Join us August 18th as Katie Cousins, a Public Affairs and Communication Strategist, shows us how to apply the Sight Model to a PR campaign.
You can evaluate any public facing information campaign or event using the Sight Model by building a communication plan backward based on research. The Sight Model can be applied to both PR and academic settings alike, and focuses on the basic science behind purposeful, measurable communication.
Picture a 5,000-piece puzzle strewn across a surface. All of the pieces are your outputs (e.g. articles, social media posts, photos). Find all of the pieces with a straight edge, organize them according to color or pattern, and start identifying where they fit together. The same concept applies to the Sight Model to allow individuals, teams and organizations to reverse-engineer their communication campaign. Identify the channels used by conducting research, and then analyze and evaluate the outputs you directed to those channels. When you fit all the pieces back in the correct spots, you reveal an image. The same goes with your communication. Did you in fact paint the picture you intended to paint, or are pieces of the picture missing or distorted? The image is your narrative, or perhaps the key messages you intended to communicate to impact knowledge, attitude or behavior of a specific audience. What is the image of your organization? How much time are you willing to spend to find out?
PR advantage: Applying the Sight Model to a completed or ongoing PR campaign provides unbiased feedback, and a look at your plan from a new perspective through critical thinking and creative problem solving. Your communication plan will be re-built, based on nothing but research. Findings and a proposed plan will validate or disprove your intended baseline, measurements, audiences, influencers, platforms, methods, timeline, and more. The model will provide areas of improvement for campaign performance long-term efficiency.
Academic advantage: This model incorporates the highest levels of Bloom’s Taxonomy learning objectives (analysis, synthesis, evaluation), and provides unbiased feedback to real-world PR project managers.
In this session, you’ll learn to:
- Analyze any public PR campaign or event using the Sight Model.
- Deconstruct available public information and design what you believe to be the public affairs communication plan through the use of the ABCs (Analyze, Build Backward, Compare).
- Evaluate PR campaign objectives and identify areas of improvement and learned efficiencies.
* Each event is recorded. If an event has already passed, you will receive a link to the recording