some measures of message exposure count actual audiences, such as the number of people who attend an open house or some other public relations event. Unfortunately, some other measures deal with inferred or potential audiences, weakening the value of this measure by linking it mere estimates.
Some concepts associated with message exposure are drawn from advertising. Audiences could hove been exposed to the message presented in various media, from interpersonal settings, to viewers of a television newscast, to motorists who pass by a billboard. Sometimes these calculations can be quite impressive, even seductive. Consider, for example, the 1.1 billion impressions counted by MasterCard for its sponsorship of the world Cup Soccer Championship through public relations actions such as news conferences,news release, interviews and bylined columns. Or the Epilepsy Foundation, which recorded 140million impressions through a public service radio advertising and a new and emerging media.
Remember, however, that media impressions and other counts of message exposure may simply estimate audience size. Even if the count is an actual one, such measures indicate only how many people saw or heard the message. They don’t measure the extent to which the audience overlaps with key publics. And they don’t indicate whether the audiences understood it, accepted it or acted on it in my way
Message content
An important type of evaluation focuses on the content of the message. Was it positive or did it provide erroneous data?Unwarranted conclusions? Outdated information? It is far more important to analyse the content of a message than merely to count the number of newspaper clippings. Appendix A. Applied Research, provides specific information on how to conduct a content analysis.For now, don’t forget to include this method of research prominently in your evaluation program.
Readability measures
Another way to evaluate awareness deals with comprehension—how easy a message is to understand. one of the first step in developing a public relations plan is to identify and analyse the publics to addressed. Part of that analysis involves an assessment of their reading level, usually translated into the level of education achieved by members of the public.
for example, most newspapers are written at about a ninth-grade reading level so everybody with that level of education or more-- majority of reader should be able to understand the articles columns and editorials. they may not necessarily agree with them or even be interested in them, but they are able to understand the writing if you are preparing
some measures of message exposure count actual audiences, such as the number of people who attend an open house or some other public relations event. Unfortunately, some other measures deal with inferred or potential audiences, weakening the value of this measure by linking it mere estimates.Some concepts associated with message exposure are drawn from advertising. Audiences could hove been exposed to the message presented in various media, from interpersonal settings, to viewers of a television newscast, to motorists who pass by a billboard. Sometimes these calculations can be quite impressive, even seductive. Consider, for example, the 1.1 billion impressions counted by MasterCard for its sponsorship of the world Cup Soccer Championship through public relations actions such as news conferences,news release, interviews and bylined columns. Or the Epilepsy Foundation, which recorded 140million impressions through a public service radio advertising and a new and emerging media.Remember, however, that media impressions and other counts of message exposure may simply estimate audience size. Even if the count is an actual one, such measures indicate only how many people saw or heard the message. They don’t measure the extent to which the audience overlaps with key publics. And they don’t indicate whether the audiences understood it, accepted it or acted on it in my wayMessage contentAn important type of evaluation focuses on the content of the message. Was it positive or did it provide erroneous data?Unwarranted conclusions? Outdated information? It is far more important to analyse the content of a message than merely to count the number of newspaper clippings. Appendix A. Applied Research, provides specific information on how to conduct a content analysis.For now, don’t forget to include this method of research prominently in your evaluation program.
Readability measures
Another way to evaluate awareness deals with comprehension—how easy a message is to understand. one of the first step in developing a public relations plan is to identify and analyse the publics to addressed. Part of that analysis involves an assessment of their reading level, usually translated into the level of education achieved by members of the public.
for example, most newspapers are written at about a ninth-grade reading level so everybody with that level of education or more-- majority of reader should be able to understand the articles columns and editorials. they may not necessarily agree with them or even be interested in them, but they are able to understand the writing if you are preparing
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