ABC Communication Measurement & Evaluation

Question 1

Which model is widely used in public relations to evaluate communication outcomes at multiple levels, from outputs to outcomes?

Accepted Answer

The Barcelona Principles Framework

Answer

The Barcelona Principles, updated in 2020, provide a framework for measuring PR outcomes across outputs, outtakes, and outcomes at multiple levels.

Question 2

In communication measurement, what is the primary distinction between an 'output' and an 'outcome'?

Accepted Answer

Outputs are immediate products of communication activity; outcomes reflect changes in awareness, attitude, or behavior

Answer

Outputs (e.g., press releases sent, posts published) are what the communicator produces, while outcomes measure the actual effect on the audience, such as changed attitudes or behaviors.

Question 3

A communicator wants to measure whether a campaign changed employees' understanding of a new policy. Which type of research is MOST appropriate?

Accepted Answer

Pre- and post-campaign surveys

Answer

Pre- and post-campaign surveys measure changes in knowledge, attitude, or behavior directly attributable to the communication effort.

Question 4

Which of the following is an example of an 'outtake' in the communication measurement hierarchy?

Accepted Answer

Audience recall and comprehension of a key message

Answer

Outtakes sit between outputs and outcomes and measure what audiences took away from the communication, such as message recall and comprehension.

Question 5

When calculating 'share of voice' for a brand's media coverage, a communicator is measuring:

Accepted Answer

The brand's media coverage volume compared to competitors in the same category

Answer

Share of voice measures the proportion of total media coverage a brand receives relative to its competitors, indicating relative prominence in the conversation.

(ABC) Accredited Business Communicator Practice Test

(ABC) Accredited Business Communicator Practice Test

ABC Communication Measurement & Evaluation