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165 Cards in this Set
- Front
- Back
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A01. Specific responsibilities
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A01
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1. What is the AFI that guides Public Affairs activities for the web?
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1. AFI 35?107, Public Web Communications.
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2. What is the role of SAF/PA as it relates to the web?
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2. SAF/PA is responsible for developing guidance for the integration of public websites into the Air Force Public Web Program and to serve as chair of the Air Force Public Web Policy Board.
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3. What is the role of AFPAA as it relates to the web?
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3. AFPAA manages and operates the Air Force Public Web Program and the quality assurance program.
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4. Who is responsible for managing MAJCOM, FOA, and DRU websites?
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4. Public Affairs.
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5. How are MAJCOM responsibilities different than installation-level responsibilities as it relates to the web?
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5. There are many similarities; but the primary difference is in span of control and amount of original content creation. MAJCOM/PA offices have a larger span of control?they are responsible for all of the websites within their MAJCOM. Installations-level PA offices have a much higher level of content creation and are responsible for their local website.
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A02. Website management and content
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A02
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1. What are the web guidelines for internal-only web content?
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1. Web content that targets the internal Air Force audience, and/or requires restricted access controls, should be posted on the Air Force Portal website; and not the publicly accessible website.
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2. Name the AFI which governs security and policy review.
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2. AFI 35?102, Security and Policy Review.
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3. List five things that can be posted on an Air Force public website.
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3. Any of the following: (1) Electronic Freedom of Information Act Reading Room Material. (2) Base or Unit Fact Sheets. (3) Links to Key Leaders. (4) Links to Associated Weapons Systems. (5) News Releases. (6) News Related Photos. (7) Standard Publications and Forms. (8) Links to Higher Headquarters Sites. (9) Mandatory Links.
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4. What regulation addresses product endorsement on Air Force public websites?
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4. DOD 5500.7?R, Joint Ethics Regulation.
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5. What must be included when adding a link to a commercial website and who is responsible for ensuring it is included?
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5. If a link to a non-government website is considered for placement on an Air Force public site, the commander is responsible for ensuring that a proper disclaimer notice is displayed.
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6. What is the policy with providing links to restricted websites?
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6. Air Force public websites will not link to restricted sites which are unavailable or inaccessible to the general public.
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7. Explain the policy regarding inclusion of point-of-contact information and feedback on websites.
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7. A point of contact for each significant webpage is requires. Use generic or organization POC information, not individual email addresses. Each site must also provide a means to provide feedback or to request further information.
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A03. Additional requirements and considerations
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A03
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1. Why are there restrictions on an Air Force website?
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1. Because the Air Force is a part of the Department of Defense and an agency of the Federal Government, there are additional rules and restriction on what can and cannot be placed on official websites.
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2. List six items that would be considered inappropriate or prohibited material for posting on an Air Force public website.
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2. Any six of the following: (1) Inappropriate Links. (2) Operational and Personnel Security Material. (3) Personal Information. (4) Copyrighted Information. (5) Commercial Trademarks and Logos. (6) Inactive or Broken Links. (7) "Under Construction" Notices. (8) Information that has not been cleared for public release.
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3. When can the appearance of an Air Force Public website deviate from the standardized format?
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3. Only designs and templates approved by the Air Force Public Web Program management team will be used. Exceptions to this policy must be approved by AFPAA prior to public access.
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4. How does the Air Force collect user information from its websites?
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4. Air Force websites must comply with DOD limitations on the collection and use of user information. The use of cookies or other browser measures to gather information on public site users beyond statistical summaries is prohibited.
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5. What is the policy regarding chat rooms and message boards of official Air Force websites?
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5. These technologies allow users to post opinions, messages, or information openly on a website. They provide a useful means of creating two-way communication; but are prohibited as part of public website services.
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A04. User roles
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A04
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1. Explain how the AFPIMS user role is structured.
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1. It is pyramidal in nature. The base level has a large number of content providers. At the next level are a smaller number of content managers who are in turn managed by one or two site managers.
