A fixed point of reference refers to something that provides the correct action to take in any situation and never gets tailored to fit an occasion.

While syndicated research can show only what has happened in the past, using extrapolation, an accurate potential of a particular segment can be obtained

Indicate whether the statement is true or false

Which two of the following are true with regard to the impact of new technology on public relations practice?

A. Audiences are more fragmented, choosing niche media for their needs. B. Audiences are less fragmented, preferring homogenous mass media for their needs. C. Audiences are more active, choosing two-way media that permit interactivity. D. Audiences are more passive, simply receiving information sent to them. E. Audiences that report the news are clearly identified "journalists" with the appropriate educational background and training A and