Vol 6 Unit 3

Question 1

How do the commander’s priorities affect Public Affairs activities?

Answer 1

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.

Question 2

Explain what is meant by a “derived” priority.

Answer 2

A derived priority is one that comes from another source.

Question 3

What is the difference between local and general priorities?

Answer 3

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.

Question 4

What is meant by specific priorities?

Answer 4

A specific priority is a specific issue the commander wants to address.

Question 5

How should PA professionals determine what level of importance to assign to specific PA priorities?

Answer 5

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.

Question 6

What is the role of Public Affairs as it applies to fixing problems and the commander’s priorities?

Answer 6

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.

Question 7

What is the difference between true objectives and stated objectives?

Answer 7

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.

Question 8

How can a Public Affairs professional determine the true objectives?

Answer 8

Ask a lot of “why”questions.

Question 9

Why is it important for Public Affairs to know when to say “no”?

Answer 9

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.

Question 10

What is meant by “target audience”?

Answer 10

When you hear the term “target audience”, it refers to a specific group of people with whom you are trying to communicate a message.

Question 11

How many target audiences exists?

Answer 11

Theoretically, there is no limit to the number of target audiences possible.

Question 12

Why are key leaders considered an important target audience?

Answer 12

Key leaders are the people who have the ability to make decisions or strongly influence those who do make decisions.

Question 13

What is the difference between the internal and external audiences?

Answer 13

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.

Question 14

What is the difference between choir and non-choir audiences?

Answer 14

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.

Question 15

Why should Public Affairs consider religious organizations as a distinct form of target audience?

Answer 15

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.

Question 16

What are some methods that can be used to find local target audiences?

Answer 16

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.

Question 17

What is the purpose behind all Public Affairs communications efforts?

Answer 17

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.

Question 18

What is meant by the term “end state” as it relates to message development?

Answer 18

The end state, or actual objective, is what specific objective that you are trying to achieve with your communications efforts.

Question 19

How can working backwards assist in message development?

Answer 19

Working backwards can help you remain focused on the actual objective rather than the specific tools used to get there.

Question 20

How can Public Affairs determine which message and what delivery methods will result in successful communications?

Answer 20

Research. You must research your target audiences and understand their needs and preferences for communication.

Question 21

Why is it important to use a test run before launching a communications campaign?

Answer 21

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.

Question 22

What are two keys to conducting successful test runs?

Answer 22

Be informal and vary the participants.

Question 23

Why is simple messaging preferred over more complicated messaging?

Answer 23

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.

Question 24

Why should Public Affairs look at the world of advertising and marketing for ideas on message development?

Answer 24

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.

Question 25

What role does length play in message development?

Answer 25

The shorter something is, the easier it is to remember and the greater the likelihood it is to become an effective message.

Question 26

What is meant when we use the term traditional delivery options in PA communication?

Answer 26

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.

Question 27

What was the biggest advantage the print medium had over other forms of traditional message delivery prior to radio?

Answer 27

A wider distribution of the message.

Question 28

Identify three drawbacks to using the print form of communication?

Answer 28

Longevity of existence, speed of revision, lack of readers, and incomplete communication loop.

Question 29

What is the number one advantage of using radio in your communications efforts?

Answer 29

Radio can deliver a message immediately to the listening audience.

Question 30

What are some negative attributes of using radio to communicate?

Answer 30

Short life span and limited geographical distance.

Question 31

What distinct advantage does television have over other forms of traditional communication? Why?

Answer 31

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.

Question 32

How are radio and television similar?

Answer 32

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.

Question 33

What are the advantages of using social media in your communications programs?

Answer 33

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.

Question 34

What are some limitations to using social media?

Answer 34

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.

Question 35

Why is interpersonal communication considered non-traditional for many US audiences?

Answer 35

Because for the past several decades, American have become more reliant on using new forms of communication.

Question 36

What distinct advantage does face to face communication have over other methods?

Answer 36

Instantaneous feedback and ability to provide utilize more of the senses.

Question 37

Why is it important to analyze a communication program?

Answer 37

You need to find out whether or not your program is effective.

Question 38

Why should you begin planning on how you measure program effectiveness in the planning stage of the communication cycle?

Answer 38

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.

Question 39

Describe the different types of data?

Answer 39

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.

Question 40

How can Public Affairs analyze the effectiveness of their communications efforts during an accident?

Answer 40

Offer surveys on your website or social media website. Another method would be to solicit feedback from key members of the community.

Question 41

Is counting the number of participants a good way to measure the effectiveness of open house or base tour programs? Why or why not?

Answer 41

No. The true objective of your communication will determine what data you collect to determine communication effectiveness.

Question 42

How can you avoid intentional or unintentional manipulation of data or analysis when evaluating the effectiveness of your communications program?

Answer 42

Have someone else collect and/or analyze the data to determine program effectiveness.

Question 43

Why is it important to choose the right tools and methods to measure program effectiveness?

Answer 43

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.

Question 44

How do time and skills play a role in selecting tools for analyzing communication effectiveness?

Answer 44

You may have limitations in either time or the talent and skills necessary to use a particular analysis tool.

Question 45

Why are surveys a popular method used for collecting data?

Answer 45

Because of their flexibility.

Question 46

What is the best method for developing your own surveys?

Answer 46

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.

Question 47

When is the best time to collect data using a survey?

Answer 47

Immediately, (unless conducting some type of time-based trend analysis which may focus on people’s feelings about an event or activity over time).

Question 48

What should you do when the analysis of a survey reveals results that are contrary to what was expected?

Answer 48

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.

Question 49

How do focus groups collect information for analysis?

Answer 49

These groups are led by a facilitator whose role is to guide the conversations into areas for which data is being collected.

Question 50

What are the dangers of using derivative methods to analyze program effectiveness?

Answer 50

Derivative methodology is filled with variables that can affect the accuracy of the information and could lead to false conclusions.