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2. What is the role of a content provider and who can be classified as a content provider?
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2. Content providers are the ones who provide content for the website; whether photos, stories, video or music.Every member of the PA office can be a content provider.
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3. Explain the role of content manager.
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3. The role of a content manager is similar to that of an editor. They are normally responsible for a larger group of content providers, but also have the ability to create and publish content of their own. The content manager tracks and review material created by content providers and has the capability to publish these materials.
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4. What are the two major roles of a site manager?
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4. Site managers are responsible for creating and maintaining the design of the website and managing user accounts.
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5. Who performs the role of group manager? What is their level of responsibility?
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5. The role of a group manager is normally performed by the Public Affairs representative at the MAJCOM or equivalent level. The group manager has the same privileges and access as the site manager; but their span of control covers all subordinate units within the command. They also have some additional administrative controls.
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A05. Content capabilities
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A05
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1. What is the purpose of including news articles on an Air Force public website?
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1. By publishing actual hard news stories in a timely manner, you will increase the reliability of your website as an effective communications method.
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2. What is the key advantage to posting stories on the public website versus a traditional base newspaper?
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2. Posting a story as soon as it happens keeps the news "fresh". The publication cycle of a base newspaper means that a story can be a week old or more by the time it is release. Stories published to the web can happen within hours to minutes after the event.
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3. What is the goal or purpose of posting commentaries on a base public website?
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3. The goal of Air Force commentaries is to change people's minds or opinions about something or to reinforce certain behaviors.
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4. Explain the differences between a letter and a commentary.
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4. Commentaries tend to be written by members of the internal audience for the other members of the internal audience. Letters tend to be written by external audiences as a way to express a thought or appreciations for members of the internal audience.
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5. Why would someone want to publish feature stories?
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5. Features can have the same effect on your target audiences as a commentary in that they can draw the reader into a story and get an emotional reaction which can inspire actions or behaviors that are aligned with the commander's objectives.
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6. Explain the shortcomings of posting a press release to an Air Force public website as the sole means of communicating with the media.
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6. Because of the nature of press releases, they tend to be more urgent or have more of a breaking news feel and expectations by members of the media. If your office simply posts a press release on its website without sending it directly to the media; chances are the media will not get it in a timely manner.
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7. Why is it a good idea to upload more photos to AFPIMS than you intend to use for your local needs?
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7. Having additional photos that have been cleared and are ready for publication increases the opportunities for cross-publication with other bases. It also increases the likelihood that these photos will get published at the MAJCOM or higher levels; thereby increasing potential coverage.
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8. What are the advantages and disadvantages to using video productions on your installation website?
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8. Video combines the audio and visual to create a greater impact on your target audience; however, it takes longer to produce than other PA products.
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9. List three other products that can be published to your base website via AFPIMS.
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9. Biographies, fact sheets, and frequently asked questions (FAQs).
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A06. Social media defined
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A06
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1. Define social media.
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1. Social media can be thought of as a form of interactive communication which enables an individual to broadcast and receive messages in masse to a group of people.
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2. What is the difference between live and static information.
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2. Live information is something that is shared in real time and reaches its intended audience nearly instantaneously static information is something that is posted and available; but requires the audience to make an effort to retrieve it in other words, it is a difference between "push" and "pull" information dissemination.
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3. What is the key component to defining what constitutes social media?
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3. Interaction. Being able to interact with other members within a group is one of the key foundations to defining what constitutes social media.
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4. Explain the difference between public and private social networks.
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4. Public networks are designed for use by the public in general; whereas a private network is designed for a more limited and specialized audience.
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5. Explain the difference between active and inactive participation in social networks.
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5. Active social networks encourage participants to create and provide new content; whereas inactive participation in a social network is more of a one-way form of communication.
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6. What are the dangers of linking the definition of social media to a specific technology?
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6. Technology changes too fast. What was once a popular site or method for creating a social network may no longer work or may fall out of favor with its participants. Social networking is a concept. Social media is the tools used to create a social network.
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A07. Social media tools
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A07
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1. Why do website creators include elements of social networking in their websites?
