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Research& measurement, analysing, Comm plan= wide range of strategies …

- - - - use persuasive methods such as appeal
    - - quantitative
      - how many msg has sent to audience
      - how many msg hsd received by audience
    - - ultimate outcome wnt to achieve
      - social& cultural change
  - - - How many Twitter posts hv been posted?
      - How many favourites?
      - How many FB shares hb been generated?
    - - Key themes
      - Sentence by sentence, key ideas
      - r ppl responding +ve/-ve to the theme?
  - - - measure changes before after
      - focus on behaviour
    - - reputation, financial contribution, quality of relationship, human capital
    - - eg: total views, reviews
      - sensemaking perspective
      - whether ppl understand/not
      - see public feedbck, audience participation
      - link to motivational obj specifically on attitude
    - - count quantitatively
      - do media monitoring, content analysis dev output of the program
      - mainly focus on numbers
- - - - PEST model
        -politic: who has the power
        -eco: resource
        -social: culture/value
        -tech: skill, equipment
    - - media coverage of ur o (media monitoring)
      - performance of competitors
      - identify the trend eg: grab coffee, Luckin
      - how the issue came abt?
        
        Thai sells condom in veding machine in toilet to prevent aids, ppl feel "safe" to buy it& everyone goes to toilet
      - how it impacts the o, stakeholders& publics?
    - - Weakness
        --ve aspects to internal
        -what areas o needs improvement?
        -eg: lack of expertise, skills& tech, limited resources
      - Opportunity
        -external
        -exist in the market fr which the o hopes to benefit
      - Strength
        -+ve attributes within o
        -under the control of o
        -what r the resources o has
        -what market advantage o has
      - Threat
        -beyond o's control
        -challenge created by an unfavourable trend of dev
    - - analyse coverage of the o
      - public perceptions on o
      - analysing broader media environment around the o
  - - - Motivational obj/activation
        
        focus on attitude, feeling
      - Behavioural obj
        
        to change their behaviour, take step
        
        eg: Singapore obj- healthy lifestyle-> give apple watch-> encourage exercise-> award 50 dollar
        
        refer to action, focus on ppl doing sth
      - Informational obj
        
        focus on cognitive(thinking) level
        
        aim: raise awareness
  - - - Physical/medical -health status
      - Psychographic
      - Demographic -age, sex, gender, education level, income, family status
      - Attitudinal
      - Geographic -residential area
      - Behavioural -media habit