Hoorcollege 4 Flashcards
difference identity and image
Identity = the organizations personality Image = how the public perceives the organization
Corporate identity mix
Symbolism, Communication, Behavior make the image
How from corporate identity an image to an identity plan
Identify gap and what is needed to make them coherent
Use an audit (extensive communciation study of the organization)
Increasing importance of social media (checking on employees)
Goals of Corporate Identity Strategy
Maintain present position (When no gap)
Adapt the present situation (close the gap)
Develop a new position (when you really have to change)
Perspectives on identity Essence of identity differs
Cultural perspective = How we view the organiztion and communicate about it. We create identity within our discourse.
Organizational perspective = what is central to the organization? What makes it unique?
Why is consistency important for the CI
Need for transparency
Problem: different stakeholders, different interests
Solution: Common Starting Points (CPS): central values that can steer the communication towars the CI
Organizational culture
Part of the corporate identity: ‘how we do things here’. Possible tool to understand this is the cultural web of Johnsen et al (1992).
2 forms of evaluating
Formative = is typically conducted during development of improvement of a program Summative = makeing judgement about the efficacy of a program at its end
Evaluation approach
The objective-based model (Tyler, 1942): Define objectives prior to evaluation but make them smarrtt (Specific, Measurable, Achievable, Realistic, Relevant, Targeted, Timed)
Evaluation models
Preparation, implementation and impact model: PII (Cutlip etal 1985)
Communication controlling model
Integrated model of evaluation for strategic communication (macnamara 2018)
Preparation, implementation and impact model PII (Cutlip etal 1985)
Three levels to evaluate PR:
- Preperation: assess ino that is at the basis of the program
- Implementation: asses tactics applied to the program
- Impact: asses the realization of goals
Communication controlling model
Value link approach: the added value of communication processes in terms of the impact on the stratefic/financial targets and tangible intangible resources.
Four stages
- Input (resources employed)
- Output (Internal: efficiency within organization. and external: content and coverage messages)
- Outcome (Direct: changes in SH knowledge. Indirect: changes in SH attitude)
- Outflow ( how well communication managed to achieve the targets)
Integrated model of evaluation for strategic communication (Macnamara 2018)
5 levels of evaluation
- inputs: formative research
- Activities: design and media relations (what pr people do)
- Outputs: publication, content (what pr people produce)
- Outcomes: awareness, attitudes, behavior
- Impact: societal and organizational results.
Stages overlap!
Evaluation in practice
Output level, summative approach. Barries are budget, time, hinders of management, lack of knowledge, attitude of pr, unhappy with available tools
Development of evaluation
Barcelona Declaration of Measurement Principles: standard for PR measurement. Broad framework. Focus on:
- Formulating goals
- Measuring outcomes and organizational performance
- Quality standards
Standardisation of evaluation two levels
Technical standards = how to measure
Process standards = how to carry out the whole evaluation
3 areas that generate debate
AVE (advertising value equivalency debate)
Return on investment
Online evaluation
Advertising Value Equivalency debate (AVE)
What would the campaign have cost if the equivalent was spent on advertising? Starting point = advertising rate. Heavily criticized!: news stories unequal to advertising. AVE cannot reflect the value of keeping stories out of the media. PR story can vary, ad remains the same.
Return on Investment (ROI)
Financial returns on costs. Alternative is Social return on investment (value created by building social capital and managing key relationships)
Online evaluation
Monitor and evaluate communication on Social Media. Focus more on output (clicks and likes). Engagement: likes versus comments.
4 dimensions of engagement to facilitate it:
1, Involvement (basic demonstration of awareness, web visits links clicks likes and shares)
2. Interactions (action that the public take)
3. Intimacy (focus on how publics feelabout the organization and can be measured through sentiment analysis)
4. influence (the extent to which public perform advocay or outreach activities such as recommanding the organization