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1. Adding elements of social networking into a website helps drive sales or increase readership.
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2. How is email used as a social media tool?
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2. Email can be used to keep members within a group informed.
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3. Why do people use blogs as a form of social media?
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3. Blogs tend to be personal in nature and are started by people desiring to bring attention and focus on a specific topic.
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4. What is the purpose of forums?
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4. Forums tend to be created to provide a means of communication for a group that focuses on a particular subject or audience.
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5. What are some of the challenges involved with an open chat room?
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5. Open chat rooms can become chaotic if there are too many participants asking questions or posting comments at the same time. By the time a question is read and response is formatted and posted, dozens or other questions or comments may have already been posted; making it difficult to follow the flow of the conversation.
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6. List some of the limitations to using video websites as a social media tool.
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6. There can be many limitations, but bandwidth and costs are factors which prevent a greater use of video as a social media tool.
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7. What is the difference between a personal social network and a group social network?
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7. The tools used for each network can be the same, but the key distinction between them is that group networks tend to be formed around an organization while a personal network is formed around an individual.
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A08. Avoiding pitfalls
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A08
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1. What is one method that can be used to help safeguard privacy information when using a social network?
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1. Think like a criminal. Consider what information is posted and how connections in a social network can create vulnerabilities which can be exploited by those who may have impure motives.
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2. How long is information that gets posted to the Internet available?
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2. Theoretically, it is permanent and always available to those with the tools necessary to retrieve it.
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3. What role do social media have in open-source intelligence gathering?
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3. It has created an intelligence-gathering bonanza. By cross-referencing publicly available information, members of the intelligence community can quickly, cheaply and easily piece together information about activities or operations that are otherwise classified.
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4. What are the dangers of relying on social media as the primary form of communication with a target audience?
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4. By relying too heavily on any particular tool or method of communication, you increase the likelihood of not effectively communicating with a specific target audience. Social media is just one tool used by PublicAffairs to communicate; but not all tools work in all situations.
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5. What causes people to refuse to adopt social media as a form of communication with targeted audiences?
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5. Fear. This is common with new technologies or methodologies. People can be reluctant to embrace something that is new or unknown.
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A09. Implementing programs
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A09
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1. What is the best way to determine the communications needs and preferences of a particular target audience?
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1. Ask. The simplest and most effective way to find out how a particular group likes to receive its information is to ask them.
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2. What are the two limitations to implementing social media as a form of communication?
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2. Manpower and technology. There may not be enough qualified and trained people to manage a social media program; or technological limitations may prohibit access to all available social media tools.
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3. How should Public Affairs increase its social media programs or implement new ones? Why?
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3. Start slow. By starting slowly and evaluating program or tool effectiveness, you will increase the chance that the new program or social media tool will be used effectively. It also increases the likelihood of acceptance by other members of the Public Affairs staff.
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4. What step should be done after adding a new social media tool to the Public Affairs communication program? Why?
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4. Evaluate its effectiveness. Some social media tools will work better than others?it just depends on the needs of your target audience and the capabilities within your office.
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A10. Basic terminology
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A10
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1. What is the publication that governs information operations?
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1. Joint Publication 313, Information Operations.
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2. What is the key goal of information operations?
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2. The key goal of IO is to achieve and maintain information superiority for the United States and its allies.
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3. List the five key components that make up the core capabilities of IO.
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3. The core capabilities are as follows: (1) Psychological Operations – PSYOP. (2) Military Deception – MILDEC.(3) Operations Security – OPSEC. (4) Electronic Warfare – EW. (5) Computer Network Operations – CNO.
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4. What is the definition of psychological operations?
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4. Psychological operations are planned operations to convey selected truthful information and indicators to foreign audiences to influence their emotions, motives, objective reasoning, and ultimately, the behavior of their governments, organizations, groups, and individuals.
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5. What is the term used to describe those actions executed to deliberately mislead adversary decision makers as to friendly military capabilities, intentions, and operations, thereby causing the adversary to take specific actions (or inactions) that will contribute to the accomplishment of the friendly forces’ mission?
