These questions are designed to help
practitioners and scholars
understand how important you consider the following public
relations activities as they relate to external stakeholder
audiences. Please answer the following questions using the scale
below.
Very Important
5 4
3 2
1 Very Unimportant
1. Create awareness about the organization
5 4
3
2
1
2. Create awareness about the organization’s
contributions to its geographic community
5 4
3
2
1
3. Create
awareness about the products/services offered by the organization
5
4
3
2
1
4. Influence stakeholders’ attitudes toward the
organization
5
4
3
2
1
5. Develop stakeholder relationships in a
proactive and positive manner
5
4
3
2
1
6. Persuade members of a stakeholder group to
change a behavior (start or stop doing something)
5
4
3
2
1
7. Communicate with media relations professionals
5
4
3
2
1
8. Communicate with consumers/users
5
4
3
2
1
9. Communicate with industry officials/regulators
5
4
3
2
1
10. Communicate with community partners
5
4
3
2
1
11. Communicate with decision makers such as legislators
5
4
3
2
1
The following questions are designed to understand which
channels you utilize when communicating with external
stakeholder audiences. Please use the following scale to answer
these questions.
Very Frequently
5 4
3 2
1 Very Infrequently
12. News releases
5
4
3
2
1
13. Organization’s Website
5
4
3
2
1
14. Social media (Facebook, Twitter, blogs)
5
4
3
2
1
15. Person-to-person
5
4
3
2
1
16. Speaker’s bureau
5
4
3
2
1
17. Event sponsorship
5
4
3
2
1
18. Direct mail
5
4
3
2
1
19. Direct email
5
4
3
2
1
20. Brochures
5
4
3
2
1
21. Other (40 character limit):
5
4
3
2
1
These questions are designed to help the
researchers
understand how important you consider the following public
relations activities with internal stakeholder audiences. Please
use this scale to answer these questions:
Very Important 5
4 3
2 1
Very Unimportant
22. Communicating policy changes within the
organization
5
4
3
2
1
23. Communicating organizational accomplishments
5
4
3
2
1
24. Communicating employee opportunities
5
4
3
2
1
25. Communicating employee accomplishments
5
4
3
2
1
26. Communicating employee health coverage and
other benefits
5
4
3
2
1
27. Communicating with all levels of management
5
4
3
2
1
28. Communicating with organizational peers
5
4
3
2
1
29. Communicating with all employees
5
4
3
2
1
The following questions are designed to
understand which channels you utilize when communicating
with your organization’s management . Please use the
following scale to answer these questions.
Very Frequently 5
4 3
2 1
Very Infrequently
30. Memos
5
4
3
2
1
31. Email
5
4
3
2
1
32. Reports
5
4
3
2
1
33. Face-to-face meetings
5
4
3
2
1
34. Social media
5
4
3
2
1
35. Intranet
5
4
3
2
1
36. Other formats (40 character limit):
5
4
3
2
1
Using the same scale, the following questions
are designed to understand which channels you utilize when
communicating with your peers within the organization.
37. Memos
5
4
3
2
1
38. Email
5
4
3
2
1
39. Reports
5
4
3
2
1
40. Face-to-face meetings
5
4
3
2
1
41. Social media
5
4
3
2
1
42. Intranet
5
4
3
2
1
43. Other formats (40 character limit):
5
4
3
2
1
Using the same scale, the following questions
are designed to understand which channels you utilize when
communicating with all of your organization’s employees .
44. Memos
5
4
3
2
1
45. Email
5
4
3
2
1
46. Reports
5
4
3
2
1
47. Face-to-face meetings
5
4
3
2
1
48. Social media
5
4
3
2
1
49. Intranet
5
4
3
2
1
50. Other formats (40 character limit):
5
4
3
2
1
The following questions are designed to
evaluate your perception of how your public relations and
communications’ activities are valued within the organization.
51. My organization considers public relations and
communications activities:
Extremely valuable
5
4
3
2
1
Not valuable
52. My suggestions for strategic planning are:
Always implemented
5
4
3
2
1
Never implemented
53. Management considers measuring public
relations impact to be:
Very
important
5
4
3
2
1
Very unimportant
54. My organization considers public relations to
be a strategic function:
Strongly agree
5
4
3
2
1
Strongly disagree
55. My organization considers public relations to
be a technical and product oriented function:
Strongly agree
5
4
3
2
1
Strongly disagree
These questions are designed to provide insight
about how you and your organization view the need to measure
public relations results.
56. In your view, providing measured results on
perceptions of the organization’s image is _____ required.
Always
5
4
3
2
1
Never
57. In your view, providing measured results for
how the organization’s products/services are positioned is _____
required.
Always
5
4
3
2
1
Never
58. In your view, providing measured results
regarding the impact of a campaign is_____ required.
Always
5
4
3
2
1
Never
59. The CEO/CFO of our organization would like us
to present quantifiable results tied directly to our public relations effort.
