Q&A Hero

Q: ______________ evaluation considers what people read in various types of publications. A.Productions B.Distributions C.Interest D.Reach E.None of these

Q: 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

Q: ______________ 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

Q: 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

Q: _______________ 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

Q: 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

Q: 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

Q: 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.

Q: 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

Q: ____________________ 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

Q: 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

Q: 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

Q: PRTrack, a software package, is designed to calculate _______________. A.message exposure B.attitude change C.media coverage D.message interest E.advertising equivalency

Q: _____________ 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

Q: 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

Q: 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

Q: 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

Q: __________________ 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

Q: Which of the following is one of the basic considerations for media selection? A.slant of typical news stories B.audiences C.availability of media near organization D.managers in control of media E.whether graphics will be used or not

Q: 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

Q: Which of the following is NOT one of the basic elements through which a message must pass where the audience may selectively decide to be involved with communication or not? A.understanding B.retention C.action D.attention E.publication

Q: _____________________ 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

Q: For messages to be understood, there needs to be ______________ between both message sender and message receiver. A.shared frame of reference B.physical contact C.verbal communication D.mutual respect E.a sense of liking

Q: 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.

Q: In the end, a message must be _______________ to be acted upon. A.published B.interesting C.beneficial D.enjoyable E.retained

Q: 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

Q: The action implemented to accomplish a public relations plan can be explained as an attempt to spread _____________ within a target audience. A.information B.propaganda C.deception D.bias E.None of these

Q: The ____________ is built upon the belief that opinion leaders can be convinced to support a certain matter and influence others to support it also. A.Diffusion of Innovations Theory B.Elaboration Likelihood Model C.Two-Step Flow of Information Theory D.Social Exchange Theory E.None of these

Q: In the diffusion process, mass media become the primary channel of influence in the _____________ stage. A.interest B.evaluation C.trial D.adoption E.None of these

Q: Broadly, _____________ are those individuals who perceive themselves to have an interest in the actions of an organization. A.shareholders B.internal publics C.adopters D.laggards E.stakeholders

Q: _______________ are residence stakeholders. A.Consumer Advocates B.Shareholders C.Media D.Employees E.None of these

Q: The length of sentences in a written document is widely recognized as a key to its __________. A.persuasiveness B.clarity C.publication in the media D.usefulness for corporate websites E.None of these

Q: The ___________ is a journalistic name for the first one or two paragraphs of a news story or other informative writing. A.hook B.launch C.climax D.lead E.inverted pyramid

Q: Controlled media is typically published by ____________________. A.newspapers B.consumer magazines C.public relations practitioners D.broadcast journalists E.None of these

Q: ________________ is the principal tool for constructing messages. A.Research B.Evaluation C.New technology D.Writing E.Broadcasting

Q: Publication in uncontrolled media requires _______________. A.acceptance by gatekeepers B.payment by practitioners C.a company website D.photographs E.None of these

Q: James H. Couey found that the optimum average for most sentences seemed to be about ___________ words. A.10 B.17 C.25 D.29 E.33

Q: _________________ describes the situation where publics can attend to only a few of the messages they are bombarded with daily. A.Diffusion of innovation B.Selective perception C.Limited resources D.Selective attention E.None of these

Q: The _________________ style of writing organizes a story so the most important points are covered first. A.message priority B.influential structure C.composition triangle D.inverted pyramid E.facts-up-front

Q: _______________ 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

Q: Which of the following is NOT an example of a controlled media? A.brochure B.flier C.newspaper D.company newsletter E.VNR

Q: 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

Q: Individuals in __________________ have direct contact with the primary audience and can pass messages along to them. A.aware publics B.intervening publics C.latent publics D.moderating publics E.active publics

Q: ____________________ are groups that share a common goal or guiding philosophy and can make an impact on the primary public. A.aware publics B.intervening publics C.latent publics D.moderating publics E.active publics

Q: _____________________ recognize a need but are not prone to any action. A.Moderating publics B.Aware public C.Active publics D.Latent publics E.Intervening publics

Q: ________________ is a term used to describe the way in which new ideas are adopted in a society. A.Communication B.Programming C.Matriculation D.Diffusion E.Absorption

Q: Which of the following is one of the steps in the diffusion process? A.research B.programming C.objectives D.evaluation E.communication

Q: At this stage in diffusion process, actual application of an idea begins. A.adoption B.communication C.trial D.interest E.research

Q: ___________ is a process of assessing what you have and where you want to go. A.Strategic planning B.Branding C.Resource allocation D.Management by objectives E.Casual monitoring

Q: Which of the following is NOT one of the channels of influence in the diffusion process? A.social norms B.personal experience C.mass media D.significant others E.biased intermediaries

Q: Understanding how to develop a public relations plan separates entry-level positions from top management in _____________. A.corporations B.public relations C.communications D.administration E.all of these

