Jour 201 2nd EditionExam # 2 Study Guide Chapters 7-11Lecture 10-11 Evaluating Public Relations Effectiveness- Goal  Research  Objectives  Strategy  Action  Evaluation- Evaluation: It is an ongoing process!o Traditional: News Releases, Website Visitors, Videos produced, o Additional Evaluation measurements: behavior/attitude of ppl- Why?o Help us design effective campaigns/programso Improve upon our implementationo Target resources and improve cost-effectivenesso Improve the design of campaigns, programs, products, organizational effectiveness, etc.- How?o Traditional measures of Evaluation: NEWS RELEASES USED/WEBSITE VISITORS/VIDEOS PRODUCED AND USEDo Additional measures of Evaluation: Behavior/Attitudes/Knowledge/Awareness – impact analysis- Evaluation is an on-going process- Formative: Learn more about aspects of an issue, affected populations, guide campaign/program design, establish baseline status of awareness, attitudes, behaviors, pretest materials- On-going: Quantify what has been done, when, where, how, and who has been reached,identify how public is reacting to messages, identify problems or areas for adjustment, help explain why expected changes did or did not occur- Summative: measures change in desired outcomes (awareness, attitudes, behaviors) against objectiveso Keep in mind: Changes may not be due to campaign- Continuous: constant Evaluation/environment- Media coverage and impact:o Clip count: simply counting editorial coverage that mentions brand/organizationo Media Impressions: a calculation used to measure the amount of people exposedto a messageo Content analysis can be used to measure tone of mentionso Event measurement: Measure media impressions event generated/Measure impact event had on attendees o Word of mouth: Or interpersonal communication/Lack of trust in advertising/ Peer recommendation a powerful influencer in public opinion and purchasingo Web based messages: Track the number of page views and unique visitors news stories earn- Measurement strategies: Relationship with media representatives, Impact their messages have on the publics they want to reach, Number of people reached, How many media used their messages, Value their efforts have for the organization- Audience coverage: Keep a record of what messages were sent and where they were sent,- Track what releases were used and by whom- Measure intended and unintended audience coverage- Audience response: Pretest messaging with a sample of target audience (focus group)/ Surveys can measure audience recall and response/Want to understand if message attracts attention, arouses interest or retained/understood/Track media treatment of stories- Campaign impact: Think back to goals and objectives/Measured during and after campaign/Generally attitudinal, but can also be behavioral/Actions: complaints, inquiries- Environmental mediation: Seek to understand how social/cultural/economic forces may influence the success or failure of a campaign- Lessons learned: o - A global campaign can reach huge audiences and increase interpersonal communicationo Adapting a global campaign to local culture can increase effectivenesso Longer-form communication (documentaries) can have more of an impacto Campaigns need to know their audiences, and evaluation is key to understandingLecture 12Social Media:- All media are social: ideas are not channel specific- Social media can increase the ability to reach larger audiences- Social media provides ways to: share, collaborate, and mobilize collective action- Highly-targeted: direct messaging to interested individuals- Word-of-mouth from peers and authenticity in communication from organization increases trust and perceived reliability by stakeholder- Altruism: social media offers the ability to publicly recognize the action of supporters and volunteerso Personal, customizable or give the ability to create something newo About the publico Spur debateo Create incentiveLecture 13Employee Communication:- When lines of communication are open between employees, organizational goals are more likely to be achieved- Employees interact with: customers, the community, investors, media- Organizational culture: refers to the character of an organization, its history, its approachto decision making, its way of treating employees, and its way of dealing with the world outside- People are loyal to culture not strategy- Centralized decision making by CEO and a few high level managers- Participative culture: employees are empowered to make decisions- Management creates culture- How PR Create the Cultureo Establish organizational communication policy based on a goal-oriented approacho Design and implement organizational change programso Provide expertise as employee communicatorso Policies should reflect managements desire to:  Keep employees informed of organizational goals, objectives and plans inform employees of organizational activities, problems and accomplishments Encourage employees to provide input, info and feedback to management based on experience, insights, feelings, creativity and reason Level with employees about negative, sensitive or controversial issues Encourage frequent, honest, job-related, two-way communication among managers and their subordinates Communicate issues before employees learn from media Establish a culture where innovation and creativity are encourage- 6 steps to effective change management:1. Change starts at the top2. Key audience is management3. View employees as a public not a captive audience4. Actions speak louder than words5. Employees seek meaning in their work lives6. Keep the marketplace, competition, customer, trends first and foremost in aligning internal messaging- Role as an expert: o Forecast and monitor relationships with key audienceso Plan flexible communication structures so that employees will understand and support new situations and organizational environmentso Communicate employee benefits: 1:selection of benefit or program goal 2: directvs. indirect strategy 3: communication objectives 4: tactics: media selection and implementation (inserts/enclosures/booklets and manuals/ displays and posters)5: evaluationLecture 14Community Relations- Must always recognize the interdependence of organizations and their communities- Community relations: an institutions planned, active, and continuing participation with and within a community to maintain and enhance its environment to the benefit of boththe