Chapter 20 True/False Self-Quiz

. Public relations practitioners in agencies handle several accounts simultaneously.

. News reporting skills are important for PR practitioners to have.

. The most effective way to get a release reported on is by "shotgunning"¯sending it to multiple departments in a news organizations.

. PR practitioners write news stories in journalistic style.

. Even the best news releases are easy to distinguish from the stories written by a news organization's own staff.

. Journalists rarely publish event releases verbatim.

. Journalists handle news releases as they would any other type of story.

. News releases should begin with an organization's name and information about the organization before focusing on the news aspect of the release.

. The worst news releases are blatant advertisements, obviously written to help sell an image, product or service.

. If a release contains generalities or self-praise, journalists should eliminate those elements, even if they appear in direct quotations.

. Almost all news releases are biased to benefit the client.

. Journalist should not use public relations practitioners for information or story ideas.

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