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5. Military Deception – MILDEC.
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6. How does OPSEC impact the IO mission?
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6. The more an enemy knows about what you intend to do and how you intend to do it, the more they can do to disrupt your plans.
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7. What is electronic warfare?
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7. Electronic warfare refers to any military action involving the use of electromagnetic and directed energy to control the electromagnetic spectrum.
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8. What is the purpose of computer network operations?
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8. Computer network operations (CNO) are designed to protect our use of computers, computer networks, and all supporting equipment while denying the enemy the ability to use theirs.
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9. What are the five components that comprise the supporting capabilities of informationoperations?
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9. They are comprised of the following components: (1) Information Assurance. (2) Physical security. (3) Physical attack. (4) Counterintelligence. (5) Combat camera.
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10. What are the three components that comprise the related capabilities of information operations?
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10. They are comprised of Public Affairs, Civil-Military Operations, and Defense Support to Public Diplomacy.
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A11. Information environments
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A11
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1. What terms make up the acronym OODA in the OODA Loop process?
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1. It is a decision-making process comprised of: observe, orient, decide, and act.
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2. What makes up the physical domain?
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2. The physical domain is composed of the command and control systems, and supporting infrastructures that enable individuals and organizations to conduct operations across the air, land, sea, space and cyberspace domains.
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3. What is the information domain?
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3. The information domain is where information is collected, processed, stored, disseminated, displayed and protected. It consists of the content and flow of information.
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4. What is the most important domain and why?
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4. The cognitive domain. It encompasses the mind of the decision maker and the target audience. This is the domain in which people think, perceive, visualize, and decide.
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A12. Military operations and the information environment
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A12
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1. What are the seven criteria used to evaluate the quality of information?
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1. The quality of information can be evaluated by how much or how little it has of the following elements: (1) Accuracy. (2) Relevance. (3) Timeliness. (4) Usability. (5) Completeness. (6) Brevity. (7) Security.
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2. How does technology impact information operations?
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2. It makes it harder to maintain information superiority and security.
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3. What role does the budget play in information operations?
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3. Budgets are finite. In other words, resources and the ability to fund them are limited which has a direct impact on the quantity and quality of information that can be gathered or secured.
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4. How does the weather affect information operations?
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4. The weather can affect people and equipment. Poor weather can limit the ability to gather, transmit or process information.
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A13. Principles of information operations
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A13
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1. What are the five fundamental assumptions of information operations?
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1. The five fundamental assumptions are as follows: (1) The quality of information that is considered valuable to human or automated decision makers is universal. (2) Decisions are made based upon the information available at the time. (3) It is possible, with finite resource, to understand the relevant aspects of the information environment to include the processes decision makers use to make decisions. (4) It is possible to affect the information environment in which specific decision-makers act through psychological, electronic, or physical means. (5) It is possible to measure the effectiveness of IO actions in relation to an operations objective.
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2. For what type operations do commanders use IO capabilities?
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2. Offense and defense operations
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3. What is the ultimate goal of IO?
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3. The ultimate strategic objective of IO is to deter a potential or actual adversary or other target audience from taking actions that threaten US national interests. In other words, the goal of IO is to control the actions of a target audience by controlling the thought process of the key decision makers.
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4. How does viewing the OODA Loop in reverse order help a person to better understand the impact of IO?
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4. If you take the OODA Loop and look at it in reverse orderAct, Decide, Orient, and Observeyou may be able to better see how IO impacts actual physical actions of a targeted audience.
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A14. Planning and coordination
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A14
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1. At what point in the planning process for military actions, should IO be involved?
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1. As soon as possible.
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2. What is another name used to identify a group of information operations team members?
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2. An IO cell.
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3. What is the primary focus of the planning initiation stage of the IO planning process?
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3. The primary focus at this stage is to collect information and set the basic framework for an IO operation.
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4. What happens during the second stage of the IO planning process?