Always
5
4
3
2
1
Never
60. Do you think that providing measurable results
about public relations effectiveness is important?
Strongly agree
5
4
3
2
1
Strongly disagree
61. The communications budget I work with is tied
to measurable results.
Strongly agree
5
4
3
2
1
Strongly disagree
62. I feel comfortable measuring and evaluating
our public relations results.
Strongly agree
5
4
3
2
1
Strongly disagree
63. I am given enough financial resources to
measure public relations results.
Strongly agree
5
4
3
2
1
Strongly disagree
64. It is difficult to measure public relations
results because so much of our work focuses on changing attitudes
and/or behaviors over a long
period of time.
Strongly agree
5
4
3
2
1
Strongly disagree
65. I believe that quantifying public relations
results is more costly than the derived benefit.
Strongly agree
5
4
3
2
1
Strongly disagree
66. I wish I knew more about the methods I should
use to measure our public relations impact.
Strongly agree
5
4
3
2
1
Strongly disagree
67. My educational background prepared me to
provide measurable public relations impact.
Strongly agree
5
4
3
2
1
Strongly disagree
68. My working background prepared me to provide
measurable public relations impact.
Strongly agree
5
4
3
2
1
Strongly disagree
69.
Which methods do you use to measure the effectiveness of your
work? Please select three of the methods in this list and
indicate which of these you use the most often where 1 = most
often, 2 = sometimes and 3 = least often.
3
2
1 Clipping
service reports
3
2
1 Pre and post
campaign surveys
3
2
1 Content
analysis of clippings for positive/negative positioning
3
2
1 Interviews with
representatives of key publics
3
2
1 Focus groups
3
2
1 Inquiry
tracking (mail/web/phone) after a media event
3
2
1 Track web site
hits
3
2
1 Other (please
specify, 50 character limit):
3
2
1 Don’t evaluate
The following questions were developed to
understand how you fit into your organization’s PR and
communications activities. Please indicate your level of agreement
with the following questions using this scale:
Strongly agree 5
4 3
2 1
Strongly disagree
70. I am part of the organization’s senior
management.
5
4
3
2
1
71. I report to the organization’s senior
management.
5
4
3
2
1
72. I participate in strategic planning for the
organization.
5
4
3
2
1
73.
I
produce the communications materials used
to support our strategic plans.
5
4
3
2
1
The following questions were developed to gain
an understanding of your organization.
74. In your entire organization, the
communications staff consists of approximately
full-time
employees.
75. Approximately how many people work for your
entire organization?
Please indicate your level of agreement with
the following questions using this scale:
Strongly agree 5
4 3
2 1
Strongly disagree
76. Advertising and public relations are
integrated into the same department.
Strongly agree
5
4
3
2
1
Strongly disagree
77. Marketing and public relations are integrated
into the same department.
Strongly agree
5
4
3
2
1
Strongly disagree
The following questions are designed to learn
about the primary focus of your public relations work. On average,
what percentage of your public relations effort is focused on:
78. External communications:
%
79. Internal communications:
%
And finally, the following list of demographic
questions may help us understand why differences in attitudes and
practices exist.
80. I have practiced public relations and
communications for
years.
81. I supervise
number of
communication professionals within my department.
82. My primary work function is:
As
a manager (contribute to strategic policies)
As a technician (develop
materials)
As a combined manager and
technician
As a consultant (external
agency)
83. Please select one of the following that best
describes your organization?
Corporation with number of
employees
NGO
Non-profit organization
Government office
PR/Communications agency
with number of
employees
Other (40 character
limit):
84. Please indicate which of the following
organizations you belong to (please check all that apply):
Association for
Business Communication
International
Association for Business Communicators
International Public
Relations Association
Public Relations
Society of America
Arthur W. Page Society
The Seminar
85. The highest college degree I earned is:
Associate
Bachelor
Master
Doctorate
None
86. My college major was (40 character limit):
87. While in college, I took coursework in (please
check all that apply):
Consumer behavior
Communication theory
e-marketing/e-commerce
Ethics
Graphic design
Management
Marketing
Public Relations
writing
Public relations
principles
Public relations
cases
Public relations
campaigns
Research methods
Social media
Statistics
Visual communication
88. My gender is:
Male
Female
89. What is your age?
30
or younger
31-40
41-50
51–60
61 or older
90.
What is your ethnicity?
American
Indian or Alaska Native
Asian
Black
Hispanic
Middle Eastern
White (not Hispanic)
Other
91.
In which one of the following geographic regions do you primarily
work?
Northwest
Southwest
Southeast
Northeast
Mid-Atlantic
Heartland
International
92. In what industry do you work (for example,
health, manufacturing, communications, hospitality, etc.)?
93. You know that in a survey like this we simply
cannot ask everything we’d like to. We would like to provide you
with the opportunity
to tell us anything you think is important and that you feel we may have
overlooked in terms of measuring Public Relations.
(160 character limit)