Page 1

Question 1

six qualities of sticky messages

Answer 1

Simple, Unexpected, Concrete, Credible, Emotional, Stories

Question 2

Goal setting and ____ are fundamental to communication and PR.

Answer 2

measurement

Question 3

measuring outcomes is recommended vs only measuring ___.

Answer 3

outputs

Question 4

business ___ can and should be measured

Answer 4

results

Question 5

the effect on organizational ___ can and should be measured where possible

Answer 5

performance

Question 6

___ are not the value of public relations

Answer 6

AVEs

Question 7

quantitative and qualitative research should be used in ____

Answer 7

assessment

Question 8

measurement and evaluation should be ____, consistant, and valid

Answer 8

transparent

Question 9

Key performance indicators

Answer 9

measurements that show progress towards objectives. (media coverage and social interaction)

Question 10

outputs

Answer 10

short term surface level measurement like amount quality and valence of media coverage

Question 11

outcomes

Answer 11

changes to attitude and behavior

Question 12

ave

Answer 12

Advertising value equivalency: calucating the value of PR based on how much it would have cost to pay for it as an advertisement

Question 13

Why should AVE not be used ?

Answer 13

1. prohibited by Barcelona principle as out an outdated measurement of PR value
2. PR & advertising should not be compared (different strengths and weaknesses)
3. Coverage is a output not outcome