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4. The second stage of the IO planning process, mission analysis, the IO cell identifies assumptions and constraints relative to the operations and identifies the capabilities available and the authority for deployment and employment of forces. This is the point in time when measures of effectiveness (MEO) and measures of performance (MOP) are developed to measure the effectiveness of a campaign.
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5. Explain what happens during the COA development phase of the IO planning process.
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5. The course of action (COA) development phase is where the actual planning takes place, as in step one do this, step two do that, and so forth.… The key here is that this is the stage when the IO cell provides risk analysis for each proposed activity.
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6. Why do IO cell members use war gaming?
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6. War gaming allows the IO cell to test run a proposed IO plan or activity. It provides an opportunity to see the strengths and weaknesses of the IO plan and make adjustments as needed before actually implementing it.
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7. How do MOPs differ from MOEs?
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7. A measure of performance (MOP) measures the activity levels of the various sub functions of the IO cell; whereas measures of effectiveness (MOE) measure how effective a particular sub function’s activities were.
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8. What makes measuring the effectiveness of an IO campaign so difficult?
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8. Isolating the variables and establishing a direct causal relationship between a particular activity and its result.
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A15. Public Affairs roles
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A15
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1. Why is it important for Public Affairs professionals to be perceived as being honest and forthright?
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1. The media will not want to talk to someone from the PSYOP/MILDEC community about something that is happening because there is an inherent distrust between the two. This is why it is critical for people in Public Affairs to be perceived as being honest and forthright.
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2. Before PA can counter adversary IO campaigns, we must be able to detect its use. What are three key things to evaluate?
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2. To figure out whether or not someone is using IO to influence behavior, there are three key things to evaluate agenda, emotions, and truth.
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3. Explain what is meant by the term “agenda” as it relates to IO?
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3. When we say agenda, we are referring to the idea that when someone creates a product (like a video clip, newspaper article, photograph, etc…) they have a particular idea or concept they are trying to convey.
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4. How are emotions used in IO?
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4. Emotions are a powerful force and can generate activity. Being able to control the emotional response of a targeted audience as a result of an IO activity increases the likelihood of being able to affect behavior.
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5. Why is the use of truth often better than the use of lies in an IO campaign?
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5. Telling lies that are believable takes a lot more work than telling the truth. The greater the number or the more complex the lies are; the easier it is to be fact-checked by someone else and to be proven false.
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6. What are the two best tools available to Public Affairs practitioners to counter enemy propaganda?
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6. Truth and speed.
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7. Why is it better for Public Affairs to be open and honest with the public, even if the news may be bad?
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7. Being open and honest even with bad news helps maintain the credibility of Public Affairs as a source of truthful communication.
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8. Why is speed a factor in countering enemy propaganda?
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8. Because the first person to tell a story wins. In other words, the public is more likely to believe the first version of a story they hear. The longer the delay between the release of the first story (propaganda) and the second story (truth), the less believable the second story will be.
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9. What is a major pitfall PA should avoid when working with the IO community?
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9. Because Public Affairs has intimate access to the media and is viewed with such a high level of credibility, some short-sighted individuals may attempt to involve Public Affairs in a misinformation campaign. This is a huge mistake. Do not allow PA to be used by any other component of the IO community as a tool.
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10. What is one of the functions of PA in the IO community?
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10. To provide advice to the IO planners. Public Affairs can and should provide that big-picture view of how activities are likely to be perceived by the media and the public at large.
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A16. Identify commander’s priorities
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A16
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1. How do the commander’s priorities affect Public Affairs activities?
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1. Your role as a Public Affairs professional is to help communicate the commander’s messages to a targeted audience to achieve specific and measurable results.
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2. Explain what is meant by a “derived” priority.
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2. A derived priority is one that comes from another source.
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3. What is the difference between local and general priorities?
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3. Local priorities are priorities created or generated by a commander for the local installation. General priorities are things that are generally considered important everywhere you go.
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4. What is meant by specific priorities?
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4. A specific priority is a specific issue the commander wants to address.
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5. How should PA professionals determine what level of importance to assign to specific PA priorities?
