Chapter 8
Chapter 8
Chapter 8
100
Evaluation
What is the fourth step in the public relations process?
100
Advance = Measuring Behavior Change, Attitude Change, Opinion Change
What is level #3 of measuring evaluation?
100
This is the second or higher level of evaluation.
What is Audience Awareness?
200
Public Relations personnel and management should agree on the criteria used to evaluate success.
What is a prerequisite for evaluation?
200
Basic = Measuring Targeted Audiences, Impressions, Media Placements.
What is level #1 of measuring evaluation?
200
This is used to measure audience awareness.
What is Survey Research?
300
Measurement techniques must show how successfully information was communicated to target audiences
What is informational objective?
300
Intermediate = Measuring retention, comprehension, Awareness, Reception
What is level #2 of Measuring evaluation?
300
This is used to measure audience attitudes and opinions before, during and after a public relations campaign.
What is a Baseline study?
400
This type of objective is harder to accomplish
What is motivational objective?
400
(1) Measurment of production (2) Message exposure (3) Audience awareness (4) Audience attitudes (5) Audience action
What are the five widely used methods to evaluate public relations efforts?
400
Raising awareness, to motivate people to adopt an idea, vote, use a service or buy a product.
What is the ultimate goal of a Public Relations Campaign?
500
Do not wait until the end of a public relations program to determine how to do this.
What is Evaluation?
500
Measurement of production involves counting the number of tactics created, published or produced.
What is Measurement of Production?
500
This study graphically shows the percentage difference in attitudes and opinions as a result of increased information and publicity.
What is baseline studies or benchmark studies?
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