Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
Chapter 10: Reporting and Evaluation
Test Bank
Multiple Choice
1. How can the PR practitioner gain insight into the perspectives of the publics after a
campaign’s conclusion?
a. listen to all audiences of the campaign
b. review feedback from the staff who ran the campaign
c. review campaign outcome data soon after the close of the campaign
d. review media coverage of the campaign
2. Which one of the following questions would be the primary concern in reviewing a
campaign?
a. Did the campaign bring about the proposed action or change?
b. Did the campaign build meaningful media relations?
c. Did audiences seem to relate to the campaign?
d. Did the campaign gain media coverage?
3. According to Watson and Noble, what is the basis from which a campaign’s
evaluative planning decisions can be made?
a. the campaign’s selected strategies
b. the campaign’s impact on target audiences
c. the campaign’s intended behavioral effects
d. the campaign’s overall goals
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
4. What does the primary evaluative task for a campaign require?
a. reviewing the planned and unplanned steps taken during the campaign
b. documenting strategic and tactical steps undertaken throughout the campaign
c. understanding campaign results using quantitative and qualitative outcome data
d. reporting campaign outcomes to organizational leaders
5. The campaign evaluation process requires attention be paid to which one of the
following?
a. major decisions
b. the small details
c. the capabilities of the campaign team
d. major decisions and small details
6. In the evaluative phase of a campaign, if reporters showed little interest in a
campaign, it might be attributed to which one of the following issues?
a. an objective issue
b. a strategic issue
c. a tactical issue
d. an implementation issue
7. According to the text, what is it in part that makes campaigns difficult to evaluate?
a. The components of a campaign components do not operate in isolation.
b. Campaigns are often run over long periods of time.
c. Campaigns involve a range of different people and their respective capabilities.
d. Campaign outcomes are often not well documented.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
8. Media evaluation should be done in relation to which one of the following?
a. campaign goals
b. campaign objectives
c. campaign strategies
d. campaign tactics
9. Analysis measurement of things such as message prominence and tone can be
subject to which one of the following difficulties?
a. observer bias
b. sample size
c. media reporting
d. message complexity
10. In media evaluation, benchmarks are used for what purpose?
a. consolidation of data
b. summarizing of data
c. comparison of data
d. explanation of data
11. The concept of “weighted volume” is used in for which one of the following?
a. setting benchmark standards for data
b. adjusting for differences during data comparisons
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
c. setting a threshold for campaign effectiveness
d. establishing which media platform was most influential during a campaign
12. Which one of the following is NOT cited as an assessable measure of digital
audience outreach?
a. behavior change
b. reach and impressions
c. likes and shares
d. message destination
13. The evaluation metric that would address audience engagement would be in which
one of the following?
a. impressions
b. behavior change
c. likes and shares
d. reach
14. Measuring reach and impressions requires which one of the following?
a. a substantial sample size
b. historical context
c. high target audience relevance
d. a control group
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
15. In post-campaign evaluation operations, the first activities would occur with whom?
a. the organization leadership
b. the communications department
c. individual staffers
d. the target audience
16. The mandate of the reporting phase of a campaign is to do which one of the
following?
a. review the lessons learned from the campaign
b. review which strategies were most successful
c. present all the data related to the campaign
d. explain whether campaign objectives have been achieved
17. Which one of the following represents the recommended presentation approach for
campaign reporting?
a. Reports should be selectively developed according to the audience.
b. Reports should be consistent across audiences.
c. Reports should avoid high-level technical details.
d. Reports should include written recommendations regarding future campaigns.
18. What should be the center of reporting on campaign results?
a. organizational values
b. strategies
c. objectives
d. audience behaviors
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
19. Determining what motivated target audience members to react favorably to a radio
advertisement, for example, the practitioner would likely choose which one of the
following?
a. qualitative analysis
b. quantitative analysis
c. online surveys
d. broadcast ratings
20. One of the initial tasks of preparing a campaign report is which one of the following?
a. selecting what information to report
b. summarizing data in understandable ways
c. addressing on unexpected outcomes
d. determining who will receive the report
21. The takeaway information of a report should be positioned where in the report?
a. just ahead of the data analysis section of the report
b. in the final summary of the report
c. in an appendix to the report
d. in the early part of the report
22. The format for a campaign report should be done according to which of the
following?
