Flashcards in CCOM 7311 Learning Unit 2 : Evaluating Communicating Strategy Deck (37):
What are the 5 steps of the planning cycle of research and evaluation ?
1) Audit research 2) Objectives 3)Plan and execute 4) Measure and evaluate 5)Results
Describe the auditing step in more detail (4 marks)
Also called formative research . Research is used to ID issues then create benchmarks. Consists of taking stock and analysing existing data .
Describe the Set Objectives step in more detail (3 marks)
Use audit data to set objectives that are in line with corporate objectives . Objectives must be S.M.A.R.T
Describe the planning and execution step in more detail (3 marks)
Design and execute the campaign . Pre -test messages and communication tactics . Aids in gauging the aprropriateness of the message
Describe the measurement and evaluation step in more detail (3 marks)
Campaign is measured at different times . Check if desired results are being achieved . Monitor how communication is being executed.
Describe the results step in more detail (3 marks)
Full assessment of post campaign results . Has there been a change in awareness , attitudes and/or behaviour . Cycle starts again from this point .
List the 3 benefits of research and evaluation throughout the planning process
Increased effectiveness per repetition of the cycle . Aids in continuous adjustment to the campaign . Helps future communication efforts .
Briefly describe the preparation stage in the evaluation of corporate communication
Evaluates the different levels of preparation undertaken during corp strategy which determines CONTENT
List the 3 levels of the preparation stage of evaluating a CC strategy
1) Adequate background info 2) Appropriiteness of message 3)Quality of message and activity presentation .
Briefly describe the implementation stage of evaluating CC
Concerned with OUTPUTS
List the 4 levels of the implementation stage
1/ Number of messages sent to the media 2/Number of messages placed and actvities implemented
3/ Number who receive messages and actvities
4/Number who attend to messages and actvities
Briefly describe the Impact stage of evaluating CC
Concerned with OUTCOMES
List the 6 levels of the impact stage
1/ Number who learn message content
2/Number who change opinion
3/Number who change attitude
4/ Number who behave as desired
5/Number who repeat behaviour
6/Societal and cultural change .
List the 9 steps of a communication evaluation guide
1/Determine whats being evaluated
2/Define your goal
3/State your objective
4/Identify your audience
5/Establish your baseline
6/Pose Evaluation Questions
7/Draft your measurements
8/Select evaluation techniques
9/Estimate your budget .
List the 4 benefits of evaluating communications
1/Increases communications effectiveness
2/Effectively engage your audience
3/Adapt to changing situations
4/Wise resource allocation
Discuss the step "determine what you evaluate in more detail" ( 6 marks)
Could evaluate either strategic iniatives or tactical efforts . Strategic iniatives : Behaviour change , policy change , repositioning effort , brand awareness . Tactical efforts : Message dissemination , media relations, new media communications , quality communication exchanges .
Discuss the step "Define your goal " in more detail . +/- 8marks :
2 types : Policy goals and Behaviour goals
Policy goals : raise awareness , rally supporters , build constituents , foster public will , policy change .
Behaviour goals : Awareness , salience(believe how important issue is) , attitudes/beliefs , self-efficacy , social norms, behavioural intention , behavioural change .
Discuss the step "State your objective" in more detail (4 marks )
Chase orgnaisations most pressing goal . Make sure objective is SMART . Ideally focus on one objective at a time .
Discuss the step "Identify your audience" in more detail (3 marks)
Keep focusing on the same original audience . Look to add relevant new audiences where appropriate
Discuss the step "Establish your baseline" in more detail ( 5 marks)
Use the following info to establish baselines : audience knowledge of and attitude toward the organisation , common misconceptions , audience values , competitor analysis , issue perceived by traditional/social media , supportive/critical influentials .
Discuss the step " Pose your evaluation questions in more detail" (9 marks)
3 stages at which these questions can be asked . Early , Mid Advanced .
Early : Have I pretested Q's ? Where did my message appear first ? etc
Mid : Does my audience know about the issue ? Did i use the correct media etc
Advanced : Has my message been more widely accepted ? Is there data to support that my current activities are effective ?
Discuss the step "Draft your measurements " in more detail (5 marks)
Focus on milestones . They are smal bite sized objectives that add up to help reach bigger goals . Mark them (ID them) , Develop them , Measure them
Discuss the step "Select your evaluation techniques" in more detail (10 marks)
Select appropriate technique . Interview , focus group , survey , observation. Look at quantitative data collection eg : social media metrics(most useful during planning). Quantitative data analysis : analysis of social metrics . Content analsyis : assess quality of social media coverage .
Discuss the steps "esitmate your budget " in more detail (5 marks)
Main factors for a budget are : staff time , external consulting fees , evaluation techniques , travel/incidentals , editing/design/production/dissemination
List 3 measures neccessary in any PR context
Effectiveness , Efficiency , Cost-effective
List the 3 levels on which the PR elements are measured
Products , Programme , Positioning
List 3 major roles corresonding to each level
Output , Outtake , Outgrowth .
Discuss the output role in more detail 4 marks
Conduct : print/internet/blog/radio analysis
Discuss the outtake role in more detail 4 marks
Measure : awareness / comprehension/recall/retention
Discuss the outgrowths role in more details 5 marks
use : benchmarking, comm audit , balanced scorecard , network analysis , environmental analysis .
List 3 extra levels of measurement
Relationships , Corporate Reputation , Programs/activity
List 4 inidicators of relationships
Trust , control , mutuality , satisfaction
List 4 indicators of corporate reputation
Product quality , Treatment of employees , Financial performance , Advertising credibility
List 2 types of PR programs/activities (+/- 6 marks )
Proactive and positive : higher stock price , increased sales , good credit ratings
Protective/defensive : Aims to minimize damage , repair organisational reputation
List guidelines for effective management (7 marks)
1/Establish clear programmes
2/Differentiate between output outtake , outcomes
3/Don't just measure media content
4/ No one perfect PR evaluation solution
5/PR isn't the same as marketing
6/Pre defined messages/targets/audiences are vital for PR effectiveness
7/ PR measurement and evaulation shouldn't be done in isolation .
Discuss communication policy in the context of communication strategy development via examples
Marquette Uni presentation from class . Focuses on creating a strong social media presence to foster a welcoming homely atmosphere throughout the school .