MOE), also could obtained data and personal information of all users when they first registered with EZLearn.

Where such data can be used to ensure that the objective is to provide additional assistance in the term monetary help, facilities as well as mental health through the breakdown of information such as communication, funding and others provided in EZLearn. The following is an example of vistor application statistics (SimilarWeb, 2020).

· Media impressions (TV Classes)

[image: ]This impression medium refers to the number of people who have been exposed to an event or program that has run. In the context of this event, it refers to viewership of the number of people who watch a particular television program or station called TV Classes. The People Meter is an electronic device that measures television viewership (Mukherjee and Jansen, 2016). In fact, viewership of TV Classes is not only a reference to ratings, but it can also justify the objective of the event by assisting the Ministry of Education in combating the problems arising educational wise by providing appropriate platform and help. The following an example of viewership for TV programs.

3. Analyze success with stakeholders

A stakeholder analysis is the process of identifying their views on the level of participation, interest, and influence of the event. Each event should schedule a specific time for the team 1-2 weeks after the event. It should not be too late or the memories will start to fade and valuable insights will disappear from the stakeholders, but it also should not be the day after the event, as you need to let the dust settle, giving everyone time to reflect and prepare. And each evaluation is different according to the type of stakeholder itself.

· Advocate stakeholders

These are groups involved in supporting acts such as third-party support, letter writing campaigns, donations, investments, and attendance at events. Which emphasizes action-oriented communication and behavior. In the context of this event, advocate stakeholders are members of the Ministry of Education (MOE). And the assessment for this group is via an online survey sent by email to all MOE members. This is to seek feedback from MOE members themselves on their views on the implementation of such events and to provide them an opportunity to voice their views as an alternative and to decide whether such an event should be continued.

· Dormant stakeholders

This is a group that is not ready to get involved. When inactive due to lack of knowledge, the message should focus on providing awareness and understanding of the issues that affect them. When publications are stimulating, but not active, communication should address possible causes of apathy by reducing perceptions of restraint or using affective cues to enhance emotional attachment. This dormant stakeholder can be categorized as a parent whose assessment will be made to this stakeholder through a survey conducted using a mobile application, EZLearn.

· Adversarial stakeholders

The initial response to this group was defensive. However, defensive communication will not work in this group, but will only put them in their place. Defensive communication is better aimed at publishers who cannot decide whether to support it. Instead, organizations should adopt a conflict resolution strategy involving non-supporting stakeholders to find a win-win solution. This adversary of stakeholders is both a lecture and a lecture which is one of the most challenging stakeholder groups. These types of stakeholders are evaluated through teacher interviews or lecturers such as high school principals or university faculty deans to provide feedback on student learning levels as well as knowing the effectiveness of the platform provided.

· Apathetic stakeholders

The special reaction to this group is to ignore it. But if the group is in trouble but has not realized it or has not seen its resonance, the group can still move into a vibrant, aware, and active community. A better strategy is to raise awareness of the issue with an invitation to collaborate with the organization on the issue before it becomes a problem or crisis. Because it is difficult to get involved with this group, most communication efforts should be focused on improving the issues and invitations to get involved. This apathetic stakeholder refers to students who face the effects of closure of a school or university due to a pandemic. Therefore, assessments will be made to students through online surveys provided in the EZLearn mobile facility.

Coclusion: Proposal Summary

The whole country is facing a pandemic of COVID-19, which is threatening the world after more than 5 million people worldwide have been diagnosed with COVID-19 (Rampal and Seng, 2020). However, Malaysia is one of the countries that has shown positive signs in dealing with this pandemic with the Movement Control Command (MCO) which has been in force since March 18 and is now in its fourth phase until June 6. The MCO has restricted the movement of the public and emphasized on social limitations and hygiene measures such as washing hands frequently and using sanitizers (Ferlito and Perone, 2020). Among the organizations or sectors that are facing the greatest challenge is the Ministry of Education Malaysia when all schools and universities are ordered to close.

Looking at the situation, Teach For Malaysia’s public relations, independent, not-for-profit organization (NGO) that prioritizes and emphasizes the country’s education system and promotes the concept of parent-friendly NGOs, also feels the burden experienced by the Ministry Of Education in handling this crisis. Therefore, we believe that our agency is the perfect fit to handle this event’s account. This is because, based on Teach For Malaysia’s international practice and is a member of the Global Education Network, Teach For All, a collective of education organizations in over 50 countries worldwide whose mission is to give all children in Malaysia the opportunity to attain an excellent education. In addition, this campaign or event proposal, we present a new and trendy idea and concept that is technology dependent.

This event can be executed with minimal to no potential hiccups with full monitoring at all times by the Ministry of Education and Teach For Malaysia. This is because, through continuous monitoring, it can alleviate any special interruptions or technical issues in the implementation of TV Classes and EZLearn applications. And the implementation of this event requires the cooperation and commitment of all parties including MOEs, parents and teachers to ensure co-operation. In fact, communication is also an important part of ensuring that student communication and problems are resolved through discussion sessions.

The proposal from Teach For Malaysia is worth the fund invested as it can be applied over the long term even after the outbreak of the pandemic. This is because applications like EZLearn can be used even when students have been to school and also for professional problem-solving services by mental health professionals. This is because the proposed idea is based on the demand and long-term use of Teach For Malaysia.

Our proposal should be implemented as our proposal complies with the requirements of the Ministry Of Education when looking at the requirements as we provide through the tactics, strategies and assessment methods to ensure the same quality and opportunity for each student during an pandemic.


brief, A. (2012). Qualitative and Quantitative Research Techniques for Humanitarian Needs Assessment. 3-14.
Getz, D. (2005). Event management & event tourism. Cornell : Cognizant Communication Corporation.
Jansen, P. M. (2016). The Changing Nature of Viewership: Formality of Social Media Conversations. Formality of Language: definition, measurement and behavioral determinants.
JotForm. (n.d.). Easy-to-use online form builder for every business. Retrieved from JotForm: https://www.jotform.com/
Noble, T. W. (2007). Evaluating Public Relations. London and Philadelphia: Kogan Page Limited.
Perone, C. F. (2020). Covid-19 and the MCO: An Exit Strategy for Malaysia. 1 – 26.
Seng, L. R. (2020). Coronavirus disease (COVID-19) pandemic. Med Malaysia Vol 75 No 2.
Web, S. (2020, June 6). Learn.com. Retrieved from SimilarWeb: https://www.similarweb.com/website/learn.com

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