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.

Accepted Answer

C

Question 2

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

Accepted Answer

PRTrack is a software package designed to calculate advertising equivalency, which is the value of media coverage in terms of advertising costs.

Question 3

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

Accepted Answer

Audience response evaluation helps to determine whether the messages used in a program are effective or not. This evaluation measures how the audience reacts to the messages and provides insights into whether the messages are causing a favorable reaction. The results of this evaluation can be used to predict the program's success and how it can be improved.

Question 4

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

Accepted Answer

A closed-system evaluation focuses specifically on the predefined elements within a system, such as a campaign's messages and events, and their impacts, without considering external factors or feedback loops.

Question 5

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

Accepted Answer

The answer of Which of the following actions would be...

Question 6

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

Accepted Answer

Environmental mediation refers to the external factors that affect the success of a public relations campaign, such as economic conditions, social trends, and political events. These forces are beyond the control of the public relations practitioner but can greatly impact their ability to influence the attitudes and behaviors of intended publics.

Question 7

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

Accepted Answer

Impact evaluation measures the change in behavior or attitude of the target audience, which means practitioners are measuring the number of people who change their opinions or behaviors as a result of receiving the message.

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.

Accepted Answer

Measurement by objectives involves setting specific objectives during the planning phase of a program and then comparing them to the actual accomplishments during evaluation. This helps to determine if the program has successfully met its objectives and if not, what adjustments may need to be made. Impact analysis, in-progress monitoring, implementation checking, and perception evaluation are all important aspects of program evaluation but do not specifically involve preparing advance statements of legitimate expectations.

Question 9

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

Accepted Answer

Studies have shown that less than 5% of public relations programs are evaluated effectively, indicating a lack of emphasis on measurement and evaluation within the industry.

Question 10

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

Accepted Answer

The answer of Which of the following is NOT one...

Question 11

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

Accepted Answer

Manager-subordinate involvement is a basic step in Management by Objectives (MBO) evaluation. MBO is a process in which managers and employees collaborate to set goals, monitor progress, and evaluate performance. Involving managers and subordinates in the evaluation process ensures that goals are realistic, achievable, and relevant to the organization's objectives.

Question 12

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

Accepted Answer

Outcome evaluation involves comparing the achieved results of a program to its predetermined objectives. This type of evaluation assesses the overall effectiveness and impact of the program.

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.

Accepted Answer

Evaluating preparation involves examining the adequacy of the background information gathered, the appropriateness of the message content and format, and the quality of the message. Impact evaluation assesses the extent to which the program has led to the desired outcomes, implementation evaluation assesses the extent to which the program was carried out as planned, outcome evaluation measures the overall effects of the program on the target population, and exposure evaluation assesses the reach and frequency of the program message.

Question 14

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

Accepted Answer

Open-system evaluation models consider external factors that could influence the effectiveness of a public relations campaign, acknowledging that these campaigns operate within a broader environment that can affect their outcomes.

Question 15

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

Accepted Answer

The closed-system method of evaluation focuses on measuring outputs and outcomes based on predetermined goals and objectives. However, one of its disadvantages is that reaching audiences does not always equate with achieving campaign goals. This means that even if the campaign reaches its intended audience, it may not necessarily have the desired impact on them.

Question 16

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

Accepted Answer

Readability studies focus on ensuring that written copy is easy to read and understand by the intended audience. This can involve using shorter sentences, simpler vocabulary, and formatting that makes the text more visually appealing and easier to digest. The goal of readability studies is to improve communication by eliminating unnecessary complexity, making the message more accessible to a wider range of readers.

Question 17

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

Accepted Answer

All of the other choices are valid ideas that can lead to measurement error, such as confusing estimates with actual measurements or assuming that attitudes always translate into behaviors. However, data that cannot be interpreted would not necessarily lead to measurement error; rather, it would simply be useless data.

Question 18

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

Accepted Answer

Audience coverage involves evaluating whether or not the intended publics in a public relations effort are reached. Campaign impact and audience response are related but distinct concepts, while media coverage and environmental mediation are not directly related to evaluating whether or not the intended publics were reached.

Question 19

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

Accepted Answer

The efficiency of a message refers to its ability to reach the intended audience. While informing, motivating, persuading, and interesting the audience are important objectives of a message, they alone do not determine its efficiency. If the message does not reach the intended receiver, it cannot fulfill any of these aims.

Question 20

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

Accepted Answer