CCOM 7311 Learning Unit 2 : Evaluating Communicating Strategy Flashcards
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
