Match List โ I with List โ II:
| List โ I (Models) | List โ II (Author) |
| (a) Preparation, Implementation, Impact Model | 1. Lindermann |
| (b) Three step yardstick model | 2. Watson &Nobel |
| (c) Pyramid Model | 3. Cutlip, Center &Broom |
| (d) Short term and continuing programme model | 4. McNamara |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | 2 | 4 | 1 | 3 |
| (B) | 3 | 2 | 4 | 1 |
| (C) | 4 | 1 | 2 | 3 |
| (D) | 3 | 1 | 4 | 2 |
Correct Ans: (D)
Explanation:
Public relations relies on structured models to ensure effective communication, planning, and evaluation. Over time, scholars have introduced various models that help PR professionals develop successful campaigns. Thus, letโs explore some of the most influential ones and their respective authors.
- Preparation, Implementation, Impact Model โ Cutlip, Center & Broom (3)
To begin with, this model provides a systematic approach to PR campaigns. It emphasizes three key phases: preparation, where strategies are devised; implementation, where plans are executed; and impact, where results are analyzed. Consequently, this model ensures measurable and goal-oriented communication efforts. - Three-Step Yardstick Model โ Lindermann (1)
Similarly, this model focuses on evaluating public relations efforts. It involves three critical steps: measuring output, assessing the impact on audiences, and determining long-term influence. Therefore, PR practitioners use this model to gauge campaign effectiveness and refine strategies accordingly. - Pyramid Model โ McNamara (4)
Additionally, McNamaraโs Pyramid Model provides a hierarchical framework for PR strategy. It starts with basic awareness-building efforts and progresses toward deep engagement and reputation management. As a result, this model helps PR professionals prioritize their communication objectives effectively. - Short-Term and Continuing Programme Model โ Watson & Nobel (2)
Lastly, Watson & Nobel introduced this model to distinguish short-term campaigns from ongoing PR programs. It highlights the importance of consistent engagement and adapting strategies over time. Due to its emphasis on long-term relationship building, this model remains highly relevant in corporate communication.
Thus, the correct match is (D) Cutlip, Center & Broom – Preparation, Implementation, Impact Model (3), Lindermann – Three-Step Yardstick Model (1), McNamara – Pyramid Model (4), and Watson & Nobel – Short-Term and Continuing Programme Model (2). Clearly, these models provide valuable frameworks for PR professionals to plan, implement, and evaluate communication strategies effectively.
