Measuring the Effectiveness of a Public Relations Plan
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
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 .
CE.18
- 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
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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