Measuring the Effectiveness of a Public Relations Plan
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Measuring the Effectiveness of a Public Relations Plan
53) Research that focuses upon measuring the effectiveness of a public relations plan is .
- A) client research
- B) stakeholder research C) evaluation research D) quantitative research
- E) problem-opportunity research
54) The creation of the Policy Analysis Market (PAM) .
- A) was criticized by many as a dumb idea
- B) did not consider the reactions of key stakeholders
- C) was based on successful scientific research
- D) A and C
- E) All of the above.
55) The Brookhaven National Laboratory was careful in how it announced a scientific discovery because .
- A) it didn’t want to be accused of trying to manipulate the congressional budget process
- B) the target audience probably wouldn’t understand its significance
- C) it was concerned about a loss of federal funding
- D) A and B E) A and C
56) The Brookhaven National Laboratory decided to announce a major discovery in nuclear physics .
- A) at a news conference
- B) at a congressional budget hearing
- C) on television
- D) at a scientific conference
- E) in a news release
Challenge Examination
57) When someone tells you “We’ve always done things that way,”
it is likely that person is following .
- A) a logistical plan B) a standing plan C) a flexible plan D) an ad hoc plan
- E) a contingency plan
58) Public relations practitioners engage in planning because
.
- A) it helps an organization control its destiny
- B) it helps an organization to secure needed resources
- C) it keeps actions in line with an organization’s values-based mission
- D) A and C
- E) all of the above
59) According to the Institute for Public Relations, a good objective .
- A) describes a specific public relations action B) is a general statement of anticipated results C) specifies only one target audience
- D) is inexpensive
- E) refers to “ends,” not “means”
60) Generalized statements of the outcomes you hope your plan will achieve are .
- A) goals
- B) tactics
- C) brainstorming
- D) objectives
- E) building consensus
61) PIPP, POST, and TASC are acronyms associated with .
- A) evaluative research
- B) team building C) a planning grid D) goal setting
- E) a situation analysis
Challenge Examination
62) A good plan is .
- A) a win-win proposition
- B) realistic
- C) values-driven
- D) all of the above
- E) none of the above
63) A pitch is directed toward .
- A) investors
- B) voters
- C) journalists
- D) government regulators
- E) customers
64) What’s the best advice for a news conference?
- A) Don’t do it if alternatives such as a news release would work as well.
- B) Invite only media you know are friendly. C) Have refreshments for reporters.
- D) Have hot coffee on hand.
- E) Schedule it when all media can attend.
65) When executing a public relations plan, is/are among the key factors to be considered.
- A) communication within the team
- B) deadlines
- C) quality control
- D) All of the above
- E) None of the above
66) PACs .
- A) are focus groups that test the worthiness of potential survey questions
- B) are the same thing as lobbies
- C) give money to political candidates
- D) are prohibited by the United States Code
- E) have little impact on the political process at the federal level
Challenge Examination
67) When conducting a news conference, it is a good idea to
.
- A) limit the session to one hour
- B) begin with a prepared statement
- C) rehearse your presenters
- D) All of the above
- E) None of the above
68) According to the authors of your textbook, the writing process has something in common with .
- A) the Agenda Setting Hypothesis B) Uses and Gratifications Theory C) Maslow’s Hierarchy of Needs
- D) survey research
- E) the communications grid
69) At which stage of the writing process must one overcome what is known as “the euphoria of creation”?
- A) revision
- B) evaluation
- C) organization
- D) research
- E) credibility
70) Writing for the web is different from writing for a printed page because .
- A) computer users are more sophisticated than traditional print users
- B) the Internet provides unlimited space for detail
- C) computer screens are harder to read than the printed page
- D) A and B E) A and C
71) A Georgetown University medical professor accused pharmaceutical companies of .
- A) misleading advertising of their products
- B) encouraging professors to submit favorable ghostwritten journal articles
- C) engaging in unethical public relations practices
- D) A and C E) B and C
Challenge Examination
72) According to a survey cited in your textbook, what percentage of articles in top U.S. medical journals were ghostwritten?
- A) 19 percent B) 46 percent C) 25 percent D) 6 percent E) 11 percent
73) are informal online communities that come together from time-to-time because of common interests.
- A) Social media
- B) Social networks
- C) Utopias
- D) Global villages
- E) Hypermedia
74) Among the Internet issues that a practitioner should consider is/are .
- A) the Internet is a form of passive communication
- B) an online generation gap C) the accuracy of research D) All of the above.
- E) None of the above.
75) The growth of wireless digital communications technology will make it possible for .
- A) us to become more mobile, responsive, and cost-effective
- B) Western industrialized nations to increase their economic advantage
- C) developing nations to catch up with industrialized Western nations
- D) A and C E) B and C
76) A popular collaborative software that allows multiple people to contribute to online content is known as .
- A) wiki
- B) cybersharing
- C) bluetooth
- D) wi fi
- E) RSS
Challenge Examination
77) When deciding which medium to use to communicate, the authors of your textbook remind you that .
