Match List – I with List – II

(List I- Model)	(List II- Inventor)
(a) Pyramid model of PR research	(i) Cutlip et al
(b) Effective yardstick model	(ii) Jim MacNamera
(c) Short-term and continuing model	(iii) Walter Lindermann
(d) Preparation, implementation and impact model	(iv) Watson

Codes:	(a)	(b)	(c)	(d)
(A)	(ii)	(iii)	(iv)	(i)
(B)	(iii)	(ii)	(i)	(iv)
(C)	(i)	(iv)	(iii)	(ii)
(D)	(iv)	(i)	(ii)	(iii)

Correct Ans: (A)

Explanation:
Public relations professionals rely on well-structured models to evaluate campaigns and guide communication strategy. Each model reflects a unique approach to assessing PR outcomes. Matching these with their creators helps clarify how the field evolved.

Let’s begin with the Pyramid model of PR research. Jim MacNamara introduced this model to demonstrate how PR efforts build from outputs to outcomes. It emphasizes structured evaluation. Hence, (a) – (ii) is the correct match.

Next is the Effective Yardstick model, developed by Walter Lindermann. This model focuses on measurement—especially the effectiveness of PR in shaping opinions. Therefore, (b) – (iii) fits well.

Now consider the Short-term and Continuing model. Watson introduced this concept to distinguish between immediate and ongoing PR goals. It helps in planning sustainable campaigns. Thus, (c) – (iv) matches correctly.

Lastly, the Preparation, Implementation, and Impact model comes from Cutlip et al. This model lays out a three-phase process for executing and evaluating PR efforts. So, (d) – (i) is accurate.

To summarize the correct pairs:

• Jim MacNamara – Pyramid model
• Walter Lindermann – Effective Yardstick
• Watson – Short-term and Continuing model
• Cutlip et al – Preparation, Implementation, and Impact

Understanding these models improves how we measure success in strategic communication and public relations.