Deck 12: Measurement and Evaluation

Question 1

Being able to measure the overall value of public relations efforts is ______.

A) a major challenge today
B) an increasing problem
C) the reason PR exists
D) easier than in the past

Answer 1

A

Question 2

Evaluating PR efforts can be equated with ______.

A) spending on an unknown outcome
B) demonstrating worth to an organization
C) goals, objectives, and strategies
D) working with higher-level clients

Answer 2

B

Question 3

When constructing the measurement and evaluation section of a public relations plan, what major areas should we address?

A) clients, customers, and shareholders
B) paid, earned, and owned media
C) metrics, methods, and analyses
D) surveys, interviews, and focus groups

Answer 3

C

Question 4

Which component is the most important in creating SMART objectives?

A) specificity
B) measurability
C) achievability
D) being realistic

Question 5

Measurement of campaign outputs relates to ______, while outcomes relate to ______.

A) production; action
B) emotion; logic
C) media; events
D) quality; quantity

Question 6

When we use exposure analysis, what are we are measuring?

A) how many people acted on a message
B) how many people liked a message
C) how many people analyzed a message
D) how many people saw a message

Question 7

To analyze the success of "Top Gun: Maverick," PR professionals relied upon ______.

A) logic, emotion, and credibility
B) positivity, negativity, and neutrality
C) mentions, influence, and sentiment
D) ticket price, home views, and overall sales

Question 8

What is the key element of a benchmark survey?

A) quality of data
B) span of time
C) age of participants
D) mode of delivery

Question 9

Imagine that you are a promoter of concerts and pop-up events. You need to know how well last month's events did in order to make some decisions about where and when to run the upcoming series. What is your best measurement method?

A) focus groups
B) audience analysis
C) drop-off survey
D) communication audit

Question 10

When you select the correct metrics to evaluate a campaign, you are able to determine its ______.

A) accomplishment
B) outputs
C) well-being
D) satisfaction

Question 11

Which of the following is true of the advertising value equivalent (AVE)?

A) It measures advertising cost.
B) It is valuable for social media.
C) It is very expensive.
D) It is no longer very useful.

Question 12

Engagement is a measure of ______, and sentiment is a measure of ______.

A) attitude; opinion
B) quantity; quality
C) interaction; feeling
D) practice; theory

Question 13

You are a PR professional interested in uncovering trends, opportunities, activities, and issues that could impact your client. What is your best evaluation method?

A) talking
B) listening
C) interacting
D) monitoring

Question 14

In order to be effective in measurement and evaluation, what should social media professionals do?

A) Invest in the right tools.
B) Hire measurement experts.
C) Update and repurpose AVE.
D) Create new social channels.

Question 15

You are a product engineer with Chevrolet who wants to know how customers view your trucks relative to Ford or Toyota trucks. You should employ ______.

A) web analytics
B) social media analytics
C) people analytics
D) market analytics

Question 16

Which of the following is true regarding web analytics and social media analytics?

A) Both require user permission.
B) They gather only qualitative data.
C) Both operate in a similar fashion.
D) They are highly regulated.

Question 17

Analytics is concerned with the ______, while analysis focuses on the ______.

A) qualitative; quantitative
B) future; past
C) channel; end user
D) hardware; software

Question 18

What is the key idea behind impressions value as a metric?

A) advertising equivalency
B) follower count
C) unique authors
D) organic posts

Question 19

Hubspot is unique among software companies because it provides ______.

A) 24-7 customer support
B) a money-back guarantee
C) a research staff
D) an education academy

Question 20

If you were a social media professional interested in a program combining digital and social analytics, then ______ would be a logical choice for you.

A) Google Analytics
B) Facebook Blueprint
C) Brandwatch
D) HubSpot

Question 21

Which organization has taken the lead in creating a consistent and sustainable model for measurement and evaluation practices?

A) Public Relations Society of America
B) Council of Public Relations Firms
C) Coalition for Public Relations Research Standards
D) Consortium of Software Developers

Question 22

When we discuss reactions and behaviors occurring as a result of our messages, content, and actions, we are referring to ______.

A) inputs
B) outtakes
C) activities
D) outcomes

Question 23

If you were a PR professional evaluating your social media efforts according to the Barcelona Principles, you would begin with ______.

A) being transparent
B) measuring impact
C) measuring outcomes
D) setting goals

Question 24

Why is it important to evaluate the "why" of measurement?

A) It forces you to question your investment in it.
B) It fits with the "where" and "when" factors.
C) It can break out cost versus non-cost items.
D) It enables you to keep PRSA certification.

Question 25

You are working with a colleague to learn a new piece of measurement and evaluation software. She becomes frustrated with it and says, "This is just too complicated! I already know enough about this stuff. I'll just rely on what I learned last year." Which principle is she ignoring?

A) We have to understand our limitations.
B) We should recheck our methods.
C) We must be willing to learn and grow.
D) We need to manage our frustrations.

Question 26

The challenge of measuring the value of PR efforts will likely grow in the future.

Question 27

Effective evaluation of PR boils down to counting press clippings and media impressions.

Question 28

PR efforts may be worthy but they require independent validation.

Question 29

In PR measurement, outputs and outcomes are essentially the same things.

Question 30

If you wanted to determine how many people saw your message, then measuring exposure would make sense.

Question 31

Findings from a focus group can be generalized to the larger population.

Question 32

The advertising value equivalent (AVE) is no longer an adequate measure of PR success.

Question 33

Analytics represent an integrated approach to collecting and interpreting data.

Question 34

Market analytics and people analytics essentially measure the same thing.

Question 35

Analytics refers to past events, while analysis refers to future events.

Question 36

The Public Relations Society of America (PRSA) has played a leading role in determining industry standards for measurement and evaluation.

Question 37

Even when you can't measure what you want to do, it may still be a good idea to try it for the sake of creativity.

Question 38

All measurement methods and tools have limitations.

Question 39

You know the upcoming year is going to be rough at your corporation. Because you are a savvy PR professional, you've been carefully measuring and evaluating the success of all your programs. Should your budget be threatened, how will this enable you to explain PR's value to management?

Question 40

Point out the differences between output and outcome measurements, and provide a few examples of each.

Question 41

Compare the various strengths and challenges of the survey as a measurement/evaluation method.

Question 42

As a PR professional tasked with choosing metrics to evaluate a branding campaign, what are some key questions you should ask yourself in advance?

Question 43

Compare monitoring to listening as an evaluation tool, and discuss their relevance to PR measurement.

Question 44

Categorize the key areas that need to be covered in measuring social media according to the International Association for measurement of Communication (AMEC). Point out the strengths and weakness of each area.

Question 45

Your poor agency colleague appears to be bent upon trying to measure anything and everything related to a recent branding campaign you launched together. After several frustrating weeks, you decide it's time to help him take a harder look at this unfocused effort. Which best practice would you use to explain this to him? Illustrate your answer with a few examples.