Case Study Analysis

Measuring Success

• Inputs• Outputs• Outcomes• Relationships

Inputs

• Time, Energy, Resources

• Foundation for measuring outputs, outcomes and relationships

Inputs: Questions to Ask

• Objectives & tactics based on solid research?

• What kind of plan?• Quality of the plan? • Well targeted tactics?• Evaluation methods

included?• Was there consensus?

Outputs Products & services Speci!c actions taken

Outputs: Questions to Ask

• Messages clear & on strategy?

• Any forces that inhibited delivery or understanding?

• Satisfactory quality?• Resources managed

wisely?

Inputs & Outputs Inputs & outputs help determine how the race was run, but not the results at the !nish line.

Outcomes measure whether target audience groups actually received the messages directed at them... paid a"ention to them ... understood the messages... and retained those messages in any shape or form. #ey also measure whether the communications materials and messages that were disseminated have resulted in any opinion, a"itude and/or behavior changes on the part of those targeted publics to whom the messages were directed.

- Grunig & Hon

Swimming Lessons v. Knowing How to Swim

Outcomes: Questions to Ask

• Did the objectives & tactics achieve the stated goals?

• Were appropriate measures used to determine success?

• Any unintended effects?• Affect on relationships with

key stakeholders?• Future course of action

suggested?

Relationships

• Control Mutuality• Trust• Satisfaction• Commitment• Exchange Relationship• Communal

Relationship

RECAP Method Reverse Engineering Case Analysis Process

Steps to RECAP• What research was used?

• Did research identify key publics?

• Did it identify each public’s stake?

• Did the plan clearly articulate targeted messages?

• Were appropriate media and tactics used?

• Were campaign actions & messages consistent with values?

• To what degree was the campaign successful?

Written Report Requirements

• Go through RECAP !rst. • Part 1: Introduction to

company & situation • Part 2: Analysis of the case• Part 3: Recommendations