Learning Unit 3 (I) Flashcards
(22 cards)
List the main focus areas associated with discussing how measurement has evolved in PR practice.
- elements of reputation
- pioneers of PR
- evolution of PR
Discuss the elects of reputation.
- Company’s financial performance
- The quality of management – corporate governance
- The social and environmental responsibility performance
- The employee’s quality
- The quality of goods and services provided
The stakeholder’s view of the company’s reputation is impacted by stakeholder relationships managed around the above elements.
- Communication practitioners can assist in managing SH relationship from a strategy, process and engagement point of view
- Can influence elements and communication around elements but they can’t be controlled
- Elements used by individuals when they form a view of org reputation
- Employees also evaluate org reputation based on those elements
Who are the pioneers for PR?
Ivy L. Lee – non-measurable
Edward L. Barnays – PR as a social science
They formed 2 of the earliest PR advisory firms
Explain the evolution of PR.
- PR measurement and evaluation have long been identified as NB issues for research and practical implementation, there was a progressive development towards M & E in theory and practice of PR
- The NB of measuring success of a campaign and tools used to comm with SH has been viewed as NB in the development of new corp comm strategies
- It is only since 1970’2 that M & E has really taken off
- And although there has always been an emphasis on M & E, especially in contemporary times its actual application is rarely practiced and implemented.
- During 1990’s evaluated became a major professional and practice issue
- This could be because of the profound shortage of academic theory of PR and M & E
- Regardless, M & E is vital to the success of future comm strategies and, in turn, the success of a campaign
- Internet and social media moved M & E from emphasis on output measurement to engagement measurement
- Emphasis now includes development of communication strategy
Discuss and list theories on measuring the effects of corporate reputation.
- Historically mass media = powerful (people were influenced by the message)
- But experts realised mass media campaigns has similar effects
- Various approaches to measuring effects of comm campaign evolved…
Explain Mendelson’s theory on measuring the effects of corporate reputation.
Campaigns fail because they over promise and under deliver
Suggests that:
- Target your messages
- Set your reasonable, achievable objectives
- Demonstrate knowledge of current levels of awareness and behaviours of the target audience
Explain McGuire’s theory on measuring the effects of corporate reputation.
Hierarchy of effects of theory of persuasion
Effectiveness of campaign depends on:
- Audience factors
- Different stages leading up to a change in behaviour as the ultimate effect
Explain Elaboration Likelihood theory on measuring the effects of corporate reputation.
People process messages differently depending on their involvement with an issue
Interested people will be:
- More involved = elaborate on a message in detail
- Those with less interest = not process messages deeply
Explain Framing theory on measuring the effects of corporate reputation.
Different ways in which a message is framed or presented can result in different responses,
Messages consists of 3 parts:
- Activation of a frame (keywords)
- The reasoning and arguments of that frame
- Connection with deeper and culturally shared categories of understanding that support the frame
List how Lindenmann’s “effectiveness yardstick” can be applied to a corporate communication strategy.
Comprises of a straightforward set of guidelines/standards that can be used to measure effectiveness of a PR or CC strategy.
STEP 1:
Setting your PR objectives
STEP 2:
Determine levels at which to measure PR effectiveness
Explain the first step in the process of applying Lindenmann’s “effectiveness yardstick” can be applied to a corporate communication strategy.
CATEGORIES OF WHAT THE ORG HOPES TO ACCOMPLISH:
- Org is trying to get certain messages, themes or ideas out
- These messages are aimed at a key/target audience
- These messages are used/distributed using certain pre-selected, specific comm channels (word of mouth, social media)
- The short and long term objectives the org is interested in achieving
IN ORDER TO ASSESS PR IMPACT, YOU MUST:
• Identify: your message, your target audience, and channels of communication
• Then use as benchmarks to determine if you’ve been achieving objectives effectively
Explain the second step in the process of applying Lindenmann’s “effectiveness yardstick” can be applied to a corporate communication strategy.
WHAT EXACTLY IS IT YOU WANT TO MEASURE?
LEVEL 1
The basic level for measuring PR outcomes
LEVEL 2
The intermediate level for measuring PR outgrowths
LEVEL 3
The advanced level for measuring PR outcomes
Explain Level 1, the basic level of Lindenmann’s Effectiveness Yardstick.
- Measures PR outputs
- Of target audience, impressions and media placements
- Examines how well PR people present themselves/handle the given activities and events
- Also the amount of exposure total no. of placements and total number of impressions and the likelihood of having reached a specific audience
- Measure outputs: PRP’s often use content analysis techniques to track or measure publicity placement or they use public opinion polls to find out if targeted groups have been exposed to certain messages
Explain Level 2, the intermediate level of Lindenmann’s Effectiveness Yardstick.
- Measures PR outgrowths
- Of retention, comprehension, awareness, reception
- At this level PRP’s measure whether an audience received messages directed at them
- Attention, understanding, retention
- Rely on combo of quantitative and qualitative data collection techniques (focus groups, interviews…)
Explain Level 3, the advanced level of Lindenmann’s Effectiveness Yardstick.
- Measures PR outcomes
- Of importance is measuring opinions, attitudes and behavioural charges
- Techniques i.e. before and after polls and tests
- The development and use of research designs
- The use of unobtrusive data collection methods: observation, participation and role playing
- The use of advanced data analysis techniques
- Communication audits
List the planning cycle of research and evaluation in corporate communication
Step 1: Audit Step 2: Objectives Step 3: Planning and execution Step 4: Measurement and evaluation Step 5: Results
Explain step 1 of research and evaluation in corporate comm
Audit
Audit research to ID issues and set benchmarks
- take stock and analyse existing data
- research is used to identify issues
- gather data from primary sources
Explain step 2 of research and evaluation in corporate comm
Objectives
Comm objectives for each stakeholder
- set objectives that stem from audit
- must align with corporate objectives
- objectives broken down by: SH audience, time-scale, measurable terms
Explain step 3 of research and evaluation in corporate comm
Planning and Execution
Design and execution of the campaign
- deciding on design and execution of the campaign
- comm practitioners may employ pre-testing
- argue appropriateness or msg content and presentation.
Explain step 4 of research and evaluation in corporate comm
Measurement and Evaluation
Continuous measurement
- can measure at different times to continuous measurement
- determine if achieving desired results or whether something needs to be adjusted
- monitoring execution of comm programme
- take stock of initial results achieved
Explain step 5 of research and evaluation in corporate comm
Results
Taking stock of results against initial objectives
- assess overall results - post campaign
- determine change of awareness, attitude and behaviour
What is the advantage of employing research and evaluation in planning?
- process becomes more effective every time you use it
- continuous adjustments of campaign
- future communication efforts
