The Missing Essential in Public Communication
Appendix 1: Interview Question Guide The Organizational Listening Project Introduction and Organization-Public Communication Overview: 1. Name: [to be de-identified post analysis] 2. Title/role: 3. Organization: [to be de-identified post analysis] 4. Time in role: 5. Do you have a strategic communication plan with clear objectives and targets? 6. What are the main public communication activities that your orga- nization engages in as part of its public communication? (List major communication activities in overview) 7. Is your organization committed to two-way communication? (Yes/no; if yes, where is this stated?) 8. Do you attempt to or profess to achieve engagement, dialogue, or conversation with stakeholders and/or key publics in your public communication? 318 organizational listening 9. How do you attempt two-way communication, engagement, dia- logue, and/or conversation? (in overview, note details are sought in the next section) 10. Do you have a KPI in your organization’s strategic communication plan or other plans (e.g., stakeholder engagement, customer service) that relates to listening in the sense of seeking, receiving, considering, acknowledging, and responding to stakeholders or members of the public? Methods of Organizational Listening: Which of the following do you use? 1. Formative research such as market research, social research, reputa- tion studies, or other types of research. If so, specify which: a. Surveys (of whom, how often) b. Focus groups (of whom, how often) c. Interviews (of whom, how often) d. Reputation tracking (of whom, how often) e. Other research (please specify). 2. Social media monitoring. If so: a. How is this done...
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