Communication campaigns

Question 1

Define the term communications campaign

Answer 1

• Use the media and messaging and an organised set of communication activities to generate specific outcomes for many people.

Question 2

Briefly describe four advantages of communications campaigns

Answer 2

• Complex programmes of public information and awareness
• Effective use of resources
• Combination of methods – same objective
• Repetition of message.
• Bigger audience
• Builds co-operation within organization’s

Question 3

List and briefly describe the five main stages of developing a communication campaign

Answer 3

• Situation Analysis - informed by debate and analysis and reliable data
• Objectives – Overall and specific goals, SMART goals (Specific, measurable, attainable, relevant and time bound)
• Tactics/ Action Plan - messages, communication, activities, audience, schedule and budget
• Action – Putting the detailed plan into action
• Evaluate – see if the goal was achieved, accountability, progress and improvement, credibility

Question 4

In the context of communications campaigns what is a SMART objective?

Answer 4

• Specific, measurable, attainable, realistic, and time bound

Question 5

What is the key difference between the methods that are appropriate for the diffusion of a simple change compared to a difficult change?

Answer 5

• Simple: Group methods, mass methods, leaflets, radio, tv.
• Difficult: Individual method is best

Question 6

What is the purpose of evaluating a communications campaign?

Answer 6

• To know what has been achieved against the goal
• Accountability, progress, improvement, motivation and credibility.

Question 7

Distinguish between four types of evaluation that are recognised when evaluating campaigns.

Answer 7

• Formative: Assess strengths and weaknesses before and during campaign.
• Process: Measures effort and direct outputs of the campaign.
• Outcome: Measure effect and changes that result from the campaign.
• Impact: Measure change or long-term results of the campaign

Question 8

Describe three characteristics of effective communications campaigns.

Answer 8

• Capture the attention of the right audience: Define the target audience, select channels
• Deliver an understandable and credible message: Source credibility, message clarity
• Deliver a message that influences the beliefs and understanding of the audience: Provide information, direct attention, change underlying values and preferences.