- A) new isn’t always better
- B) analog is better than digital C) you should always go digital D) the medium is the message E) everyone is on the Internet
78) Most crises are .
- A) unavoidable
- B) time consuming
- C) predictable D) expensive E) disastrous
79) Which of the following statements is/are true?
- A) In both shuttle disasters, NASA suffered from what investigators called “go fever.”
- B) NASA won public praise for its handling of the Columbia accident.
- C) NASA learned to communicate better during crises after the Challenger accident.
- D) All of the above.
- E) None of the above.
80) The crisis management team meets in the .
- A) emergency operations center
- B) place where the crisis is occurring
- C) central command post
- D) media information center
- E) executive suite
81) During the 2006 Sago mine disaster, .
- A) the mining company president acknowledged that he made a mistake
- B) the mining company initially received praise for its crisis communications
- C) the mining did not have a crisis communications plan
- D) A and B E) B and C
Challenge Examination
82) Exxon Corporation CEO Lawrence G. Rawl .
- A) won praise for his handling of the Alaskan oil spill in
March 1989
- B) rushed to the scene of the Alaskan oil spill in March 1989
- C) waited a week before publicly commenting on the Alaskan oil spill in March 1989
- D) A and C
- E) All of the above.
83) An indication that public relations is influencing consumer- focused marketing is .
- A) the dividing of publics into smaller publics
- B) the decline in the use of IMC
- C) the emphasis on two-way communication
- D) A and B E) A and C
84) Traditional tactics in marketing public relations include
.
- A) billboards
- B) advertising
- C) blogs and interactive web sites
- D) All of the above.
- E) None of the above.
85) An information-bearing experience that a customer or prospect has with a product, service, or the market that relates to that product or service is known as a .
- A) sale
- B) double jeopardy
- C) pitch
- D) contact
- E) message
86) Humor columnist Dave Barry’s comments on North Dakota and
South Dakota illustrate how .
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- A) advertising can be more powerful than public relations in an IMC campaign
- B) the concept of place can send marketing messages to consumers
- C) consumers cannot distinguish between closely related products
- D) names can send marketing messages to consumers
- E) consumers will not travel far to acquire desired products
Challenge Examination
87) Umbro was surprised when it discovered that its new running show was named after .
- A) a variety of aardvark
- B) a mythical sexual predator
- C) a body part
- D) the poison gas used in Nazi concentration camps
- E) the devil
88) Nemawashi refers to .
- A) the Chinese social hierarchy
- B) a Japanese consensus-building process
- C) the Spanish tradition of taking a mid-afternoon nap
- D) a Wisconsin-based insurance company
- E) the Japanese tradition of exchanging gifts
89) The first step in the cross-cultural communications process is
.
- A) testing
- B) awareness
- C) advocacy
- D) commitment
- E) diversity
90)According to Hofstede’s cultural dimensions,
measures how well a society tolerates ambiguity.
- A) long-term orientation
- B) uncertainty avoidance
- C) masculinity versus femininity
- D) power distance
- E) individualism versus collectivism
91) Cross-cultural communication works best when .
- A) employees are required to do it
- B) an entire organization commits to it
- C) federal government guidelines are followed
- D) all of the above
- E) none of the above
Challenge Examination
92) When a characteristic or quality is assigned to all members of a particular group, this is known as .
- A) acculturation B) coorientation C) assimilation
- D) discombobulation
- E) stereotyping
93) Expression associated with the normal conduct of a democracy is known as speech.
- A) democratic B) republican C) free
- D) absolute
- E) political
94) The Freedom of Information Act .
- A) provides for free expression
- B) provides access to most federal government records
- C) applies only to politicians
- D) requires practitioners to tell the truth
- E) opens most federal government meetings
95) Which of the following is not a burden of proof in libel?
- A) publication
- B) damage
- C) fault
- D) defamation
- E) blame
96) Oprah Winfrey was sued by the cattle industry for allegedly violating law.
- A) copyright
- B) financial disclosure C) intellectual property D) food disparagement E) libel
CE.20
Challenge Examination
97) According to your textbook, the most successful efforts at spreading democracy around the world have been those
.
- A) mindful of local traditions and values
- B) based in good intentions
- C) that strengthened the political process
- D) based on embracing the values that made the United
States a great nation
- E) backed with substantial financial commitment
98) is how the United Nations describes as “the growing interdependence of the world’s people through shrinking space, shrinking time, and disappearing borders?”
- A) McLuhanism B) Globalization C) Socialism
- D) Darwinism
- E) Populism
99) The effort by companies to be seen as being more environmentally friendly has been called public relations.
- A) global
- B) eco-PR
- C) earth-friendly
- D) green
- E) environmental
100) According to a gender study on job satisfaction among public relations practitioners, .
- A) men and women appear to respect one another
- B) women are avoiding men
- C) men and women viewed their jobs the same
- D) men are avoiding women
- E) it is a bad idea to have men and women working together
Measuring the Effectiveness of a Public Relations Plan
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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