Research & Analysis

Question 1

Research

Answer 1

Should be conducted before developing a communication plan and again to pretest with a sample audience how the communications you are developing will be understood.

Question 2

Measurement

Answer 2

Involves capturing numbers, showing how the communication is being consumed, and what outcomes it is contributing to, both just before a launch to identify a baseline and during/after the campaign to measure progress.

Question 3

Evaluation

Answer 3

Involves putting together separate puzzle pieces of information gleaned from research and measurement to assess if we should continue doing what we’re doing of if we need to consider a course correction.

Question 4

Secondary research

Answer 4

Reviewing already existing data that others have reported.

Examples include: internet searches, Edelman Trust Barometer, Towers Watson Change and Communication ROI, Grunig Communication Excellence Study, Books written on comms, persuasion, marketing, IABC Gold Quill case studies

Question 5

Primary research

Answer 5

Samples your own stakeholders.

Examples include: one-on-one interviews, focus groups, review of other primary research already conducted by your organization, qualitative analysis of what your stakeholders have been posting online on related subjects