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
a. the campaign team’s perspectives regarding objectives, strategies and outcomes
b. a format that addresses the original plan of the campaign
c. a summary beginning with tactics and methods, and finishing with objectives and
goals
d. the background and needs of the report readers
23. With regard to the use of data from paid media, particularly with digital media, what
is a common risk in reporting?
a. presenting data that is not fully understood by the reader
b. presenting too little data
c. presenting too much data
d. presenting data that is not timely
24. Why does the use of paid media allow it to draw heavier scrutiny regarding its
effectiveness?
a. Paid media reaches larger audiences.
b. Paid media allows greater control of message and placement.
c. Paid media reaches more highly targeted audiences.
d. Paid media is generally more credible than social media.
25. A qualitative value in the reporting of earned media would include which one of the
following?
a. the number of stories published
b. new media contacts made
c. different types of media outlets used
d. shares on social media platforms
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
Difficulty Level: Easy
26. Reporting on shared media can involve much data. Which one of the following
metrics would be considered better than the others?
a. page visits
b. downloads
c. message retention
d. impressions made
27. The data gleaned from the use of owned media in a campaign that will likely be
meaningful in a campaign report is which one of the following?
a. audience size
b. audience demographics
c. audience engagement
d. audience psychographics
28. Strategic communication campaigns that are reported in what is called an
“integrated” manner is described in which one of the following?
a. reporting on outcomes according to PESO media channels
b. reporting on outcomes irrespective of media channel
c. reporting on outcomes according to audience
d. reporting on outcomes irrespective of campaign tactics
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
True/False
1. Data is more valued to the leaders of an organization rather than a personal
professional assessment when it comes to the assessment of the success of a PR
campaign.
2. The first concern in reviewing a campaign is whether or not the campaign resonated
with its target audience.
3. Campaigns can be evaluated by their outcomes as well as by their preparation
stages.
4. Campaigns are difficult to evaluate because they operate in isolation.
5. Traditional media evaluation methods such as using staff to track media coverage
has all but disappeared from modern PR practice.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
6. The “M” in the I.M.P.A.C.T. mnemonic refers to the media which carried a story.
7. Media evaluation should include quantitative and qualitative analysis.
8. When analyzing media coverage, the process of comparing the coverage data from a
current time period to a previous similar time period is called “weighted” volume.
9. PR practitioners can often find that even though there are many digital metrics
available, they will not present a true media evaluation.
10. Ideally, campaign reporting is done in writing so that details are presented
accurately.
11. Campaign reporting may address whether or not campaign objectives achieved the
campaign’s stated goal.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
12. Once a campaign is completed, the timing of the issuing of the campaign report is of
little consequence.
13. Reporting on paid media requires an explicit focus on how well it related to its target
audience.
14. The data-rich environment from social media can make campaign reporting difficult
for practitioners.
15. It is not possible to obtain qualitative data from social media such as Facebook and
Short Answer/Essay
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
1. Explain why evaluating and reporting campaign outcomes is challenging?
2. Name the two tasks practitioners must perform at the end of a campaign.
3. What is cited as a limitation of certain digital data metric measurements?
4. Explain why comparing digital evaluative data from one year to another is potentially
problematic for making evaluative assessments of impact.
5. Explain how quantitative and qualitative analysis methods might complement each
other in a campaign report.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
6. Describe the benefit of reporting on unexpected events resulting from a campaign.
7. Explain why is it important to report on earned media to organizational leaders.
8. Example: A post-campaign report includes a number for page visits to the
organization’s site during the campaign, and a number for how well the audience
remembered the organization’s message. Explain which measure is more valuable and
why.
9. Explain the benefit of reporting based on objectives rather than specific channels.
Instructor Resource
Luttrell, Public Relations Campaigns: An Integrated Approach 1e
SAGE Publishing, 2019
10. An organization may ask audience members to do some amount of form filling on
their websites to gain insight after a campaign. Name two of the potential values and at
two limitations of using form filling.