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Changes in audience attitudes can be evaluated through a baseline or benchmark study, which focuses on measuring awareness and opinions before, during, and after a public relations campaign. Ultimately, public relations campaigns are evaluated based on how they help an organization achieve its objectives through changing audience behavior, whether it involves sales, fund‐raising, or the election of a candidate.
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CHAPTER 7—COMMUNICATION AND MEASUREMENT WHAT ARE THE GOALS OF PUBLIC RELATIONS COMMUNICATION? P. 134 Five possible objectives of communication are message exposure, accurate dissemination of the message, acceptance of the message, attitude change, and change in overt behavior. WHICH FACTORS INFLUENCE MESSAGE RECEPTION, COMPREHENSION, RETENTION, AND CREDIBILITY, AND ADOPTION? P. 135 Successful communication involves interaction, or shared experience, because the message must be not only sent but also received. The larger the audience, the greater the number of barriers to communication. Communicators must tailor messages to get recipients’ attention. Messages for passive audiences must demonstrate style and creativity, whereas messages for an audience actively seeking information must contain more sophisticated content; an effective message describes an obvious benefit. The most basic element necessary for understanding between communicator and audience is a common language. Public relations practitioners must consider their audiences and style their language appropriately, taking into consideration literacy levels, clarity and simplicity of language, and avoidance of discriminatory language.
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  • Fall '11
  • Daniels
  • Changesinaudienceattitudescanbeevaluatedthroughabaselineorbenchmark study,whichfocusesonmeasuringawarenessandopinionsbefore,during,andafter apublicrelationscampaign, Ultimately,publicrelationscampaignsareevaluatedbasedonhowtheyhelpan organizationachieveitsobjectivesthroughchangingaudiencebehavior,whetherit involvessales,fundraising,ortheelectionofacandidate, Fivepossibleobjectivesofcommunicationaremessageexposure,accurate disseminationofthemessage,acceptanceofthemessage,attitudechange,and changeinovertbehavior, Successfulcommunicationinvolvesinteraction,orsharedexperience,becausethe messagemustbenotonlysentbutalsoreceived.Thelargertheaudience,the greaterthenumberofbarrierstocommunication

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