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AK21103 Lecture 6 Communication and Evaluation

This document discusses communication and evaluation in public relations. It outlines communication objectives like informing, persuading, and motivating audiences. Factors for effective message design include appropriateness, memorability, understandability, and credibility. Messages must be understood and get the audience's attention. Evaluation measures effectiveness through levels like exposure, awareness, and attitude/behavior change. Objectives should be clearly linked to specific measurement metrics to assess outcomes.

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25 views

AK21103 Lecture 6 Communication and Evaluation

This document discusses communication and evaluation in public relations. It outlines communication objectives like informing, persuading, and motivating audiences. Factors for effective message design include appropriateness, memorability, understandability, and credibility. Messages must be understood and get the audience's attention. Evaluation measures effectiveness through levels like exposure, awareness, and attitude/behavior change. Objectives should be clearly linked to specific measurement metrics to assess outcomes.

Uploaded by

Abd Joe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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AK21103 PRINCIPLES OF

PUBLIC RELATIONS
LECTURE 6:
COMMUNICATION AND
EVALUATION
COMMUNICATING WITH THE TARGET AUDIENCE 2

COMMUNICATION OBJECTIVES
ACTING ON MESSAGES
To inform, to persuade, to motivate, to
Stage of change – AIDA / Awareness,
achieve mutual understanding /
Interest, Contemplating, Trying, Accepting.
Awareness / Attitude change / Behaviour
change

FACTORS FOR MESSAGE DESIGN


REMEMBERING MESSAGES Appropriateness, delivering what it
Repetition and learning experience. suppose to deliver, memorable,
understandable, trustable

BELIEVING ON MESSAGES MESSAGE ACCEPTANCE


Source credibility, context of messages, SMCR process of communication
involvement.

UNDERSTANDING MESSAGES GIVING ATTENTION TO MESSAGES


Effective language, clear writing, symbol Audience are passive and active. U&G
and slogan, avoid jargon, avoid theory. Passive audience processing info,
discrimination. active audience seek info.
3

Transtheoretical
model of change
5
LEVEL OF MEASUREMENT
How to tell the effectiveness of your programme

Attitude and behavior change


Survey / observation to see attitude or
behavior change.

Audience awareness
Audience are aware / understand /
retained the message / Survey.

Message Exposure
Numbers of message expose. / SM
engagement / attendees / press releases

Measurement on Production
Productivity over quantity / counting
number of messages distributed.
OBJECTIVES & MEASUREMENT 6

How to link your objective with measurement

ATTITUDE AND
OBJECTIVES EXPOSURE AWARENESS BEHAVIOUR
CHANGE

To increase numbers of Numbers of students who


student who understand the
rules of plagiarism from 10% . understand the rules of .
to 50% by end of 2021 plagiarism.

To attract at least 1000


Number of students'
students to attend a talk on .
plagiarism attendance to the talk.

To increase number of
students who are positive
Survey on the students’
about avoiding plagiarism
from 10% to 50% by the end attitude..
of 2021
To reduce the incidence of
plagiarism among student Proxy indicator on incidence of
from 7/10 to 4/10 by the end plagiarism reported by lecturer.
of 2021
7

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