What is the most common error in attempts to evaluate public relations programs?

Question

Quizplus · Accepted Answer

The most common error in attempts to evaluate public relations programs is substituting measures from one evaluation level for those needed at another. For example, using outputs (such as media clips) to measure outcomes (such as changes in public opinion) or using outcomes to measure impact (such as changes in business results). It is important to use the appropriate measures for each level of evaluation to ensure accurate and meaningful results.

What Is the Most Common Error in Attempts to Evaluate