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5. PA priorities should have the same level of importance as the priorities of the commander. PA activities should be aligned to support the needs and priorities of the commander.
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6. What is the role of Public Affairs as it applies to fixing problems and the commander’s priorities?
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6. Many times, something will get placed on the list of commander priorities because there is a problem that needs to be addressed. Public Affairs should employ its resources to helping the commander fix the problem.
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7. What is the difference between true objectives and stated objectives?
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7. A person may state that a particular activity or goal is what they want to achieve; but the true goal may be something entirely different.
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8. How can a Public Affairs professional determine the true objectives?
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8. Ask a lot of “why”questions.
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9. Why is it important for Public Affairs to know when to say “no”?
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9. Public Affairs resources are limited and there will always be more demands placed upon these resources than what a Public Affairs shop can handle. All activities should be aligned with the commander’s objectives and if a request comes in that is not high on that list of priorities; it should probably not be done.
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A17. Research target audiences
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A17
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1. What is meant by “target audience”?
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1. When you hear the term “target audience”, it refers to a specific group of people with whom you are trying to communicate a message.
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2. How many target audiences exists?
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2. Theoretically, there is no limit to the number of target audiences possible.
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3. Why are key leaders considered an important target audience?
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3. Key leaders are the people who have the ability to make decisions or strongly influence those who do make decisions.
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4. What is the difference between the internal and external audiences?
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4. The internal audience can be thought of as those within the confines of the base. They could be Active Duty, Guard, Reserves, family members, civilian employees, etc… External audiences would be everyone else.
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5. What is the difference between choir and non-choir audiences?
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5. Choir audiences are those who directly support the DOD or have some type of close associations with the DOD or its members. Non-choir audiences are groups who do not meet the definition of choir audiences.
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6. Why should Public Affairs consider religious organizations as a distinct form of target audience?
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6. Because, you may at times have to communicate a message to this specific group; and at the very least, you should be aware of the concerns and needs of such groups.
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7. What are some methods that can be used to find local target audiences?
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7. Methods used to find target audiences are only limited by your creativity. A person could find a list of various groups by consulting with a local telephone directory or chamber of commerce.
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A18. Message development
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A18
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1. What is the purpose behind all Public Affairs communications efforts?
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1. All of the Public Affairs communication efforts should be done to achieve specific and measurable results with the members of the target audience. This principle is known as communicating for effect.
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2. What is meant by the term “end state” as it relates to message development?
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2. The end state, or actual objective, is what specific objective that you are trying to achieve with your communications efforts.
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3. How can working backwards assist in message development?
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3. Working backwards can help you remain focused on the actual objective rather than the specific tools used to get there.
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4. How can Public Affairs determine which message and what delivery methods will result in successful communications?
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4. Research. You must research your target audiences and understand their needs and preferences for communication.
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5. Why is it important to use a test run before launching a communications campaign?
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5. Using a test run with a small segment of your target audience allows you to determine whether the message you crafted or its delivery methods are effective or need to be changed before launching a full-scale messaging campaign.
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6. What are two keys to conducting successful test runs?
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6. Be informal and vary the participants.
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7. Why is simple messaging preferred over more complicated messaging?
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7. The most effective messages tend to be the simplest ones. The more complicated your actual message, the greater the likelihood your audience will not understand it or it will lose its effectiveness.
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8. Why should Public Affairs look at the world of advertising and marketing for ideas on message development?
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8. Because advertising and marketing companies get paid based on their ability to be successful with their target audiences. Their goal is to use messaging to drive consumer behavior (by purchasing products). Public Affairs’ goals are to use messaging to drive target audience behavior or attitudes. There are a lot of similarities.
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9. What role does length play in message development?
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9. The shorter something is, the easier it is to remember and the greater the likelihood it is to become an effective message.
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A19. Traditional options
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A19
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1. What is meant when we use the term traditional delivery options in PA communication?
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1. When we say “traditional” message delivery option, we are talking about methods that have been traditionally associated as a Public Affairs method for delivering messages.
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2. What was the biggest advantage the print medium had over other forms of traditional message delivery prior to radio?
