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Strategies to Enhance Air Force Communication with Internal and External Audiences A Workshop Report (2016) / Chapter Skim
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4 Measuring Communication Effectiveness Across Diverse Backgrounds and Missions
Pages 23-25

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From page 23...
... Ms. Katie Paine, chief executive officer of Paine Publishing, established the context for discussing this topic at the workshop by summarizing the Barcelona Principles, a set of industry standards for measuring communications effectiveness and outcomes, developed by an assembly of communication-measurement professionals in Spain.1 A few workshop participants discussed that an Air Force communication "baseline" could be defined as instituting within the communication culture a sense that the Air Force must measure its communications in order to understand their outcomes clearly.
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From page 24...
... AVAILABLE ANALYTICAL TOOLS AND METHODS A variety of specific tools and techniques used to measure communication effectiveness were presented and discussed. The appropriate tool depends on the objective: • Content analysis can be used to evaluate messaging, positioning, themes, or sentiment.
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From page 25...
... For example, such data might allow the Air Force to determine the best way to deal with crises by overcoming negative or extraneous external communications. They can help determine what internal or external information is being used effectively and what is not.
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Key Terms

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  • measures trust

  • senior leadership
  • external communications
  • monitoring social
  • participants discussed
  • appropriate tool

  • organized fashion
  • setting goals
  • leadership setting
  • overcoming negative
  • individual message

  • requires setting
  • driving actionable
  • katie paine
  • force context
  • communication requires


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