Q: In the early stages of awareness and interest, ________________ are most effective at persuading adoption. A.social norms B.personal experience C.mass media D.significant others E.biased intermediaries

Q: __________ plans develop specific decisions about what will be done at every level of the organization to accomplish strategic plans. A.Strategic B.Public opinion C.Communications D.Tactical E.Scenario construction

Q: When the initial goals of awareness and interest are met, public relations actions should move to subtle forms of communication through ____________________________. A.newspapers and magazines B.latent and moderating publics C.significant others and unbiased third parties D.mass media and biased intermediaries E.controlled and uncontrolled media

Q: Predicting __________ that may exist in the future is a much more difficult job than evaluating the existing situation. A.publics B.target audiences C.attitudes D.opinions E.barriers

Q: The two-step flow of information theory was built on the premise that certain people in our society are _________________. A.mass media consumers B.not capable of being persuaded C.latent D.opinion leaders E.difficult to reach through the media

Q: Campaign plans are sometimes referred to as ___________ plans. A.linear B.communications C.single-use D.standing E.all of these

Q: __________________ is a method for differentiating between publics. A.Stakeholder analysis B.Audience analysis C.Public modeling D.Constituent examination E.Public analysis

Q: ___________ dictate the selection of goals. A.Resources B.Forecasts C.Strategies D.Objectives E.All of these

Q: ________________ assume the responsibility for making sure all messages received by their publics are prepared according to the public relations plan. A.editors B.writers C.project managers D.stakeholders E.primary audiences

Q: The first step in selecting audiences in planning requires that you ____________. A.determine the target audience B.assess attitudes of the target audience C.analyze opinions of target audiences D.identify and categorize stakeholder groups E.all of these

Q: _____________ can refer to the type or emphasis of a message. A.Strategies B.Goals C.The company mission D.Objectives E.Themes

Q: A zero-based budget is typically used for a __________. A.standing plan B.campaign C.brand strategy D.brochure E.communications audit

Q: What percentage of practitioners identify a target audience in their planning? A.10% B.50% C.75% D.90% E.100%

Q: When working on a timetable, ______________________ is the process of from what is wanted as a finished product how much time each step in the process will take. A.calendaring B.scheduling C.prioritizing D.back-timing E.reverse listing

Q: _________________ is the monitoring, evaluating, and disseminating of information to key decision makers within an organization. A.Environmental scanning B.Casual monitoring C.Public opinion polling D.Content analysis E.Communications audit

Q: Which of the following is NOT one of the advantages of management by objectives? A.raises the importance of public relations in the corporate structure B.helps keep the public relations practitioner on target in solving problems C.contributes to the public relations body of knowledge D.communicates the way business people think in terms of business problems and objectives E.allows managers to oversee the selection of public relations activities

Q: _____________________ public relations involves anticipating needs and planning to meet goals. A.Reactive B.Operational C.Tactical D.Proactive E.Directive

Q: ___________________ provide routine responses to recurring situations. A.Campaigns B.Single use plans C.Standing plans D.Tactical plans E.Behavioral plans

Q: Planning permits the development of integrated public relations efforts that support an organizations goals in a positive rather than a _______________ manner. A.defensive B.proactive C.anticipatory D.tactical E.strategic

Q: Policies are generally established by __________________ as a guidelines for decision making. A.public relations practitioners B.top management C.human resources departments D.employee committees E.shareholders

Q: __________________ are long-range plans, usually made at the upper levels of management, and involve decisions concerning major goals. A.defensive B.proactive C.anticipatory D.tactical E.strategic

Q: Detailed guidelines for implementing policy decisions are called _________________. A.standard procedures B.rules C.operating policies D.operation guides E.public relations plans

Q: __________________ forecast reaction to actions contemplated by managers. A.Strategic plans B.Tactical plans C.Public opinion surveys D.Brainstorming E.Scenario construction

Q: ___________________ are statements that specify the action to be taken in a particular situation. A.operating policies B.standard procedures C.rules D.public relations plans E.operation guides

Q: What is the name for the group discussion technique used to generate large numbers of creative ideas? A.scenario construction B.forecasting C.strategic planning D.round tabling E.brainstorming

Q: In scenario construction, a logical description of _______________ is constructed to explore the dynamics of various alternatives. A.future events B.forecasting C.strategic planning D.round tabling E.brainstorming

Q: Which of the following is not one of the elements of campaign planning? A.determining the present situation B.testing materials for communicative ability C.researching and selecting the target audience D.developing a theme for the plan E.creating strategies to accomplish objectives

Q: Goals should be evaluated to determine the long-term and short-term effects of acceptance and rejection and should be based on ____________________. A.intuition B.managers' mandates C.the organization's mission statement D.the desires of stakeholders E.results from public opinion surveys

Q: Planning and ___________________ occur almost simultaneously. A.programming B.brainstorming C.evaluation D.research E.budgeting