Communication Measurement & Evaluation Flashcards
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Read the first 7 Communication Measurement & Evaluation flashcards as text
Which model is widely used in public relations to evaluate communication outcomes at multiple levels, from outputs to outcomes?
Answer: The Barcelona Principles Framework
The Barcelona Principles, updated in 2020, provide a framework for measuring PR outcomes across outputs, outtakes, and outcomes at multiple levels.
In communication measurement, what is the primary distinction between an 'output' and an 'outcome'?
Answer: Outputs are immediate products of communication activity; outcomes reflect changes in awareness, attitude, or behavior
Outputs (e.g., press releases sent, posts published) are what the communicator produces, while outcomes measure the actual effect on the audience, such as changed attitudes or behaviors.
A communicator wants to measure whether a campaign changed employees' understanding of a new policy. Which type of research is MOST appropriate?
Answer: Pre- and post-campaign surveys
Pre- and post-campaign surveys measure changes in knowledge, attitude, or behavior directly attributable to the communication effort.
Which of the following is an example of an 'outtake' in the communication measurement hierarchy?
Answer: Audience recall and comprehension of a key message
Outtakes sit between outputs and outcomes and measure what audiences took away from the communication, such as message recall and comprehension.
When calculating 'share of voice' for a brand's media coverage, a communicator is measuring:
Answer: The brand's media coverage volume compared to competitors in the same category
Share of voice measures the proportion of total media coverage a brand receives relative to its competitors, indicating relative prominence in the conversation.
Which research method involves systematically analyzing media coverage to identify themes, tone, and message prominence?
Answer: Content analysis
Content analysis is a systematic, replicable method for examining media coverage to categorize and quantify themes, sentiment, and key message inclusion.
According to the Barcelona Principles, advertising value equivalency (AVE) is considered:
Answer: An invalid metric that should not be used to measure PR value
The Barcelona Principles explicitly state that AVEs are not a valid measure of the value of PR or communication, as they conflate paid advertising with earned media.