Strategic Working Group: Goal #6 Update & Decision Brief Presented to DirPA 22 February 2006 Major Jason A. Johnston, DivPA, HQMC

Strategic Working Group: Goal #6 Measure the Goals & Objectives of the Public Affairs Occupational Field Major Jason A. Johnston, DivPA, HQMC

Executive Summary  Problem: Determining what affect programs, activities, or tactics have on the relationship between the Marine Corps and its constituents/publics.  Methodology: A phased approach including Research, Planning, Execution, & Evaluation  Outcome: Beginning Execution phase supported by limited personnel & COTS support is best way-ahead

The Problem Build then Enhance Relationships with Key Publics Internal External Community

Assumptions  PA OccField will experience an increase in OpTempo and a decrease in resources.  Leaders cognizants of media affects will continue to increase.  Increased emphasis of Public Affairs as a pillar of Strategic Communications will increase.  Paradigm shift from Reactive to Proactive Public Affairs.

Concept of Operations (Status) Phasing Plan –Phase 1 – Research (Feb 05 + Continuous) –Phase 2 – Planning (Aug 05 – Feb 06) –Phase 3 – Execution (Feb 06 - Feb 07) –Phase 4 – Evaluation (July 06 – Feb 07)

Concept of Operations (Status) Phasing Plan –Phase 1 – Research (Feb 05 + Continuous)  Stage 1 – Determine methodology (Complete)  Stage 2 – Determine efficacy of COTS systems, legacy systems (Complete)  Stage 3 – Determine internal systems abilities (Complete)  Stage 4 – Determine resource requirements (Complete) –Phase 2 – Planning (Aug 05 – Feb 06)  Stage 1 – Test COTS systems  Stage 2 – Develop, Coordinate and Publish a Public Affairs Measurement & Evaluation Strategy  Stage 3 – Identify resources available  Stage 4 – Keep Attacking!

Concept of Operations (Status) Phasing Plan –Phase 3 – Execution (Feb 06 - Feb 07)  Stage 1 – Determine Best COA/Methodology  Stage 2 – Prototype a reporting system  Stage 3 – Establish HQMC PA Analysis Cell and Charter  Stage 4 – Integrate process into doctrine, schools, TTPs. –Phase 4 – Evaluation (July 06 – Feb 07)  Stage 1 – Complete Reporting Process  Stage 2 – Determine value of effort.  Stage 3 – Continue to turn evaluation results into better efficiencies.

Determining Relationships Two Types –Exchange Relationships In an Exchange Relationship, one party gives benefits to the other only because the other has provided benefits in the past or is expected to do so in the future. –Communal Relationships In a communal relationship, both parties provide benefits to the other because they are concerned for the welfare of the other – even when they get nothing in return. For most communications activities, developing communal relationships with key constituencies is much more important to achieve than would be developing exchange relationships.

Relationship Measurable Variables Control Mutuality –The degree to which parties agree on who has the rightful power to influence one another. Although some imbalance is natural, stable relationships require that organizations and publics each have some control over the other. Trust –One party’s level of confidence in and willingness to open oneself to the other party. There are three dimensions to trust: integrity, dependability, and competence. Satisfaction –The extent to which each party feels favorably toward the other because positive expectations about the relationship are reinforced. A satisfying relationship is one in which the benefits outweigh the costs. Commitment –The extent to which each party believes and feels that the relationship is worth spending energy to maintain and promote.

What do we Measure? Outputs: The immediate results of an activity (press release ‘placements’ or ‘impressions’. Outtakes: Determining if publics received the message directed at them, paid attention to them, understood/comprehended them. Outcomes: Whether the activity resulted in any opinion, attitude, and/or behavior changes on the part of the targeted audience.

What do we Measure? Outtakes Def: Determining if publics received the message directed at them, paid attention to them, understood/comprehended them. --Favorability --Understanding & Comprehension --Message Recall & Retention --Attention & Response Methods: Awareness & Comprehension Recall & Retention

What do we Measure? Outcomes Def: Whether the activity resulted in any opinion, attitude, and/or behavior changes on the part of the targeted audience. Methods: Attitude & Preference Behavior Measurements

Measuring the Strategic Goal Build then Enhance Relationships with Key Publics Internal External Community Output Outtake Output Outtake Outcome Output Outtake Surveys Content Analysis

Maximum Flexibility Content Analysis Surveys Content Analysis Surveys Qualitative Quantitative COTS In-House Ease of Use Valid

Measurement Management Process HQMC DIVPA Measurement and Evaluation Cell MCI-WMCI-E MCRC

Measurement Management Timeline Acquisition Implement Mar 06Aug 06Nov 06 Design Analysis Feedback HQMC MCI UNIT

Measurement Management Cost HQMC DIVPA Measurement and Evaluation Cell MCI-WMCI-E MCRC $10K

Courses of Action 1.Maintain Status Quo 2.Create PA Measurement & Evaluation Cell (1 Collateral Duty/$10K) --Asst Plans Officer (Reserve) --Deputy Media Officer (9674) --RLO 3. Create PA Measurement & Evaluation Cell (1 Collateral Duty Billet)

Survey Cost Consideration COTS PA Intranet Custom Status Quo BenchPoint Survey Monkey Zoomerang $$ $ $ $ Cost per functionality

Content Analysis Consideration COTS In House Custom Status Quo Factiva VOCUS QIA Custom Scoop $$$$ $$$ $ Cost per functionality