Flashcards in Vol 6 Unit 3 Deck (50):
How do the commander’s priorities affect Public Affairs activities?
Your role as a Public Affairs professional is to help communicate the commander’s messages to a targeted audience to achieve specific and measurable results.
Explain what is meant by a “derived” priority.
A derived priority is one that comes from another source.
What is the difference between local and general priorities?
Local priorities are priorities created or generated by a commander for the local installation. General
priorities are things that are generally considered important everywhere you go.
What is meant by specific priorities?
A specific priority is a specific issue the commander wants to address.
How should PA professionals determine what level of importance to assign to specific PA priorities?
PA priorities should have the same level of importance as the priorities of the commander. PA activities
should be aligned to support the needs and priorities of the commander.
What is the role of Public Affairs as it applies to fixing problems and the commander’s priorities?
Many times, something will get placed on the list of commander priorities because there is a problem that needs to be addressed. Public Affairs should employ its resources to helping the commander fix the problem.
What is the difference between true objectives and stated objectives?
A person may state that a particular activity or goal is what they want to achieve; but the true goal may be
something entirely different.
How can a Public Affairs professional determine the true objectives?
Ask a lot of “why”questions.
Why is it important for Public Affairs to know when to say “no”?
Public Affairs resources are limited and there will always be more demands placed upon these resources than what a Public Affairs shop can handle. All activities should be aligned with the commander’s objectives and if a request comes in that is not high on that list of priorities; it should probably not be done.
What is meant by “target audience”?
When you hear the term “target audience”, it refers to a specific group of people with whom you are trying to communicate a message.
How many target audiences exists?
Theoretically, there is no limit to the number of target audiences possible.
Why are key leaders considered an important target audience?
Key leaders are the people who have the ability to make decisions or strongly influence those who do make decisions.
What is the difference between the internal and external audiences?
The internal audience can be thought of as those within the confines of the base. They could be Active Duty, Guard, Reserves, family members, civilian employees, etc… External audiences would be everyone else.
What is the difference between choir and non-choir audiences?
Choir audiences are those who directly support the DOD or have some type of close associations with the DOD or its members. Non-choir audiences are groups who do not meet the definition of choir audiences.
Why should Public Affairs consider religious organizations as a distinct form of target audience?
Because, you may at times have to communicate a message to this specific group; and at the very least, you
should be aware of the concerns and needs of such groups.
What are some methods that can be used to find local target audiences?
Methods used to find target audiences are only limited by your creativity. A person could find a list of various groups by consulting with a local telephone directory or chamber of commerce.
What is the purpose behind all Public Affairs communications efforts?
All of the Public Affairs communication efforts should be done to achieve specific and measurable results with the members of the target audience. This principle is known as communicating for effect.
What is meant by the term “end state” as it relates to message development?
The end state, or actual objective, is what specific objective that you are trying to achieve with your communications efforts.
How can working backwards assist in message development?
Working backwards can help you remain focused on the actual objective rather than the specific tools used to get there.
How can Public Affairs determine which message and what delivery methods will result in successful communications?
Research. You must research your target audiences and understand their needs and preferences for communication.
Why is it important to use a test run before launching a communications campaign?
Using a test run with a small segment of your target audience allows you to determine whether the message
you crafted or its delivery methods are effective or need to be changed before launching a full-scale messaging campaign.
What are two keys to conducting successful test runs?
Be informal and vary the participants.
Why is simple messaging preferred over more complicated messaging?
The most effective messages tend to be the simplest ones. The more complicated your actual message, the
greater the likelihood your audience will not understand it or it will lose its effectiveness.
Why should Public Affairs look at the world of advertising and marketing for ideas on message development?
Because advertising and marketing companies get paid based on their ability to be successful with their target audiences. Their goal is to use messaging to drive consumer behavior (by purchasing products). Public Affairs’ goals are to use messaging to drive target audience behavior or attitudes. There are a lot of similarities.
