List and briefly describe the technical skills that are important to the practice of public relations
What will be an ideal response?
1. Knowledge of the field — what public relations is, does, and what it ought to stand for
2. Communications knowledge — media and how they work, communication research and how to write
3. Technological knowledge — familiarity with computers, the World Wide Web and associated technologies
4. Current events knowledge — knowledge of what's going on around you that influences society
5. Business knowledge — how business works, a bottom-line orientation, and a knowledge of your company and industry
6. Management knowledge — how senior managers make decisions, how public policy is shaped and what pressures and responsibilities fall on managers.
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Ryan Mills sold his home for $21,500 and took back a $15,000 note with interest at 10% per annum. The note was secured by a first mortgage. The home had a fair market value of $20,000. Later, he decided to sell the mortgage and note and discounted the note to $13,500. He sold them to Cindy Lomez. On the back of the note, he wrote, "I hereby assign the within note to Cindy Lomez without recourse." If the maker of the note defaults before any principal payments are made, Lomez's best legal remedy is to:
A: Foreclose to recover the $13,500; B: Recover from Mills based upon her $13,500 note; C: Sue her assignor based upon the endorsee's secondary liability; D: Foreclose to enforce payment of the $15,000.
Sales of luxury goods such as perfumes, colognes, and aftershaves depend heavily upon their initial response by the consumer. A well-designed package can create convenience and promotional value. It has been called the "silent salesman
" Which of the three levels of packaging is this "silent salesman"? A) retailer B) consumer C) shipping D) secondary E) primary