Question 1

One of the functions of evaluation is to __________________.

Accepted Answer

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 
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 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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 
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

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

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. 
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 9

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

Accepted Answer

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

Question 10

Measurement by objectives is most frequently used for evaluating _____________.

Accepted Answer

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

Question 11

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

Accepted Answer

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

One of the functions of evaluation is to __________________.

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

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

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

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

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

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

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

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

Measurement by objectives is most frequently used for evaluating _____________.

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

The Nature of Public Relations

The History of Public Relations

A Theoretical Basis for Public Relations

Law and Ethics

Research: Understanding Public Opinion

Strategic Planning for Public Relations Effectiveness

Action and Communication

Social Media and Traditional Media Relations

Employee Communication

Community Relations

Consumer Relations and Marketing

Investor Relations

Public Affairs: Relations With Government

Public Relations in Nonprofit Organizations

Corporate Public Relations

Filters

Exam 8: Evaluating Public Relations Effectiveness

One of the functions of evaluation is to __________________.

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

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

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

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

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

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

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

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

Measurement by objectives is most frequently used for evaluating _____________.

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

The Nature of Public Relations

The History of Public Relations

A Theoretical Basis for Public Relations

Law and Ethics

Research: Understanding Public Opinion

Strategic Planning for Public Relations Effectiveness

Action and Communication

Social Media and Traditional Media Relations

Employee Communication

Community Relations

Consumer Relations and Marketing

Investor Relations

Public Affairs: Relations With Government

Public Relations in Nonprofit Organizations

Corporate Public Relations

Filters