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2. A wider distribution of the message.
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3. Identify three drawbacks to using the print form of communication?
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3. Longevity of existence, speed of revision, lack of readers, and incomplete communication loop.
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4. What is the number one advantage of using radio in your communications efforts?
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4. Radio can deliver a message immediately to the listening audience.
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5. What are some negative attributes of using radio to communicate?
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5. Short life span and limited geographical distance.
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6. What distinct advantage does television have over other forms of traditional communication? Why?
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6. Television uses both audio and visual communication. By combining more than one of the senses, the more effective you can be in delivering your messages.
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7. How are radio and television similar?
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7. Both are generally geared for a broader geographic region and, in general terms, can be difficult to utilize to reach a specific target audience that is not tuned to the channel/station broadcasting your message.
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A20. Non-traditional options
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A20
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1. What are the advantages of using social media in your communications programs?
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1. Social media has the advantage of being able to disseminate messages to targeted groups immediately. It also has the ability to provide a feedback mechanism which enables you to verify your target audience has received your message.
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2. What are some limitations to using social media?
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2. You may have a particular target audience that does not use social media, or the particular social media tools you wish to utilize. There can also be technological limitations which would prevent you from using all of the available social media tools.
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3. Why is interpersonal communication considered non-traditional for many US audiences?
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3. Because for the past several decades, American have become more reliant on using new forms of communication.
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4. What distinct advantage does face to face communication have over other methods?
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4. Instantaneous feedback and ability to provide utilize more of the senses.
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A21. Basic framework
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A21
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1. Why is it important to analyze a communication program?
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1. You need to find out whether or not your program is effective.
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2. Why should you begin planning on how you measure program effectiveness in the planning stage of the communication cycle?
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2. If you find that a proposed communications activity will not provide the necessary feedback or a good method for analyzing program effectiveness, you can alter your message or delivery methods.
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3. Describe the different types of data?
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3. Quantitative can be thought of as hard numbers, such as how many people attended the base open house.
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4. How can Public Affairs analyze the effectiveness of their communications efforts during an accident?
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4. Offer surveys on your website or social media website. Another method would be to solicit feedback from key members of the community.
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5. Is counting the number of participants a good way to measure the effectiveness of open house or base tour programs? Why or why not?
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5. No. The true objective of your communication will determine what data you collect to determine communication effectiveness.
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6. How can you avoid intentional or unintentional manipulation of data or analysis when evaluating the effectiveness of your communications program?
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6. Have someone else collect and/or analyze the data to determine program effectiveness.
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7. Why is it important to choose the right tools and methods to measure program effectiveness?
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7. In the simplest terms, if you use the wrong tools or measure the wrong activities, it will lead to incorrect conclusions about the effectiveness of your communications program or other Public Affairs activities.
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A22. Specific tools
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A22
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1. How do time and skills play a role in selecting tools for analyzing communication effectiveness?
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1. You may have limitations in either time or the talent and skills necessary to use a particular analysis tool.
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2. Why are surveys a popular method used for collecting data?
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2. Because of their flexibility.
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3. What is the best method for developing your own surveys?
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3. Find out if there is already one available and adapt it to meet your needs. Contact your MAJCOM/PA or SAF/PA to assist in identifying existing surveys.
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4. When is the best time to collect data using a survey?
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4. Immediately, (unless conducting some type of time-based trend analysis which may focus on people’s feelings about an event or activity over time).
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5. What should you do when the analysis of a survey reveals results that are contrary to what was expected?
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5. You should go back and verify that the data collected is good and that there were no problems or discrepancies in the analysis process. If the data and the analysis are proven accurate, then you should accept the fact that your assumptions were incorrect and plan future messaging campaigns accordingly.
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6. How do focus groups collect information for analysis?
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6. These groups are led by a facilitator whose role is to guide the conversations into areas for which data is being collected.
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7. What are the dangers of using derivative methods to analyze program effectiveness?
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7. Derivative methodology is filled with variables that can affect the accuracy of the information and could lead to false conclusions.
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