Deck 8: Evaluating Public Relations Effectiveness

Question 1

The number of radio and television stations that pick up and use a public relations message (VNR or news release)are counted in _______________ evaluation.

A) interest
B) productions
C) distribution
D) reach
E) exposure

Answer 1

C

Question 2

PRTrack,a software package,is designed to calculate _______________.

A) message exposure
B) attitude change
C) media coverage
D) message interest
E) advertising equivalency

Answer 2

E

Question 3

The data that results from ___________________ evaluation can be used to predict whether the messages used in a program will cause favorable reaction.

A) audience response
B) environmental mediation
C) media coverage
D) campaign impact
E) audience coverage

Answer 3

A

Question 4

A ________________________ limits its scope to the messages and events planned for the campaign and their effects on the intended publics.

A) open-system evaluation
B) campaign evaluation
C) outcome evaluation
D) closed-system evaluation
E) communication program evaluation

Question 5

Which of the following actions would be seen as part of an open-system evaluation?

A) evaluating employee publications
B) evaluating audience exposure to messages
C) evaluating change in opinions in target publics
D) evaluating change in behavior of target audiences
E) evaluating number of target audience members who register for a program

Question 6

_____________________ refers to forces outside of the control of the public relations practitioner influencing attitudes and behaviors of intended publics.

A) campaign impact
B) audience coverage
C) media coverage
D) environmental mediation
E) audience response

Question 7

When impact is evaluated,practitioners measure the number of people who ________________.

A) are exposed to messages
B) attend the message
C) exist in a target public
D) receive the message
E) change their opinions

Question 8

___________________ involves preparing advance statements,usually during the planning phase of a program,concerning legitimate expectations from a given efforts and when evaluation occurs,objectives are compared to accomplishments.

A) Impact analysis
B) Measurement by objectives
C) In-progress monitoring
D) Implementation checking
E) Perception evaluation

Question 9

It has been argued that ______________ of public relations programs have been evaluated effectively.

A) less than 5 percent
B) around 20 percent
C) near 30 percent
D) around half
E) almost all

Question 10

Which of the following is NOT one of the factors normally considered in standard pretest and posttest evaluation design:

A) distribution
B) coverage
C) interest
D) productions
E) understanding

Question 11

Which of the following is a basic step in MBO evaluation?

A) determining media coverage
B) reviewing public attitude change
C) testing message formats
D) manager-subordinate involvement
E) message reading ease

Question 12

If results of a program are compared to objectives following the completion of an effort,what type of evaluation is being conducted?

A) implementation checking
B) audience analysis
C) implementation evaluation
D) in-progress monitoring
E) outcome evaluation

Question 13

Evaluating __________________ may involve examining the adequacy of the background information gathered,the appropriateness of the message content and format,and the quality of the message.

A) impact
B) implementation
C) outcome
D) preparation
E) exposure

Question 14

____________________ models attempt to incorporate factors outside the control of the public relations campaign when assessing its effectiveness.

A) open-system evaluation
B) campaign evaluation
C) outcome evaluation
D) closed-system evaluation
E) communication program evaluation

Question 15

Which of the following is a disadvantage of the closed-system method of evaluation.

A) It looks only at unintended effects.
B) Reaching audiences does not always equate with achieving campaign goals.
C) It does not actually investigate program messages.
D) It focuses on environmental influences.
E) Measuring message exposure to audience is not possible.

Question 16

The basic premise of ________________ is that written copy will be ineffective if it is too difficult to read.

A) index scores
B) readability studies
C) accurate copy
D) abstract concepts
E) short sentences

Question 17

Which of the following is NOT one of the overlooked ideas that often leads to measurement error?

A) Data can not be interpreted.
B) Estimate is not measurement.
C) Volume is not equal to results.
D) Attitude is not behavior.
E) Samples must be representative.

Question 18

_______________ involves evaluating whether or not the intended publics in a public relations effort are reached.

A) campaign impact
B) audience coverage
C) media coverage
D) environmental mediation
E) audience response

Question 19

The efficiency of a message is the extent to which it actually _______________ the intended audience.

A) motivates
B) informs
C) reaches
D) persuades
E) interests

Question 20

Which of the following is NOT one of the four dimensions that can be applied in impact analysis?

A) campaign impact
B) audience coverage
C) media coverage
D) environmental mediation
E) audience response

Question 21

______________ evaluation considers what people read in various types of publications.

A) Productions
B) Distributions
C) Interest
D) Reach
E) None of these

Question 22

Learning about failures of an effort helps to assist in the development of future efforts because _____________.

A) Those responsible can be fired
B) Tactics that did not work can be discarded to never be used again
C) Publics that lead to failure can be written off
D) Adjustments may become evident that can steer subsequent attempts
E) All of these

Question 23

A common mistake in measuring public relations effectiveness is

A) Volume equals results
B) Experience and intuition is acceptable
C) Changed Attitudes result in desired changed behavior
D) Samples are not representative
E) All are correct

Question 24

______________ can be used to interpret data in relation to historical events that may have had an effect on a public relations campaign.

A) Experiments
B) Message tracking
C) Content analyses
D) Focus groups
E) None of these

Question 25

__________________ is a basic MBO step.

A) Work group involvement
B) Manager-subordinate involvement
C) Review, evaluation and recycling
D) Determination of Intermediate Objectives
E) All of these

Question 26

_____________ monitoring is conducted at regular intervals during campaigns to determine the effectiveness of the program.

A) In-progress
B) Asynchronous
C) Outcome evaluation
D) Implementation checking
E) None of these

Question 27

_______________ is a method of evaluation emphasizing the importance of such factors as unintended audiences and economic situations.

A) open system model
B) closed-system model
C) measurement by objectives
D) none of the above

Question 28

Comparing posttest results to pretest results in evaluation is __________.

A) encouraged
B) a form of open-system evaluation
C) overcomes measurement error
D) considered poor evaluation
E) None of these

Question 29

One of the functions of evaluation is to __________________.

A) prove the value of public relations to management
B) enhance organizational support
C) provide a means of learning what works and what does not for future efforts
D) show the return on investment that public relations can offer
E) All of these

Question 30

Measurement by objectives is most frequently used for evaluating _____________.

A) public interest in program messages
B) individual employees
C) audience coverage
D) audience response
E) None of these

Question 31

______________ can be evaluated by investigating the activity of the organization's media representative.

A) Reach
B) Administrative processes
C) Employee publications
D) Media relations
E) None of these