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
2. Create awareness about the organization’s
contributions to its geographic community
3. Create
awareness about the products/services offered by the organization
4. Influence stakeholders’ attitudes toward the
organization
5. Develop stakeholder relationships in a
proactive and positive manner
6. Persuade members of a stakeholder group to
change a behavior (start or stop doing something)
7. Communicate with media relations professionals
8. Communicate with consumers/users
9. Communicate with industry officials/regulators
10. Communicate with community partners
11. Communicate with decision makers such as legislators
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
13. Organization’s Website
14. Social media (Facebook, Twitter, blogs)
15. Person-to-person
16. Speaker’s bureau
17. Event sponsorship
18. Direct mail
19. Direct email
20. Brochures
21. Other (40 character limit):
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
23. Communicating organizational accomplishments
24. Communicating employee opportunities
25. Communicating employee accomplishments
26. Communicating employee health coverage and
other benefits
27. Communicating with all levels of management
28. Communicating with organizational peers
29. Communicating with all employees
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
31. Email
32. Reports
33. Face-to-face meetings
34. Social media
35. Intranet
36. Other formats (40 character limit):
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
38. Email
39. Reports
40. Face-to-face meetings
41. Social media
42. Intranet
43. Other formats (40 character limit):
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
45. Email
46. Reports
47. Face-to-face meetings
48. Social media
49. Intranet
50. Other formats (40 character limit):
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:
5
4
3
2
1
Not valuable
52. My suggestions for strategic planning are:
5
4
3
2
1
Never implemented
53. Management considers measuring public
relations impact to be:
5
4
3
2
1
Very unimportant
54. My organization considers public relations to
be a strategic function:
5
4
3
2
1
Strongly disagree
55. My organization considers public relations to
be a technical and product oriented function:
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.
5
4
3
2
1
Never
57. In your view, providing measured results for
how the organization’s products/services are positioned is _____
required.
5
4
3
2
1
Never
58. In your view, providing measured results
regarding the impact of a campaign is_____ required.
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.
5
4
3
2
1
Never
60. Do you think that providing measurable results
about public relations effectiveness is important?
5
4
3
2
1
Strongly disagree
61. The communications budget I work with is tied
to measurable results.
5
4
3
2
1
Strongly disagree
62. I feel comfortable measuring and evaluating
our public relations results.
5
4
3
2
1
Strongly disagree
63. I am given enough financial resources to
measure public relations results.
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
5
4
3
2
1
Strongly disagree
65. I believe that quantifying public relations
results is more costly than the derived benefit.
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.
5
4
3
2
1
Strongly disagree
67. My educational background prepared me to
provide measurable public relations impact.
5
4
3
2
1
Strongly disagree
68. My working background prepared me to provide
measurable public relations impact.
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.
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.
71. I report to the organization’s senior
management.
72. I participate in strategic planning for the
organization.
73.
I
produce the communications materials used
to support our strategic plans.
The following questions were developed to gain
an understanding of your organization.
74. In your entire organization, the
communications staff consists of approximately
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.
5
4
3
2
1
Strongly disagree
77. Marketing and public relations are integrated
into the same department.
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
81. I supervise
82. My primary work function is:
83. Please select one of the following that best
describes your organization?
84. Please indicate which of the following
organizations you belong to (please check all that apply):
85. The highest college degree I earned is:
86. My college major was (40 character limit):
87. While in college, I took coursework in (please
check all that apply):
88. My gender is:
89. What is your age?
90.
What is your ethnicity?
91.
In which one of the following geographic regions do you primarily
work?
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