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1. It has been argued that ______________ of public relations programs have been evaluated effectively.
2. 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.
3. When impact is evaluated, practitioners measure the number of people who ________________.
4. If results of a program are compared to objectives following the completion of an effort, what type of
evaluation is being conducted?
5. ___________________ 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.
6. Which of the following is a basic step in MBO evaluation?
7. Which of the following is NOT one of the four dimensions that can be applied in impact analysis?
8. _______________ involves evaluating whether or not the intended publics in a public relations effort are
reached.
9. The data that results from ___________________ evaluation can be used to predict whether the messages
used in a program will cause favorable reaction.
10. The basic premise of ________________ is that written copy will be ineffective if it is too difficult to read.
11. _____________________ refers to forces outside of the control of the public relations practitioner
influencing attitudes and behaviors of intended publics.
12. Which of the following is NOT one of the overlooked ideas that often leads to measurement error?
13. A ________________________ limits its scope to the messages and events planned for the campaign and
their effects on the intended publics.
14. Which of the following is NOT one of the factors normally considered in standard pretest and posttest
evaluation design:
15. The number of radio and television stations that pick up and use a public relations message (VNR or news
release) are counted in _______________ evaluation.
16. The efficiency of a message is the extent to which it actually _______________ the intended audience.
17. Which of the following is a disadvantage of the closed-system method of evaluation.
18. ____________________ models attempt to incorporate factors outside the control of the public relations
campaign when assessing its effectiveness.
19. Which of the following actions would be seen as part of an open-system evaluation?
20. PRTrack, a software package, is designed to calculate _______________.
21. _____________ monitoring is conducted at regular intervals during campaigns to determine the
effectiveness of the program.
22. Learning about failures of an effort helps to assist in the development of future efforts because
_____________.
23. One of the functions of evaluation is to __________________.
24. Measurement by objectives is most frequently used for evaluating _____________.
25. __________________ is a basic MBO step.
26. ______________ can be used to interpret data in relation to historical events that may have had an effect on
a public relations campaign.
27. A common mistake in measuring public relations effectiveness is
28. Comparing posttest results to pretest results in evaluation is __________.
29. ______________ evaluation considers what people read in various types of publications.
30. ______________ can be evaluated by investigating the activity of the organization's media representative.
31. _______________ is a method of evaluation emphasizing the importance of such factors as unintended
audiences and economic situations.
