Week 12

Question 1

Evaluating consumer success “planning steps”

Answer 1

1. Identify your objectives
2. Know your organisation
3. Understand the situation
4. Analyse your publics
5. Select the channel
6. Predict the outcomes
7. Prepare evaluations
8. Practice

Question 2

Strategic communication evaluation

Answer 2

-What is the criteria for gaining success
-What is the timing of evaluation?
-What are the specific ways to measure each level of objectives?

Question 3

Ways to measure activity

Answer 3

Measuring outputs, measuring outtakes, measuring outcomes

Question 4

What’s involved in measuring outputs?

Answer 4

• blogs or tweets posted, news conferences or special events
• short-term immediate activities from a PR program
• engage with consumer

Question 5

What’s involved in measuring outtakes?

Answer 5

• something the public takes away following a PR engagement
• sharing, liking, understanding
• where are they sharing it and why?
• opportunity for 2-way discussion

Question 6

What’s involved in measuring outcomes?

Answer 6

• accomplishment of objectives through a PR engagement
• number of new recruits, money raised, increased membership
• the most important

Question 7

3 evaluation research designs

Answer 7

After-only study
Before-and-after study
Controlled before-and-after study

Question 8

What is the Hawthorne effect?

Answer 8

A research phenomenon where change occurs because participants know that are campaign Is in progress and they’re being observed

Question 9

What is involved in an After-only study?

Answer 9

• measure audience response to engagement such as attendance, contributions, purchases and other easily measured reactions
• Pros: simple
  Cons: presumes a cause and effect relationship

Question 10

What is involved in a Before-and-after study?

Answer 10

• A type of research design that reviews a situation before a communication project, and after the project
  -Pros: provides a benchmark for comparing later studies
  -Cons: PR does not take place in a pure environment. Be aware of extraneous factors

Question 11

What is involved in a controlled before-and-after study?

Answer 11

• a more sophisticated research design as it considers outside factors and involves a control group
  -Pros: conclusions are more reliable
  -Cons: higher costs to recruit and conduct study

Question 12

How to evaluate awareness objectives

Answer 12

-message exposure
-readability
-message recall
-all are useful to present and future engagements

Question 13

How to evaluate acceptance objectives

Answer 13

• audience feedback
• benchmark study
• all are useful to future engagements

Question 14

How to evaluate action objectives

Answer 14

• audience participation
• direct observation
• relative media effectiveness
• all are useful to present and future engagements