What role does length play in message development?
The shorter something is, the easier it is to remember and the greater the likelihood it is to become an effective message.
What is meant when we use the term traditional delivery options in PA communication?
When we say “traditional” message delivery option, we are talking about methods that have been traditionally associated as a Public Affairs method for delivering messages.
What was the biggest advantage the print medium had over other forms of traditional message delivery prior to radio?
A wider distribution of the message.
Identify three drawbacks to using the print form of communication?
Longevity of existence, speed of revision, lack of readers, and incomplete communication loop.
What is the number one advantage of using radio in your communications efforts?
Radio can deliver a message immediately to the listening audience.
What are some negative attributes of using radio to communicate?
Short life span and limited geographical distance.
What distinct advantage does television have over other forms of traditional communication? Why?
Television uses both audio and visual communication. By combining more than one of the senses, the more effective you can be in delivering your messages.
How are radio and television similar?
Both are generally geared for a broader geographic region and, in general terms, can be difficult to utilize to reach a specific target audience that is not tuned to the channel/station broadcasting your message.
What are the advantages of using social media in your communications programs?
Social media has the advantage of being able to disseminate messages to targeted groups immediately. It also has the ability to provide a feedback mechanism which enables you to verify your target audience has received your message.
What are some limitations to using social media?
You may have a particular target audience that does not use social media, or the particular social media tools you wish to utilize. There can also be technological limitations which would prevent you from using all of the available social media tools.
Why is interpersonal communication considered non-traditional for many US audiences?
Because for the past several decades, American have become more reliant on using new forms of communication.
What distinct advantage does face to face communication have over other methods?
Instantaneous feedback and ability to provide utilize more of the senses.
Why is it important to analyze a communication program?
You need to find out whether or not your program is effective.
Why should you begin planning on how you measure program effectiveness in the planning stage of the communication cycle?
If you find that a proposed communications activity will not provide the necessary feedback or a good method for analyzing program effectiveness, you can alter your message or delivery methods.
Describe the different types of data?
Quantitative can be thought of as hard numbers, such as how many people attended the base open house.
Qualitative data can be thought of as feelings, thoughts or ideas, such as how someone feels about the arrival of a new aircraft to you base.
How can Public Affairs analyze the effectiveness of their communications efforts during an accident?
Offer surveys on your website or social media website. Another method would be to solicit feedback from key members of the community.
Is counting the number of participants a good way to measure the effectiveness of open house or base tour programs? Why or why not?
No. The true objective of your communication will determine what data you collect to determine communication effectiveness.
How can you avoid intentional or unintentional manipulation of data or analysis when evaluating the effectiveness of your communications program?
Have someone else collect and/or analyze the data to determine program effectiveness.
Why is it important to choose the right tools and methods to measure program effectiveness?
In the simplest terms, if you use the wrong tools or measure the wrong activities, it will lead to incorrect conclusions about the effectiveness of your communications program or other Public Affairs activities.
How do time and skills play a role in selecting tools for analyzing communication effectiveness?
You may have limitations in either time or the talent and skills necessary to use a particular analysis tool.
Why are surveys a popular method used for collecting data?
Because of their flexibility.
What is the best method for developing your own surveys?
Find out if there is already one available and adapt it to meet your needs. Contact your MAJCOM/PA or SAF/PA to assist in identifying existing surveys.
When is the best time to collect data using a survey?
Immediately, (unless conducting some type of time-based trend analysis which may focus on people’s feelings about an event or activity over time).
What should you do when the analysis of a survey reveals results that are contrary to what was expected?
You should go back and verify that the data collected is good and that there were no problems or discrepancies in the analysis process. If the data and the analysis are proven accurate, then you should accept the fact that your assumptions were incorrect and plan future messaging campaigns accordingly.
How do focus groups collect information for analysis?
These groups are led by a facilitator whose role is to guide the conversations into areas for which data is being collected.