As part of a national communications campaign, a leading consumer group wanted to ensure that PR initiatives had an impact on return in communications. They commissioned StrategyOne to implement its communications effectiveness model in order to measure how communications affected consumers’ opinions, belief and behaviour.
StrategyOne conducted a two-wave quantitative survey among target audiences to show how consumers were differently exposed and affected by the campaign.
The research insights helped the company and its PR team to fine-tune PR tactics throughout the communications programme, in particular to identify what messages most resonated depending on the target audience.
Our communication effectiveness model also demonstrated the different impact points of communications on audiences.