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Related Flashcards
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Cards In This Set
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What is the measurement of results against established objectives?
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Evaluation
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Reason for evaluation?
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- management by objective- desire to do a better job
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X
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X
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Questions to ask for evaluation?Was the activity....did the recipients of the message...how could the program strategy...were all primary and secondary audiences...
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adequately plannedunderstand ithave been more effectreached |
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Was the desired organizational objective...What unforseen circumstances...Did the program or activity fall...What steps can be taken to...
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Achievedaffected the successwithin the budget setimprove success
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X
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X
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X
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X
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X
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X
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X
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X
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Most widely used methods for evaluation pr efforts?
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1- measurement of production2- message exposure3- audience awareness4- audience attitudes5- audience actionmessage (2) audience (3)
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Measurement of production?
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1- elementary form- count publicity2- state what the pr should accomplish in obtaining media3- distribution numbers
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What is the problem in evaluation by counting publicity?
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Emphasizes quantity rather than quality
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Problem with specifying what the pr person should accomplish using media coverage?buut...
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Media are the gatekeepersbut this does provide incentives to the pr person
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What is the most widely practiced form of evaluating pr programs?
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Compilation of print and broadcast mentions
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X
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X
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