Outcome measures are usually not evaluated in most PR campaigns due to the following reasons, EXCEPT:
a. It's an added expense many clients don't want to incur.
b. It's difficult to measure individual behavior change and/or changes withinthe community
c. PR practitioners are highly skilled in assessing outcome measures.
d. When a campaign is done, PR practitioners are usually well on their wayto another project.
c
Communication & Mass Media
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Which is the least preferable form of feedback?
A. nodding or shaking your head B. paraphrasing the speaker's points C. verbalizations such as "uh-huh" or "um" D. starting a new topic of conversation
Communication & Mass Media
Valid measures should show everything except
a. a close relationship to similar measures b. no relationship to dissimilar measures c. precise wording d. inaccurate information
Communication & Mass Media