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elearning.lspr.edu
Master of Arts in Communication : Corporate Communication Studies
Content
Part 1
Evaluation methods
Part 2
Media Analysis
Part3
Latihan
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Evaluation
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No. who
change:
Behavior &
Attitude
OUTCOMES
(Functional &
organizational evaluation)
OUT-TAKES
(Proposed by some as a
4th stage)
OUTPUTS
(Process & program
evaluation)
INPUTS
Quality of message presentation
(Formative research)
Appropriateness of: Message content & medium
selected
How does target audience prefer to receive the info ?
What : does target audience know, think, feel? Do they
need / want?
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Did,
The PR activity help you achieve the objectives ?
They understand the messages ?
Attitudes change ?
Which and how many people were reached ?
What,
Messages did they receive ?
Action did they take ?
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Consumer campaigns:
shifts in awareness/opinion,
direct action (eg websites hits, helpline calls, sales increases,
requests for literature),
monitor on-line conversations,
footfall/participation at events,
conduct focus groups
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Other methods
Corporate campaigns:
share price,
changes to trust/opinion,
perception/image,
reputation levels,
awareness of and level of support
for/against corporate activities,
stakeholder support
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Part3 : Latihan
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Selamat mencoba !
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elearning.lspr.edu
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