Why are measurable objectives important to the evaluation phase of the public relations process? What are the advantages of measurable objectives? What are the disadvantages?

What will be an ideal response?


Answer: If objectives are not measurable, then how do we define success? However, the great disadvantage is the uncertainty of how much change is possible. Research is the key to developing realistic and measurable objectives. Because changing public behavior is a long-term process, objectives should be stated in terms of building relationships or acquiring resources when possible. You should evaluate progress as the plan progresses—and change objectives if necessary and possible.

Communication & Mass Media

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How has the Internet affected newspapers?

What will be an ideal response?

Communication & Mass Media

On his day off from writing his doctoral dissertation, Lee tried to watch the season premier of

the (medical) program ER. Because many of the characters in the program relied heavily on language only medical professional would understand, Lee was lost. This problem is best explained through which of the following terms? A) jargon B) cliches C) perception D) listening

Communication & Mass Media

What does "locking-in" mean in relation to script analysis?

a. finalizing the production budget b. hiring the crew after script analysis c. visualizing or mentally hearing a particularly vivid action d. securing full financing in advance of starting production e. shooting the last scene of a fully scripted production

Communication & Mass Media

Neal is at an auction and raises his hand when the auctioneer says, “Do I hear $5,000?”Neal’s use of this gesture is an example of a(n) _____

Fill in the blank(s) with correct word.

Communication & Mass Media