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This works in conjunction with formalized structure, to provide an overview, as to how the strategy is being accepted and what specific tactics need to be utilized to increase its effectiveness.
External
Externally the assessment strategy will provide a formalized structure, by showing overall views that the community has about KUSD. Where, the various interviews will help to indentify the opinions of select members of the community. The different surveys would serve as informal mechanism of indentify ways that the image can be improved and what possible challenges could lay ahead. This is significant, because this strategy will provide the board with: the general effects that it is having and what specific actions, they could take to address this issue in the future. Once this occurs, is when the strategy can be adapted to have a dramatic improvement upon this image.
Clearly, an assessment is required to determine if the organizational strategy is effective at addressing its various image problems at KUSD. This is an important tool in determining if the public relations campaign to restore its image is working. Where, there is an emphasis on randomly interviewing / surveying the staff and general public about these effects. In the case of the staff, this is taken one step further by having consultants randomly test them on various media related issues. This is important, because it provides a way of seeing how the changes that were implemented are working by: testing the staff and surveying them about possible issues / ways they can be...
At the same time, the strategy is interviewing the general public about these changes and asks them where they think improvement needs to be made. These two elements of the assessment strategy are important, because they will tell the board if the districts reputation / image are improving and if changes need to be made. Once you know this kind of information, you can be able to make an accurate assessment, as to if the public relations strategy was effective and how it can be improved.
Bibliography
Downs, C. (2004). Communication Audits. Assessing Organizational Communication. (pp. 1 -- 20). New York, NY: Guliford Press.
Downs, C. (2004). The Interview. Assessing Organizational Communication. (pp. 76 -- 86). New York, NY: Guliford Press.
Gillis, T. (2006). Organizational Culture. The IABC Handbook of Organizational Communication. (pp. 33 -- 42). San Francsico, CA: Josey Bass.
Ihlen, O. (2009). Commentary. Public Relations and Social Theory. (pg. 349). New York, NY: Routledge.
Kendrick, T. (2009). Questionares and Surveys. Identifying and Managing Project Risk. (pg. 216). New York, NY: AMACOM.
Mogel, L. (1998). Public Relations. Creating Your Career In Public Relations and Communications. (pg. 239). Sewicley, PA: GATF Press.
Regester, M. (2008). Issues Management Defined. Risk and Crisis Management in Public Relations. (pg. 43). Philadelphia, PA: Kogan Paige.
Sriramesh, K. (2003). The Legal System. Global Public Relations. (pg. 538). New…
Bibliography
Downs, C. (2004). Communication Audits. Assessing Organizational Communication. (pp. 1 -- 20). New York, NY: Guliford Press.
Downs, C. (2004). The Interview. Assessing Organizational Communication. (pp. 76 -- 86). New York, NY: Guliford Press.
Gillis, T. (2006). Organizational Culture. The IABC Handbook of Organizational Communication. (pp. 33 -- 42). San Francsico, CA: Josey Bass.
Ihlen, O. (2009). Commentary. Public Relations and Social Theory. (pg. 349). New York, NY: Routledge.
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