what are the Barcelona principles?
- goal setting & measurements are fundamental
- measure communication outcomes
- measure effects on organisational outcomes
- measurement & evaluation require qual and quant methods
- AVES are not the value of comms
- social media should be measured
- measurement/eval should be transparent, consistent & valid
what are the 3 levels of objectives?
cognitive (think)
conative (action)
affective (feel)
what are the steps in the chase jones model?
- issue identification
- issue analysis
- issue change strategy options
- issue action
- evaluation
what are the three change strategy options?
- reactive
- adaptive
- dynamic
what factors influence which change strategy option is chosen?
- risk created by issue
- confidence in information
- perceive accuracy of projections
- likelihood issue will go away on its own
- general direction of elements related to issue
what are the four media framing models?
- problem definition
- moral judgement
- remedy promotion
- causal analysis
name 8 types of stakeholders
- providers of capital (investors)
- suppliers
- general public
- community
- pressure groups
- competitors
- employees
- customers
name 5 benefits of sponsorships
- passion marketing
- image transfer
- multiple stakeholder comms
- direct sales
- strategic partnerships
what are the four drivers of successful sponsorship
sponsor, sponsee, combinational and target audience related factors
what are the three D’s of developing a sponsorship strategy
Discover (data, scenarios, objectives)
Design (time frames, broad idea of activities)
Deliver (how program’ll be put into practice)
benefits of a digital sponsorship
interactivity capabilities
viral effects potential
extended period of sponsor visibility
market research and feedback
3 sponsorship measures
- media exposure
- brand and reputation outcomes
- financial impact
3 sponsorship perspectives
charitable donations
corporate philanthropy
cause related marketing
what is CRM AND CRS
CRM (cause related marketing) allows an association b/w a brand/company with a charitable cause (promotes sales & cause)
CSR (corporate social responsibility) fulfilment of economic & legal duties, ethical expectation and even philanthropic programmes
define corporate communication and its focus
communication engaging with non-consumers
‘one company, one voice’ focus to create a consistent narrative
plays crucial role in development of intangible assets (reputation, image & identity) creates capital in terms of credibility reliability & trustworthiness
what is lobbying & its two key principles
any action designed to influence action of the government
2 key principles; timing and targeting
what is the focus of B2B campaigns
build reputation as thought leader, bc reputation is most important element in buying process
integrated comms are essential to withstand scrutiny of stakeholders
what are the characteristics of B2B
small number of ‘buying publics’
specific application/end for products/services
negotiated purchasing decisions
defining product/service terms
what matter to employees (internal comms)
autonomy
mastery
purpose
what are the 6 functions of internal comms
- ensure legal obligation to communicate with employees
- ensure employees know what’s expected of them
- support major change
- promote collaboration & sense of community
- promote external advocacy
- encourage good employees to stay
what is community involvement useful & why is it useful
aim is to building strong relationship & manfully involved community member
to let them know they’re heard/understood and to gain trust, positive reputation and achieve goals
strategy vs tactics
strategies
(what is to be achieved)
determines overall approach & acts as guiding principles/big idea
tactic
(what is going to be done)
methods used to deliver strategy
must be appropriate & deliverable
message/content benefits
- assist awareness & attitude forming process
(message that can be repeated has been received) - demonstrate communication channels have be appropriate
- essential in evaluation process
- helps focus management minds
