1. THINK Public Relations
Wilcox/Cameron/Reber/Shin

2. Ch 6: Communication and Measurement

3. Overview Communication: The third step Measurement: The fourth step
Measurement of message exposure
Measurement of audience awareness, attitudes, and action

4. Communication: The Third Step
Is referred to as execution
Is the process and the means by which objectives are achieved
Tactics are developed to implement the plan.

5. Goals of Communication
Message exposure
Accurate dissemination
Acceptance of the message
Attitude change
Behavior change

6. Making Sure the Audience Receives the Message
Schramm’s model
Source, Encoder, Signal, Decoder, Destination
Grunig’s model
Two-way symmetrical communication
Mixed motives

7. Making the Audience Pay Attention to the Message
Theoretical perspectives
Lasswell’s definition of communication
“Who says what, in which channel, to whom, with what effect?”
Media uses and gratification
Passive audiences / Active audiences
Bandura: Social Learning Theory
Pavlov, propaganda / Powerful effects
The two-step flow: a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people.

8. Making Sure the Message is Understood
Importance of language
Understand cultural differences
Check writing for simplicity and clarity
Readability formulas: Flesch, Cloze
Use symbols, acronyms, easy-to-remember slogans
Avoid jargon, cliché, hype, euphemisms, discriminatory language
Employers: ‘writing skills’ & ‘critical thinking skills’

9. Making the Message Credible
Source credibility
Context of the message
Involvement

10. Making the Message Memorable
Repetition
Delivering information in a variety of ways via multiple communication channels

11. What Do You Think?
What are the five steps of the adoption process? What are some of the factors that affect the adoption of an idea or a product?
This question will stimulate discussion of the adoption process in terms of getting the audience to act.

12. Making Sure the Audience Acts on the Message
Five-stage adoption process
Awareness, interest, evaluation, trial, adoption
Rogers’ diffusion of innovations
Relative advantage, compatibility, complexity, trialability, observability
Why do we pay attention to some things and ignore others?
Are you an ‘opinion leader’ or ‘follower’?

13. Measurement: The Fourth Step
Measurement is the evaluation of results against agreed-upon objectives established during planning.
Evaluation improves the public relations process.

14. Basic Evaluation Questions
Adequately planned?
Message(s) understood?
How could strategy have been more effective?
Audiences reached?
Objectives achieved?
What was unforeseen?
Budget met?
Future improvements?

15. Objectives: A Prerequisite for Measurement
Develop a clearly established set of measurable objectives.
Informational and motivational objectives

16. Measurement and Evaluation Status

17. Measurement of Message Exposure
Compile clippings/mentions
Most widely used metric
Media impressions
Placement x circulation/viewership/listenership
Internet hits
Advertising equivalency
Space/time x advertising rate
Systematic tracking
Analyze volume and content of media placements

18. Measurement of Message Exposure
Information requests
Cost per person
Audience attendance

19. Measurement of Audience Awareness, Attitudes, and Action
Survey
Day-after recall
Audience Attitude
Related to awareness
Baseline/benchmark studies
Audience Action
The ultimate objective of any public relations effort
Measure desired behaviors

20. To inform, To persuade, To motivate and To build mutual understanding are some of the _____ goals of communication.
legitimate

21. Into which media category do publicity, advertising, and product placements fall?

22. Brochures, newsletters, annual reports and direct mail are all forms of ________ media.
controlled

23. communicating a message
Message exposure, accurate dissemination of the message, acceptance of the message and attitude change are a key objective for ________
communicating a message

24. uses and gratifications
The theory that says people use the mass media for a variety of purposes in known as
uses and gratifications

25. The kind of audience that may initially pay attention to a message only because it’s entertaining is k known as a ______ audience.
passive

26. Websites, brochures, slide presentations and speeches are effective tools for delivering information to a(n) _______ audience
active

27. It reminds the audience, it can lead to improved learning, it offsets the “noise” and it contributes to credibility are a benefit of ______a message.
repeating

28. Five-Stage Adoption Process
Every person does not go through all five stages, yhe process may end after any step, the process is like a large funnel and it can be applied to both ideas or products are true of the:
Five-Stage Adoption Process

29. At what stage in the adoption process do people seek more information about the idea or product?
interest

30. According to communication researcher Everett Rogers, people who are eager to try new ideas are called
innovators

31. Retention, comprehension, awareness and reception are considered to be an “_______” level of measurement
intermediate

32. According to a recent survey of public relations practitioners, which tool is the most effective measure of message exposure?
clippings

33. The potential audience reached by a periodical or broadcast program is known as
Media impressions

34. Tracking media coverage and comparing it over time is known as:
benchmarking

35. organizational objectives
The ultimate objective of any public relations effort is to achieve _____.
organizational objectives

36. In the Diffusion of Innovations model, ______ are traditionalists who are the last to adopt anything.
laggards